Xsolla prepares another major direct-to-consumer product push ahead of Gamescom

Xsolla is preparing to discuss a new wave of direct-to-consumer products as Gamescom approaches, continuing an industry-wide movement toward publisher-controlled payments and web stores. The company has been increasingly central to mobile D2C strategies as developers try to reduce reliance on conventional app-store billing and retain more of each transaction.

Recent publisher results demonstrate how significant the shift has become: several major mobile companies now generate roughly a quarter, forty percent or even more than half of selected revenue through their own channels. The appeal is straightforward. Direct stores can provide better margins, flexible loyalty programmes and greater control over customer relationships.

The complexity lies in payments, fraud, taxes, regional compliance and customer service, all of which publishers must manage when they move outside platform storefronts. Xsolla's upcoming product wave is aimed at simplifying more of that infrastructure. With Apple's European fee model changing and publishers increasingly comfortable promoting web shops from within games, 2026 is becoming the year D2C moves from a specialist growth tactic into mainstream mobile-game infrastructure.