Flexion, a games marketing company, has achieved remarkable growth in 2024 by leveraging alternative app stores. The company reported a whopping 9% increase in revenue, thanks to its success in distributing major developers' games across these platforms.
By focusing on marketing games through alternative app stores since its IPO in 2018, Flexion has grown its annual revenue nearly 50-fold to almost $100 million. Today, the company boasts a portfolio of several billion dollars worth of games intellectual property (IP) distributed across top partners like Samsung, Amazon, Huawei, OneStore, and Xiaomi.
App Startup Ideas: A New Era in Gaming
In the fourth quarter of 2024, games supported by Flexion generated an average of 9.3% of their Google Play revenue through these alternative platforms. According to Flexion CEO Jens Lauritzson, this shift is a direct result of the Digital Markets Act (DMA) coming into force in Europe and recent legal actions in the US.
"The era when Google and Apple controlled everything is behind us," said Lauritzson. "Developers are now looking for alternatives that offer better margins, additional audiences, and revenue streams. Partnering with Flexion opens up a range of market channels with very little upfront investment."
Alternative App Stores: A Growth Opportunity
Over the past year, Flexion has seen a surge in partnerships as developers increasingly turn to alternative app stores for growth. Notable examples include King's Candy Crush Solitaire, which launched across alternative platforms simultaneously with its Google and Apple debut. Other titles in Flexion's expanding portfolio include War Machines from Wildlife Studios, War Robots from My.games, and Gossip Harbor from Microfun.
By leveraging alternative app stores, Flexion has successfully doubled down on its growth strategy, resulting in a 9% revenue increase in 2024. As the gaming industry continues to evolve, it will be exciting to see how other companies like Flexion capitalize on this trend.