Advertising in three major Russian publications about games — “Igromanii”, “Kanobu” and the content section Игры@Mail.ru — now one company is exclusively implementing it. This was stated by the game direction Mail.Ru Group Ventures.
Haji Mahtiyev and his partners are building a major media asset. In March, it became known that the owner of “Kanobu” acquired, together with unnamed persons, “Gambling”. Then both publications were merged under one legal entity. Today we received information that this combined company will be the only one that sells advertising in the media direction Игры@Mail.ru .
This step indirectly confirms the theory that one of the partners of Maktiev when buying “Gambling” could have previously been someone from the management Mail.Ru Group. The most suitable candidate seems to be Ilya Karpinsky, director Mail.Ru Games, which with a high degree of probability could also contribute to the acquisition of another asset of TM-media — the magazine and the website “World of Fiction”.
In a similar light, the acquisition by the combined company, which includes Igromania and Kanobu, of the rights to part of the advertising inventory Игры@Mail.ru it looks like a consolidation of assets, possibly for future sale to a larger owner who will be interested in the total monthly coverage of 14 million unique users, 70% of whom are men aged 18 to 34 years.
However, in Mail.Ru Group Ventures say that such a deal is primarily in the hands of advertisers, since it gives access to such a vast audience in one place. Also, according to the company’s representative, 70% of the entire Russian gaming and esports audience is behind the mentioned three publications.
Please note that the figures on the infographic and in the data that were provided App2Top.ru , varyAlso on the topic: