AppMetrica: the share of mobile games with advertising monetization is growing in Russia

The analytical platform AppMetrica shared data with App2Top regarding the popularity of various monetization models for mobile games in Russia during the first half of 2025.

AppMetrica calculated that in three out of 10 mobile games distributed in Russia from January to June 2025, there was no monetization at all.
19% of the games that did have monetization earned revenue solely from advertisements. Compared to 2023, the number of such games on the Russian market has increased more than fourfold.
An equal number of games combined ads with other monetization models — their number rose 2.4 times since 2023.
As a result, now more than a third of all monetized games in Russia are projects generating income from ads. Their share increased by 16‰ compared to 2024.
At the same time, the number of games with in-app purchase (IAP) monetization in Russia has decreased in recent years. From 2023 to 2024, their number dropped by 15%, and from 2024 to 2025 — by another 18%.
The number of games earning through subscriptions also declined — by 15% in 2024 and by 41% in 2025.
In the first half of 2025, 77% of games utilizing hybrid ad monetization combined ads and IAP. The share of ad revenue in these games averaged 54%. The number of such games has more than tripled over two years — by 75% in 2024 and by 78% in 2025.
In 22% of cases, ads were used in conjunction with both IAP and subscriptions. Here, the revenue share from ads was already lower — averaging 18%.