Audiencly

What Audiencly does

Flexion Mobile (NASDAQ Stockholm: FLEXM) is a UK-incorporated, publicly listed games marketing company that helps mobile game developers distribute titles through alternative app stores, bypassing the 30% fees charged by Apple and Google. The company's core offering is the Exprexion suite, which comprises three modules: Exprexion Markets, which handles technical integration and distribution on Amazon Appstore, Samsung Galaxy Store, and Huawei AppGallery (averaging 10% incremental revenue for partners); Exprexion Creators, a creator-led user-acquisition service that has generated over 1 billion campaign views for partners like Socialpoint; and Exprexion Direct, which routes transactions outside major app stores using payment technology from Xsolla, allowing studios to reclaim the platform fee. Flexion manages 37 top-grossing titles for enterprise gaming studios including King (Candy Crush Solitaire), MY.GAMES (War Robots), Scopely (Monopoly GO), Wargaming (World of Tanks Blitz), FunPlus, Top Games (Evony), Wildlife Studios, DECA Games, Microfun, Nexters Global, and ARK Games, with four managed titles reaching the Top 10 grossing charts on Google Play. The company monetizes through transaction fees on alternative-store GMV and managed services for creator campaigns, with quote-based, non-public pricing customized per studio partnership. Flexion positions itself as a 20-year specialist in alternative-market distribution and publicly frames its growth thesis around the regulatory breakdown of the Apple/Google duopoly.

Name

Audiencly

Legal name

Flexion Mobile

Website

https://audiencly.com

Company type

Public

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Flexion Mobile (NASDAQ Stockholm: FLEXM) is a B2B games marketing company that helps mobile game studios distribute titles through alternative app stores (Amazon, Samsung, Huawei) via its Exprexion suite, serving major publishers including King, MY.GAMES, and Scopely across 37 top-grossing titles.

Ownership category

akta.pro rank

Product category

Mobile Game Distribution & Marketing Services

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Mobile Game Stores & Alternative App Stores (MPAFACAD)

akta.pro secondary industries

Billing, Subscription & Entitlement Management (IAP orchestration) (MPAFAJAC), In-Game Advertising & AdTech (networks, mediation, measurement) (MPAFAJAH), OEM & Device-Embedded App Stores (BPAMADAD)

Keywords

• Alternative app stores
• Mobile game distribution
• App store bypass
• Creator-led marketing
• Game developer services

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Exprexion Markets: Revenue generated by adding games to alternative app stores, adding incremental revenue to partner studios
2. Exprexion Creators: Creator-led marketing services generating revenue through campaigns for game developers
3. Exprexion Direct: Transaction processing for direct sales outside major app stores, enabling studios to reclaim 30% store fees

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Flexion offers Exprexion, a premium suite of services enabling mobile game developers to bypass the 30% fees charged by Apple and Google. The suite includes Exprexion Markets (publishing games on alternative stores like Amazon, Samsung, and Huawei), Exprexion Creators (creator-led user acquisition campaigns), and Exprexion Direct (moving transactions outside major app stores via third-party payment technology such as Xsolla).

Product overview

Flexion offers Exprexion, a unified suite of premium services for mobile game developers seeking to bypass traditional app store gatekeepers. The platform consists of three integrated modules: Exprexion Markets (alternative distribution to Amazon, Samsung, Huawei), Exprexion Creators (creator-led marketing), and Exprexion Direct (direct payment processing to avoid store fees). The company manages 37 top-grossing titles for major studios including King, MY.GAMES, Microfun, Scopely, and FunPlus, with four titles reaching Top 10 grossing charts on Google Play.

Differentiator

Problem solved

Functional benefit

Brands

• Exprexion: Premium suite of services designed for mobile game developers to bypass store taxes, penetrate the Open Market, and own player data. Includes Exprexion Markets (alternative store distribution), Exprexion Creators (creator-led marketing), and Exprexion Direct (direct-to-player transactions outside major app stores).

Products and services

• Exprexion

Quantifiable outcome

• 80% revenue increase for DECA Games
• +3 more outcomes

Named customers12 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• XsollacoreTechnology or IntegrationXsolla provides payment technology used in Exprexion Direct service, enabling smooth buying experiences for players when transactions are moved outside major app stores.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon Appstore is a key distribution channel for Flexion's Exprexion Markets service, allowing game developers to reach players beyond Apple and Google stores.
• SamsungcoreChannel Partner/ Reseller/ DistributorSamsung Galaxy Store serves as an alternative distribution channel through Exprexion Markets for game developers seeking to expand beyond the duopoly.
• HuaweicoreChannel Partner/ Reseller/ DistributorHuawei AppGallery is part of the alternative store portfolio offered through Exprexion Markets, enabling global distribution for game developers.
• ARK GamesflagshipStrategic or Co-development PartnerPartnership to bring Fishing Travel to Flexion's growing alternative store portfolio, expanding the range of top-grossing titles managed by the company.
• Nexters Global (GDEV)flagshipStrategic or Co-development PartnerPartnership to bring Hero Wars: Alliance to alternative app stores, adding Nexters' flagship title to Flexion's managed portfolio.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Epic Games: Epic Games is the highest-profile challenger to the Apple/Google mobile distribution duopoly, having secured court-mandated alternative-distribution access and operating its own store and payment rails — directly overlapping with Flexion's Exprexion Markets and Exprexion Direct offerings.
• Aptoide: Aptoide is one of the longest-running third-party Android app stores, offering publishers direct distribution and alternative billing — competing directly with Flexion for alternative-store distribution of mobile games.
• TapTap: TapTap is a games-focused alternative app store, particularly strong in Asia, that distributes mobile games outside Google Play — the same core value proposition as Flexion's Exprexion Markets.
• APKPure: APKPure operates a major third-party Android app store with a significant mobile gaming catalog and direct-publisher relationships, making it a directly comparable alternative-distribution peer.

Broad incumbents

• AppLovin: AppLovin is a leading mobile game adtech and monetization platform with AXON and its own app-discovery surface; comparable to Flexion in serving mobile game studios' distribution and marketing needs, but as a broad incumbent rather than an alternative-store specialist.
• ironSource (Unity): ironSource, now part of Unity, is a broad mobile-game monetization and growth platform spanning UA, ad mediation, and store technology — overlapping with Flexion's Exprexion Creators and broader distribution services but at much larger scale.
• Adjust (AppLovin): Adjust is a mobile measurement and analytics platform used by game studios to attribute installs and revenue across app stores, complementing and partly competing with Flexion's data-ownership narrative around off-store distribution.

Others

• Sensor Tower: Sensor Tower provides mobile app and game market intelligence, including alternative-store data, and intersects with Flexion's market when advising studios on off-Google/Apple distribution strategies.
• Xsolla: Xsolla is both Flexion's payments technology partner for Exprexion Direct and a broader commerce and distribution partner to game studios — adjacent rather than head-to-head, but increasingly overlapping as Xsolla expands into publishing services.

Regional players

• Yandex Games: Yandex Games operates a regionally focused alternative games distribution platform primarily in Russia/CIS, comparable in business model to Flexion's Exprexion Markets but with a different geographic footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/audiencly

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Audiencly