Flexion Partners with Xiaomi to Bring More Value to Global Users and Game Developers

LONDON, 10th of July 2023, – Android game developers will as of today be able to reach millions of new users as Flexion (Nasdaq: FLEXM), the games marketing company adds Xiaomi’s official proprietary app store, GetApps, to its suite of alternative marketplaces.

Flexion’s strategy is to grow the distribution channels it offers developers, so they are no longer reliant on just limited choices. The partnership with Xiaomi is a logical next step in Flexion’s strategy. Xiaomi is one of the world’s leading smartphone companies. According to Canalys, the company’s market share in terms of smartphone shipments ranked No. 3 globally in the first quarter of 2023. In March 2023, Monthly Active Users of MIUI reached approximately 595 million globally. GetApps already connects developers with millions of users and continues to grow, seeing notable successes in the most lucrative regions. Xiaomi’s International Internet Business Department announced its “Go Global” strategy for the year of 2023 at Mobile World Congress ( MWC) in Barcelona, which also marked the expansion of GetApps towards more markets worldwide.

“We’re glad to be partnering with Flexion and delighted to welcome new games into Xiaomi’s GetApps. We think their attitude to the games market is spot on.” says Chan Liu, General Manager, International Internet Business Department, Xiaomi. “Our cooperation integrates the advantages of Flexion’s deep understanding of the market and Xiaomi’s system-level support as a smartphone OEM, which aims to create an ecosystem for the game industry and bring true values to developers and Xiaomi users worldwide.”

The time has never been better for developers to think about a multiple store approach. Earning revenue from a single app store with traditional user acquisition is becoming more difficult, as privacy and competition concerns start to bite. The European Union's Digital Marketing Act (DMA), for example, will force tech giants to allow alternative app stores into their ecosystems. A game that is on multiple app distribution platforms will get more exposure no matter what market users prefer.

“We’re predicting a spike in alternative store audiences as consumers find better value through more competitive offers in new stores such as GetApps,” says Jens Lauritzson Flexion's CEO. “We’re giving developers a newfound freedom, making it far easier to launch, scale and profit from their games. Xiaomi is among the top mobile device suppliers in many markets, such as India and Europe. “They have a truely global reach. Importantly, for our game developers, many of Xiaomi’s smartphones focus on young people and gamers, which creates an ideal user base for game developers.””

Flexion has already launched games such as Vikingard from NetEase and Hill Climb Racing 2 from Fingersoft on Xiaomi and is now fully integrated with the Xiaomi platform and distribution service. The Xiaomi distribution service will benefit developers as its payout rates are generally higher than in other platforms.