"I absolutely don't care where the player got the game. What matters to me is competing for their time," said the head of VK Play about the platform's development
The head of VK Play, Alexander Mikheev, discussed the platform's development strategy in the podcast “Gamedev Kitchen.” He stated that VK Play's current goal is to become the “second screen for gamers.”
Mikheev acknowledged that, as of today, VK Play cannot effectively compete with the global gaming industry, so he is indifferent to where gamers obtain their games. The key is for them to spend as much time as possible on VK Play and be on the platform “before the game, during the game, and after the game.”
In order to attract and retain users, VK Play is actively enhancing its functionality. For instance, a feature is currently being tested that allows users to purchase games on Steam with a single click. The first step has been the sale of keys for Elden Ring. According to Mikheev, the experiment is proceeding successfully — as of the last week, Elden Ring has become the best-selling game on VK Play [at the time of the podcast recording — ed. note]. In the future, VK Play wants to expand on this idea. It is already considering adding an option to refill Steam wallets and the ability to launch any games purchased on other platforms through the VK Play launcher.