UK-based games marketing company Flexion released a statement to welcome Meta’s plan to support developers in the EU with a new service that bypasses Google Play and App Store. Meta plans to let people in the EU directly download apps through Facebook ads, setting the company up to eventually compete with Google and Apple’s app stores.
“This is the moment we have been waiting for and something I have been talking about for the last five years,” said Jens Lauritzson, CEO of Flexion. “What we are seeing is the result of regulatory pressure in the EU to open the app distribution market combined with changes in the user acquisition industry. Game developers are currently struggling with their user acquisition and reducing margins. More competition, like what Meta has announced, will improve the situation for a more fragmented and competitive market, and we are ready to help developers grow their revenue and audiences with this opportunity,” he continued.
Flexion says its strategy is to grow the distribution channels it offers developers so they are no longer reliant on just Google Play. Existing clients currently see an average of 10% boost in revenue through the platforms that Flexion helps them reach.
“This autumn, we will launch our new and improved service ( SDK) for game developers, which will not only provide support for all the established alternative app stores but also 3rd party payments. We are seeing an increasing trend where developers are looking for new audiences and higher margins. One way to achieve this is to integrate 3rd party payment services into games and use the Meta service or other similar ones offered by Digital Turbine, Unity, or Applovin. By-passing Google Play can offer developers higher margins which can be allocated towards marketing, and this is where Meta is already a market leader. It all sounds great, but game developers are not experts in alternative distribution, and this is where Flexion can support them to make the most out of this opportunity,” Jens concludes.
Apple and Google duopoly dominates the mobile app market
The current duopoly of Apple and Google has drawn criticism globally for their strict rules and high commission rates, which some argue stifle competition and limit developers’ revenue streams.
Japan has also unveiled plans to open up the smartphone app market currently dominated by tech giants Apple and Google. The Japanese government recognized the need to nurture a vibrant ecosystem where innovative applications can flourish and users can access a wider array of choices. By enabling developers to offer alternative payment methods, the aim is to foster healthy competition, driving innovation and providing consumers with more affordable options.
Microsoft plans to open Xbox mobile gaming store to rival Google Play and App Store. Microsoft said, “Xbox will seek to scale the Xbox Store to mobile, attracting gamers to a new Xbox Mobile Platform. Shifting consumers away from the Google Play Store and App Store on mobile devices will, however, require a major shift in consumer behavior.”
