Wildberries & Russ has postponed plans to enter gaming, Kommersant found out. The company was exploring several options: its own game store, a cloud gaming platform, and acquiring a game studio. But they decided not to develop the project now – the plans have been put on an indefinite pause.
According to sources, investments in this direction could have amounted to about 2.5 billion rubles. RWB previously applied for the GG WB trademark for game software, devices, and joysticks.
Experts believe that the game market does not lend itself well to marketplace logic: it requires years of investment, rare expertise, expensive server infrastructure, and there is no guarantee of payback. Cloud gaming is especially difficult – even Google closed Stadia, unable to make the service profitable.
The video game market differs significantly from classic retail: here you cannot simply convert traffic into sales. This is an industry with long payback cycles, specific operational risks, and the need to invest significant resources over many years.
The Russian video game market, meanwhile, continues to grow: in 2025, its volume is estimated at 208 billion rubles. But Wildberries, it seems, decided that it is more profitable not to start the most expensive game now.
