What is RuStore?
RuStore is a Russian app store designed for Android devices, launched in May 2022 by VK, a major Russian tech company, with backing from the Ministry of Digital Development, Communications, and Mass Media of the Russian Federation.
It serves as a localized alternative to global platforms like Google Play, offering a secure and tailored environment for downloading apps and games. The platform emerged in response to restrictions on international app stores following geopolitical events, notably Russia’s invasion of Ukraine in 2022.
By August 2024, RuStore had been installed on 77 million devices and hosted over 40,000 apps by June 2024, reflecting its rapid growth and adoption in the Russian market.
Key Features for Users
RuStore offers the following key features:
- Access to a wide range of apps and games.
- Secure and easy download process.
- Manual moderation and secure payment systems.
- Support from the Ministry of Digital Development, Communications, and Mass Media of Russia.
- A design similar to the VKontakte social network, which makes the platform familiar to Russian users.
These features aim to create a convenient and localized user experience, especially in the context of limited access to international platforms.
Why is RuStore Important for Developers?
Developers receive several advantages when working with RuStore:
- The ability to upload apps independently via a personal account.
- Availability for developers from all countries, including English-language support for international developers.
- Provision of tools and SDKs to optimize apps, including features for ratings, reviews, and in-app purchases.
These opportunities make RuStore an attractive platform for developers looking to target the Russian market.
Comparison with Other App Stores
RuStore was created as an alternative to Google Play, particularly after the latter was blocked in Russia due to geopolitical tensions. Unlike Google Play, which offers a vast selection of apps and is globally recognized, RuStore is focused on the Russian market, providing a localized platform with enhanced security measures.
While Google Play faces restrictions in Russia, RuStore is fully accessible and government-supported, with a design and features tailored to Russian users, making it a more familiar and trusted option.
How to Optimize for RuStore (ASO Strategies)?
App Store Optimization (ASO) is critical for developers to increase the visibility and downloads of their apps on RuStore.
Based on RuStore's official recommendations, here are key strategies:
| Category |
Recommendations |
Notes |
| Metadata |
Use keywords in the title (up to 30 characters), subtitle (up to 80 characters), and description (2000-4000 characters). |
Enhances visibility in organic search, focus on popular queries. |
| Rating |
Maintain a high rating to influence search positions and categories. Use RuStore’s SDK for rating requests. |
Avoid fake ratings, RuStore automatically checks them. |
| Installations |
Increase installations to rank in top lists. Avoid fake installs, the system tracks them. |
Promote by adding a “Available on RuStore” button on websites, VK ads, social media campaigns. |
| Conversion to Install |
Optimize visuals: icon, screenshots, videos according to RuStore’s requirements. Regularly update “What’s New”. Conduct A/B tests. |
Screenshots are critical for the first impression. |
| Working with Reviews |
Respond quickly to reviews, especially complaints. Use the SDK to request reviews in-app. |
Improves reputation and ratings. |
| Featured |
Aim for editorial selection through in-game events and creative assets. |
Boosts installations through curated lists. |
| Current Content |
Regularly update the app, add new features, fix bugs. Ensure the latest version is available on RuStore. |
Maintains user interest, improves ratings, and boosts installations. |
| Payment SDK Integration |
Include in-app purchases via RuStore’s payment SDK to enhance visibility. |
Improves convenience and security for users. |
| “Available on RuStore” Button |
Add it to websites, emails, and mobile sites for direct downloads. Announce on social media, mention paid versions. |
Drives additional traffic to the app. |
| VK Ads |
Use VK Ads platform for targeted campaigns. Create promo posts with direct links to RuStore. Combine with other promotions. |
Effective for audience targeting. |
These strategies help developers maximize the visibility and success of their apps on RuStore, tapping into the growing Russian market.
Conclusion
RuStore is an evolving app store focused on the Russian market, with an emphasis on security, localization, and support for developers. Its growth and ASO strategies make it an important platform for reaching Russian audiences, especially in light of limited access to international platforms.
COVID-19 UPDATE 
