Get in touch
start@gamingcomms.com

Gaming & Esports
Communications Center

We help businesses and public institutions connect with Russian gaming audiences — and bring gaming projects into the national conversation.

About the Center Projects & campaigns
Gaming
culture
Business
Media
Government

Russia’s gaming market at a glance

gamers in Russia
106M
video game market in Russia
$2.3B
esports audience
42M
Russian on Twitch by audience size
#2

01About the Center

Understanding the industry.
Connecting worlds.

GEC² is a think tank and communications practice working across gaming culture, media, business and public institutions.

We help brands and organizations build productive relationships with gaming audiences. We translate between the different priorities, cultures and expectations of businesses, public institutions, media and gamers.

For gaming and esports projects, we start conversations with mainstream media, investors and wider audiences — shaping public understanding, promoting products and finding partners.

01 / RESEARCH

Markets & audiences

02 / INTERPRET

Context & change

03 / ACT

Strategy & communications

Our expertise combines market intelligence, marketing and industry consulting with hands-on communications: from positioning and narrative development to sustained work with media, communities and digital platforms. For international teams, that means local insight backed by the ability to deliver.

02Projects & campaigns

Expertise
put into practice.

International campaigns, market intelligence, strategic communications and new gaming platforms — different perspectives on the same industry.

01 / INTERNATIONAL CAMPAIGN2026

Esports
World Cup

Russia ranked #2 worldwide across three key measures of EWC 2026 media coverage

The world’s largest international esports championship.

RUSSIA / CAMPAIGN RESULT

#2worldwide
  • Publication volume
  • Media reach
  • Estimated media value

7,813articles

493media outlets

Our role

We handled Russian-language PR for EWC as part of the global communications campaign. We turned one international event into dozens of local media stories — for national news desks, television, business and sports editors, gaming outlets and leading Telegram channels.

An original composition: one gaming event unfolds into different media stories

A different story
for every audience.

The business and scale of the industry for business media. Russian players and sporting results for national news and sports desks. Matches and disciplines for gaming outlets. The social and public-policy context for a wider news agenda.

Consistent work with editors and a deep understanding of each media segment sustained attention throughout the campaign and brought EWC far beyond its traditional esports audience.

Coverage included

  • RBC
  • Vedomosti
  • Forbes
  • RIA Novosti
  • Lenta.ru
  • NTV
  • Match TV
  • Championat
  • Sports″
  • Mash
02 / GAME INDUSTRY

Lesta Games

Research.
Media content. Influencers.

Developer of the most popular games in Russia and the CIS: Mir Tankov, Mir Korabley and Tanks Blitz.

Our work

We support the Lesta Games team with research into games and media content, as well as influencer relations.

ResearchMediaInfluencers
03 / INDUSTRY INSTITUTIONS

Russian Esports Federation

Strategic communications.
Institutional expertise.

The nationwide organization responsible for developing esports in Russia and the organizer of the Russian Esports Cup and Championship.

Our work

We advise the Federation’s leadership on PR and strategic communications.

ConsultingStrategyPR

MORE PROJECTS & TEAM EXPERIENCE

04

Trend Surfers

Digital experiences & metaverses

An interactive marketing agency specializing in digital projects, metaverses and product gamification. We provide PR support for its projects, bringing their stories to national news outlets and gaming media.

05

MetaVDNH

New platforms & audiences

A virtual version of VDNH, Russia’s flagship exhibition complex, built on Moscow’s Digital Twin platform. The city’s first metaverse. Our team helps promote the project through streamers and gaming media.

06

Axiom Game Labs

Product PR · Public affairs

A developer and publisher of games for Telegram Mini Apps. We provide comprehensive communications support, covering product and corporate PR, production and public affairs.

07

Sumo Tatami

PR & investor communications

A game by Eudokia Games combining Fall Guys-style mechanics with branded levels, custom items and Roblox-style mini-games. We advise the studio on PR and investor communications.

08

Svyaznoy / Game Changer

Social media · Content

A nationwide retail chain for consumer technology. In 2021–2022, the specialists who now make up GEC² launched the social channels for Svyaznoy’s gaming project, Game Changer, and delivered its content strategy.

03Expertise & practice

From market insight
to effective action.

We work with Russian market leaders and international organizations and brands seeking to engage Russian gaming and esports audiences.

01

Market intelligence & research

Analysis of gaming and esports markets, audiences, media and trends to inform strategic and communications decisions.

02

Communications strategy

Positioning, narratives and communications planning for gaming and esports audiences.

03

Industry consulting

Expertise in markets, products and business models — from building an esports team to launching gaming product lines and platforms.

04

PR & media relations

Reputation management and media engagement across specialist gaming, business and mainstream outlets, including news, public affairs and culture.

05

Marketing & sponsorship

Brand strategies for gaming and esports: collaborations, product placement, creative integrations and sponsorship programs.

06

Social media & communities

Content strategy, tone of voice and sustained dialogue with gaming audiences that feels natural and relevant.

04Our approach

Understanding
both sides.

An original architectural playfield with a red game piece
[01]

Cultural fluency

We know how to speak with gaming communities without the “How do you do, fellow kids?” effect.

[02]

Media relationships

Professional and personal relationships across Russia’s media landscape: from leading business outlets and national TV to esports publications and gaming Telegram channels.

[03]

Two perspectives

Corporate and public-sector communications expertise, combined with a deep, practical understanding of the gaming industry.

[04]

Common ground

We understand how creative teams work — and what demanding corporate and public-sector clients need. We help them work together.

05Who we work with

Companies & brands

From reaching specific gaming audiences with existing products to launching new gaming and esports offerings.

The gaming industry

Publishers, developers, platforms, leagues, teams and industry organizations with gaming and esports projects.

International agencies

A trusted local partner for agencies entering the Russian gaming and esports market, providing specialist expertise and communications support.

Public institutions

Government bodies and public organizations seeking meaningful dialogue with digital audiences.

Yaroslav Meshalkin, founder of GEC²

06Experience & trust

“Games create new role models, shared languages and patterns of behavior.”

Yaroslav Meshalkin

Founder, Gaming & Esports
Communications Center

Architect of the shift in how gaming and esports are perceived in Russia: from a fringe subculture to presidential recognition, national television and the St. Petersburg International Economic Forum. Former Chief Strategic Communications Officer at the Russian Esports Federation, ESforce (VK) and Virtus.pro.

IPRA Golden World AwardsIABC Gold Quill Award
A perspective on gaming culture

Video games are a shared global pastime and a cultural platform alongside cinema, literature and music. Interactivity and a sense of presence build trust and emotional connections that traditional channels cannot replicate. We help organizations and brands use games for PR, advertising, public engagement and soft power.

07Contact

Let’s find
common ground.

Tell us what you want to achieve in Russia’s gaming and esports market.

start@gamingcomms.com
Message us on Telegram

Moscow, 2 Okhotny Ryad Street
Meeting Point