Mobile
Revenue
Website
Why 90% of your players are worth more than you think
May 12, 2026•4 min
That's the question at the heart of Xsolla Ads, a platform we're bringing to Mobile Apps Unlocked (MAU) Las Vegas 2026, May 19–21 at the MGM Grand Conference Center.
For most game developers, the math has been frustrating for a long time. More than 90% of players never make an in-app purchase. Meanwhile, roughly 50% of the value from user acquisition gets absorbed by middlemen. And with each new wave of privacy regulation, the targeting signals that once powered growth campaigns get a little weaker.
Xsolla Ads is our answer to that gap, and it starts with a simple idea: players who choose to engage with advertising in exchange for real rewards like in-game currency, items, and other benefits are worth far more than players who simply see an ad. This isn't about impressions. It's about intent.
From Offerwall to growth engine
Xsolla Ads grew out of something that was already working: our Offerwall product has been live and delivering results for partners, and this expansion turns it into a unified player growth engine. It combines rewarded advertising, first-party transaction data, and a consent-based value exchange, all designed to help developers earn meaningful revenue from the players who love their games but haven't yet opened their wallets.
In 2025, Xsolla processed more than 296 million transactions across thousands of games and a global player base. That's not modeled data or probabilistic guesswork. That's real purchase behavior, observed directly and in real time. Every privacy policy change that weakens signal for traditional ad networks actually widens the advantage for a platform built on first-party, player-consented data.
The platform works across three connected layers. The first is identity and data: a persistent, consent-based player identity that spans games and devices. The second is value exchange, where players opt in for genuine rewards. The third is ads and rewards, featuring high-impact formats that activate that identity and intent. No standalone ad network or offerwall provider has access to the combination of infrastructure and player-consented data that Xsolla has built over 20 years.
The numbers behind the early results
The proof is already showing up in the data. Offerwall in Web Shop is delivering measurable lifts across web shop revenue, transactions, and paying users for live partners. Xsolla has also secured exclusive Offerwall partnerships with two Tier 1 mobile game developers.
One of those partners, Tilting Point, has shared what the integration has meant for their business.
"Integrating Xsolla Offerwall into our web shop fundamentally changed how we think about player monetization," said Benjamin Tsacoyianis, Game Manager at Tilting Point. "We saw a 30% increase in web shop users, an 8.5% increase in total paying users, and a 75% revenue lift from players who engaged with both the offerwall and the web shop. Most significantly, we saw a meaningful increase in users completing their first web shop purchase after an offerwall engagement: players who had never spent before were now converting. And the numbers made one thing clear: rewarded engagement and core monetization do not compete, they compound. The early results have pushed us to expand our work with the Xsolla Ads platform, and we are excited to see where it goes next."
That last point deserves attention. The concern many developers have with rewarded ads is that they'll cannibalize direct spending. What Tilting Point found was the opposite; the two channels reinforced each other. Players who engaged with the offerwall and then visited their web shop spent more, not less.
Why this matters now
The timing is not accidental. The mobile growth community is gathering at MAU at a moment when the old playbook, buy installs, retarget aggressively, optimize on device-level signals, is under real pressure. Developers need new approaches that respect player privacy while still producing measurable results.
Xsolla Ads is built on $4 billion–plus in real transaction data. That foundation means the platform doesn't need to guess who's likely to spend. It already knows, because it has processed the purchases directly. And because the entire system is consent-based, it's designed to stay effective even as privacy standards continue to evolve.
"Xsolla Ads is how we put 20 years of payments infrastructure to work on the other side of the equation," said Berkley Egenes, Chief Marketing & Growth Officer at Xsolla. "We are building the growth layer that turns player attention into developer revenue, powered by transaction data and a player identity layer that no one else in the industry can replicate."
Meet the team at MAU
At MAU Las Vegas 2026, Xsolla will also showcase its Web Shop ecosystem and global payments infrastructure, which spans 200-plus geographies and more than 1,000 payment methods. The team will be available for one-on-one meetings throughout the event.
If you're a studio interested in learning more, you can book a meeting with the Xsolla team or visit xsolla.com/xsolla-ads for details.
Xsolla Ads is built on $4 billion–plus in real transaction data. That foundation means the platform doesn't need to guess who's likely to spend. It already knows, because it has processed the purchases directly. And because the entire system is consent-based, it's designed to stay effective even as privacy standards continue to evolve.
"Xsolla Ads is how we put 20 years of payments infrastructure to work on the other side of the equation," said Berkley Egenes, Chief Marketing & Growth Officer at Xsolla. "We are building the growth layer that turns player attention into developer revenue, powered by transaction data and a player identity layer that no one else in the industry can replicate."
Meet the team at MAU
At MAU Las Vegas 2026, Xsolla will also showcase its Web Shop ecosystem and global payments infrastructure, which spans 200-plus geographies and more than 1,000 payment methods. The team will be available for one-on-one meetings throughout the event.
If you're a studio interested in learning more, you can book a meeting with the Xsolla team or visit xsolla.com/xsolla-ads for details.Featured articles
Contact us
Talk to an expert
Ready to maximize revenue opportunities? Reach out to our experts and learn how to start earning more and spending less.