24 Mar 2026
8 min.Top 5 Questions About Monetization in RuStore
Ivan Sharkov RuStore Expert Author
Lead Product Manager at RuStore
Content
Launching monetization is one of the most challenging stages in a mobile project's lifecycle. Even with high-quality development and stable traffic, results often fall short of expectations: revenue stagnates, users don't pay, and acquisition costs keep climbing.
Experience at RuStore shows that the reasons for failure are often hidden not in the product itself, but in the details—choosing the wrong monetization model, presenting paid offers poorly, lacking clear product value, or having a clunky payment process. These factors directly impact conversion and ROI.
My name is Ivan Sharkov, and I'm a Lead Product Manager at RuStore. In this article, I’ve gathered the most common questions developers face when starting out and provided practical answers: how to choose a monetization model, what metrics to consider realistic, why acquisition costs are rising, which mistakes hurt your revenue, and how to build a seamless payment flow.
How to Choose the Right Monetization Model
The main question is: where do you start? Our experience shows that hybrid monetization models, combining in-app purchases (IAP) and advertising, yield the best results. According to store statistics, this approach leads in revenue for RPGs, shooters, and strategy games.
Choosing just one model often means leaving potential profit on the table. When planning your strategy, consider combining two of the most effective formats: in-app purchases and advertising.
For an effective in-app purchase system, it's crucial to structure your offers correctly. RuStore data analysis shows that limited-time offers priced around 500 RUB convert well. Additionally, users find it easier to decide when they have choices—for example, buying a small amount of in-game currency at an accessible price or a larger discounted package.
Time constraints are equally important: promotions like "24-hour offer" with a countdown timer or limited-time QR-code offers can significantly boost conversion. Long-term limited offers, such as seasonal Battle Passes, help stimulate purchases and improve player retention.
What Percentage of Users Actually Pay in RuStore?
A realistic share of paying players in RuStore is 3–5% of the total audience. This is the average you can achieve with a well-thought-out monetization strategy. Some projects see conversion rates as high as 30%, while others are near zero—it all depends on product quality and how well the game's economy is designed.
According to our data, 45% of users make in-game purchases at least occasionally. However, not all do so regularly; most spend selectively. This highlights that even if your audience is willing to pay, the game must immediately capture and hold their attention. It's crucial to demonstrate your product's value early on. On average, RuStore users switch games every 2–3 months, meaning you have only a few gaming sessions to engage a player and establish a purchasing habit.
Why Is the Cost of User Acquisition Rising?
High user acquisition costs are a common challenge for developers. To understand why, let's look at who is already using RuStore.
The most active user group is 35–45 years old. This is traditionally the most financially capable audience: they not only make purchases more frequently but also spend more per transaction.
Ivan Sharkov RuStore Expert Author
Lead Product Manager at RuStore
Additionally, 44% of RuStore users have above-average income, and about half live in Moscow and St. Petersburg, the country's largest economic centers. This confirms that RuStore's audience is mature, financially active, and willing to pay for quality content.
According to observations from Chinese developers, RuStore users' payment activity is 3–4 times higher than on other platforms. There are cases where the average revenue per user (ARPU) in RuStore significantly exceeds that in Google Play.
The high value of this audience naturally makes competition for it fierce. Many developers are vying for the same users through ad networks, which inevitably drives up acquisition costs.
To reduce reliance on paid traffic and expand your reach, the RuStore team recommends diversifying your promotion channels:
- Optimize your app's store listing for search and recommendations.
- Run in-game events to generate organic traffic.
- Aim to be featured in RuStore's editorial selections.
- Use cross-promotion between your own and partner projects.
What Mistakes Kill Monetization?
Even a high-quality game can fail to generate revenue if the balance between gameplay and commerce is off. Analysis of projects in RuStore shows that failures are more often linked to missteps in presenting paid offers than to flawed game mechanics.
Aggressive selling at the start is one of the most common problems. Bombarding users with a series of pop-up offers from their first launch creates irritation and makes them want to close the game. This approach erodes trust and hinders the formation of a positive first experience.
