MTS Launches Mobile Game Development Center to Capture Young Audiences

MTS has launched a mobile game development center, as reported by RBC. The initial project is a children’s game titled «Kiba,» created on the Telegram Mini App platform. It comprises five simple logic mini-games aimed at kids under 12 years old. Currently, a second project is in the works, which will also be developed for Telegram Mini App but is expected to later be available in mobile and gaming app stores. This upcoming game will target an adult audience, although specific details and timelines have not yet been revealed.

MTS explained their choice of Telegram due to the application’s popularity among children. According to Mediascope, kids aged 7 to 11 spend 18% of their app time on this platform. Utilizing Telegram allows for a quicker project launch within a few months, which is significantly faster than the traditional app store release process. The center aims to develop additional projects to attract a new audience.

Experts suggest that such games are inexpensive to launch and can often break even quickly. Alexey Zamesov, a partner at Exectica Capital, pointed out that launching multiple games increases the chances of one gaining the needed traffic. This traffic can then be leveraged for promoting services, with marketing strategies adjusted based on the game’s performance. Denis Kuskov, head of TelecomDaily, referred to the project as experimental, believing that Telegram will help broaden the audience. He estimated the initial development costs to be around 3-4 million rubles, and if the game gains popularity, future expansions in this direction will follow.