You are here

Specifics of Russian Youth Consumption of Gamified Content

Научные исследования: 

For citation: Salikhova E.A. (2020) Specifika potreblenija rossijskoj molodezh'ju gejmificirovannogo kontenta [Specifics of Russian Youth Consumption of Gamified Content]. Mediaskop 1. Available at:

DOI: 10.30547/mediascope.1.2020.9


© Elena A. Salikhova

Lecturer at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia),



One of the most effective ways to compete for the attention of digital youth on the Internet can be gamification of content. For fifteen years, journalists have been experimenting with this innovative format. Media organizations' expectations for gamification are related to the fact that today's children are a generation of gamers who grew up playing games.

This study is the first attempt to specifically study the perception of game content by Russian youth. Two tasks were set: to find out the attitude of young people to the game forms of presenting news information, as well as brand information, as brands are increasingly using game content projects to interact with a new generation of consumers and become significant players on the media field.

The empirical basis of the study was an online survey of 574 respondents aged 18‒21 who are first-year students of three Moscow universities.

Results of the study are the following:

  • The ideology and mechanics of gamification correspond to the interests and demands of the digital generation for innovative content.
  • The digital generation is generally positive about experiences with game formats that are practiced by media and brands.
  • The function of media/brand self-promotion, highlighting in a highly competitive environment through gamification does not work yet in the youth environment. Young people can hardly remember where and what game content they saw.

News games or tests will not completely replace the classic way of news coverage for digital youth. But gamification can become a way for journalism to remain relevant in the eyes of digital youth, a thread that will closely connect the media and the audience, and form loyalty to a media company. With this connection, problems of involving the audience in deep, complex content can be solved.


Keywords: media consumption of Russian youth, gamification of content, news games, tests, brand media.



AdReaction: Gen X, Y and Z. Millward BrownAvailable at: 

Climate Challenge. BBC. Available at:

Cutthroat Capitalism: The Game. Available at:

Darfur is Dying, MTVUAvailable at:

Ebola Outbreak 360° | FRONTLINE. YouTube. Available at: 

Global'nyj obzor igrovoj industrii: trendy, insajty i prognozy na 2021 god [Global Gaming Industry Overview: Trends, Insights and Forecasts for 2021]. Available at:

Kabul Kaboom. Ludology. Available at:

Kak chitajut media v Rossii 2017‒2018 [How Are Media Read in Russia 2017‒2018]. Available at:

«Kalashnikov Media». Available at:

Kilesso N. (2019) Galina Timchenko: «Aktivizm v nekotoryh golovah pobedil zhurnalistiku» [Galina Timchenko: ‘Activism in Some Minds Has Won Over Journalism’]. February 27. Available at:

Miroshnichenko A. Kak korporacii stanovjatsja media[How Corporations Become Media]. Available at:

Pulja V. (2015) Gejmifikacija SMI: novosti, v kotorye igrajut ljudi [Media Gamification: News That People Play]. at: http://mediatoolboxru/blog/geymifikatsiya-smi-novosti-v-kotoryie-igrayut-lyudi/

ReBuilding HaitiAvailable at:          

Red Bull Media House. Available at:

Rise of Gen Z: New Challenge for Retailers. Ernst&Young. Available at:

Sberbank. 30 faktov o sovremennoj molodezhi [Sberbank. 30 Facts About Modern Youth]. Available at:

Think with Google. Novoe pokolenie internet-pol'zovatelej: issledovanie privychek i povedenija rossijskoj molodezhi onlajn [Think with Google. A New Generation of Internet Users: a Study of the Habits and Behavior of Russian Youth Online]. Available at:

«Tin'koff – Zhurnal». Available at:



Basova M.V., Belenko V.E. (2017) Gejmificirovannye praktiki sovremennyh SMI [Gamified practices of modern media]. Vestnik Novosibirskogo gosudarstvennogo universiteta. Serija: Istorija, filologija 6: 41–52.

Bogost I., Ferrari S., Schweizer B. (2010) Newsgames. Journalism at Play. Cambridge, MA: MIT Press.

Burton J. (2005) News-Game Journalism: History, Current Use and Possible Futures. Australian Journal of Emerging Technologies and Society 3 (2): 87–99.

Chernyh A.I. (2008) Sociologija massovyh kommunikacij [Sociology of Mass Communication]. Moscow: Higher School of Economics Publ.

Conill R.F., Karlsson M. (2016) The Gamification of Journalism. In: Gangadharbatla H., Davis D.Z. Emerging Research and Trends in Gamification, pp. 356–383. Available at:  DOI: 10.4018/978-1-4666-8651-9.ch015 

Fedotova N.A. (2017) Gejmifikacija v kontekste medijnoj praktiki [Gamification in the Context of Media Practice]. Zhurnal Belorusskogo gosudarstvennogo universiteta. Zhurnalistika. Pedagogika 2: 4–11.

