UDC 339.138
DOI: 10.36871/ek.up.p.r.2025.12.03.008

Авторы

Yichi Zhang,
Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University), Moscow, Russia

Аннотация

The Russian market presents a core strategic paradox for Chinese game publishers: high-quality products often fail, suggesting a strategic disconnect. This study argues this failure stems from «surface localization» (text-only translation), which overlooks Russia’s complex cultural, regulatory, and platform ecosystems. This research deconstructs these «three pillars» to build a «Deep Localization» framework. The core argument is that in the post-2022 environment, localization has shifted from a marketing problem to an infrastructure compliance problem. Legal adherence (FZ-152), technical integration (Mir/ SBP), and ecosystem migration (VK Ads) are now non-negotiable prerequisites. This framework (Phase 1: Infrastructure Compliance; Phase 2: Cultural Resonance; Phase 3: Ecosystem Integration) provides a viable path for market entry, contrasting the success of miHoYo (deep integration) with the failure of Tencent (surface failure).

Ключевые слова

International Marketing, Localization, Mobile Games, Russian Market, Consumer Behavior, Market Entry Strategy, Chinese Publishers

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