Gaming content formats in Russian media

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Elena A. Salikhova

Lecturer at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia; ORCID 0000-0002-4158-7456


Section: Modern Journalism: Subjects and Issues

The aim of this study was to determine which indicators of media company performance are present in journalism practice. For the first time, in-depth interviews were conducted with 12 media industry experts, their experience of using gamification in content strategy was analyzed and summarized. It was determined that the share of editorial games is no more than 10-30%, the rest of the game projects are produced by media companies for advertisers. In the total volume of advertising projects, the share of gamified content ranges from 20% to 75%. The reasons for the use of game content by media companies are identified: the struggle for attention / retention of attention, a high degree of implementation in game content, an increasing recreational need, attraction of new advertising, the formation of an image of a pronounced media / brand, the formation of loyalty. Key efficiency metrics for media companies that improve as a result of gaming projects include: traffic, time spent on the website, scroll reach, number of repeat visits, and the decrease of the bounce rate. Improving these metrics makes the media more attractive to the advertiser. In addition, advertisers are willing to do much more for game projects than for texts.

Keywords: audience attention, infotainment, engagement, interactivity, emotions, gamification in journalism, digital youth
DOI: 10.30547/vestnik.journ.1.2024.328


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To cite this article: Salikhova E. A. (2023) Igrovye formaty kontenta v rossiyskikh media [Gaming Content Formats in Russian Media]. Vestn. Mosk. un-ta. Ser. 10: Zhurnalistika 1: 3–28. DOI: 10.30547/vestnik.journ.1.2024.328