2026 Mobile Industry Predictions: Insights from Berkley Egenes of Xsolla

We spoke with Berkley Egenes, Chief Marketing & Growth Officer at Xsolla, a global commerce company providing robust tools and services to help developers solve the inherent challenges of the video game industry. Berkley shares his perspective on the mobile gaming landscape's transformation in 2026, from evolving player expectations to the technological shifts reshaping how operators and service providers approach the market.

Over to you Berkley - my questions are in bold:

What's the biggest shift you expect across the mobile industry in 2026?

The biggest shift for the mobile games industry is that games are no longer built to be quick hits; they're being designed as long-term platforms. Studios are moving away from purely ad-driven, disposable experiences and toward games that live for years through live ops, social features, cross-play with PC and console, and deeper progression systems. Players expect constant updates, events, and communities they belong to, not just something to kill for five minutes. Mobile isn't the "lite" version of gaming anymore; it's becoming the most scalable place to build enduring game worlds.

Which emerging technology will have the most practical impact on operators, MVNOs, and the companies that support them?

The emerging technology with the most practical impact is AI-driven personalisation and live operations. It's already changing how games acquire, retain, and monetise players by dynamically tuning difficulty, content, pricing, and offers to individual behaviour. For operators, MVNOs, and their partners, this means new ways to bundle games, target players more precisely, reduce churn, and turn gaming into a sticky engagement layer rather than just data traffic. The real impact isn't flashy tech, it's AI quietly making mobile games smarter, longer-lasting, and far more valuable to the ecosystem around them.

What customer behaviours or expectations will most challenge mobile operators and service providers?

The most challenging customer expectation will be frictionless, always-on experiences with zero tolerance for degradation. Mobile gamers expect instant downloads, low latency, no lag spikes, and seamless play across devices, all while paying less and switching providers effortlessly if performance drops. They don't think in terms of "networks" or "plans"; they think in terms of whether their game works right now. This forces operators and service providers to deliver consistently great performance, smarter traffic management for games, and value-added experiences like gaming bundles or perks, rather than relying on brand loyalty or long contracts.

What risks or blind spots do you think the industry is underestimating as we move into 2026?

One big blind spot is underestimating how quickly player loyalty can evaporate when performance, pricing, or value feels off. Gamers are increasingly platform-agnostic and ruthless about switching, whether it's games, devices, or networks, if the experience degrades even slightly. Another risk is assuming that better infrastructure alone wins; without smart partnerships with game developers, creators, and platforms, operators risk becoming invisible utilities while others own the player relationship.

If you were advising a mobile operator's leadership team today, what strategic priority should they focus on to stay competitive in 2026 and beyond?

I'd tell them to make owning the gamer experience, not just the network, their top strategic priority. That means going beyond connectivity and actively partnering with game studios, platforms, and creators to deliver tangible value. Look beyond the app stores as your only method of monetisation. Open your web shop, create valuable promotions and watch your revenue and LTV for players soar.

Thank you Berkley!

You can connect with Berkley on his LinkedIn Profile and find out more about the company at xsolla.com.