"Our main task now is to protect the interests of those in the gaming industry," said Vladimir Prokurov from the AII regarding the outcomes of 2024

We continue to summarize the outcomes of 2024 with gaming (or gaming-related) teams and experts. This time, we spoke with Vladimir Prokuronov, the director of the Gaming Industry Association (GIA).

What kind of year was 2024 for the organization? What achievements would you like to highlight?

Let me start with some history. The GIA is actually the first gaming association in Russia, established in 2020. At its inception, it primarily included specialists needed to address content licensing issues. Among the founders of the GIA were well-known game designers and seasoned lawyers who, at some point, needed a "public loudspeaker" to achieve market-wide business goals.

I became the director of the GIA in October 2024. By this time, I had already gained experience launching my own agency, organizing dozens of esports tournaments, working at the ANO "Digital Economy," where I supervised the video game sector, and winning the "Leaders of Russia" competition.

We decided to reformat and update the Association, so its main tasks now are to protect the interests of gaming industry participants and to facilitate consolidated dialogue at all levels of the governmental hierarchy.

In the fall, we launched a landing page for an experiment on the voluntary labeling of video games in collaboration with APRIORI. It features seven descriptors that indicate the presence of certain themes in a game, sensitive to different categories of people. The experiment is voluntary, with developers deciding whether to apply these descriptors to their games, but we believe it’s a useful initiative: when you proactively inform your audience about violence or alcohol consumption scenes in a game, there will be significantly fewer complaints like, "Why didn’t anyone tell me this beforehand? I wanted to gift this game to my child."

The experiment will continue for several months, with its main goals being to ensure users see it as a positive initiative and to demonstrate that the industry is ready for self-regulation and responsibly approaches content creation. Currently, we see that large developers have embraced the experiment, with labels already appearing on the websites of many Russian games—from "World of Tanks" to "Caliber."

As for smaller developers, additional work is needed. Not everyone is aware of the experiment, and "small fry" often focus solely on development, dismissing labeling requirements as unnecessary. However, issues of gaming content and its regulation concern the entire industry, with regulation in place in every country. Russia will be no exception. It’s far simpler to spend a couple of hours applying the right descriptors than to silently ignore a clear government request, thinking "that doesn't concern me."

The draft law currently under consideration, aimed at regulating the gaming industry, calls for using labeling we hope will rely on our experimental results. If most games are labeled and demonstrate the initiative's effectiveness, dialogue with the authorities will be even more productive. Discussion of the draft law is ongoing, with our concerns already voiced during the first closed meeting at the ROCIT platform. We have reservations about specific points, particularly definitions, user expertise and identification issues (topics raising significant concern and potential for speculation), and the detailing of state support measures for the industry, currently outlined superficially.

Additionally, we've started work on the international track by signing agreements with KGDA (Korean Game Developers Association), AGI (Asosiasi Game Indonesia), and IT Park of Uzbekistan. These steps are necessary to move from intentions to actions towards the mutual development of the video game industry.

How did the Russian gaming market change in 2024?

The industry's "maturing" process continued in 2024. Communication with government bodies has become more efficient. The workforce preparation process is being systematized (under the close supervision of colleagues from "VK Education," working with the Ministry of Education). RADI is actively working on "legitimizing" video game products on physical media. The Ministry of Industry and Trade is overseeing discussions about the necessity of creating a domestic gaming console.

Were there any noticeable changes in local game development in 2024?

The key change was undoubtedly the government’s initiation of a draft law discussion. This event profoundly impacted all market players, from major entities like "Lesta Games", "VKPlay", and "Astrum Entertainment" to smaller studios.

Among key processes directly related to game creation, I can highlight the NAU Engine beta launch. Hopefully, this will lead to a competitive open-source engine post-beta testing.

Moreover, the industry is gradually approaching a position consolidation. We are closely collaborating with APRIORI across various sectors and I believe that next year, we will be able to provide a clear answer to the question, "Why so many associations in the gaming industry?" I completely agree—so many are unnecessary, but it is essential to clearly delineate competencies and responsibilities. In our case, this is complex, as the gaming industry is an extremely complex sector under several ministries' jurisdiction (Ministry of Economic Development, Ministry of Digital Development, Ministry of Industry and Trade, with some topics falling under the Ministry of Culture, the Ministry of Education, and even the Ministry of Sports). Certainly, when the industry is this multifaceted, achieving the right balance is challenging. Nonetheless, I know for sure that when true professionals meet—both from the state and the industry sides—things start to move much faster.

What trends do you anticipate in the Russian gaming industry in 2025?

Personally, I anticipate an increase in cross-industry collaborations. For instance, a series based on Atomic Heart has already been announced, and I strongly believe that a Russian studio will manage to produce a gaming series comparable to those made abroad. Generally, I see a noticeable increase in interest towards Russian gaming franchises and believe that game content will become much more prominent, including in federal media.

What are the organization's plans for 2025?

Undoubtedly, the primary focus in the first half of the year will be working alongside industry partners, ministries, and the State Duma on the draft law to ensure it reflects not only government requirements but also the industry's demands and hopes. We need to wrap up the labeling experiment, analyze it, and correctly integrate the results into future legislation. Of course, our plans include expanding international cooperation, launching specific educational initiatives, and partnering with the business community, which is somehow interested in game development.

Importantly, I would like to highlight our focus on the indie community. The GIA was established to protect and develop the entire gaming industry, and I am always open to dialogue with any developer, regardless of the studio’s name, project cost, or employee count. Our mission is to help release the maximum number of quality games, including through collaboration with external partners, be it the state or big business.