User engagement
Influencer marketing
Revenue
Leverage D2C strategies with Xsolla Mall
January 2, 2025
Our most recent ebook provided a comprehensive guide for boosting web sales. The following is a condensed version that looks at the overall market, focusing on the current challenges game developers face, the benefits of direct-to-consumer strategies combined with influencer marketing, and how Xsolla Mall is a practical solution to remain competitive in the ever-evolving gaming landscape. For the entire ebook, click the link to download your free copy today.
The gaming industry is experiencing unprecedented growth, with global revenues soaring. After a decline in 2022, the global games market is projected to reach $282.30 billion, growing annually at a rate of 8.76% between 2024-2027, reaching $363.20 billion by 2027. While this expansion presents immense opportunities, it poses complex challenges for developers. Rising store commission costs, limited cross-platform promotion, and a lack of valuable player data are the top issues for studios, especially mid and indie sizes. Platform fees from major digital distribution platforms can significantly impact revenue, while competition on these platforms makes it challenging to stand out and attract players. Navigating the landscape requires an innovative strategy to stay ahead of the curve and compete in an increasingly saturated market.
Influencer marketing 101
A cornerstone of any well-rounded marketing strategy is a social media marketing campaign to aid and boost your game sales once you've established a web store. With 49% of consumers relying on influencer and creator recommendations for game selection, streamers and content creators are crucial to any campaign. Content creators on popular platforms like YouTube and Twitch have emerged as powerful forces in the gaming industry regarding game promotion and reaching new audiences. Shorter form content channels like Instagram and TikTok have also grown in popularity for engaging potential gamers.
To start incorporating influencers and creators into your marketing strategy, identify the right people who align with your game's theme, target audience, and values. You'll want to consider what platform your selected creator uses and the demographics of their audience. If your target audience is in the US and tends to consume media via Twitch, choosing an influencer/creator who only uses YouTube with a following in Europe may not be the right fit for you. Consider the content that is also promoted by the influencer/creator. If you are building and promoting mainly puzzle games, then an influencer/creator whose passion is RPGs is also not a good fit. Gathering this information in advance ensures their recommendations resonate with your potential player base. Don't forget to track the effectiveness of your campaign, paying attention to metrics like website traffic, social media engagement, conversions, and changes in brand awareness. Analyzing these metrics allows you to assess the campaign's impact and optimize future efforts.
Xsolla Mall and Partner Network are here to help
Xsolla Mall is a revolutionary platform that empowers game developers to create customized storefronts and expand their reach to a global audience. By collaborating with influencers/creators using Xsolla Partner Network, establish a strong online presence and drive sales with your gaming content. Built for cloud, mobile, and PC, unlock your games' full potential and drive sustainable growth with the following features:
At Xsolla, we understand the challenges developers face. Intense competition, high acquisition costs, platform fees, and limited player data are a thing of the past with Xsolla Mall. Confidently take control of your game sales and connect with your players, all with an easy-to-use platform that reduces fees and offers valuable insights into your players. Boost engagement, retention, and revenue with our streamlined management services and optimize your marketing efforts and growth goals.
Leveraging D2C strategies
To combat these challenges and capitalize on the industry's potential, developers have turned to Direct-to-consumer (D2C) sales to establish direct relationships with players while avoiding platform fees. D2C models offer developers the ability to create personalized experiences and exclusive content through building custom web shops. Incorporate monetization mechanics to keep players engaged and coming back for more, like the option to purchase in-game currency to speed up gameplay, acquire resources, and buy digital items through your branded online stores. This adds an additional element to gameplay, giving players new ways to interact with your game through customization and accelerated progress. When combined with influencer marketing, D2C channels leverage collaboration with streamers to reach wider audiences, improve game visibility, and help studios create a deeper connection with their audiences.
Influencer marketing 101
A cornerstone of any well-rounded marketing strategy is a social media marketing campaign to aid and boost your game sales once you've established a web store. With 49% of consumers relying on influencer and creator recommendations for game selection, streamers and content creators are crucial to any campaign. Content creators on popular platforms like YouTube and Twitch have emerged as powerful forces in the gaming industry regarding game promotion and reaching new audiences. Shorter form content channels like Instagram and TikTok have also grown in popularity for engaging potential gamers.
To start incorporating influencers and creators into your marketing strategy, identify the right people who align with your game's theme, target audience, and values. You'll want to consider what platform your selected creator uses and the demographics of their audience. If your target audience is in the US and tends to consume media via Twitch, choosing an influencer/creator who only uses YouTube with a following in Europe may not be the right fit for you. Consider the content that is also promoted by the influencer/creator. If you are building and promoting mainly puzzle games, then an influencer/creator whose passion is RPGs is also not a good fit. Gathering this information in advance ensures their recommendations resonate with your potential player base. Don't forget to track the effectiveness of your campaign, paying attention to metrics like website traffic, social media engagement, conversions, and changes in brand awareness. Analyzing these metrics allows you to assess the campaign's impact and optimize future efforts.
Xsolla Mall and Partner Network are here to help
Xsolla Mall is a revolutionary platform that empowers game developers to create customized storefronts and expand their reach to a global audience. By collaborating with influencers/creators using Xsolla Partner Network, establish a strong online presence and drive sales with your gaming content. Built for cloud, mobile, and PC, unlock your games' full potential and drive sustainable growth with the following features:
- Create a customized storefront: Design a branded storefront that reflects your game's identity
and appeals to your target audience. - Increase revenue: Benefit from higher conversion rates and increased sales through targeted marketing and exclusive offers.
- Seamless integration: Easily integrate your existing web store or create a new one from scratch.
- Expanded distribution channels: Reach a wider audience by selling your games across multiple platforms and regions.
- Discover the perfect partners: Access a massive database of over 100,000 creators and affiliates, from micro to mega influencers, to find the right match for your audience.
- Effortless campaign setup: Launch revenue-sharing affiliate campaigns with no upfront costs. Customize your revenue split and distribute free game keys to drive engagement.
- Streamlined reporting and payments: Track campaign performance with advanced analytics while Xsolla handles all calculations and payouts.
At Xsolla, we understand the challenges developers face. Intense competition, high acquisition costs, platform fees, and limited player data are a thing of the past with Xsolla Mall. Confidently take control of your game sales and connect with your players, all with an easy-to-use platform that reduces fees and offers valuable insights into your players. Boost engagement, retention, and revenue with our streamlined management services and optimize your marketing efforts and growth goals.
Getting Started with Xsolla
Are you ready to take your game to the next level? Gaining access to the tools and resources your business needs to thrive in today's competitive gaming market is easier than ever. To create a campaign with Partner Network, simply login to your Publisher Account and navigate to the Create Campaign tab. Within this section, you'll want to fill out various fields to customize your campaign. Once completed, submit your campaign to our moderation team for confirmation via email. For future reference, here is a list of the following fields within the Create Campaign tab:- Program Name, Program Type, Link to Promo Materials, Participation Period, Revenue Share Percentage, Landing Page, Enable Promo Codes, Program Requirements, Distribute via Keymailer, and Recommended Target Audience.
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