3543: From App Stores to Ownership, Xsolla on Gaming's D2C Turning Point

Was 2025 the year the games industry finally stopped talking about direct-to-consumer and started treating it as the default way to do business?

In this episode of Tech Talks Daily, I'm joined by Chris Hewish, President at Xsolla, for a wide-ranging conversation about how regulation, platform pressure, and shifting player expectations have pushed D2C from the margins into the mainstream. As court rulings, the Digital Markets Act, and high-profile battles like Epic versus Apple continue to reshape the industry, developers are gaining more leverage, but also more responsibility, over how they distribute, monetize, and support their games.

Chris breaks down why D2C is no longer just about avoiding app store fees. It is about owning player relationships, controlling data, and building sustainable businesses in a more consolidated market. We explore how tools like Xsolla's Unity SDK are lowering the barrier for studios to sell directly across mobile, PC, and the web, while handling the operational complexity that often scares teams away from global payments, compliance, and fraud management.

We also dig into what is changing inside live service games. From offer walls that help monetize the vast majority of players who never spend, to LiveOps tools that simplify campaigns and retention strategies, Chris shares real examples of how studios are seeing meaningful lifts in revenue and engagement. The conversation moves beyond technology into mindset, especially for indie and mid-sized teams learning that treating a game as a long-term business needs to start far earlier than launch day.

Here in 2026, we talk about account-centric economies, hybrid monetization models running in parallel, and the growing role of community-driven commerce inspired by platforms like Roblox and Fortnite. There is optimism in these shifts, but also understandable anxiety as studios adjust to managing more of the stack themselves. Chris offers a grounded perspective on how that balance is likely to play out.

So if games are becoming hobbies, platforms are opening up, and developers finally have the tools to meet players wherever they are, what does the next phase of direct-to-consumer really look like, and are studios ready to fully own that relationship?

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