MY.GAMES is latest big-name developer to expand its markets with Flexion

Flexion will launch MY.GAMES’ War Robots in Q4 on Samsung Galaxy Store, ONE store, Xiaomi and Huawei App Gallery

LONDON- 2 October 2024 - MY.GAMES, a leading video game developer and publisher headquartered in Amsterdam, will reach out to new users with Flexion’s (NASDAQ:FLEXM.ST) marketing services.

“War Robots is one of the top mobile games in our portfolio, and this year marks its 10th anniversary since launch,” says Boris Burangulov, the game’s Executive Producer. “The game grows bigger every year, discovering new audiences; it's important for us to explore new platforms and resources to reach even more players. Flexion impressed us with how easy they make it to publish in alternative markets, allowing us to concentrate our resources on developing the game.”

MY.GAMES boasts over 1 billion registered users across its 50+ games. War Robots has engaged with more than 270 million registered players, since its launch 10 years ago. It has already made more than $900 million in revenue for the company. Accessing alternative markets with Flexion typically sees a 10% boost in incremental revenue compared with Google Play.

Regionally, key markets for War Robots have been the US, Japan, Germany, the UK and Korea. The Flexion deal will see it strengthen its position in these markets but will also put it in a better position to attract users across Asia.

“As routes to market become more fragmented and reaching users becomes technically more complex, it makes sense for developers to use specialist services,” says Jens Lauritzson, Flexion CEO. “Google and Apple are seeing their dominance fade and developers are re-evaluating the best ways to drive users and revenue.

“Our expertise in a range of channels offers developers massively reduced upfront costs and human resources compared with what they would need to invest to adapt to the evolving games market on their own. It gives me great pleasure to welcome MY.GAMES on board and I’m sure this will be the start of a very productive partnership.”

MY.GAMES is just the latest top developer to see the benefits of using Flexion to expand its markets. In the last 12 months alone, Flexion has partnered with King, Scopely, Kabam and Jam City to market games through alternative channels.