Foreign developers have increased advertising budgets in RuStore fivefold

The volume of advertising investments by foreign developers in the Russian RuStore app store has increased almost fivefold in 2025. The total cost of advertising and special projects for the year exceeded 400 million rubles.

China is a leader in advertising investments

Chinese companies remain the largest advertisers of the site, accounting for 70% of all foreign investments in promotion over the past two years. Among the gaming trends in 2025, the RPG genre has become the leader in terms of advertising costs, followed by strategy and adventure. Interest in puzzles has grown the most — the cost of this genre has increased by 25% compared to 2024. Arcade games (+16%) and action games (+8%) also showed significant growth.

The success of the advertising campaigns has also affected the financial performance of the developers: the revenue of Chinese companies in RuStore has increased 18-fold compared to last year. The average purchase receipt in Chinese games was 600 rubles. The most popular genres for purchases were simulation and action games, and the most paid foreign game was ATHENA.:Blood Twins from Chinese developers.

"RuStore provides more than half of Android app installations in Russia with a high quality user base. Stable indicators of the cost of attraction and monetization make the Russian market attractive for developers. After integration with RuStore, our revenue increased by more than 25%," said a representative of Efun, the developer of the Athena game.

New players in the market

Other regions have also shown activity. In 2025, advertisers from the CIS countries have almost doubled their investments, and from Hong Kong - fivefold. Singapore has entered the top 5 in terms of costs for the first time.

"In 2025, the geography of foreign partners has expanded significantly. RuStore has been joined by new advertisers from Singapore, South Korea, Vietnam and other countries. We see a steady trend towards an increase in the advertising budgets of foreign publishers — as early as January 2026, investments in promotion significantly exceed the figures for the same period last year," said Ilya Ulyanov, Director of Business Development at RuStore.

Russian developers are also increasing investments in promotion. In 2025, they spent almost twice as much on advertising as they did a year earlier.