Flexion

Flexion is a games marketing company based in London that helps mobile game developers reach more players, improve margins and expand into new markets. Its work spans three areas: distribution of games through alternative app stores, influencer-led user acquisition, and direct-to-consumer monetisation. The company handles technical and operational tasks on behalf of its developer clients, reducing the upfront financial and staffing effort required of them.

Its main product, Exprexion, combines alternative app-store distribution, influencer-led user acquisition and direct-to-consumer monetisation into a single suite for developers and publishers. Flexion reports that titles in its portfolio generate roughly 10% more incremental revenue than they would by relying solely on Google Play. The company maintains a portfolio of 37 top-grossing titles and distributes through Amazon Appstore, Samsung Galaxy Store, Huawei AppGallery, Xiaomi GetApps and ONE Store. In 2022 it acquired the influencer marketing agency Audiencly to extend its creator relationships and campaign capabilities.

Flexion works with established studios and publishers, including Electronic Arts, King, MY.GAMES, Microfun and Wildlife Studios. Its stated approach is to build audiences over the longer term rather than treating distribution as one-off store listings. Technical work covers proprietary distribution technology, campaign management and mobile games marketing, and the team draws on around two decades of industry experience.