That’s where Xsolla Cloud Gaming Trials comes in. Announced earlier this month, the feature provides instant access to timed, cloud-streamed demos right in a browser. For developers, it’s more than a demo. Cloud Gaming Trials include built-in monetization options, real-time analytics, and flexible distribution tools designed to help both indie teams and AAA studios convert interest into sales. We covered Xsolla’s Cloud Gaming Trails announcement when it was announced on August 15.
To learn more about this new feature and how it fits into the broader picture of cloud gaming, we reached out to Chris Hewish, President at Xsolla. In this Q&A, Chris shares the vision behind Cloud Gaming Trials, how it addresses discoverability and monetization challenges, and why he believes instant, browser-based demos represent a shift in how games are marketed and experienced.
Q: For our readers who may not be familiar, can you give us a quick overview of Xsolla and how the company fits into the gaming industry?
Chris Hewish: Xsolla is a global commerce company that’s been serving the games industry for nearly two decades. We’ve built an ecosystem of tools and services designed specifically for game creators to help them fund, market, distribute, and monetize their games globally.
We’re not here to disrupt or dominate, we’re here to empower. From regional payment solutions and no-code storefronts to live operations and influencer tools, everything we do is about simplifying complexity so developers can focus on what they do best: making incredible games. We serve as a strategic partner behind the scenes, helping developers unlock all the things they need to succeed in an increasingly competitive industry.
Q: Can you walk us through what Cloud Gaming Trials are and how they differ from traditional game demos?
Chris Hewish: Traditional game demos, while helpful, have always come with friction. You have to find them, download multiple gigabytes, install them, and then give them a try. If you’re launching on a platform like Steam, your demo is one of thousands. That creates real discoverability and engagement challenges.
Cloud Gaming Trials eliminate those barriers. They let players experience a slice of the game instantly, no installs, no downloads, no friction. Players click a link or banner and are immediately dropped into the game, often within seconds. Developers can customize the trial to include a timed session, limited access to specific areas, or an early access preview.
And when that trial ends, players are prompted to continue with a seamless call to action to purchase the full game or pick up where they left off. It’s “try before you buy” reimagined for today’s attention economy.
Q: What inspired the launch of this feature, and what challenges in the industry are you hoping it solves?
Chris Hewish: The idea for Cloud Gaming Trials came from a recurring conversation with developers, especially indies who said the biggest challenge they face isn’t building the game, it’s getting it discovered and monetized effectively.
In 2024, over 18,000 games launched on Steam, and 14,000 of them earned less than $5,000. That’s staggering. It shows just how hard it is to break through, even with a great game. Trials were built to address that challenge directly. They allow developers to show, not just tell, why their game is worth a player’s time.
With Trials, studios can run campaigns where every interaction is trackable, every click tied to conversion. It’s about creating a more immediate and measurable connection between marketing and revenue.
Q: How do you see Cloud Gaming Trials changing the way players discover and buy games?
Chris Hewish: Cloud Gaming Trials change the discovery funnel completely. Traditionally, discovery means watching a trailer, reading a review, maybe following a streamer or influencer. But all of that sits one step removed from actual gameplay.
Now, discovery can mean playing. Not next week. Not after a download. But right now. This shift means the moment of interest becomes the moment of engagement. And that’s powerful. Players no longer have to imagine what a game feels like; they can experience it, make a decision, and purchase it within the same session.
For developers and publishers, it means marketing campaigns can finally drive real-time, trackable conversions. Engagement becomes monetization. That’s a giant leap forward.
Q: Xsolla emphasizes developer control and monetization with Trials. How can both indie teams and larger studios make the most of this feature?
Chris Hewish: One of our core principles at Xsolla is control. Developers should own their data, their player journeys, and their monetization strategies.
For indie developers, Trials are a chance to stand out without depending on platform algorithms. You can share a playable link in your Kickstarter update, Discord server, or media pitch, allowing people to try your game right away. You can even sell full versions or keys directly through the trial overlay, creating monetization opportunities without relying on external storefronts.
For larger studios, it’s about scaling globally. You can localize trials, whitelist access for VIPs or specific geographies, and run time-limited campaigns that support influencer activations or in-game events. With detailed analytics, you can adjust your campaign on the fly and optimize across every region. It’s both powerful and flexible.
Q: Cloud streaming can be expensive. How is Xsolla addressing scalability and affordability for developers?
Chris Hewish: That’s one of the first things we considered. Cloud gaming doesn’t have to mean always-on infrastructure that drains your budget. Our solution is campaign-driven. You spin up cloud capacity when it matters, pre-launch buzz, seasonal events, paid media campaigns, and scale it back when you don’t need it.
We also support distribution across multiple surfaces: direct-to-consumer campaigns, affiliate channels, and through Xsolla Mall. That drives traffic and lowers acquisition costs compared to traditional ad spend. You get more value from every marketing dollar while keeping the total cost of streaming manageable.
