Flexion Mobile, the Android games distribution company today announces the acquisition of Audiencly, a leading influencer marketing agency for the gaming industry based in Dusseldorf, Germany. Flexion will purchase 100% of Audiencly for EUR 9.34m in cash and shares. Audiencly’s founders Adrian Kotowski, CEO, and Michael Schmidt, CMO, will continue to manage the agency and oversee its further expansion as a part of the Flexion group.
Audiencly was founded in 2018 and has already built a network of 5,000+ influencers. The company has successfully run 1,000+ campaigns for more than 100 clients such as Tencent, Social Point and NetEase. Flexion, founded in 2007 offers an easy way to add revenue and players for games in a way that requires little upfront cost or effort from developers.
Flexion CEO Jens Lauritzson made the following comments about the acquisition;
“This is a game-changing acquisition for Flexion and our first step into a wider market with a broader service for game developers. Adding influencer marketing will provide a huge opportunity as it creates a truly unique offering for game developers to increase their revenue and reach high paying users.”
With the acquisition, Audiencly’s 28-person team will join the Flexion group and will continue to work. No changes are expected in the management staff.
Audiencly CEO Adrian Kotowski added:
“We have built Audiencly with a focus on our gaming customers and their individual needs. Audiencly’s campaign and creator-centric approach for gaming brands has a strong impact on user acquisition processes and complements other customer acquisition channels”
Alternative markets
As we know, Flexion had an agreement with ONEMT and released the King’s Choice game in alternative game markets recently. In the same way, Flexion, which agreed with tap4fun last month, started working on the release of Kingdom Guard on Amazon App Store and Samsung Galaxy Store.
For mobile game developers, traditional user acquisition has become complicated and inefficient. Influencer marketing is a far more authentic way to acquire loyal customers because it builds trust with players and as such drives a better ROI. Audiencly will combine its deep social media and influencer expertise with Flexion’s unique skills, experience and technology for developers to access the alternative app stores like Amazon, Huawei and Samsung. Together the two companies will create new revenue and user acquisition opportunities for developers in the mobile game space and beyond.
Flexion CEO Jens Lauritzson concluded his speech by adding the following words;
“Together we will be able to take advantage of clear market synergies while providing a broader and richer service to top-grossing games developers around the world,”
