Perhaps ironically, the games industry itself has been a little like a roleplay game… Once upon a time in a digital ecosphere far, far away, people made games and other people played games and life was good. Life was simple. And the games industry grew and grew until it was a bigger form of entertainment than books and movies and TV combined.
But clouds formed and darkness fell on the digital ecosphere in the form of two tech giants. They weren’t evil exactly but they were rather obsessed with controlling their markets. It became ever harder for players to find new games they liked; it became ever harder for creative people to fund new games that would excite. And so a torpor fell on the digital ecosphere.
But people longed for the days when the games industry was thrilling, and fought back against the tech giants. A knight called Epic took them on and wounded one. The governors of a strange land called EU took them on and forced them to relax their stranglehold on the games market.
And Flexion took them on by helping developers find additional revenue and audiences through alternatives to the tech giants’ app stores. These extra funds were often enough to make games commercially viable again, to stimulate the innovation the industry needs.
Shalom Michaeli, Managing Director, Alternative App Stores, Digital Turbine
Then one day an idea formed in the minds of the good people at Flexion. We already have the know-how and experience to help developers move into new markets, they mused. The shifts caused by Epic’s court cases and EU regulation give developers new options but there are risks attached to those options.
Let’s give them a set of services which will allow them to explore their newfound freedoms. And let’s base those services on our hard-won know-how and experience so they can explore at minimal risk.
And so exprexion was born. A suite of services which offer the tech, the interfaces, the networks, the tools that developers need to expand their markets. whether you want to:
Go full-on direct-to-consumer (D2C)
Drive in-app purchases to your own web store
Build revenue and broader audiences through alternative markets
Capitalise on preload app stores to improve discoverability
Acquire new users in smarter ways so they keep coming back
Our new services will be the exprexion of your ambitions, the exprexion of your new-found freedom to boss markets for yourself.
Read more:
Game developers: ready your markets now to exploit new-found freedoms
All the services offered under the exprexion banner help game developers take back control of their game marketing. By moving beyond the rather narrow boundaries of just two app stores, developers can exploit the advantages of using many different channels.
In taking the leap from app-store control to free markets, developers give themselves:
A greater potential to innovate and to reap the rewards of that innovation
Higher revenues and bigger audiences
Better margins; better returns
Improved ways to engage with and retain their audiences
More creative, more energised user acquisition
exprexion of discoverability
Our services give you access to carefully curated stores. People are drawn to preloaded and curated app stores when their device is new and they are exploring apps. This is a huge advantage for discoverability compared with the crowded Google and Apple stores. Once people have discovered how great your game is, they are likely to go back to the same store time and again.
exprexion of increased revenue
Changes forced on the tech giants have opened the possibility of sending users to developers’ own web stores to make in-game purchases. This could offer a considerable cost saving over the 30% cut the major app stores take on IAP revenue.
However, there are bear traps in transferring users from app store to web store. Webstores exist outside games – the user journey deteriorates and impulse buying drops, limiting the value of webstores for games outside the midcore segment. The seamless networks combined with frictionless payments integrated with exprexion allow users to make high-margin in-app purchases with just a couple of clicks.
exprexion of creator UA
Privacy changes have made it increasingly harder to target the right users and predict user acquisition costs so you can manage return on investment. On top of that, programmatic advertising tends to get you unengaged new users who may not stay for long.
exprexion offers innovative creator-based UA which drives both engagement and retention as well as sheer numbers, making it a much better return on your investment.
exprexion of agility
Using multiple market channels makes you more agile, more adaptable to change. It makes you more responsive to your users – they find you where they want to be. But it can come at a cost.
The ethos of exprexion is to offer a way to acquire the multi-channel benefits, maximising your margins, while keeping costs – and risks – at a minimum.
The services of exprexion
Seamless integration between app store and web store for IAP and full-on D2C marketing
Frictionless payment systems
Effortless tech: a single SDK
Peerless creator-based user acquisition for improved retention and engagement plus support for programmatic and web UA
Boosting revenue and audiences through alternative markets
Managing integration, platform relations, game resources, features and rapid updates
Innovative and highly effective game marketing
The intelligent route to user acquisition, building retention and engagement as well as audience numbers
Innovative campaigns, creative and management
Ad management, social media strategy, creator marketing, optimisation and performance tracking.
