The head of VK Play, Alexander Mikheev, discussed the platform's development strategy in the podcast "Gamedev Kitchen." He stated that VK Play's current goal is to become the "second screen for gamers."
Mikheev admitted that VK Play cannot compete with the global game development industry at present. Therefore, it does not matter to him where gamers get their games. The important thing is that they spend as much time as possible on VK Play and stay on the platform "before the game, during the game, and after the game."
VK Play is actively developing its functionality to attract and retain users. For example, the option to purchase games on Steam with one click is currently being tested. The first step was the sale of keys for Elden Ring. According to Mikheev, the experiment is going well — Elden Ring became the top-selling game on VK Play in the past week [at the time of the podcast recording — ed. note]. In the future, VK Play intends to expand on this idea. They are already considering adding the option to top up wallets on Steam and the ability to launch any games bought on other platforms via the VK Play launcher.