Mobile Game Distribution Fragments as Friction Eases
Flexion's Victor Horbach says regulatory changes and rising costs are pushing developers to consider alternative app stores and direct-to-consumer models
Regulation and rising user acquisition costs are fragmenting the mobile game distribution landscape. Victor Horbach, general manager of distribution platform Flexion, told PocketGamer.biz that developers now have genuine choices beyond the dominant app stores.
For years, the mobile games business has revolved around Apple's App Store and Google Play. Alternative stores existed but were often a secondary consideration in Western markets. Horbach argues the dynamic is shifting. Regulatory pressure in regions like the EU and the growing expense of user acquisition are creating new opportunities.
The Changing Opportunity
Horbach does not see alternative stores replacing Apple or Google. Instead, he envisions a future where different channels work alongside the major platforms. "The friction around alternative distribution is starting to come down, and that changes the opportunity quite significantly," he said. He points to regulatory actions forcing platform changes as a core driver.
The opportunity for developers extends beyond simply finding stores with lower commission rates. A broader distribution strategy can offer better economics, access to new users, and a stronger presence in specific regions or channels. Horbach notes that direct-to-consumer (D2C) models, like web shops, are now an established part of the industry. This shift in power is significant. "If developers are bringing the users themselves, it naturally raises the question of how much value the platform is providing in return," he stated.
Practical Barriers and Regulation
Expanding across multiple stores presents two major hurdles for developers. The first is technical and operational. Each new store requires its own integrations, testing, updates, and support, all while maintaining product parity with the main app stores. The second barrier is commercial. Simply listing a game in another store does not guarantee extra revenue; developers must actively promote their titles there.
Horbach notes that AI-assisted development is helping reduce some integration complexity. However, the underlying challenge remains: developers must understand and invest in individual stores to make them meaningful. He credits regulation for creating this competitive landscape. Without regulation, I don't think we would have anything close to the level of competition we are beginning to see today, Horbach said. Regulation has not only changed rules but enabled entirely new commercial models to emerge.
A Fragmented Future
Horbach predicts a more fragmented distribution future for mobile games. He expects strong regional stores, curated or genre-specific stores, and D2C channels to sit alongside the global app stores, which will likely have less dominance. For developers, choosing channels should involve more than just comparing commission rates. Horbach advises looking at the whole equation: distribution costs, user access, user acquisition opportunities, organic reach, payment economics, and control over player relationships.
Many established developers already have the data to start making these decisions. Horbach encourages experimentation rather than trying to predict a single winning model. The winners will probably be the developers that have the flexibility to follow their players wherever the best opportunities emerge, he concluded. This context led Flexion to launch its Exprexion suite this year, aiming to help developers handle the technical complexity of participating across multiple distribution models.
