irina tripapina, mytarget (mail.ru group)

Russian

mobile market

Agenda

• Russian market: reasons to be there

• The portrait of Russian gamer

• Secrets to succeed

Mail.Ru Group

of Russian

Internet Market

90%#1 publisher in

Russia

Owns 3 largest social

networks

Russian market

3 things to remember about Russia

Huge

№5 market by app installs – over 60

mln mobile users

Less competition

average CPM is 5 times less than in

Europe and USA

Easy to test

3x cheaper to localize, 1 partner to

deliver all the traffic

Best for games

Source: Mail.Ru Group

Top 1 category by app downloads Top 2 category for retention

0 10 20 30 40

Social Networks

Games

Entertainment

Finance

MAU

WAU

DAU

Top by revenue

Success tips

#1: Analize market share

Source: TNS, Cities 700k+, 12-64

Time spent per day

40 30 2511 8

by Mail.Ru Group by Mail.Ru Group by Mail.Ru Group

5

#2: Localize your game

Source: Russian census

speak english

7%

Source: Inlingo localization

Match-3

Puzzle

Casual

Tower Defense

Strategy

Adventure

Action

Shooter

Hidden Object

MMORPG

RPG

#3: Don’t ignore Android

Source: myTarget data

66% 24% 5% 5%

#3: Don’t ignore Android

Source: myTarget data

0 0,5 1 1,5 2 2,5

Shooter

Casual

RPG+strategies

Utilities

Datings

Services

e-com

USD

Android

iOS

Russian gamer

Immersion

31%

Control

21%

Process

17%

Achievment

15%

Russian gamers look for:

Russian

translation

Good graphics

Makes

them think

Doesn’t weight a

lot

Doesn’t

kill battery

Source: Mail.Ru Group

Ru

Case study

Description of the project

Project: Boost Guild of Heroes mobile game to TOP RPG category in Play Market

GEO:Russia

Task:60 000 installs within 14 days

KPI:RRD1 > 35%, RRD2 > 20%

Budget: 65 000$

CPI: 1,05$

Traffic sources

Source Plan Result

Mail.Ru Group 65% 88%

Facebook 15% 5%

Google 10% 3%

Fyber, Tapcore

and other DSP10% 4%

CTR battle

Examples of creatives with low CTR

Average CTR: 0,4% - 0,6%

Examples of creatives with high CTR

CTR of a broad

audience

1.25%

CTR of a narrow

audience

1.9%

Summary

5 reasons

Lots of installs

Less competition, cheap Easy to enter

Сlear Monetization

Very targeted

and quality gamers

i.tripapina@corp.my.com