12-Month Ad Spend ROI Multiplies 2.4x! Yandex Ads Partners with Efun to Set a Russian Mobile Gaming Growth Benchmark

Summary

During ChinaJoy 2026, Yandex Ads released its "2026 Russia Mobile Gaming Market Growth and User Value Report," highlighting a partnership with Chinese mobile game publisher Efun. The case study shows that through Yandex Ads' intelligent targeting and localization strategies, Efun achieved a 2.4x return on advertising spend in the Russian market within 12 months, with significantly reduced user acquisition costs and improved paying user ratio and retention. This success stems from Yandex Ads' deep insights into Russian user behavior and customized ad solutions for different game genres. The report also notes that the Russian mobile gaming market has been growing steadily, with Chinese developers becoming key players, yet localization and precise marketing remain crucial. By publicizing this collaboration, Yandex Ads offers a replicable growth playbook for other Chinese game companies entering Russia, while validating the effectiveness of data-driven advertising and localization in emerging markets. This may further encourage Chinese game firms to invest more in Russia and the CIS region.