Flexion Mobile: Pole position in the emerging distribution market

Research Update

2024-03-21

06:00

Redeye updates its view on Flexion Mobile following its Q4 2023 report. After two softer quarters, the company ended the year with a record quarter in both sales and EBITDA. With new game signings and several regulatory tailwinds, we believe the company is set for a strong 2024.

AH

TO

Anton Hoof

Tomas Otterbeck

Q4 2023: Strong year-end

Flexion Mobile returned to growth in the quarter, with sales increasing by 12% y/y and 64% q/q, totaling GBP24.3m (21.7), in line with the company’s revenue guidance of GBP22-29m and 4% above our estimate of GBP23.4m. The Adjusted EBITDA amounted to GBP2.1m (1.6), exceeding our expectations of GBP1.6m. With the Q4 numbers, Flexion Mobile once again demonstrated its operational scalability, as the adjusted EBITDA margin improved from 1% in Q3 to 9% in the quarter. Additionally, we observe solid cash conversion, indicating that the growth comes with high incremental returns.

Aiming to double revenues in 3 years

The ongoing shift in the mobile gaming market has never been more evident. Developers are increasingly eager to control the distribution of their games while new regulations are about to kick in. As we have stated several times before, we believe Flexion holds a pole position in this shift as it can assist developers in this emerging fragmented distribution chain, where new app stores and direct-to-consumer (D2C) solutions, such as downloading apps directly from a website, will emerge. Although this shift has been apparent for some time, we expect 2024 to be the first year we will see a tangible impact on Flexion’s business. On the back of current tailwinds, Flexion aims to double revenues in 3 years.

Estimate revisions & Valuation

Following the Q4 report, we have made limited adjustments to our sales estimates, increasing FY 2024e-2025e by 2-4%, implying a growth rate of 21-18%. Currently, we forecast a CAGR of 12.7% for 2023-2026e, which can be compared with the company’s plan to double revenues in three years (a three-year CAGR of 26%). The company continues to trade at almost an all-time low price-to-sales multiple of 0.4x, compared to its three-year average of 1.2x and its high of 3x. With a cash position of GBP14.3m and a highly scalable business model, we think the company will continue to accumulate cash while increasing margins. We leave our fair value range of SEK6-30 and base case of SEK18 unchanged on the back of the report.

Key financials

GBPm202220232024e2025e2026e
Net Sales68.570.885.6101.4115.9
Sales Growth110%3.3%20.9%18.4%14.3%
EBITDA4.02.46.58.910.7
EBIT1.4-0.323.65.77.1
EBIT Margin2.1%-0.5%4.2%5.7%6.1%
Net Income0.37-1.42.84.65.6
EV/Sales0.60.50.40.30.2
EV/EBITDA10.214.55.13.32.2
EV/EBIT28.3-9.25.13.3

Q4 2023 review

• Total revenues amounted to GBP24.3m (21.7), an increase of 12% y/y, 4% above our estimate of GBP23.4m.
• Gross profit amounted to GBP5m (3.7), an increase of 35% y/y, 23% higher than our estimates, equivalent to a gross margin of 20%.
• OPEX amounted to GBP-4.7m (-1.8).
• Adj. EBITDA amounted to GBP2.1m (1.6), 28% higher than our estimates. Primarily due to higher gross margin.
• EBIT amounted to GBP0.2m (0.9).
• Operating Cash flow for the period amounted to GBP3.5m (1.2), positively affected by changes in working capital.
• Cash and cash equivalents for the ending period were GBP11m, with no interest-bearing liabilities.

Flexion Mobile: Forecast deviations
0.000.000.000.000.00ActualEstimate
GBPmQ3 22Q4 22Q1 23Q2 23Q3 23Q4 23Q4 23Diff (%)
Revenue18.521.716.315.514.824.323.44%
Growth YoY (%)138%108%54%-12%-20%12%8%4pp
Gross Profit3.03.72.52.42.55.04.026%
Gross Margin (%)16%17%15%15%17%21%17%4pp
EBITDA adj1.51.60.70.50.72.11.628%
EBITDA adj (%)5%11%4%4%1%10%7%3pp
D&A-1.2-0.4-0.8-0.6-0.6-0.8-0.73%
EBIT-0.31.9-0.20.1-0.40.20.9-75%
EBIT (%)-2%9%-1%0%-3%1%4%-3pp
Net finance-0.3-0.4-0.3-0.2-0.2-0.2-0.20%
PTP-0.61.5-0.5-0.2-0.70.00.7n.m.
Net income-0.61.5-0.5-0.2-0.70.00.6n.m.
Source: Redeye (estimates), company data (historicals)

All in all, the quarter was strong, as preliminary figures suggested, with sales and profitability ticking up after three consecutive quarters with negative q/q growth. With the Q4 numbers, Flexion Mobile once again demonstrates its operational scalability, as the adjusted EBITDA margin improved from 1% in Q3 to 9% in the quarter. Additionally, we observe solid cash conversion, indicating that the growth comes with high incremental returns.

