Xsolla's Chris Meredith on Seismic Shifts in Europe’s Gaming Industry

In the fast-paced and ever-evolving world of gaming, few have had a front-row seat to the industry’s transformation like Chris Meredith, SVP EMEA at Xsolla. With decades of experience at some of the most influential gaming companies, Chris brings a wealth of knowledge about the major shifts that have defined the market—from the rise of mobile gaming to the emergence of cross-platform experiences. In this interview, Chris shares his insights into the current trends in the European gaming landscape, how Xsolla is helping developers navigate new monetization models, and the impact of the European Union's Digital Markets Act on fostering innovation and fair competition in the gaming ecosystem.

Over the years, you've worked for some of the most influential companies in gaming. How have you seen the industry evolve, and what have been the most significant changes during your time at these organizations?

I’ve seen the gaming industry change a lot over the years, and it’s fascinating. Initially, everything was focused on console and PC gaming, but mobile gaming exploded, making it accessible to many more people. Now, almost everyone has a game in their pocket. 

In terms of other changes, online multiplayer games changed the game, creating a whole new way for people to connect and compete, which has helped esports emerge as a major phenomenon. Suddenly, gaming isn’t just something you do; it’s something you watch, with professional leagues and huge audiences. 

On the other hand, technological advancements have also been game-changers, especially with graphics. We’re seeing more immersive experiences than ever. But on the business side, the shift to free-to-play and subscription models has altered how developers approach monetization, making it easier for players to dive in without a hefty upfront cost. 

How has your leadership experience across these major gaming companies shaped your approach to driving innovation at Xsolla?

In an industry where technology and trends change quickly, and there’s always something new on the horizon, the relationships you build determine how well you handle those shifts. It’s all about earning the trust of key stakeholders in the field and evolving those connections as the landscape changes, so you’re always in a solid position to grow, no matter what happens in the market. I’ve also come to appreciate how grassroots development shapes the gaming industry - small indie communities and studios often give us a glimpse of where the market is headed.

What gaming trends are you currently seeing in Europe that are transforming the industry, particularly in terms of player preferences?

The European gaming landscape is undergoing a seismic shift. Mobile gaming is booming, with players increasingly opting for quick, free-to-play experiences driven by in-game purchases. Meanwhile, the allure of cloud gaming promises access to high-end titles without expensive hardware, and cross-platform is rapidly becoming the norm, allowing players to switch between devices. 

With the shift towards convenient and accessible gaming experiences, what do you think are the key factors developers need to consider when designing games for the European market?

Developers should consider the region’s cultural and language differences when designing games for the European market, ensuring games can be localized effectively. Preferences vary across countries, so offering a range of genres is essential, with demand for mobile, multiplayer, and narrative-driven indie games. While cross-platform is rapidly becoming the norm for many gamers, developers must ensure they’re catering to different gaming platforms, as cross-platform compatibility is quickly becoming an expectation among gamers. 

As player preferences shift, what new monetization strategies do you believe will emerge, and how can developers leverage these to increase both engagement and revenue? And are these strategies good for players?

New monetization strategies will likely focus on player-driven, flexible models. Subscription services could expand, offering curated game libraries for a flat fee. Developers may adopt tiered models, offering premium users exclusive content or early access. For developers, these models drive consistent revenue and deepen engagement. They could benefit players by enhancing choice and reducing costs if implemented correctly and fairly.

Do you see regional preferences influencing game development in Europe, or is the industry moving towards a more globalized approach?

Regional preferences still play a significant role in shaping game development in Europe, though there’s no doubt the industry is taking influence from its global peers. Localization is crucial, however, with developers tailoring games to meet linguistic and cultural expectations across different countries. But global trends, like free-to-play and cross-platform compatibility, shape the European market. It’s about walking a fine line between global appeal and regional customization, ensuring that games can resonate while tapping into international trends to broaden the audience.

The European Union's Digital Markets Act aims to create a more competitive digital landscape. What impact has this had on the gaming industry so far?

Its rules, aimed at curbing the influence of “gatekeepers” like significant tech companies, are breaking down barriers that previously limited smaller developers’ access to app stores and monetization strategies. This has opened up opportunities for developers and third-party platforms, driving innovation in distributed and monetized games. Ultimately, the act seems to be on the right path in encouraging alternative payment methods and reducing reliance on high fees imposed by dominant players. As a result, competition has increased, fostering a healthier, more diverse ecosystem for players and developers. 

How do you think fostering fair competition under the Digital Markets Act will drive innovation in game development and distribution?

Fostering fair competition will drive innovation in game development and distribution by curbing the dominance of tech giants and leveling the playing field for smaller developers. The Digital Markets Act rides on the angle that it will enforce fairer access to app stores and payment systems, as a result, we hope that this means developers will be able to choose their own path; their own destiny.  If true, this encourages more diverse business models to foster creativity as developers can retain more revenue and experiment with pricing, content delivery, and in-game purchases.

With fewer restrictions from digital gatekeepers, how do you envision smaller developers capitalizing on these new opportunities, especially in terms of monetization and distribution?

Video game developers, especially smaller ones, may benefit from a more open digital market ecosystem facilitated by the Digital Markets Act. With the introduction of the Digital Markets Act, they will no longer have to comply with unfair terms and conditions that previously would have restricted their development. As app stores must allow app sideloading on their platforms, consumers will get direct access to products or services without gatekeepers standing in their way. 

Game developers will also be able to change their approach to monetization. With the introduction of the Digital Markets Act, developers should think of how they can engage with gamers and build personal relationships directly outside of app store placements. Whether this be via loyalty programs or subscription services, these routes could be vital to driving revenue. 

From your perspective, what are the biggest challenges that the Digital Markets Act presents to established companies?

From my perspective, the Digital Markets Act brings significant challenges for established video game companies, especially the larger ones. For starters, they might need to allow developers to sell games or content outside their platforms, which could cut into profits. Plus, companies can’t use their dominance to push their services over competitors as quickly. There’s also a push for more interoperability, meaning platforms will have to work better together, which could reduce existing customer loyalty.