Xsolla Empowers U.S. Google Play Developers to Integrate External Purchase Links and Take Control of Mobile Monetization
Xsolla, a global video game commerce company that helps developers launch, grow, and monetize their games, today announced expanded capabilities for Android developers in the United States. Following Google’s latest policy update, Xsolla can now power external purchases for games distributed through Google Play — marking a major step toward more open and flexible mobile commerce.
Beginning October 29, 2025, U.S. developers can legally include external purchase links within their Google Play titles. This long-awaited change ends years of transactional exclusivity within the Google Play billing system and ushers in a new era of direct-to-consumer monetization. Developers can now sell in-game items, currencies, and subscriptions directly to players through secure, branded web experiences — all while remaining compliant with Google’s updated policies.
With this industry-defining shift, Xsolla’s Buy Button and Web Shop solutions offer developers immediate, compliant pathways to adopt external payments, maintain closer relationships with their players, and optimize revenue retention. For over a decade, Android developers were required to use Google Play’s in-app billing for every transaction. Today’s evolution allows them to leverage external commerce options and regain control of their business models.
Unlocking a New Era of Mobile Commerce
Xsolla’s Buy Button is a lightweight, customizable tool that lets developers integrate external checkout flows directly from their games. Paired with Xsolla Web Shop — a full-service, branded online storefront — developers can create seamless, web-based purchase experiences where players buy virtual goods, currency, or bundles under the developer’s own brand identity.
Beyond simple payment processing, the Web Shop empowers studios to own their customer relationships. Developers can access user data responsibly, implement loyalty programs, run targeted promotions, and reward returning players with personalized offers. This ownership opens new marketing and retention opportunities previously limited by app store ecosystems.
Together, the Buy Button and Web Shop allow studios to expand their revenue channels, reduce transaction fees, and preserve the player experience. Every purchase occurs in a secure, frictionless environment backed by Xsolla’s proven global payment infrastructure.
A Turning Point for Developers and Players
“Google’s update opens the door for developers to finally take control of their mobile commerce,” said Chris Hewish, President of Xsolla. “With our Buy Button and Web Shop solutions, studios can move fast, connect directly with their players, and keep more of their hard-earned revenue. This is a pivotal step toward a more open and equitable mobile gaming ecosystem.”
The introduction of external purchase links in Android games is one of the most significant changes in mobile gaming since the rise of app stores more than a decade ago. Following Apple’s recent decision to open certain iOS markets to alternative payment systems, Google’s policy evolution reflects growing global momentum toward more open and competitive digital ecosystems.
For developers, this new flexibility unlocks opportunities to:
- Build direct-to-consumer relationships with players;
- Reduce dependency on third-party billing systems;
- Offer customized pricing and promotions;
- Support global payment methods that better serve diverse audiences; and
- Deliver improved player experiences through personalized offers, loyalty rewards, and community-driven campaigns.
This shift signals a broader industry transformation. Similar policy updates are anticipated in the United Kingdom, European Union, Japan, and Brazil, underscoring the worldwide movement toward greater fairness, transparency, and flexibility in mobile game monetization.
Built for Scale, Security, and Speed
Xsolla’s platform is uniquely positioned to help developers capitalize on this opportunity. With a global infrastructure spanning payments, tax and compliance, fraud prevention, and player fulfillment, Xsolla enables studios of any size — from indie developers to AAA publishers — to adopt external purchase strategies confidently and securely.
The company’s technology stack supports over 700 payment methods across 200+ regions, ensuring developers can reach players wherever they are while maintaining regulatory compliance. Xsolla also manages the complexity of cross-border transactions, allowing developers to focus on crafting exceptional gameplay experiences rather than navigating financial hurdles.
For studios ready to act quickly, Xsolla’s Buy Button and Web Shop offer rapid integration, global scalability, and full compliance with Google’s updated requirements. Developers can embed the Buy Button within their Android games to drive web-based purchases or launch a Web Shop to centralize all direct-to-player sales.
A Call to Developers: Take Control of Your Monetization
This policy shift marks a turning point not just for mobile commerce, but for how developers build sustainable, player-first businesses. By adopting external purchases, studios can set their own pricing models, reduce commissions, and deliver more value to players — all while maintaining transparency and security.
Developers eager to leverage Google’s new policy can get started immediately with Xsolla Buy Button and Xsolla Web Shop, proven solutions trusted by thousands of game studios worldwide. These tools empower developers to expand beyond app store constraints, connect directly with players, and establish long-term, data-driven monetization strategies.
About Xsolla
Xsolla is a global video game commerce company providing a suite of tools and services designed to help developers overcome the challenges of launching, funding, marketing, and monetizing games. From independent creators to AAA publishers, more than 1,500 game companies rely on Xsolla to reach players, manage payments, and grow their revenue worldwide.
Headquartered and incorporated in Los Angeles, California, Xsolla operates as the merchant of record for its partners, offering compliant, scalable, and secure solutions for digital commerce. Guided by its mission to make the business of games as rewarding as the games themselves, Xsolla continues to pioneer innovative paths to profits — helping developers everywhere enjoy the game of growth.
