As part of the international conference Mobile Game Dev Conf 2025, organized by the RuStore app store, experts discussed key strategies for Russian developers to enter the global market, with a particular focus on the Asian region. The event was held in a hybrid format (online and offline) with broadcasts for Russia and China, which emphasizes its cross-border nature.
One of the central reports was presented by Iling Endzhey, a representative of the Aptoide app store (audience - over 430 million users). He outlined the key challenges and opportunities for Russian teams when entering the Asian market:
- The Asian region accounts for about 50% of the global mobile game turnover, and the total number of users downloading such applications reaches 1.8 billion.
- For successful localization, it is crucial to take into account regional characteristics: China and Japan set trends in East Asia, and Korea sets quality standards in Southeast Asia.
- In addition to translating the interface, it is necessary to adapt characters and design to increase the attractiveness of the product for the local audience.
Qiu An, Director of International Development for the game Black Wind, emphasized the potential of the Russian market for foreign partners. According to him, cooperation with local publishers and platforms allows companies to focus on improving the product, minimizing distribution costs. He named RuStore as a key partner for entering the Russian market, noting: "This platform will be the main one for game development. For us, it is now the main window for entering the Russian market."
The conference concluded with an award ceremony for the first RuStore Award. The winners were determined by a set of criteria: operational stability, UX design, user experience (UX), number of downloads, and reviews. Among the business results:
- "Absolute RuStore Leader" (application category) - Avito;
- "Bright RuStore Hit" (game category) - Tanks Blitz;
- VK Video, T-Bank, Kinopoisk, Sberbank Online, Dobrodel, Ozon, Black Russia, etc. won in other nominations.
RuStore is the official Russian app store (developer - VK), available for Android, HarmonyOS, and Aurora OS. According to RuStore, the platform's monthly audience exceeds 65.5 million people, and the catalog includes more than 100,000 games and applications from developers from 70 countries.
The conference demonstrated that success in the international market requires not only the technological maturity of the product, but also a deep adaptation to local needs. For the B2B sector, this means an increasing demand for localization services, regional market analytics, and partnership programs with platforms like RuStore.
