Tests emerge as the most engaging activity on media platforms, with a notable 38% of Russians expressing a positive view toward gaming within online media spaces. This finding came from Rambler Co. analysts who examined the opinions of more than 250,000 users, offering a substantial snapshot of user sentiment across screens and feeds.
For many, mobile games embedded in online media are simply a way to pass the time or enjoy a moment of fun. Even users who don’t identify as gamers often find themselves tapping in to place three in a row, collect coins, or take quick quizzes. The appeal crosses demographics, showcasing how casual play can become a common leisure activity during scrolling sessions.
In terms of preferences, 41% of respondents favor mobile games with straightforward mechanics that work well on gadgets or through PC browsers. Another 37% value these games for their ability to fill time, while 23% use them to unwind, 16% report enjoyment, and 13% say such games help sharpen reaction speeds and attention. About 11% start games specifically to divert attention from heavier topics, illustrating the broad spectrum of motives behind mobile gaming on media sites.
Quizzes stand out as the most popular interactive format on media sites, with roughly one in three readers engaging in them. A slightly smaller portion devote their intellect to “smart” games like chess or logic puzzles, followed by entertainment built around classics such as Tetris and the snake game. The remaining audience tends to lean toward tests that require choosing the right answer, highlighting a mix of knowledge challenges and nostalgic formats.
Among those who confessed indifference toward gaming on online media sites, about a third would still opt for reading or music over games, and a nearly equal share indicated no interest in gaming in any form. A portion explained they simply lack time, while others noted a preference for full-length console or PC games over shorter mobile experiences.
Meanwhile, half of all viewers—whether they are regular gamers or casual readers—express interest in a dedicated games and interactive entertainment section on their favorite media platforms. Within this group, 22% believe such a section could shorten the reading experience, 17% think it would present information in a fresh way, and 13% feel it would boost mood and enjoyment. When people visit media sites, 48% say they mostly focus on the main content and are not distracted by games, indicating a strong preference for content-first experiences even amid interactive options.