Xsolla’s Damon Marshall on Web Shops, Cloud Gaming, and the Future of Mobile Monetisation
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The mobile gaming industry is significantly shifting, with developers looking beyond traditional app stores to maximise revenue and player engagement. Direct-to-consumer (D2C) models like Web Shops have become essential to sustainable monetisation strategies, allowing developers to bypass store fees, build player loyalty, and drive higher lifetime value (LTV).
At the same time, mobile developers are expanding into PC and browser gaming, leveraging cloud gaming technology to increase accessibility and remove barriers to entry. To discuss these changes, PocketGamer spoke with Damon Marshall, SVP of Mobile Growth and Partnerships at Xsolla, about how the company is helping developers navigate this evolving landscape, their partnership with AppsFlyer, and why Web Shops are more important than ever.
Bringing Direct-to-Consumer Strategies to the Forefront
Monetisation has traditionally revolved around in-app purchases and ad revenue for mobile game developers. However, with rising acquisition costs and app store restrictions, developers are exploring alternative revenue streams. This is where Xsolla’s Web Shop solution comes in, helping developers sell directly to players while enhancing retention and engagement.
“We’ve seen that developers who implement Web Shops alongside their mobile games can increase LTV by 30 percent or more through loyalty programs,” says Damon Marshall. “Features like automated regional pricing improve payment conversion, while Progressive Web App functionality has led to a significant increase in Web Shop visits by giving players one-click access to their favorite games.”
Q&A: Damon Marshall on Web Shops, AppsFlyer, and Cloud Gaming
PocketGamer.biz: You just joined Xsolla. Tell us a little about yourself, what you were working on before and why you chose to join Xsolla?
Damon Marshall: I’ve spent my career helping game developers grow by leveraging the latest technology to acquire and monetise their users. Before joining Xsolla, I led enterprise sales efforts at Unity, helping developers optimise their user acquisition strategies using a creative analytics platform. Before that, I spent over seven years at ironSource, working with game studios to scale their businesses by implementing ad monetisation technology and programs. I’ve also held business development roles at Supersonic and IGN, working with major game publishers to expand their reach and revenue.
I joined Xsolla because the industry is undergoing a major shift. Developers seek ways to build direct relationships with players, reduce reliance on traditional app stores, and create new revenue opportunities. Xsolla is leading this transformation with solutions like Web Shops, cross-platform analytics, and cloud gaming, giving developers the flexibility to scale their businesses on their terms. I couldn’t pass up the opportunity to be part of this movement and help studios navigate these changes.
“Beyond the numbers, the biggest takeaway is that developers own the player relationship. They aren’t at the mercy of app store policy changes or commission structures, a massive advantage in today’s market.”
Damon Marshall
Xsolla has been a major advocate for Web Shops. Why do you believe they are so crucial for mobile game developers today?
Web Shops provide the platform for developers to fully engage with players throughout each step in the user’s journey versus only marketing the game in the traditional app stores. The ability to personalise offers based on user cohorts immediately increases the average revenue per user. Implementing features like discounts, promo codes, loyalty programmes, and time-based offers all result in higher LTV, engagement, and retention.
With our latest Web Shop improvements, developers can implement loyalty programs that encourage repeat spending and retention. Automated regional pricing maximises conversions by dynamically adjusting for local currencies. Plus, with Progressive Web App (PWA) support, players can easily add the Web Shop icon to their mobile home screen with a single tap, giving them instant access to personalised offers. These tools help developers build a long-term monetisation strategy that works alongside the app store rather than being limited by it.
What kind of results are developers seeing with Web Shops?
The results have been outstanding! Developers using loyalty programmes within their Web Shops have seen LTV increase by more than 30 percent, proving that incentivising repeat purchases keeps players engaged longer.
Our automated regional pricing feature has driven a 13 percent increase in payment conversions, as players are more likely to complete transactions when pricing is adjusted to their local currency. Plus, Progressive Web App functionality has increased Web Shop visits by over 300 percent because players now have one-tap access on their mobile home screens.
Beyond the numbers, the biggest takeaway is that developers own the player relationship. They aren’t at the mercy of app store policy changes or commission structures, a massive advantage in today’s market.
Xsolla recently expanded its partnership with AppsFlyer. How does this integration benefit mobile developers?
I am very excited about the integration with Appsflyer. One of the biggest challenges for developers has been measuring purchases outside the app store. Now, they have the data and insights to optimise engagement and maximise revenue like never before.
With over 500 Web Shops live, developers can now leverage AppsFlyer metrics to fully measure user behavior seamlessly across mobile and web. That’s why our AppsFlyer integration is a game-changer. It provides seamless cross-platform analytics, allowing developers to track Web Shop purchases as in-app events. Developers can now measure the full-player journey, linking Web Shop purchases to app installs, marketing campaigns, and retention efforts.
“With accurate LTV and ROAS tracking, they can see precisely how Web Shop performance impacts overall game revenue.”
Damon Marshall
This is critical for running performance marketing campaigns. Without this level of metrics integration, developers were making decisions in the dark. With accurate LTV and ROAS tracking, they can see precisely how Web Shop performance impacts overall game revenue. The best part? The integration is simple to activate with no coding required, making it accessible for developers of all sizes.
Expanding Beyond Mobile: The Role of Cloud Gaming
As mobile developers look for new growth opportunities, many are beginning to expand into PC and browser gaming. However, launching on new platforms can be resource-intensive, requiring additional development and marketing efforts.
That’s where Xsolla Cloud Gaming comes in. It offers a frictionless way for mobile developers to bring their games to PCs and browsers without rebuilding them.
Our Cloud Gaming solution lets developers stream their games instantly to PC and browser players, creating seamless cross-platform experiences. It removes hardware limitations and lets developers reach new audiences quickly without building a full PC port from scratch.
PocketGamer: What advantages does cloud gaming offer mobile developers trying to expand beyond app stores?
Damon Marshall: Cloud gaming is an underrated opportunity for mobile developers. Many mobile-first studios have great games but don’t have the resources to launch a full PC version. Instead of going through that process, Cloud Gaming allows them to stream their existing mobile game to new audiences.
One feature that’s proving effective is Play Before You Buy. Players can instantly try a game in their browser before deciding to purchase. We’ve seen this increase in conversion rates because players feel more confident purchasing when they’ve already tested the game.
Developers can also launch globally in hours by selecting cloud partners through Xsolla’s vendor aggregation system. This is a fast way to reach new markets and scale without reworking their entire game.
The Future of Mobile Monetisation
Developers must proactively diversify revenue streams and expand their platform reach as the gaming landscape evolves. Web Shops are one of the most effective ways for mobile developers to increase revenue, strengthen player loyalty, and bypass app store limitations.
At the same time, cloud gaming unlocks new distribution channels, allowing developers to tap into the PC and browser gaming audience without significant development costs.
“Xsolla is committed to helping developers succeed by providing the tools they need to scale their business, reach more players, and maximise revenue. By combining Web Shops, cross-platform analytics, and cloud gaming solutions, we’re creating a future-proof monetisation ecosystem for mobile developers.”
Want to Learn More?
Xsolla’s Web Shop and Cloud Gaming solutions are helping developers increase player engagement, scale revenue, and expand beyond mobile.
Discover how Xsolla and AppsFlyer are transforming mobile game monetisation.
