The Xsolla Payments Solution Positioning Strategy Development in the B2B Market of Videogames Development

Student: Gogoleva Daria

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2019

This research paper aimed to develop the positioning strategy for Xsolla Payments Solution. The company portfolio includes several solutions for game developers on the B2B market of video game industry. Xsolla Payments Solution is one of them. The company did not act intentionally to form customer perception about the solution. In the result, customers started to percept the solution as the payment processor in the wrong way based on their experience. This perception differs from what the Xsolla Payments Solution really is in terms of the business model and the set of functions. This research paper provides the research and its analysis, market segmentation based on the analysis and the positioning strategy and its implementation project.

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