We all understand the importance of engaging players in the ever-shifting game industry. Developers seek feedback to improve the player experience. But one critical question stands out: "How can I get players to use my web shop?" This post is based on Artem Liubutov's expert article on LinkedIn, "The Web Shop Series, Series One: How to Move Players from Your Game to Your Web Shop and Retain Them." Unlike your game, your web shop relies on existing players, not just new ones. The key is to transition your established player base to a new way of interacting with your brand – through your web shop. This goal requires a different strategy than you use for simply acquiring new players. In this blog post, we’ll cover two likely scenarios for launching your web shop: before and after the game launch.

Understanding direct-to-consumer

Direct-to-consumer (D2C) means that you monetize your players directly. Moving your core sales effort from platforms to your branded property allows you to own the player experience and make key decisions about what and when to sell and at what price. Selling direct has several additional benefits:

• Increased control
• Increased flexibility
• Higher profit margins
• Better data insights
• Closer relationship with players

What is a web shop?

Xsolla Web Shop offers a powerful solution to boost your mobile game’s revenue beyond marketplace platforms. Part of today’s growing direct-to-consumer trend, web shops are dedicated, game-branded online stores that allow you to sell in-game items, currencies, and account top-ups directly to your players. Unlike standard top-up platforms that offer resources for various games, a web shop keeps the player relationship and experience firmly in your hands. You control the entire transaction and avoid giving up valuable player data platforms might leverage to redirect your customers to competitors’ stores. Building a successful web shop in the video game industry goes beyond having a basic online store. Xsolla has launched more than 200 web shops for mobile games. Approximately 40 are included in the top 100 grossing mobile games worldwide. We are mobile game commerce experts and know the challenges of crafting engaging experiences for mobile and web platforms beyond attracting new players. It all begins with pre-launch

Pre-launch: the importance of starting early

A truly effective web shop focuses on increasing your capture rate - the percentage of revenue shifted from in-app sales to the web. Having a target capture rate is key to achieving your direct-to-consumer sales goals. Smoothly transitioning your existing fanbase to a new way of purchasing and interacting requires a strategic approach different from traditional mobile game design. Your player conversion plan begins long before your store goes live. Pre-launch activities are key to building trust with your player base. You need to assure them that your web shop transactions are secure. Consider the behavioral change needed to shift players from in-game purchases to a dedicated web shop. Just like any new habit, it takes time to establish. Pre-launch activities allow you to build and nurture a motivated and engaged community of paying gamers by gradually introducing them to a new way of thinking: “Mobile is where I play, and web is where I pay.” This shift of their fundamental play-to-pay routine lays the foundation for a successful web shop launch and is the key to long-term revenue.

Community matters

Does all of this mean that direct-to-consumer should replace platform-style distribution? Absolutely not. A D2C web shop helps you create additional revenue streams. But, building new income streams requires a devoted community. Fostering a strong gaming community is crucial for any game launch, and the same applies to launching a web shop. While traditional marketing communication projects often come with a hefty price tag, maintaining a robust organic community relies on effort. Start by creating a channel to regularly and efficiently connect with your players and reinforce their attention. While Discord remains a popular choice for core gamers due to its focus on real-time communication, other platforms like Reddit, [X] (Twitter), Instagram, TikTok, and forums can also be valuable depending on your target audience and genre (e.g., social networks for more casual titles). Think of community building as an investment rather than an expense. A thriving community fuels a successful web shop by generating pre-launch buzz, fostering player engagement, and maintaining player interest post-release by continually communicating your shop’s value proposition.