Flexion provided revenue guidance for Q1 of USD21-24m (GBP16.5-19m) and plans to double revenues in the coming three years (a CAGR of 26%). The Q1 guidance was somewhat lower than our estimates while the ambition of double revenues in three years is above our long-term growth assumptions. Overall, we continue to see several tailwinds for Flexion with new game signings, expanding distribution reach, and regulatory frameworks that open up alternative distribution channels. With the overall landscape for mobile developers remaining muted and the potential for privacy changes in Google Play (similar to IDFA for Apple Play) in 2025, we think developers will be more determined than ever to seek out new revenue streams, thereby positively impacting Flexion Mobile for the coming years. On top of that, we are also encouraged to see that Audiencly has managed to renew the sponsorship contract for 7vsWild.

Cashflow - Back on track

After having a weak cash flow in Q3, the cash flow rebounded as expected in Q4. Operating Cash Flow conversion on a LTM basis (OCF after changes in working capital divided by adj. EBITDA) amounted to 34%, up from -28% in Q3, while FCF conversion (OCF less investments in intangible assets and PPE, divided by adj. EBITDA) amounted to -45% up from -124%. In Q4 isolated, FCF conversion amounted to 170%. The high cash conversion aligns with historical patterns where Flexion usually has a low need for reinvestments and thus generates a lot of free cash flow. Due to the low investment need, OCF and FCF typically do not deviate materially from one another. The deviation in recent quarters is due to the payment of distribution rights of GBP3.2m in Q3 2023. We believe it is best to view cash conversion over longer periods of time, as working capital movements can differ materially from quarter to quarter.

LTM OCF and FCF Dark
LTM OCF and FCF conversion Dark

Last twelve month’s financials

Adj. EBITDA margin incresed to 6% in Q4 2023 on an LTM basis, and the gross margin to 17%. LTM Q4 2023 sales amounted to GBP70.8m (74). Adjusted LTM EBITDA amounted to GBP4.1m in Q4 2023.

Games portfolio

Aiming for top-tier titles

At first sight, it might seem that Flexion has decreased its pace in terms of new game signings. However, the company has stated for a while that it aims for the top titles on the market. With the success of MONOPOLY GO!, it is evident that one top-tier title has a much bigger impact than several mid-tier titles combined.

MONOPOLY GO! continues to set new records and exceed every initial goal set by the developer, Scopely. In February, the game surpassed USD2bn in lifetime revenues, achieving this milestone just 10 months after its launch and three months after reaching USD1bn, indicating accelerated growth in recent months. This achievement is even more impressive considering the challenges the mobile gaming market has faced in recent years.

Given that Flexion managed to secure this title, we believe it should bolster the company’s chances of signing more top-tier titles in the future. Therefore, we continue to expect fewer but larger game signings in the future.

Flexion’s games portfolio now contains 8 top-tier games. AMGR for top-tier games declined 5 y/y but increased 43% q/q. AMGR for mid-tier games declined 21% y/y and 2% q/q.

Flexion signed new titles from NEOCRAFT and Big Fish Games after the quarter, which is expected to go live in H1 2024.

Flexion Mobile: Tier-games
Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'23Q2'23Q3'23Q4'23
Top-tier58810991010108
Mid-tier 17151515151515161818
Top-tier pending launch41210022010
Mid-tier pending launch1210131000
Top-tier AMGR (USDm)0.560.730.730.790.810.820.650.620.540.77
Top-tiers past ramp-up55577888810
Mid-tier AMGR (USDm)0.0570.0510.0420.0440.0490.0430.0390.0420.0340.034
Mid-tiers past ramp-up13111412121413131612
Source: Redeye Research, company data

Recent game signings

The table below summarizes game signings since Q1 2021. In total, the games generated USD71.6m in GGR, based on figures from Flexion and Sensor Tower at the time of the announcements of the game signings. However, if going by the most recent data, the games generate roughly USD110m. The growth is mainly attributed to Monopoly GO!.

