Xsolla Taps Portugal’s MB Way to Unlock Local Gaming Market

LISBON, Portugal – January 20, 2026 – Global video game commerce company Xsolla has announced a significant expansion of its payment services in Portugal through the integration of MB Way, the country's dominant mobile wallet. The strategic move aims to provide game developers with direct access to millions of Portuguese players who prefer the convenience and security of mobile payments, highlighting a broader industry trend toward hyper-localization as a key driver for global growth.

This partnership connects game developers on Xsolla's platform to a payment method trusted by six million Portuguese customers, representing an estimated 95% market coverage. For an industry built on seamless digital experiences, the integration is more than a technical update; it's a calculated response to the unique economic and cultural habits of a key European market.

The Power of Localized Payments in a Global Industry

In the globalized video game industry, reaching players across borders is only half the battle. The true challenge—and opportunity—lies in converting that reach into revenue. A critical, often overlooked, component of this process is the checkout experience. Industry data consistently shows that a lack of familiar and trusted payment options is a primary driver of cart abandonment. Players are significantly more likely to complete a purchase if they can do so using a method that feels native, secure, and effortless.

This is the principle behind Xsolla's latest integration. By incorporating MB Way, the company acknowledges that a one-size-fits-all approach to payments is no longer viable. The global gaming landscape is a mosaic of regional preferences. While credit cards may dominate in some regions, mobile wallets, bank transfers, and even cash-based vouchers are king in others. Success hinges on a company's ability to adapt to this diverse ecosystem.

“Bringing a new payment method to Portugal isn’t just about ticking a box; it’s about recognizing the local preferences,” said Chris Hewish, President of Xsolla, in the company's announcement. “When players feel the payment flow is native to them, adoption accelerates and retention strengthens.”

This philosophy is validated by market behavior. Studies indicate that offering local payment methods can boost conversion rates by reducing friction and building immediate trust. For developers, this translates directly into higher revenue and improved player lifetime value. It fosters a sense of loyalty, encouraging repeat purchases and strengthening the player-developer relationship in a crowded market where retention is as crucial as acquisition.

Portugal's Mobile-First Economy Creates Fertile Ground for Gaming

Portugal stands out as a case study in digital transformation, making it a particularly attractive market for this type of localized strategy. With nearly 90% of its population online and a high smartphone adoption rate, the nation has wholeheartedly embraced mobile-first commerce. This digital readiness has paved the way for services like MB Way to achieve remarkable dominance.

Backed by 28 Portuguese banks and linked to over 11 million cards, MB Way is not just a popular option; it is the default digital payment method for a majority of the population. In 2024 alone, the service processed 496 million transactions and commands an estimated 34% to 45% of all e-commerce transactions in the country, with some financial analysts suggesting its share could be as high as 69%. Its popularity is especially pronounced among younger demographics, with over half of young adults using it for their online purchases—a key demographic for the gaming industry.

This deep integration into the daily financial lives of Portuguese consumers creates a powerful synergy with the gaming market, which itself is experiencing robust growth. Portugal's video game market is projected to reach $258 million in 2024, with mobile gaming accounting for a significant $56 million slice of that pie. The country's reputation as a burgeoning European tech hub, combined with a growing talent pool, further cements its status as a strategic market for gaming companies looking to expand their European footprint.

Unlocking Revenue and Retention for Game Developers

For the more than 1,500 game developers who partner with Xsolla, the integration of MB Way offers a direct path to tangible business results. The primary benefit is the immediate reduction in friction at the point of sale. Instead of requiring players to manually enter credit card details—a process prone to errors and abandonment—a purchase can be completed with a few taps on a smartphone, an intuitive action for millions of MB Way users.

This streamlined experience is expected to increase conversion rates and, consequently, revenue. By offering a trusted, local, and secure payment method, developers can overcome the hesitation that often accompanies online transactions. The security is reinforced by MB Way's backing from the Portuguese banking system and its compliance with stringent European regulations, providing peace of mind for both players and developers.

Beyond the initial transaction, the availability of a preferred payment method is a powerful tool for player retention. A positive and frictionless purchasing experience encourages repeat engagement, from one-time in-game purchases to recurring subscriptions. In a free-to-play model, where monetization relies on a small percentage of paying users, removing any barrier to payment is paramount. This move allows developers to better monetize the vibrant Portuguese gaming community, which includes over one million active mobile players.

Navigating a Competitive and Regulated Landscape

Xsolla's move does not occur in a vacuum. The gaming payment solutions market is highly competitive, with rivals like FastSpring, Coda Payments, and Nuvei also vying to offer developers the most comprehensive suite of global monetization tools. In this environment, deep localization and an understanding of regional nuances serve as a key competitive differentiator. By adding Portugal's premier mobile wallet, Xsolla strengthens its value proposition for developers targeting the European market.

Furthermore, operating in Europe requires navigating a complex web of financial regulations. The EU's Revised Payment Services Directive (PSD2) mandates Strong Customer Authentication (SCA) for most electronic payments to combat fraud. The General Data Protection Regulation (GDPR) imposes strict rules on handling player data. By acting as the merchant of record, Xsolla absorbs much of this regulatory and compliance burden, allowing developers—particularly smaller, independent studios—to focus on creating games rather than managing global payment infrastructure and legal complexities.

This integration is therefore more than just a new feature; it is a strategic maneuver that aligns with major technological, economic, and regulatory trends. As digital wallets continue to supplant traditional payment methods worldwide, platforms that can seamlessly bridge the gap between global game developers and local player preferences will be best positioned for success. For developers looking to capture the growing Portuguese market, success may now be just a tap away.