Naavik Gaming Podcast Why UGC Creators Need Webshops Too
Jan 14, 2026
Liam Wiltshire, General Manager at Tebex and a key player in its acquisition by Overwolf, dives into the evolving landscape of direct-to-consumer models in user-generated content. He highlights the shift from traditional webshops to tailored monetization strategies for games like Minecraft and Rust. Liam discusses the importance of player relationships, innovative e-commerce tactics like loyalty programs, and the need for studios to adapt to regulatory changes. He also emphasizes the potential of community-driven experiences and self-publishing for enhancing engagement and maximizing revenue.
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Keep Value Circulating Inside The Game
- Keeping spend inside a game's ecosystem increases lifetime value and developer capture of transaction share.
- Liam argued studios should prefer capturing that cut over banks taking it.
Own The Player Relationship
- Do own the player relationship to build loyalty and long-term value.
- Use direct communication and community touchpoints instead of relying on platform algorithms.
Minimize Payment Friction In-Game
- Try to reduce out-of-game friction by enabling in-game browsing and saved payment methods.
- Use one-time passwords or saved wallets to complete purchases without leaving play.