Xsolla Integrates Blockchain into Gaming with ZK Layer

Gaming commerce company Xsolla is betting big on blockchain, but it is taking a measured approach. The firm is integrating onchain functionality into its existing ecosystem through a new product called Xsolla ZK. President Chris Hewish discussed the strategy during a one-on-one interview at Consensus Miami 2026.

Xsolla has been around for two decades, working with thousands of game companies globally. Hewish pointed out that while the traditional game industry has solved many problems related to scale and commerce, issues around participation, trust, and ownership still rely heavily on third parties. Game companies are increasingly moving toward direct-to-consumer channels, alongside app stores and platforms. “One, there’s just control, full control over your business,” Hewish said. He cited Apple’s privacy changes around the Identifier for Advertisers (IDFA) as an example of platform risk. Those changes, he noted, disrupted mobile game user acquisition for years. Owned channels, he argued, help publishers avoid abrupt shifts in policy and give them better access to data.

The Participation Economy Approach

Hewish described Xsolla ZK as a layer that adds onchain functionality to the company’s existing suite of payments, commerce tools, and marketing technology. “We’re not trying to build a Web3 gaming business,” he stressed. “What we’re doing is using Web3 functionality and features to unlock new opportunities for all the Web2 games that are already out there.”

The main idea is to keep the blockchain infrastructure invisible to players. At the same time, it enables verifiable ownership and programmable value. “Players could actually get paid for their data,” Hewish noted, “because they’re onchain now.” This approach, he suggested, could redirect money currently spent on ad networks. Those networks, he claimed, often retain up to 60% of advertising budgets in a black-box model. “It’s a lose-lose for everybody,” he added.

Xsolla is pushing these feature updates into products already used by roughly 300 million paying users, potentially touching an additional 2 billion gamers. This strategy is a contrast to earlier Web3 gaming attempts, which Hewish said “failed” because they tried to build infrastructure and ecosystems at the same time, while also requiring users to change their behavior.

IP Ownership and Regulatory Hopes

On the topic of tokenized intellectual property rights, Hewish was cautious. He sees limited initial overlap with traditional gaming royalties. “You’re going to have the big studios that always want to, I’m thinking like Marvel, Disney, right? They’re not going to share,” he said. However, new IP holders might offer fractional ownership to players as a way to boost engagement.

Hewish expressed optimism regarding US policy. He mentioned the potential passage of the Digital Asset Market Clarity Act. The proposed legislation aims to clarify oversight of digital assets. He called it “a big unlock” that would provide regulatory certainty. This could redirect capital that is now flowing to more crypto-friendly jurisdictions and help with job recovery in the industry after recent layoffs.

Xsolla, headquartered in Los Angeles, has 1,400 employees and 18 global offices. The company spent about five years developing this blockchain infrastructure. Hewish called it a major strategic bet. Success by the end of 2027, he said, would mean broad adoption across partner titles, improved retention, and higher revenue per user. It would signal a shift toward ecosystems where developers and players capture more value than third parties.

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