MODERN TRENDS IN THE GAME. Russian Gamer’s Inner World

The article explains Russians’ behavior patterns in the reality of video games. It will help brands to develop interaction with their consumers both in the real world and in the virtual one.

25.01.22

In Russia, video gamers have often been perceived as people wasting their time on an idle and non-serious activity for a long time. However, the situation is gradually changing under the influence of esports news. In October 2021, social and mass media were discussing a historic event; the Russian Team Spirit team won the Dota 2 International World Championship to receive a prize of $18,000,000. The term “millionaire gamer” emerged, and many people started wondering whether computer games were really such a waste of time. The development of esports, the penetration of games into modern pop culture, and emerging metaverses are nothing but engagement of video game fans and the general public. The article explains Russians’ behavior patterns in the reality of video games, as brands have to further develop interaction with consumers both in the real world and in the virtual one.

KEY TAKEAWAYS

There is an unmet need for games based on Russian history and culture.
Russian gamers are characterized by strong emotional engagement in any business – including gaming.
Russian gamers’ perceived toxicity is counter-intuitively based on positive reasons that relate to the Russian character and the current trend towards individualism.
Brands focused on the Russian market and considering product placement in games should primarily pay attention to games with the Russian specifics.

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