Discovery isn’t just about being seen anymore — it’s about building systems that scale. In this episode of State of Play, we pull together insights from two leaders at the forefront of performance and post-platform marketing: Nic Ingham, VP of Performance Marketing at Xsolla, and Ryan Goeden, Gaming Sales Director at RTB House. Together, their perspectives paint a sharp, essential picture of how discovery strategies are evolving and what developers must do to stay in the game.

Learn how studios are moving beyond App Store dependence to create full-funnel ecosystems that drive visibility, engagement, and revenue.

Let’s get into it.

Please send us feedback, suggestions, or questions. We want to build a collaborative, inspired Xsolla Sessions community! https://xsolla.com/podcast

Welcome to Xsolla Conversations. 

In this episode, Xsolla’s Chris Hewish sits down with Nic Ingham to discuss one of the biggest shifts in the game business: discovery. For years, developers relied on platform-controlled visibility App Store placements, algorithm boosts, and pay-to-win UA to get noticed. But the rules have changed. 

With seismic shifts like the Digital Markets Act and the Epic v. Apple ruling, developers now face both a challenge and an opportunity: building discovery engines from scratch. 

Nic shares actionable insights on how the most forward-thinking studios are creating interconnected ecosystems that blend first-party data, retargeting, community engagement, and content loops. These strategies aren't just buzzwords they’re essential to thrive in 2025 and beyond. 

Whether you're a developer, marketer, or studio lead, this episode is packed with real-world tactics and strategic advice to help you navigate the evolving discovery landscape. 

Let’s get into it. 

Please send us feedback, suggestions, or questions. We want to build a collaborative, inspired Xsolla Sessions community! https://xsolla.com/podcast

In today’s episode, Xsolla’s Chris Hewish talks with Artem Liubutov, VP of Monetization Products & Solutions at Xsolla. With over 15 years in the space, Artem shares how web shops evolved from a simple idea into a transformative model for mobile game monetization.

They discuss what held developers back, what finally pushed adoption forward, and the real results games are seeing now, from revenue lift to retention insights unlocked by owning player data. If you’re a developer, product lead, or anyone thinking about the future of direct-to-player commerce, this episode is packed with practical advice and strategic perspective. Now, let’s get into it! 

Please send us feedback, suggestions, or questions⁠. We want to build a collaborative, inspired Xsolla Sessions community! https://xsolla.com/podcast

In this premiere episode, hosts Chris Hewish and Lia Ballentine explore one of the biggest shifts in the mobile gaming industry: the rise of web shops.

Through cinematic storytelling, real-world examples, and conversations with Niantic CFO Jeff Shouger and Xsolla’s Artem Liubutov, we unpack how developers are reclaiming control over margins, data, and their connection to players.

You’ll hear how studios are moving beyond the 30% platform tax, why conversion rates on web shops are exceeding expectations, and what it means to build a monetization experience outside the app store. This isn’t just about commerce, it’s about power, strategy, and the future of the game business itself.

If you're a game developer, executive, product lead, or investor, this episode offers a powerful lens on what’s next in mobile game monetization.

Please send us feedback or questions⁠. We’re building a curious, collaborative Xsolla community, and you’re part of it. https://xsolla.com/podcast

In today’s episode, Xsolla’s Chris Hewish sits down with Jeff Shouger, CFO at Niantic, the studio behind Pokémon GO, Peridot, and Monster Hunter Now. Jeff shares how Niantic approached the shift to web shops from a financial perspective, what convinced them to go direct-to-player, and the measurable impact they’ve seen since.

If you're in the game industry and curious about how top studios navigate monetization, platform relationships, and the future of AR-driven commerce, this one’s for you. Now, let’s get into it! 

Please send us feedback, suggestions, or questions⁠. We want to build a collaborative, inspired Xsolla Sessions community! https://xsolla.com/podcast