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Pocket Gamer Connects, the leading international conference series for the global games industry is coming back to London on January 20th and 21st, 2025.
This must-attend event will unite more than 2,750 industry professionals for two days of learning, pitching and networking. Attendees will dive into 20 expertly curated conference tracks exploring the latest trends in mobile, PC, console, web3, AI and beyond.
One of our expert speakers is Xsolla’s Chief Marketing & Growth Officer, Berkley Egenes.
We spoke with Egenes to hear more about the importance of web shops and why Xsolla believes they will play a crucial role in the future of the mobile games market.
PocketGamer.biz: Please tell us a little bit about yourself, your background and your role at Xsolla
Berkley Egenes: I am the Chief Marketing & Growth Officer at Xsolla specialising in creating and marketing video game commerce solutions aimed at helping our partners reach more players and earn more revenue around the world.
I am a creator of successful partnerships, collaborations and campaigns for brands and organisations aimed at elevating their awareness, perception and experience in the global marketplace.
Please give us a summary of what you’re speaking about and why it’s important.
At PGC London, I’ll be on a panel of experts discussing how to build strong communities around games and franchises, the best ways that developers can communicate with their audience, and why having a closer relationship with their players can make a big difference to the success of a game.
What is your biggest aspiration/goal in mobile gaming?
As someone deeply embedded in the mobile gaming industry, my biggest goal is to help foster a more sustainable and innovative ecosystem for developers, players, and platforms. This means advocating for better monetisation models that balance player satisfaction with profitability while encouraging inclusivity and creativity in game design.
“With more players (77 percent) making purchases through web shops, developers realise the potential of web shops to enhance the player experience while reducing reliance on app store ecosystems.”
Berkley Egenes
I’m particularly passionate about ensuring that big and small developers have the tools and support they need to thrive without being burdened by excessive fees or restrictive policies. Ultimately, I want to see mobile gaming evolve into an even more diverse, accessible, and rewarding space where players can enjoy high-quality experiences, and developers succeed on their terms.
What key trend should we be paying attention to in the next 12 months?
A key trend to watch in mobile gaming is the rise of in-game web shops. With more players (77 percent) making purchases through web shops, developers realise the potential of web shops to enhance the player experience while reducing reliance on app store ecosystems.
These web shops offer players a seamless, cross-platform shopping experience, allowing them to purchase virtual goods, skins, and content without traditional app stores’ restrictions and high commission fees. Webshops also present an opportunity to offer exclusive deals, bundles, and time-limited offers that can incentivize spending. This trend is particularly relevant as more players—especially those in regions with alternative payment preferences—seek flexibility in how they pay for games.
As mobile game developers continue to look for ways to increase profitability while maintaining a positive player experience, the rise of web shops could reshape the mobile gaming economy, offering a new route for monetisation and player engagement.
Are hypercasual games here to stay?
Hypercasual gaming isn’t going anywhere. These games, which have thrived on their simplicity and accessibility have carved out a massive niche in the mobile gaming world. They’ve been a hit because they’re easy to pick up and play, offering quick entertainment for a broad audience.
With so many hypercasual games flooding the market, standing out is becoming more challenging. Developers must evolve by introducing deeper gameplay, new monetisation strategies, or even blending hypercasual elements with more immersive experiences to keep players engaged.
So, while hypercasual gaming isn’t going anywhere, the genre will likely need to adapt to stay relevant as player expectations shift. It’s not just about simplicity anymore; it’s about finding that sweet spot between accessibility and creativity.
What was the fundamental appeal of the mobile games industry that brought you to it?
The fundamental appeal, for me, lies in its accessibility and ability to reach a global audience. Our latest report has revealed that the mobile gaming sector is projected to generate an impressive $98.7 billion in revenue globally in 2024 alone.
Why? Unlike traditional gaming platforms, mobile games break down barriers of entry – anyone with a smartphone can be a gamer. This democratisation of gaming is fascinating: it’s a space where millions of players from all walks of life and everywhere can engage in the same experience.
Another aspect that appealed to me was the pace of innovation. Mobile gaming is fast-moving and constantly evolving with new technologies. This makes it an exciting, dynamic field where the boundaries of what’s possible are constantly being pushed. The sheer potential to create experiences that impact millions drew me to this space.
Can people get in touch with you at the event? What sort of people would you like to connect with?
Yes, absolutely! I’d love to connect with anyone attending. Whether you’re a developer, publisher, or industry professional with insights into the future of mobile gaming, feel free to reach out. I’m always eager to discuss new trends, innovations, and opportunities in the mobile games space.