Pay-to-win mechanics – For the Russian-speaking audience, purchases that provide a direct advantage in PvP modes are perceived particularly negatively. Even paying players don't want to win "because they paid." Over time, this reduces competition and, with it, interest in the game.
Unclear product value is another critical issue. Users need to clearly understand what they are getting for their money and how it will improve their gaming experience. If the value isn't obvious, conversion drops, even with good traffic.
Cluttering the interface with too many offers hinders revenue. Presenting a catalog of dozens of offers at once demotivates users. It's better to show one or two relevant offers adapted to the in-game context and hide the rest in a convenient menu.
According to our data, the following offer types perform consistently well:
- Progress accelerators – purchases that save users time and reduce grind.
- Cosmetic enhancements – skins, decorations, and visual effects that don't affect game balance.
- Seasonal content – limited-time offers that create a sense of value and urgency.
The optimal time to test offers is days 13–23 after installation. By this point, the player understands the mechanics and is ready to consider a purchase.
Ivan Sharkov RuStore Expert Author
Lead Product Manager at RuStore
How to Ensure a Smooth Payment Process
Even well-planned monetization can stall if the payment process is inconvenient. Issues in the payment flow directly impact conversion and revenue: extra steps, delays, or the need to enter data manually often lead to abandoned purchases.
To make payments in RuStore as simple as possible for users and convenient for developers, we created our own payment solution: Pay SDK.
Key Features of RuStore Pay SDK
- Simple Integration. Pay SDK is independent of external libraries and is integrated via configuration in
AndroidManifest.xml. This allows you to start accepting payments in just a few steps—without complex setups or extra code. Details on integrating Pay SDK can be found in our documentation. - Flexible Payment Scenarios. Pay SDK supports both immediate debits and two-stage transactions with pre-authorization of funds.
- Payments Without Authorization. Pay SDK supports payments from users not logged into RuStore, shortening the path to purchase and boosting conversion.
- Saved Cards. If a user has previously made purchases in VK services, their card will be automatically pulled in. This speeds up the process and increases the likelihood of successful payment.
- Instant Transactions. Payment processing takes only a few seconds, eliminating the risk of repeat payment attempts and declines.
- Coupons. Developers can run discount promotions using coupons—without changing the item's price in the store and without additional integration. This is a convenient way to quickly test new hypotheses and stimulate purchases. Coupons can be issued in the corresponding section of the Developer Console.
- Versatility. Pay SDK can be used not only in apps published on RuStore but also in other app stores.
Developers are already actively adopting Pay SDK, and the results confirm its effectiveness. For instance, the team at Redspell (makers of the game *Senses*) saw a 3x increase in ARPU compared to Google Play and a 1.5x increase compared to the App Store after switching to Pay SDK.
Ivan Sharkov RuStore Expert Author
Lead Product Manager at RuStore
Bonus: Integrating Ads for Additional Revenue
Advertising remains a key element of monetization for free-to-play projects, yet many studios still don't use it to its full potential. RuStore offers various in-app ad formats that can help increase revenue without harming the user experience. Below are two formats that perform best in the RuStore ecosystem.
Rewarded Video – The most effective format among all types of in-app ads. Users are willing to watch ads in exchange for in-game currency or bonuses. The average eCPM for this format is 200–300 RUB, making it a highly effective monetization tool.
Playable Ads – Particularly effective for attracting high-quality new users. A potential player immediately sees the gameplay and understands what they'll be playing, increasing the likelihood of installation and reducing churn.
Conclusion
Monetization isn't about luck; it's about a systematic approach. Success comes when your strategy covers all stages: from choosing a model and setting up the economy to testing offers and ensuring a smooth payment flow. Experience at RuStore shows that even small improvements—in offer structure, payment UX, or ad formats—can significantly boost revenue and user retention.
The key is not to look for universal solutions, but to regularly analyze data, test hypotheses, and adapt mechanics to your specific audience. This is how monetization stops being a "problem at launch" and becomes a sustainable source of growth.
For more on best practices and real-world case studies, the RuStore team shared insights at the RuStore On Air #1 meetup.