Flexion raises $3m to open up the market for mobile game distribution​

Flexion Mobile Limited, the company that promotes an open ecosystem for mobile games announced that it has raised $3m from a group of high-profile tech investors to help game developers expand distribution to new markets and Android distribution platforms.

Flexion has established a market-leading position for enabling technology and offers Android game developers an easy and cost-effective way to reach new users without having to rebuild their games – all through the use of its innovative wrapper. The freemium model with in-app purchases has proven to be very costly to operate for game developers and the majority of them never leave the crowded Play store – therefore failing to get discovered by users. The reverse of this is that there are many distribution platforms, with large volumes of users, who simply cannot gain access to freemium games since the individual opportunities are not cost-effective for game developers. Flexion addresses these problems with its patent-pending technology which allows for mass distribution of one and the same version in any new channel, with little to no effort needed from game developers.

“We are super-excited about the future of game distribution and we believe the app store model as we know it will become obsolete in the future – to be replaced by new, more intelligent, discovery platforms. We sit between game developers and discovery platforms and allow the ecosystem to grow without dependency on an over-crowded, and closed app store.” said Jens Lauritzson, the co-founder and CEO of Flexion.

Flexion is working with a range of distribution partners and some of the top game developers such as Kiloo, Funplus, Gumi, Disney, EA, Halfbrick Studios, and Seriously.

“The market for Android games has seen tremendous growth and is now entering its second phase – where developers focus on monetization and discovery. It is simply not enough to launch a good game with a limited marketing budget in Google Play. You have to explore all options and focus on where others are not crowding you out.”

“We are seeing opportunities everywhere – in new and emerging markets such as Iran and in established markets such as Korea where local app stores are looking for Western developers. India is poised for super growth on Android and will soon become the second-biggest Android market worldwide. New technologies that facilitate content delivery or so-called virtual preloads are also gaining a lot of traction with OEMs and carriers, who need to monetize their users.

Distribution is clearly becoming more complex and fragmented as Android keeps evolving and we are positioned to help developers capitalise on this” concluded Lauritzson.