Berkley Egenes, Chief Marketing and Growth Officer at Xsolla, shared with Watermelo his predictions for the video game industry in 2026. While reflecting on recent regulatory changes and their impacts on the market, he highlighted structural transformations that are expected to redefine platform competition and open new possibilities for creators and studios.

In his analysis of the regulatory landscape, he stated that "In 2026, we expect these frameworks to accelerate the unbundling of traditional gatekeeper ecosystems and open the door to healthier platform competition." For him, these changes will drive the maturation of alternative stores, third-party payment options, and web-based distribution models.

Egenes added that "Alternative app stores, third-party payment options, and web-based distribution will mature into real commercial channels, not just compliance checkboxes." This will give developers greater autonomy, while players will gain access to more diversity and transparency.

He further explained that "For game developers, this will translate into greater control over acquisition, data, and monetization. For players, it will create more transparency, more choice, and a wider variety of experiences." In this context, Xsolla sees an opportunity to support studios in building more resilient distribution strategies.

According to him, the focus is on moving beyond the old model centered exclusively around digital storefronts, emphasizing that "As a global partner focused on enabling game businesses to reach users wherever they are, we see this as an opportunity to help studios build diversified, resilient distribution strategies that no longer depend solely on the legacy store first paradigm."

When discussing the role of mobile gaming in cross media franchises, Egenes highlighted that "Mobile gaming will continue to be the most accessible and globally scalable gateway into entertainment franchises, and its role in shaping cross media storytelling will grow even stronger." This impact is especially notable in emerging markets.

He pointed out that mobile players already influence how intellectual property universes are being built, stating that "For many emerging markets and younger audiences, mobile is already the primary gaming device, making mobile first players a defining force behind how IPs expand across TV, film, streaming, and consumer products."

This trend intensifies with live operations and interactive narratives, described by him as "The integration of mobile live ops, community driven updates, and transmedia storytelling will allow IP holders to turn mobile games into the connective tissue of a larger universe."

Egenes also highlighted the role of mobile games as communication channels with fans, explaining that "Instead of treating mobile adaptations as ancillary products, entertainment companies will increasingly use them as real time feedback loops: places where fan behavior, spending patterns, and narrative preferences can directly influence how franchises evolve across all mediums."

When asked about artificial intelligence, he stated that "AI will reshape game development in 2026 not by replacing creators but by repositioning them at the helm of far more efficient and expressive workflows." For him, AI unlocks human creative potential by reducing production bottlenecks.

He reinforced this view by saying that "The real value of AI lies in freeing human developers to focus on the imaginative, culturally relevant, and emotionally resonant aspects of game creation." Even with more dynamic processes, human authorship remains central.

Egenes emphasized that "AI is a job enhancer, not a job eliminator." He believes studios that use AI as a creative amplifier will stand out in an environment shaped by adaptable narratives and increasing personalization.

Finally, when discussing web shops and the creator economy, he stated that "I anticipate 2026 to be a milestone year for web shops and creator driven monetization ecosystems." For him, such platforms will become key in the relationship between players, studios, and influencers.

He concluded with the perspective that "At Xsolla, we believe the long term impact will be a more diversified and player friendly economy where discovery, monetization, and retention stem from authentic creator player relationships rather than opaque platform algorithms. Developers who integrate creators directly into their distribution and commerce channels will see more sustainable revenue, higher ROI on marketing spend, and deeper community attachment to their games." In this way, he expects 2026 to mark the beginning of a more open and collaborative era for the industry.