Hjojzinga J. (2019) Homo ludens. Chelovek igrajushhij [Homo ludens.A Playing Person]. Moscow: Azbuka-Attikus Publ.

Ivan'ko A.F., Kozlova L.V. (2016) Gejmifikacija SMI: novostnye igry [Media Gamification: News Games]. Vestnik MGUP im. I. Fedorova 1: 53‒55.

Karpenko I.I., Lobanovskaja E.Ju. (2019) Gejmifikacija v sovremennoj rossijskoj internet-zhurnalistike [Gamification in Modern Russian Internet Journalism]. Nauchnye vedomosti Belgorodskogo gosudarstvennogo universiteta. Serija: Gumanitarnye nauki 38 (2): 263‒269. DOI: 10.18413/2075-4574-2019-38-2-263-269

Krasheninnikova M.A., Zatsepilina Y.A. (2019) Igrovye formaty v sovremennyh zarubezhnyh onlajn-SMI [Game Formats in Modern Foreign Online Media]. Mediaskop4. (in Russian). Available at: DOI: 10.30547/mediascope.4.2019.4

Nazarov M.M. (2003) Massovaja kommunikacija i obshhestvo. Vvedenie v teoriju issledovanija [Mass Communication and Society. Introduction to Research Theory]. Moscow: Avanti pljus Publ.

Plewe C., Fürsich E. (2017) Are Newsgames Better Journalism? Journalism Studies 19 (16): 2470‒2487. DOI: 10.1080/1461670X.2017.1351884

Prensky M. (2001) Digital Natives, Digital Immigrants. On the Horizon 9 (5): 1–6. DOI: 10.1108/10748120110424816

Osipovskaja E.A. Igrovoe mediaprostranstvo mul'timedijnyh anglojazychnyh SMI: novye tendencii v zhanroobrazovanii. dis. … kand. filol. nauk [Game Media Space of Multimedia English-Language Media: New Trends in Genre Formation: PhD … philol. sci. diss.]. Moscow, 2016.

Savickij V.A. Igra kak fenomen zhurnalistskogo tvorchestva: tip teksta, zhanry publikacij: dis. … kand. filol. nauk [Game as a Phenomenon of Journalistic Creativity: Type of Text, Genres of Publications: PhD … phiilol. sci. diss.]. Moscow, 2010 (a).

Savickij V.A. (2010 b) Igrovaja tehnologija v sovremennyh sredstvah massovoj kommunikacii [Game Technology in Contemporary Mass Media]. Mediaskop 2. Available at:игровая-технология-в-современных-средствах-массовой-коммуникации

Trubnikova N.V., Porudchikova A.V. (2018) Povedenie potrebitelej v internet-srede: pokolenie Z i ego prioritety [Consumer Behavior in the Internet Environment: Generation Z and Its Priorities]. Kommunikologija, vol. 6, no. 3, pp. 93‒103.

Vartanova E.L. (2015) Novye media kak kul'turnoe prostranstvo sovremennogo obshhestva [New Media as a Cultural Environment of Modern Society]. MediaAl'manah4: 8–10.

Vellner G. (2018) Gejmifikacija kak posobnik kommunikacii [Gamification As a Supporter of Communication]. Kommunikacii. Media. Dizajn, vol. 3, no. 1, pp. 139–159.

Volkova I.I. Igra kak sistemoobrazujushhij fenomen jekrannyh kommunikacij: dis. … d-ra filol. nauk [Game as the Core Phenomenon of On-Screen Communication: Dr. philol sci. diss.]. Moscow, 2015.

Volkova I.I. (2013) K voprosu o funkcional'nosti igry i igrovyh kommunikacij v sovremennyh media [Game Functionality and Game Communications in Modern Media]. Filologicheskie nauki. Voprosy teorii i praktiki 12 (30): 41–45.

Vyugina D.M. (2018) Internet v ezhednevnom mediapotreblenii tsifrovogo pokoleniya Rossii [The Internet in Everyday Media Consumption of Russian Digital Generation]. Mediaskop3. (in Russian). Available at:
DOI: 10.30547/mediascope.3.2018.11

Wolf C., Godulla A. (2018) Newsgames in Journalism. Exploitation of Potential and Assessment by Recipients. Journalism Research 2. Available at:

Zikermann G., Linder D. (2014) Gejmifikacija v biznese [Gamification in Business]. Moscow: Mann, Ivanov i Ferber Publ.