In the first half of 2026, foreign publishers spent over 400 million rubles on advertising games in RuStore
This is three times more than a year ago.
Doomsday: Last Survivors
These data were shared by RuStore representatives in a conversation with the newspaper "Vedomosti." They added that the most generous advertisers were once again companies from China, responsible for 76% of the semi-annual spending on game advertising. Also making the top three were publishers from Singapore and the UAE, accounting for another 10% of the expenditures.
Among specific foreign games, Chinese games Doomsday: Last Survivors and ATHENA: Blood Twins led in advertising spending on RuStore. However, the exact amount spent on their promotion was not specified.
It is assumed that the surge in expenses was due to the introduction of additional advertising opportunities in RuStore. For example, interactive banners and advertising stickers became available in the store. Additionally, more foreign companies are now operating with RuStore compared to the first half of 2025.
Experts interviewed by "Vedomosti" separately noted that over the year, RuStore's audience significantly grew due to the mandatory pre-installation of the store on smartphones sold in Russia. This could also have contributed to the increased advertising spending.
Recall that in mid-July, the company VK reached an agreement to sell RuStore for an undisclosed amount. The buyer was the general director of the RuStore development team, Dmitry Pankrushev.