Localization
Xsolla Brings Rewarded Marketing to Brand Licensing Europe
October 6, 2026•3 min
Most loyalty programs share the same weakness: they hand out points that people forget about. A balance sits in an app nobody opens, a code expires at checkout, and the goodwill the brand paid for quietly disappears. Xsolla is bringing a different approach to Brand Licensing Europe 2026 at ExCeL London, October 6 to 8, built on something the games industry has understood for years: people care about what they keep.
An Item They Hold, Not a Point They Forget
Announced on October 6, 2026, Xsolla's digital items capability lets a brand issue an item to someone through quest-based programs and rewarded marketing for taking part in something, whether that's attending an event, playing a game, or joining a community. The person keeps it. Instead of a balance that fades from memory, an item is something they can hold, show to other people, and carry between the places they engage with that brand.
For brand owners, agents, licensees, and retailers at the show, that opens up a new kind of licensed product. A brand activation at an event can reward attendees with an item they still own a year later, rather than a code that lapses at checkout.
Persistent, Portable, and Nothing to Install
Items live in Xsolla Backpack, a persistent inventory available on Android, iOS, Windows, and the web. People sign in the ordinary way, with nothing to install or configure. That low barrier matters for brands running activations at scale, where every extra step costs participation.
A Capability Born in Video Games
The idea comes straight from the games industry, where players already collect items and care about them. Xsolla has spent 21 years building the commerce infrastructure a large part of that industry runs on. More than 1,500 game teams use its tools, and more than 70 percent of the top 100 highest-grossing games trust it. As a merchant of record across 200+ geographies, Xsolla also takes on the payments, tax, and compliance work that comes with reaching people worldwide, so brands don't have to build that machinery themselves.
Licensing That Works in Both Directions
The opportunity runs both ways. Studios can create seasonal collectibles and IP merchandise and sell them through storefronts they already operate, reaching players and collectors directly. Brand owners exploring games, meanwhile, get a partner that already handles in-game commerce rather than a vendor learning the space alongside them.
“Brands have been spending years and significant budgets trying to connect with video game players across all genres and platforms. By creating an opportunity for brands to engage directly with players as they level up their sessions or complete a quest, the brand is part of the memory and the experience,” stated Berkley Egenes, Chief Marketing & Growth Officer at Xsolla. “Getting to the next level in a game is special, and players want to be rewarded for their achievement. This is how brands can get into the game and create real 1:1 engagement with a new audience authentically in real time.”
Want to learn more about Xsolla’s presence at Brand Licensing Europe?
Schedule a meeting with an Xsolla expert today!
Want to learn more about Xsolla’s presence at Brand Licensing Europe?
Schedule a meeting with an Xsolla expert today!
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