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Guest Post | 12-Month Ad Spend Returns 2.4x! Yandex Ads and Efun Network Create a Russian Mobile Game Growth Model
Summary
During the 2026 ChinaJoy expo, Yandex Ads released its "2026 Russian Mobile Game Market Growth Report" and highlighted a partnership case with Efun Network. Over the past 12 months, Efun Network leveraged Yandex Ads' intelligent bidding solutions to achieve a 2.4x return on ad spend (ROAS) in the Russian market, while ad spend grew over 180% and activation costs dropped by 35%. These results were driven by Yandex Ads' automated bidding strategies, dynamic search ads, and deep optimization based on local Russian user behavior. Efun Network noted that Yandex Ads' support for localized creatives and targeting capabilities helped their titles acquire users precisely in a highly competitive market. This case is regarded as a benchmark for Chinese mobile games expanding into Russia, demonstrating how leveraging a local advertising platform can deliver efficient growth. For the industry, the partnership offers a replicable playbook, especially in emerging markets where choosing the right ad partner and using its data capabilities for refined operations can unlock breakthroughs. Yandex Ads also revealed plans to strengthen its machine learning models to provide more customized solutions for Chinese developers.