In September 2010, Gabe Newell and Doug Lombardy gave an interview to PC Gamer magazine. Valve top managers talked about Steam benefits in detail. Four years later, Newell’s words seem to be prophetic. That time the creators of the largest distribution platform started up the idea that there were no ‘bad markets’ at all. You just need to find an approach. Xsolla illuminates the most successful cases of payment localization for different markets. We figure out why developers do not hurry to introduce new payment methods as well.