Q: What kinds of data and analytics can teams expect to see from running a trial campaign?
Chris Hewish: You get the complete picture: session length, player behavior, engagement rates, referral sources, conversion rates. You’ll know which channels are driving the most engaged players, what percentage of trial users convert to buyers, and where drop-off happens.
Unlike traditional storefronts, where data is often gated or delayed, with Cloud Gaming Trials, developers retain complete control over their data. That means faster decision-making, smarter campaign adjustments, and ultimately, better results.
Q: Cloud Gaming Trials feel similar to what Stadia once offered with timed demos. How does Xsolla’s approach build on or differ from those past attempts?
Chris Hewish: Stadia and Google’s Immersive Stream were ambitious, but they tried to replace the entire ecosystem. That’s hard to sustain. We’re taking a different approach. We’re not asking developers or players to leave their existing ecosystems, we’re enhancing them.
A player can experience a trial in-browser and then continue playing on Steam, PlayStation, Xbox, Switch, or Epic, whichever platform makes sense for them. We’re not building a walled garden. We’re creating bridges. And we’re giving developers complete control over how they use those bridges from data to distribution.
Q: Do you see Trials being most useful for pre-launch marketing, post-launch re-engagement, or both?
Chris Hewish: Both, and that’s what makes them so versatile. Pre-launch, Trials help generate buzz and build momentum. You can give influencers access to playable builds, let press preview the core loop, or run limited-time campaigns that create FOMO.
Post-launch, Trials help you re-engage lapsed players, showcase updates or DLC, and open up new markets with localized experiences. Think of it as a marketing lever you can pull at any point in your lifecycle.
Q: Do you see Trials as mainly a marketing tool, or part of a longer-term shift in distribution strategies?
Chris Hewish: They start as a marketing tool, but the implications run deeper. We’re heading into an era where instant access becomes the norm. Players won’t just want to read about a game or watch it, they’ll expect to try it. Right now. On any device.
Trials are part of that shift. They don’t replace traditional channels, but they enhance them. And as developers look to go direct-to-consumer and build stronger relationships with their players, tools like this become essential.
Q: Cloud gaming has evolved quickly over the last few years. Where does Xsolla see the biggest opportunities going forward?
Chris Hewish: The opportunity is in reducing friction. Players want faster access, easier payments, and smoother transitions between interest and purchase. Cloud streaming helps with all of that.
But it’s just one part of a larger movement toward greater flexibility, personalization, and control. Whether it’s no-code storefronts, real-time loyalty rewards, or Cloud Gaming Trials, we’re focused on building all the things that developers need to simplify operations, monetize smarter, and grow globally.
Q: Beyond Trials, are there other features or partnerships in the pipeline that players and developers should be excited about?
Chris Hewish: Absolutely. We’re expanding our D2C ecosystem significantly. Our Web Shops enable developers to create branded storefronts with personalized offers, loyalty rewards, and upsell flows that seamlessly integrate with the game. Our Buy Button lets you embed commerce into content, turning trailers, livestreams, and ads into shoppable experiences.
And we’re just getting started. With more integrations, partnerships, and no-code tools on the horizon, we’re helping studios of all sizes unlock new revenue streams and grow on their terms.
Q: How does Xsolla’s broader mission of helping developers fund, distribute, and monetize their games fit together with its cloud gaming roadmap?
Chris Hewish: Cloud Gaming Trials are a perfect example of our mission in action. They bring together marketing, monetization, and distribution into one seamless flow. That’s what we mean when we say we’re building all the things; we’re not just offering tools. We’re building a complete, integrated ecosystem that helps developers create, connect, and scale sustainably.
Everything we do at Xsolla is designed to remove friction, increase access, and deliver long-term value. Whether it’s with Trials, Web Shops, or global payments, we’re proud to be the quiet, steady partner behind the scenes, helping developers focus on what matters: enjoying the game, growing their audience, and building something meaningful.
Cloud Gaming Trials in Perspective
Cloud Gaming Trials may not be the first time we have seen timed, browser-based demos, but Chris Hewish makes it clear that Xsolla is taking a different approach. By focusing on flexible monetization, developer control, and real-time analytics, Xsolla is positioning Trials as more than just a way to sample a game. They are a tool to bridge discovery and conversion in a market that is more crowded than ever.
For developers, especially indies, the ability to share a playable link that can instantly convert into sales is a powerful addition to their toolkit. For gamers, it means fewer barriers between seeing a game and actually trying it through cloud-streamed trials.
At Cloud Dosage, we see this as another step in cloud gaming’s evolution. Instant access has always been one of the technology’s biggest promises, and Trials put that promise directly into the hands of both developers and gamers. It will be interesting to see how widely this feature is adopted in the months ahead.
What do you think of timed cloud-streamed demos? Would you try a game this way?
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