Flexion grows revenue 9% in 2024 by doubling down on alternative app stores
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Games marketing company Flexion reported a 9% revenue increase for the year ending December 2024.
Flexion attributed its gains primarily to its success in distributing major developers’ games across alternative app stores.
Since its 2018 IPO, Flexion said it has grown its annual revenue nearly “50-fold” to almost $100 million by focusing on marketing games through alternative app stores.
Its portfolio now includes several billion dollars worth of games IP distributed across partners like Samsung, Amazon, Huawei, OneStore, and Xiaomi.
Flexion currently distributes over 30 games on alternative app stores, with titles earning an average of $10m annually on top of their Google and Apple revenue.
An era of alternatives
In Q4 2024, games supported by Flexion generated an average of 9.3% of their Google Play revenue through these alternative platforms.
“With the Digital Markets Act (DMA) coming into force in Europe and recent legal actions in the US, mobile game developers have felt a new-found freedom to explore their market options,” said Flexion CEO Jens Lauritzson.
“We’ve already moved beyond the era when Google and Apple controlled everything.
“Developers are looking for alternatives that offer better margins, and additional audiences and revenue. Partnering with Flexion opens up a range of market channels with very little up-front investment.”
Over the past year, Flexion has seen a surge in partnerships as developers increasingly turn to alternative app stores for growth.
Notably, King launched Candy Crush Solitaire across alternative platforms at the same time as its Google and Apple debut. Flexion also added War Machines from Wildlife Studios, War Robots from My.games, and Gossip Harbor from Microfun to its expanding portfolio.
