The Path to the User: How to Create Sales Offers

Attracting a paying audience is often associated with advertising budgets: the more you invest, the higher the volume and quality of traffic. But this is not the only growth scenario.

RuStore has a tool that works differently and requires no investment — featuring. Getting into thematic collections provides access to an in-store audience that is already ready to install and make purchases. According to our internal analytics, such users on average pay 1.5 times more than those coming from advertising channels.

My name is Varvara Yumina, and I am the chief editor of RuStore. Together with the team, we review hundreds of featuring requests daily and see that a carefully prepared offer plays a key role in the decision to be included in collections. Below, I'll tell you which offers work best, how to use coupons in RuStore, and what to consider when submitting a request for in-game events.

You won't get into a collection by default, as the editorial team evaluates each project comprehensively. First, we assess:

• The app's store listing. Screenshots, description, icon — all of this influences the first impression. If the gameplay is unclear from the screenshots and the icon gets lost among others, the chances for featuring decrease.
• Rating and reviews. Both algorithms and the editorial team pay attention to them. In 2026, threaded comments will appear in RuStore — this will further impact search results and automatic collections.
• RuStore SDK integration. Connecting the store's tools shows the developer's readiness to work systematically with the platform and increases trust in the project.
• Social media and influencers. You don't have to run expensive campaigns: even a small reach in thematic communities or integrations with bloggers help generate initial demand. When interest already exists, it's visible and is taken into account during the selection process.

Key requirements

Exclusivity. The offer must be unique to RuStore. If a similar offer is available in other stores, its value for the audience decreases.

Accessibility. The path to the offer must be as short as possible, otherwise the effectiveness of the proposition drops.

Accessibility. The path to the offer must be as short and clear as possible. The fewer steps required from the user, the higher the probability they will use the offer. This can be achieved, for example, through a direct link to the offer screen (deeplink) or other solutions that simplify the user journey and reduce unnecessary actions.

Call to action. The offer should encourage a purchase here and now. Time limits, a sense of benefit, and urgency increase conversion.

Value and presentation. Even a strong offer can go unnoticed due to weak visuals or an unclear message. The user reacts to the creative first, and only then to the text. If the composition doesn't read well or the value isn't clear at first glance, the offer will simply be scrolled past.

After configuration, the system will generate a link through which the user can activate the coupon.

Coupons are easily integrated into various promotion channels:

• push and email newsletters;
• social media posts;
• in-game highlights;
• personal links for influencers;
• the RuStore storefront via in-game events.

The mechanics are simple: the user follows the link, lands on the coupon page, sees the terms, and can immediately install or open the game. The coupon itself is applied at the in-app purchase stage.

How to get on the storefront

To get your offer seen by users, it's important to feature it on the RuStore storefront. This can be done through in-game events.

The request is submitted via the Console and is available to developers who have enabled monetization. In the form, you need to specify the promotion description, creative, promo code (if any), and the duration.

Recently, we simplified the process: coupons are now available directly in the event submission form — you can create the offer and send it for moderation right away.

Clear CTA in the title

The title should immediately answer two questions: who the offer is for and what the user will get.

Readable promo code and activation rules

The promo code should be simple and readable — it's better to use short, understandable words. Even if the user can copy it with one button, it's important that the code is easy to perceive and remember in case something goes wrong.

The promotion terms must be transparent and noticeable. If there are restrictions (by time, player status, or in-game actions), they need to be stated explicitly, not hidden at the end.

Concise description

It's better to break the promotion description into logical paragraphs. Long, unstructured descriptions are harder to read and lower conversion.

At the beginning of the text, you should immediately state: who the promotion is for, its duration, and how to activate the promo code.

Spelling and punctuation

Write correctly: spelling and punctuation errors reduce trust in the product. The editorial team pays attention to this just as much as users do.

Next, let's look at how this all works in practice.

Creative. No central element, the composition falls apart. Colors don't grab attention, the visual looks "flat". When resized on different devices, the creative loses integrity, although the safe zones are formally respected.

Title. "30% discount on the gift set" — the wording is unclear. It's not clear if this is a paid set with a discount or a gift via promo code. It doesn't state who the promotion is for (e.g., only for new players).

Offer. First purchase transaction value — 69 ₽. However, the game has a high ARPPU, and users are willing to pay more. As a result, the offer didn't work: users ignored the cheap proposition and bought more expensive items. The promotion's potential was missed.

2. Good example with nuances

Creative. The visual is neat and centered, the composition reads well. Looks correct when resized on different devices.

Title. The value is clearly stated: gifts worth 8,000 ₽, exclusivity is indicated. But it doesn't specify that the promotion is intended for new users.

Promo code and terms. Activation instructions are present — that's a plus. The promo code isn't the simplest, but acceptable. The main problem is that the terms are hidden at the end: time and availability restrictions can easily be missed, especially on small screens.

3. Strong example

Creative. Cohesive composition, has a central element, contrasting color scheme. Safe zones are respected — the creative displays correctly on all devices.

Title. Strong CTA: high discount (up to 90%) and emphasis on exclusivity. The user immediately understands the value and urgency of the offer.

Offer. Transaction value — 623 ₽. Significant discount, but a reasonable price level considering ARPPU is maintained. The offer is perceived as beneficial but does not devalue the product.

Result. Users not only made purchases through the promotion but also returned later. Such events show the best performance and are more likely to end up in the top of featuring.