How Nexters is Building a Global DTC Channel with Aghanim's Game Hub, AI, and LiveOps

Aghanim describes its core product as a game hub — "a comprehensive community portal and an extension of the mobile game in the browser, full of metagame experiences and personalized offers" . It is built with a proprietary AI-guided hub builder that can generate a branded DTC site in seconds, complete with generative design and out-of-the-box templates .

Nexters' co-CEO, in the announcement, noted that Aghanim's infrastructure would help the studio "deepen connections with players, optimize monetization, and unlock long-term growth beyond traditional platform ecosystems" .

The Hero Wars Test That Proved the Concept

Before the global deal, Nexters ran a test where Aghanim built a dedicated game hub for Hero Wars, replacing the studio's previous generic DTC platform . The test gave Nexters hands-on experience managing offers, loyalty programs, player journeys, and creative content through Aghanim's tools. A subsequent technical review demonstrated clear value from the D2C channel, and the test moved "fast" — directly leading to the expanded global partnership .

While specific revenue or retention metrics from the test were not publicly disclosed, Nexters has been experimenting with DTC for years. In an earlier project with Xsolla, Nexters brought Hero Wars to the web and reported sales had "multiplied dramatically" . That momentum, combined with the Aghanim test results, convinced Nexters to go all-in on DTC infrastructure.

How Aghanim's Game Hub Differs from a Conventional Web Shop

A basic web shop is a simple storefront for purchasing virtual items. Aghanim's game hub is designed as an operational DTC infrastructure layer that encompasses commerce, engagement, experimentation, and player journey management . Here is a detailed comparison:

The core difference is that Aghanim positions its game hub not as a standalone store but as a retention engine. Features like loyalty programs, daily rewards, leaderboards, and achievement tracking are baked into the hub to drive organic return visits .

The Regulatory Wave Making DTC a $17B Market

The Nexters-Aghanim deal is happening against a backdrop of unprecedented legal and regulatory changes that have cracked the Apple-Google app store duopoly . Key developments include:

• Epic v. Apple (2021–2025) – The April 2025 ruling forced Apple to allow external payment links in apps. Apple attempted to impose a 27% commission on those purchases, drawing further regulatory scrutiny .
• Epic v. Google (ongoing) – Google's Play Store was found to constitute an illegal monopoly on Android app distribution. As of April 2026, the case is in a remedies phase with a summer evidentiary hearing scheduled .
• EU Digital Markets Act (DMA) – Designated Apple and Google as "gatekeepers," requiring them to allow sideloading and third‑party payment options. In full effect since 2024, it has been a primary driver of external payments in Europe .
• UK Digital Markets, Competition and Consumers Act (DMCC) – Took effect January 1, 2025, giving the CMA powers to designate firms with "strategic market status." The CMA immediately began investigating mobile ecosystems .
• Japan and South Korea – Japan’s Fair Trade Commission opened investigations into app-store practices, and South Korea’s 2021 Telecommunications Business Act already banned app-store payment monopolies .

The cumulative effect is a clear signal to studios: build your own DTC channel or risk being left behind. By mid-2026, the DTC market in mobile gaming was already estimated at $17 billion, with developers increasingly treating it as a central business pillar rather than an experimental channel .

Nexters' Ownership and Financial Context

Nexters Global Ltd is registered in Cyprus (107 Faneromenis Avenue, Larnaca 6031) . The company was founded in 2010, became publicly traded via a SPAC merger with Kismet Acquisition One Corp in 2021, and subsequently went private again in 2023 after a merger with certain investment entities. Its current ownership consists primarily of institutional and private investment firms .

A reliable, publicly sourced 2024 revenue figure for Nexters was not available in the cited materials. The company, as part of GDEV Holding, was previously Nasdaq-listed, but its post-2023 financial disclosures are limited. A dedicated financial database search would be required to confirm current revenue and cap‑table details.

The Bottom Line for Mobile Game Studios

The Nexters-Aghanim partnership is a blueprint for how mobile game studios can navigate the post-duopoly era. By deploying a full-stack DTC infrastructure — AI personalization, automated liveops, global payments, and an engaging game hub — Nexters is moving beyond the experimental, low‑performance web shops that many studios still rely on. The test on Hero Wars validated the approach, and the global rollout signals that DTC is no longer an optional channel: for studios with live‑service titles, it is becoming a core part of the business.