Flexion raises $2.5 million to expand its 'off-Google Play' app distribution channel

Dealing with ecosystem fragmentation

Date Type Companies involved Size
June 5th, 2014 investment Flexion Mobile $2.5m
Flexion raises $2.5 million to expand its 'off-Google Play' app distribution channel

Android app distribution platform Flexion Mobile has raised $2.5 million.

Investors included the Sixth Swedish National Pension fund.

The company, which is headquartered in London, says it will use the cash to launch its new wrapper technology for free-to-play games.

Alternative channels

The alternative app store model has proved very popular in countries such as China where Google Play isn't the default distribution platform for Android apps.

Flexion's version of this works by wrapping a game with additional services such as billing, social features, advertising and notifications, hence effectively making any game using Flexion's technology an app store for additional downloads.

Current clients of the company include EA, Halfbrick and Sega.

"There is massive untapped potential in the fastest growing Android markets but it requires both expertise and a lot of work to maximize distribution and revenues," said Jens Lauritzson, Flexion's CEO.

"Flexion is building tools and services that help developers take advantage of new distribution channels and the additional capital will allow us to roll out at a faster pace."

Contributing Editor

A Pocket Gamer co-founder, Jon is Contributing Editor at which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.