Steam is doing all that it can to tap into the lucrative Russian game market – including making it easier for customers to put rubles in their Steam wallets.
Valve recently included the currency in its system so Russians could purchase games via Steam. The big problem following support for the currency, was finding a way for consumers who likely didn't have access to a credit card or a bank account to get actual money into the Steam ecosystem. That's because most Russian consumers use cash. The solution was easy enough: find a partner to make transferring cash easy as pie.
This week Valve announced that that solution is Xsolla, a game-monetization company. Using Xsolla, consumers now have more than 450,000 cash kiosks in Russia where they can add cash directly to their Steam Wallets.
Now that everything is in place it will be interesting to see just how much money Valve can make off of Russian consumers and Russian consumers have an easier way to gain access to games they wouldn't normally have access to.