Flexion Mobile raises $2.5M, expands its 'off-Google Play' app distribution channel

Flexion Mobile, the Swedish startup headquartered in London managing an Android app distribution platform, announced it had raised $2.5 million. Investors included AP6 - the Sixth Swedish National Pension fund.

The money will be used to launch its new wrapper technology for free-to-play games.

Flexion Mobile, founded in 2009 by Jens Lauritzson and Per Lauritzson, developed an alternative app store model which 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."