In the first half of 2025, Chinese developers spent more on advertising in RuStore than they did throughout all of 2024
Ilya Ulyanov, the Director of Business Development at RuStore, discussed the increase in Chinese advertising expenses in a conversation with the newspaper "Kommersant."
Cyber Evolution
Apparently, this concerns expenditures on promoting applications in general, not just games. Ulyanov did not specify how much developers from China invested over six months, but the amount clearly should be measured in millions of rubles. Recall that in January-November 2024, the advertising costs of Chinese companies in RuStore exceeded 60 million rubles.
"If the trend continues, by the end of the year, the expenses on advertising Chinese mobile applications may increase severalfold, by 20-40% each quarter," noted Ulyanov.
Moreover, Ulyanov pointed out that games created in China now account for 30% of all transactions in RuStore. A year ago, their share was almost three times smaller.
In the "games" category in the first half of 2025, companies from China spent the most on advertising RPGs and strategies. They also actively invested in promoting puzzles (+9.7%) and arcades (+9.5%). As a result, the top most downloaded Chinese games included Cyber Evolution, "Exorcist: Seal of Antiquity," and Eternal Evolution.