İlayda Bayarı Erdinc is the VP, Business Development – Southern Europe, Middle East & Africa at Xsolla.
As an innovative leader in game commerce, Xsolla continues to solve the inherent complexities of global distribution, marketing, and monetization so its partners can grow their audience, engagement, and revenue.
We spoke with Ilayda about why the future of gaming depends not just on tech – but on mentorship, strategic empathy, and bold rethinking of the rules.
Ilayda, your career spans publishing, adtech, and game commerce across regions like Turkiye, MEA, and Iberia. What makes you such a sought-after voice in the industry today?
I’ve been lucky enough to work across almost every part of the ecosystem, from adtech and publishing to game commerce, and in some really diverse regions like Turkiye, MEA, and Iberia. That mix has given me a solid view of both the big-picture trends shaping the industry and the day-to-day challenges developers deal with in different markets.
For the past few years, I’ve been focused more on building strategies, especially around business development and growth. Hence, what really drives me is supporting startups on their journey and helping turn insights into practical, actionable plans as they make big decisions and build their vision.
You’ve mentored startups at various VCs and globally with Spielfabrique, spoken on panels from Lisbon to Istanbul, and judged dozens of pitches. What drives your passion for giving back?
Honestly, I think it’s because I’ve also grown through a really supportive ecosystem. There was always someone or something helping guide me along the way. And I know firsthand how tough the journey can be, especially in the early stages of such a fast-moving industry.
Mentoring through platforms or speaking on panels is my way of giving back. I’ve been in rooms where big decisions were made with very little context, and I’ve seen amazing ideas struggle simply because the founders didn’t have access to the right support or network. If I can help a team avoid a few missteps or move faster by sharing what I’ve learned, that’s a win in my book. And honestly, I get a lot out of it too — hearing new ideas and seeing how different teams tackle challenges keeps me inspired and constantly learning.
You’ve led MENA and Iberia expansion at Xsolla. What’s the key to growing in culturally diverse markets?
The key is really listening first every region has its own dynamics, and what works well in one market might completely miss the mark in another.
Take MENA, for example: there’s a strong focus on local products, and developers often benefit from better governmental and financial support.
In Iberia, studios are incredibly creative and art-driven, but sometimes lack the business infrastructure or strategic focus to scale.
In Turkiye, mobile is much more mature and structured, while PC is still an emerging market with lots of untapped potential.
So for me, it always starts with building real relationships on the ground, spending time with local teams, partners, and studios to really understand their context. From there, it’s about adapting your approach, not just translating it. Whether it’s payment systems, marketing strategies, or deal structures, you need to stay flexible and culturally aware.
At the end of the day, long-term growth in diverse markets is built on trust and relevance and that takes time, consistency, and a genuine interest in the people you’re working with.
Speaking of diverse markets, you participated in several panels and workshops focusing on the Turkish gaming market. How do you see the market evolving today?
The Turkish gaming market has always been fast-moving and highly entrepreneurial, and that spirit is still very much alive. What’s exciting now is the shift from chasing volume to building depth. A few years ago, it was mostly about mobile hypercasual and quick wins. But today, more studios are focused on creating sustainable IPs, developing stronger midcore games, and increasingly exploring PC and console, which is still relatively new for the region, but growing quickly. We now have nearly 150 PC-focused developers.
There’s also a noticeable rise in international interest, not just from investors, but also from incubators and publishers who are starting to see Turkiye as more than just a talent pool or content hub. The ecosystem is maturing, with cross-platform programs, government incentives, and more international collaboration shaping its growth.
Of course, there are still challenges like funding gaps at the seed stage and a need for more business and publishing know-how, especially in PC and console development. But overall, I see Turkiye evolving into a serious global player, not just a fast follower.
You’ve helped teams grow, markets expand, and monetization models evolve. But how do you define success?
For me, success is about creating meaningful, lasting impact – not just short-term wins. It’s when a team I’ve worked with becomes more confident in their direction, launches a product they believe in, or hits a milestone they once thought was out of reach. It’s not always about revenue right away; it’s about building something sustainable, learning fast, and growing with intention. Seeing founders and teams overcome challenges and bring their vision to life is incredibly rewarding.
I also define success through the growth of the ecosystem, which I invest in heavily. When studios, investors, service providers, and partners come together to support one another and push the industry forward, that collective progress is a huge achievement.
In a fast-paced industry like gaming, it’s easy for one studio to focus solely on chasing numbers. But for the ecosystem as a whole, success means growth that is real, healthy, and shared by everyone.
What advice would you give to someone entering the gaming business today?
My biggest advice is to stay curious and adaptable. This industry moves fast, and what works today might change tomorrow. Keep learning from others while building your business, growing your team, and talking to investors. Be open to feedback and don’t be afraid to pivot when needed.
Also, focus on building strong relationships with your team, players, partners, and even competitors. The people around you will be key to your growth and resilience.
And finally, passion is crucial, but pairing it with a solid understanding of business, data, trends, and player needs is what really helps you build something sustainable.
Final question: what’s next for you?
I’m super focused on helping Xsolla grow beyond just a game commerce platform, we’re aiming for real transformation, empowering both our clients and creators at every step of their game development journey. That means supporting their growth through training programs and building strategic partnerships to set them up for long-term success.
On a personal level, I’m excited to keep expanding my knowledge-sharing efforts, whether that’s through panels, accelerators, or workshops. I love the chance to connect, inspire, and learn alongside others in the industry.
Ilayda Bayari Erdinc continues to be a driving force in shaping the business of games. Her leadership is not only transforming markets but also mentoring the minds that will define the industry’s future.
VP, Business Development – Southern Europe, Middle East & Africa at Xsolla
