Flexion, a leading games marketing company, has announced a significant revenue increase of 9% for the year ending December 2024. This remarkable growth can be attributed to its successful distribution of major developers' games across alternative app stores.
Since its initial public offering (IPO) in 2018, Flexion has focused on marketing games through these alternative platforms, resulting in nearly a 50-fold increase in annual revenue to almost $100 million. The company's portfolio now includes several billion dollars worth of games intellectual property (IP), distributed across partners such as Samsung, Amazon, Huawei, OneStore, and Xiaomi.
Expanding Horizons
Flexion currently distributes over 30 games on alternative app stores, with top-tier titles earning an average of $10 million annually in addition to their Google and Apple revenue. In Q4 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, the Digital Markets Act (DMA) coming into force in Europe and recent legal actions in the US have created a new era of freedom for mobile game developers. "We've moved beyond the era when Google and Apple controlled everything," he said. "Developers are looking for alternatives that offer better margins, additional audiences, and revenue. Partnering with Flexion opens up a range of market channels with very little upfront investment."
Partnership Surge
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 launching Candy Crush Solitaire across alternative platforms at the same time as its Google and Apple debut, as well as the addition of War Machines from Wildlife Studios, War Robots from My.games, and Gossip Harbor from Microfun to Flexion's expanding portfolio.
By doubling down on mobile game development through alternative app stores, Flexion has demonstrated its ability to adapt to changing market trends and capitalize on new opportunities.