The worlds of ecommerce and gaming are more interconnected than ever. The gaming industry is rapidly evolving. Players today expect more than just fun and engaging gameplay. They want seamless, immersive shopping experiences that extend their gaming journey. This blog series will explore how proven ecommerce strategies can be applied to in-game stores to:

• Enhance player satisfaction by creating more enjoyable and personalized gaming experiences.
• Boost in-game sales, driving revenue growth through effective monetization.
• Maximize revenue and optimize your in-game economy for maximum profit.

We'll dive into the current state of ecommerce, discuss best practices shared between game sales and ecommerce, and reveal how Xsolla’s Payments solution can help you increase player engagement and conversion rates.

The impact of ecommerce

The global ecommerce market dwarfs the video game industry, reaching $6.9 trillion compared to the expected $187 billion for games in 2024. However, ecommerce plays a crucial role beyond in-game monetization.

• In 1996, IGA, a Canadian grocery chain, made a bold move. Despite a low internet penetration rate of only 4% in Quebec, they launched the first online grocery market in North America. This pioneering venture faced significant skepticism about online shopping; however, the early adoption numbers were promising. Within the first two months, IGA’s online grocery processed 2,000 orders. This early success mirrors the trajectory of the gaming industry.
• The inaugural FIFA title, released on the Sega Mega Drive in 1993, quickly gained traction, selling over half a million copies. This initial momentum has only accelerated over the years, with the franchise surpassing 250 million copies sold by 2020.

Though vastly different, both industries share a common thread: early adoption and strong initial numbers often signal future success. Digital distribution platforms are the most significant impact of ecommerce on the gaming landscape. These platforms allow players to purchase and download full games, in-game items, and downloadable content directly. This applies to various platforms like PC, Xbox, and PlayStation. Marketplaces like Steam, Epic Games Store, and G2A.com have fundamentally changed how players acquire games. These platforms offer instant access and greater convenience compared to traditional physical distribution methods. This shift has significantly impacted the industry by streamlining access to games and content for players. Game developers and publishers can unlock substantial revenue growth by aligning in-game purchasing strategies with ecommerce best practices. This involves understanding player preferences, optimizing the purchasing process, and implementing effective marketing techniques to drive conversion and retention.

How gamers shop

Media consumption Approximately one-third of the global population (31%) engages in playing video games on a weekly basis. Game shopping research A recent YouGov survey study underscored that gamers primarily rely on video reviews, word-of-mouth recommendations, and written consumer reviews when making purchase decisions.

5 principles of ecommerce design

Frictionless UI and UX The gaming industry can significantly benefit from adopting user experience (UX) and user interface (UI) design principles commonly leveraged by traditional ecommerce. By simplifying navigation and employing clear calls to action, we can create a more seamless, intuitive, and engaging experience for players. For instance, a "Featured Items" section, akin to the "Best Sellers" section in an online store, can effectively highlight popular products and drive sales. Additionally, personalized recommendations can encourage players to discover new content and make additional purchases. Xsolla offers a variety of checkout options and other capabilities that streamline shopping and engage players. Personalization and customization By analyzing player behavior and purchase history, developers can implement data-driven recommendations to significantly increase average order value. This strategy, similar to Amazon's "You may also like" feature, suggests relevant in-game items or DLC based on a player's preferences, encouraging additional purchases. Furthermore, loyalty programs and dynamic pricing strategies can further boost revenue. Developers can foster long-term relationships and drive sustained spending by rewarding repeat customers with exclusive offers, discounts, or early access to new content. Implementing dynamic pricing models allows for tailored discounts based on past purchase behavior, incentivizing players to make additional purchases. Read our blog post on personalization for more suggestions on how to maximize engagement with tailored offers. Optimized payment processes It's crucial to streamline payment processes to enhance user experience and maximize revenue. Implementing features like saved payment methods and one-click purchases can significantly reduce friction and accelerate transactions. Offering a diverse range of payment options caters to a global audience and minimizes cart abandonment. Payment options have a direct influence on the cart abandonment rate. Research reveals that 9% of customers will abandon their carts because they lack enough payment options. 75% of online shoppers are more likely to choose their local currency. Xsolla Pay Station offers over 700 payment methods across 200+ territories and integrates the PayRank algorithm to facilitate players' selection of their most preferred payment methods. Our global payments experience repeatedly demonstrates that localization is crucial for a seamless customer experience—both in gaming and traditional ecommerce. By communicating with players in their native language, developers can foster stronger connections and better understand their specific needs. Additionally, displaying prices in local currencies simplifies the purchasing process, potentially driving increased sales and revenue. For more information on optimizing the checkout experience and reducing cart abandonment, read our blog post, “8 Tips to boost game commerce checkout conversion.” FOMO through scarcity and urgency Leveraging the psychological principles of urgency and scarcity can profoundly impact player behavior by triggering FOMO (fear of missing out.) According to a study by customer experience optimization consultant CXL, inducing urgency can lead to a 332% increase in conversions, while scarcity can boost sales by 226%; hence, why game commerce promotions like limited-time offers or “only a few left” messages can boost in-game purchases. A few examples of FOMO offers:

• Set a very attractive, time-limited offer with a lower-than-usual price that gives users an urgent need to buy now.
• Create a bundle with exceptional value that can only be purchased once.
• Leverage holiday, seasonal, and special events (e.g., shop launches) with themed offers limited by time and quantity.
• Limit the number of high-value bundles to only one per user.

Building trust with transparent policies Fostering trust is paramount in the video game industry's competitive landscape. Transparent and consumer-friendly policies can significantly impact player acquisition, conversion, and long-term retention. Be direct, equitable, and clear:

• A well-defined refund policy that outlines specific criteria and procedures can alleviate player concerns and build trust.
• Implementing robust transaction security measures, such as secure payment gateways, ensures the safety of player financial information.

Clearly communicate value:

• It is crucial to clearly communicate the value and benefits of virtual goods, including currencies and in-game items.
• Ensuring fair pricing practices and avoiding deceptive marketing tactics can significantly enhance player satisfaction.

By prioritizing transparency and fairness, developers and publishers can cultivate a loyal player base and strengthen their brand reputation.

In conclusion

Game developers and publishers can indeed leverage traditional ecommerce best practices to improve player experience and generate revenue. Today, we discussed the importance of a seamless user experience, personalization, optimized payment processes, and leveraging psychological tactics and business transparency to drive in-game purchases.

Put these tips into practice

Are you ready to optimize your checkout process? By leveraging Xsolla's game commerce solutions, you can increase player satisfaction and retention, and reduce abandoned carts. Connect with an Xsolla expert today to talk about your game, your needs, and how to amplify your long-term success. To take advantage of Xsolla Payments right away, set up a Publisher Account.