By Chris Meredith, Senior Vice President Business Development – EMEA at Xsolla
Monetisation in gaming has typically followed a script – credit card payments, recurring subscriptions, and in-app purchases processed through traditional banking systems. But in 2025, that playbook is rapidly becoming obsolete in many of the world’s fastest-growing markets.
In regions across Southeast Asia, Latin America, the Middle East, and Africa, credit cards are the exception, not the norm. Instead, mobile wallets, localised payment systems, and super apps are emerging as the primary ways gamers pay – and play.
Level Up: Mobile Wallets Take the Lead
Where plastic once ruled, mobile wallets now dominate. In countries like Indonesia, Nigeria, and Brazil, services are not only more accessible – they’re often more trusted. These wallets allow users to top up with cash, make instant peer-to-peer payments, and complete in-game purchases without ever entering a 16-digit number.
This has profound implications for game developers. Games optimised not only for credit card payments risk locking out millions of potential players. The shift is forcing studios to rethink everything from payment flow to purchase timing, integrating local rails directly into onboarding and gameplay loops.
Super Apps
Super apps are blurring the line between social platforms, e-commerce, and gaming. In-app games or micro-transactions through these platforms benefit from built-in payments infrastructure, local compliance, and a massive ready-made user base.
For developers, the opportunity is immense – but so is the complexity. Monetising inside a super app means ceding some control, navigating new APIs, and often working with local partners. But done right, it unlocks reach and revenue in previously untapped segments.
Web Shop Warriors
Another rising star is direct-to-player web shops. These offer developers more control, higher margins, and the ability to integrate local payment methods that app stores often don’t support. In many emerging markets, web shops are becoming the go-to for players who prefer paying with cash-based top-ups or regional wallets. They’re fast, flexible, and tailored – an essential tool for studios seeking to localise at the payment level.
Game Over for One-Size-Fits-All
Relying solely on global app stores and Western-style payments is no longer a viable monetisation strategy. The next generation of gaming success depends on deep localisation – not just in language or content, but in commerce.
Winning in these markets means designing for cash-based top-ups, embracing carrier billing, integrating regional wallets, and even partnering with telcos. It’s no longer just about making great games – it’s about making those games pay in radically different ecosystems.
Payment Fragmentation
Payment fragmentation isn’t a glitch – it’s the new game. Developers that can adapt quickly and build payment flexibility into their core design will win. Those who don’t might find their game over before it even begins.
