Is it possible to ban games over “cloud”?
Playing games in the cloud mirrors traditional PC play, except the hardware is rented remotely and data travel happens over the internet. The user purchases games on services like Steam and then runs them on a powerful, remote machine from any local computer. The key requirement is a solid, stable internet connection to stream the game effectively.
According to Roman Epishin, Cloud Marketing Director at MY.GAMES, if a game publisher blocks access to Russian accounts on distribution platforms, launching those accounts via cloud gaming will encounter the same blocks. He noted that the risk of losing access is not caused by cloud gaming itself but by the regional policies of the distributors. If platforms such as Steam, Origin, and others do not impose geographic restrictions, cloud services can continue to operate.
He pointed to an example where Russian users lost EA Play Pro subscriptions, which included titles like FIFA and Mass Effect, making those titles unavailable on cloud services. He added that cloud gaming remains an evolving field with no universal rules yet. The market is still young, and publishers may negotiate individually with cloud providers and distributors.
The process for cloud access requires a publisher license, but this license serves mainly for using the game’s graphics and branding, not strictly for the act of streaming or launching the title. This distinction means that licensing focuses on visual assets rather than full distribution control. Epishin noted that there are legitimate ways to run games on PCs that bypass certain platform restrictions, and some of these approaches can also apply to cloud services if users pursue them.
He described cloud gaming as operating in a virtual PC mode, which grants users access to a Windows desktop and lets them launch games through any storefront, including Steam, Epic Games Store, and others.
Cloud is better than console
Epishin argues that console gamers may encounter more challenges than cloud PC gamers. Console ecosystems rely heavily on their own distribution networks, and popular platforms can limit access to digital content. The PlayStation Store, for instance, has faced outages or blocks that impact user access. On PC, a wider array of distribution platforms exists, such as Origin, Steam, Epic Games, and Ubisoft Connect, making it harder for players to lose access to a project altogether. Some publishers and indie developers distribute directly, bypassing major storefronts, which adds another layer of resilience for PC players.
Because cloud gaming operates across multiple platforms and titles, stability remains comparable to PC games, as long as the cloud provider maintains a robust infrastructure and the streaming service can handle the demands of modern titles.
Recent updates in the console world have shown renewed access for some users in Russia, with partial restoration of the ability to purchase and pre-order games. Activation for PlayStation Plus subscribers has also reappeared in some contexts, though it is often limited to the library rather than the storefront itself.
Will someone leave Russia?
Epishin notes that services offered by Western brands can be shaped by partner decisions. In Russia, this has played out with GeForce Now and its local variant, among others. The market features four main players in cloud gaming within Russia: SberPlay, MY.GAMES Cloud, GFN, and Loudplay. Aside from GFN, these are largely domestic offerings. He believes companies with Russian-developed infrastructure will remain active, while providers tied to Western publishers may face more complex in-market dynamics.
GFN has not commented publicly on this topic. Their public communications indicate ongoing support for Epic Games Store purchases, and their Russian footprint has shown pricing changes that suggest a commitment to the local market. Price adjustments have occurred across several providers, reflecting shifts in operational costs and local market conditions.
Epishin expects that operating costs will stay relatively stable until Russian providers invest in new equipment at adjusted prices, which should help maintain price levels for now.
Prices and payment restrictions
Current subscriptions vary by service. For example, a 30-day unlimited-session plan costs around 1499 rubles on one platform and 799 rubles on another. A MY.GAMES Cloud plan offers unlimited access for 999 rubles for 30 days, with access to a capped set of 52 games; a broader catalog can be unlocked for about 1999 rubles, subject to a 60-hour cap. Loudplay uses an hourly model, with a 30-hour package priced at 999 rubles.
Like most online subscriptions, payments depend on the user’s payment method and local banking arrangements. Cards issued by local banks continue to work for in-country transactions, and several alternative payment methods are available, including mobile payments through major carriers and digital wallets. This flexibility helps players maintain access to cloud gaming services even in a changing regulatory landscape.
In summary, cloud gaming offers a viable route to high-end titles without owning a console, but the landscape remains fluid. Regional restrictions, publisher decisions, and the mix of available storefronts all shape how players around the world can access games through cloud technology.