---
metadata:
  - name: generator
    content: Diplodoc Platform v5.54.4
alternate:
  - https://yandex.com/dev/games/doc/en/concepts/start-screen.md
  - https://yandex.com/dev/games/doc/hi/concepts/start-screen.md
  - https://yandex.com/dev/games/doc/ko/concepts/start-screen.md
  - https://yandex.com/dev/games/doc/ru/concepts/start-screen.md
  - https://yandex.com/dev/games/doc/tr/concepts/start-screen.md
  - https://yandex.com/dev/games/doc/vi/concepts/start-screen.md
  - https://yandex.com/dev/games/doc/zh/concepts/start-screen.md
  - href: en/concepts/start-screen.md
    type: text/markdown
    title: Markdown version
  - href: ../llms.txt
    type: text/markdown
    title: llms.txt
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/dev/games/doc/en/llms.txt

# Paid promotion

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You can promote your projects in the catalog and on pages of other games available on Yandex Games. The service has a monthly reach of more than 45 million players, so promotion will help you introduce your game to a large audience.

You can launch a campaign through the Developer Console. To do this, you don't need to create ad texts, illustrations, or placement strategies. Yandex handles all the setup and promotion.

## Start promotion {#launch}

{% note alert %}

Campaign launch is not available for games in the **Casino** category.

{% endnote %}

1. In the [Developer Console](https://games.yandex.com/console){.external}, select the game you're interested in.
1. Go to the **Promotion** tab.
1. If you have already started the campaign setup, you can proceed directly to the current step. To do this, click on **Get started with promotion** at the top of the page.
Otherwise, in the **How do I set that up?** section, follow these steps:

### Step 1. Log in to your Yandex Direct account or register a new one {#direct-account}

{% list tabs %}

* I don't have an account in Yandex Direct yet

    1. Click on **Log in with Yandex Direct**.
    2. On the opened Yandex Direct page, click **Register**.
    3. Check the filled fields: country, payment currency, email, and phone number. If necessary, provide advertiser information and taxpayer identification number.
    4. Read and accept the legal terms if you agree. Then click **Register**.
    5. Return to the Developer Console or reload the **Promotion** tab if it was open on a different browser page.

* I have an account in Yandex Direct

    Ensure your account is neither an agency account nor associated with one. Otherwise:

    1. Create a new account in [Yandex Direct](https://direct.yandex.com/){.external}.
    2. Register it in the Developer Console.
    3. Using the application owner's account, [add a new user](https://yandex.com/dev/games/doc/en/console/teamwork.md#add-user) and grant them advertising management rights (the **Ad manager** role).
    4. Log in with the new account and navigate to the **Promotion** tab of the game you're interested in.

{% endlist %}


### Step 2. Enable API Access for Integration with Third-Party Services {#api-access}

   1. Click **Open the API settings in Yandex Direct**.
   1. Click **Get API access**.
   1. Read the User Agreement and select **Accept** if you are ready to accept it. Then click **Accept agreement**.
   1. After the **API settings — Settings** page opens, return to the **Promotion** tab of the game you are interested in. If the **Promotion** tab was open on another page, refresh it.


### Step 3. Allow Access to Yandex Direct {#direct-access}

Click **Allow access to Yandex Direct**.


### Step 4. Set up the campaign and confirm its launch {#set-up-campaign}

1. Top up your Direct account or click **Top up the balance** in the Developer Console.
1. Click **Create a campaign**.
1. Specify the [weekly budget](*budget). The minimum amount is 300 rubles, the recommended is 7000 rubles.
1. Choose a strategy — ad display settings that determine:
    - What's important to you:
        - [Conversions](*goal) — for long-term campaigns aimed at finding engaged players. You can specify the target conversion when selecting the **Maximum conversions** strategy.

          {% note info %}

          The target game session duration will attract different audiences:

          - Short sessions (5 min) — more players, but they may spend less time in the game.
          - Long sessions (30 min) — fewer players, but they are more loyal.

          {% endnote %}

        - [Clicks](*click) — for testing new games or when launching promotions where reach is important.
    - How much and for what you'll pay.

    #|
    || **Advertising goal** | **Price** | **Payment for** | **How it works** ||
    ||::{align="center"} Maximum conversions | Average per week | Clicks | You control the average cost. Specify how much you're willing to pay for a player who spends longer than a specified time in the game. The algorithm will try to maintain the average cost of conversion. ||
    || ^ | Fixed | Conversions | If you know the optimal price for a "retained" player (see [Yandex Direct Help](https://yandex.com/support/direct/en/strategies/average-cpa#tips){.external}), you can fix it. You'll be charged for [achieved goals](*goal). If the price is too low, the campaign will stop. ||
    || ^ | No limits | Clicks | The algorithm automatically selects the price to maximize the number of players who will spend longer than a specified time in the game.

    ![Recommended strategy](../_images/icons/yes-button.svg) Default strategy.
    ||
    ||::{align="center"} Maximum clicks | Average per week | Clicks | You control the average cost. The algorithm increases the number of clicks to your game. ||
    || ^ | No limits | Clicks | The algorithm automatically selects the price to maximize the number of clicks to your game. ||
    |#

    {% note info %}

    You don't pay for repeat clicks. As long as the game is in the user's **My Games** section, they won't see ads for it.

    {% endnote %}

    For more information about display strategies, see [Yandex Direct Help](https://yandex.com/support/direct/en/strategies/select-strategy){.external}.

1. Specify the platforms where your game is available.
1. If necessary, adjust the regions where you want to promote your game.
1. Click **Create**.



## Promotion results {#results}

After launching the campaign in Yandex Direct, an ad with the selected strategy will appear on the **Promotion** tab. Within a day, your game with a lightning icon will appear:
- on the main page of [Yandex Games](https://yandex.com/games/){.external} in one of the first three sections of **Recommended Games**;
- on other game pages in the **Similar Games** block (appears when accessed through ads or via a direct link).

## Statistics {#statistics}

Evaluate campaign metrics in:
- The [Developer Console](https://games.yandex.com/console){.external} — view player statistics and manage the advertising campaign.
- The [Yandex Direct](https://direct.yandex.com/){.external} interface — monitor the campaign and its statistics. To return to the Console, click **Go to campaign**.
- Yandex Metrica.

{% note tip %}

We recommend paying attention to the average play time and average cost per conversion metrics.

{% endnote %}

[*budget]: The maximum amount that can be spent during a calendar period from Monday to Sunday.

[*price]: The cost per click depends on the game and promotional materials, but typically ranges from 1 to 6 rubles per click.

[*click]: A user clicked on an ad and went to the game.

[*goal]: A user spent more than:
- 5 minutes;
- 10 minutes;
- 20 minutes;
- 30 minutes
in the game.