First impressions count

Launching a web shop in the pre-release phase of a video game may seem counterintuitive. However, this presents a valuable opportunity to connect with potential players. Your web shop initially functions as a pre-registration page, offering players a chance to learn about the game through detailed descriptions, gameplay videos, and the ability to express interest. Your first task is to create a game-branded pre-registration page that will ultimately become your web shop. Make sure to use the same user interface elements players will see in the game, encouraging brand loyalty for future promotions. The power of free gifts All the information on your site should be crystal clear, explicit, and concise to create an effective registration incentive. In exchange for a simple email address, players receive a reward notification upon the game's release. This approach offers several benefits:

• Targeted, efficient traffic acquisition: The web shop allows for focused marketing efforts, attracting relevant players and maximizing reach.
• Content control: Developers can curate the information and media presented, ensuring a positive first impression.
• Building player value: By collecting contact details, developers gain a crucial communication channel to inform players of development progress and, most importantly, the game's launch.

The initial rewards incentivize players to return to the web shop upon release. This initial touchpoint creates a foundation for building player engagement and loyalty through future promotions and features within the shop. Remember that your players still need to understand the value of the future reward, so be explicit about its purpose, what benefit(s) it will provide, and why it's considered very valuable. Ensure they understand that the gift is available only to players who pre-register and cannot be obtained any other way — triggering a loss aversion bias. Communicate that this is a time-limited (or quantity-limited) offer. Finally, remember to use the word FREE when talking about the gift while showing its price if they were to purchase the item. Make your web shop a must-visit attraction Consider creating a quality user-acquisition campaign with help from demand-side platforms (DSP) such as YouAppi, Adikteev, and Kayzen. While advertising your soon-to-launch game inside games your audience already plays is a smart move, you will need to experiment to find the right combination of tools and channels that lead players to your site. Another unique approach is to incorporate a pre-registration page directly on your existing game or studio website. By establishing this "proxy" page as the initial touchpoint for pre-launch registrations, you can streamline the process for players and gain valuable data for future promotions and projects. Remember that Apple policies restrict direct linking from in-game advertising to app stores, so you may need to seek alternative solutions. For example, directing players to a well-designed support/FAQ page that opens a clear path to your pre-registration page is a good option.

Post-launch: Create a marketing magnet

What if your game is already live and has a playing and paying audience? You have many options for informing players about your shop’s launch at any stage of development and beyond! The most effective strategy Xsolla has seen is what we refer to as the “secret store strategy,” which employs the perception of limited availability as an incentive to purchase. As consumers, we always want to acquire things with restricted access — whether due to quantity, time, or made available only to a select few. It’s a clever marketing maneuver encouraging shoppers to “be part of the club.” Gamers, in particular, are naturally drawn to exclusive items and experiences. Begin your campaign by creating a sense of intrigue through a targeted communication channel — ideally, a private one. Select a small group (30-50) of your most loyal and active high-spending players (i.e., whales.) If your game utilizes guilds or teams, engage with guild leaders. Your messaging should be concise and crystal clear. Briefly explain the upcoming launch of a VIP store offering exclusive, high-value items not found within the game. Emphasize the importance of their feedback in shaping the store's future development. Most importantly, frame initial access as limited, creating a sense of exclusivity. This initial group can be your most valuable marketing tool. By boasting about their early access to others, they'll organically generate excitement for the web shop among the broader player base. Remember, the allure of exclusivity often leads players to spread the word (even if advised not to!). Over time, you can gradually expand access to your web shop. It’s a targeted approach that allows you to gather valuable player feedback, build trust, and foster community engagement — all crucial steps for a successful official web shop launch.

In conclusion

In subsequent articles, we'll delve into the specifics of crafting a successful web shop launch for your game. We aim to cover key areas like web shop design and optimizing the first-time visitor and purchase experience. We will also guide you through analyzing your game to determine optimal pricing, product selection (including valuable add-ons), and the importance of this process. Additionally, we'll explore which features to prioritize for launch and future iterations, along with strategies for evaluating launch effectiveness, setting clear goals, and measuring relevant metrics. Finally, we'll provide a roadmap for your next steps after launch. Ready to go direct-to-players and launch a lucrative Web Shop of your own? Schedule a time to chat with one of our game commerce experts. We are always happy to help you take your creative project to the next level.