AnnouncedDateTitleDeveloperGGR / Monthly (USDm)GGR Feb(USDm)Maturity (months)
Q1 20243/20/2024EverMergeBig Fish Gamesna0.90
Q1 20241/31/2024Immortal Awakening & Chronicle of InfinityNeocraft0.10.32
Q4 202312/19/2023Klondike AdventuresVizor Gamesna5.03
Q4 202311/10/2023Wolf Game: Wild Animal WarsSpecial Gamez2.00.34
Q2 20237/25/2023Monopoly GO! & Stumble GuysScopely14.070.08
Q1 20233/14/2023VikingardNetEase0.60.612
Q4 20221/24/2023Hill climb Racing 1&2Fingeroft0.60.514
Q4 202212/1/2022Age of Apestap4fun1.01.016
Q3 202211/18/2022The Ants - Underground KingdomStarUnion4.02.016
Q1 20239/21/2022Call Me EmperorClicktouch6.00.318
Q3 20228/26/2022Kiss of Wartap4fun2.01.019
Q2 20225/18/2022King of AvalonFunPlus6.04.022
Q1 20223/21/2022King's ChoiceONEMT3.02.024
Q1 20222/4/2022Kingdom Guardtap4fun2.02.026
Q3 20219/29/2021Puzzle & Survival37 Games14.09.030
Q3 20218/16/2021Legendary Games of HeroN3twork2.00.332
Q3 20218/9/2021Evony The King's ReturnTop Games9.010.032
Q3 20218/4/2021Guardians of CloudiaNeocraft2.00.132
Q3 20217/2/2021King's ThroneGOAT Games1.00.433
Q2 20216/17/2021War & MagicGOAT Games0.60.134

Apple’s changes in response to the DMA

Following the Digital Markets Act (DMA) imposed by the EU, Apple announced changes to iOS and the App Store to comply with the new regulation at the end of January. The unveiling of Apple opening up its ecosystem does not come as a surprise, as rumors have suggested this for a while. For instance, Redeye already commented on this development in December 2022.

In broad terms, the changes mean that developers will be able to distribute apps from alternative app stores on Apple devices. For example, this could imply that alternative app stores, such as ONE Store and the Amazon App Store, would become available on iOS. Since these changes are only applicable in the EU, Flexion should be able to increase its exposure to this region as Europe accounted for only 21% of total revenues in Q4 2023, compared to 34% in North America and 41% in Asia. For instance, Apple recently revealed that the App Store had 101 million active monthly users in Europe. Additionally, Apple users tend to have a higher Average Revenue Per User (ARPU) than Android users, suggesting significant potential for Flexion.

In conjunction with opening up its ecosystem, Apple also announced new pricing models. Developers can choose to stick to the current one (roughly a 30% commission) or adopt the new one of 10% or 17% commission fees (depending on size), with an additional fee of 3% if using the App Store’s payment solution. Alongside the lower commission fee, Apple has introduced a fee of €0.50 for each annual install per year over a 1 million threshold. It is worth noting that developers must adopt the new pricing model if they want to distribute their apps on alternative app stores. Therefore, Apple will also earn a commission from games on alternative app stores, something that has resulted in resistance in the market. As Apple’s fee calculator suggests a relatively unchanged total fee for large developers deciding to distribute their apps in alternative stores, we can understand the frustration.

However, whatever the final fee structure, opening up iOS for alternative app stores will undoubtedly increase Flexion’s market reach significantly, and we believe the company is in a pole position to benefit from this change. However, it is still too early to see how this will play out in the short to mid-term.

Google vs Epic – The battle continues

Following a setback in its legal battle with Apple in 2021, Epic Games, the developer of Fortnite, experienced a different outcome in its lawsuit against Google as a federal jury concluded in mid-December that Google had abused its power in the app distribution market. Epic Games brought the lawsuit as it accused Google of engaging in monopolistic practices by restricting alternative app stores on Android devices and blocking alternative payment methods while charging a commission fee of 30%.

The outcome may seem surprising, especially considering Epic’s unsuccessful lawsuit against Apple in 2021. However, a big distinction lies in the fact that Google lacks control over the hardware, unlike Apple. For instance, Epic Games means that Google has engaged in strategic partnerships with phone manufacturers like Samsung and LG and major telecom companies such as AT&T and T-Mobile to pretend new players are entering the distribution market.

While the outcome is a positive development for alternative distribution platforms and, consequently, Flexion, it is important to note that the final chapter in this case is yet to unfold as Google said it will appeal the decision. Given the ongoing pressure on Apple and Google from both developers and regulators, we think some adjustments will be made. However, the key uncertainty lies in the timing and terms of these anticipated changes.

Financials

Estimate changes

Following the Q4 report, make limited changes to our sales forecast, increasing FY 2024e-2025e by 2-4%, implying a growth rate of 21-18%. This can be compared to Flexion’s ambition of having a CAGR of 26% 2023-2026e. In terms of Opex, we have increased our estimates regarding personnel expenses by 25-28% 2024-2025e, which came in higher than expected in the quarter. The company also stated that it intends to continue investing in the organization as it sees more commercial opportunities in the market. Regarding Q1 2024e, we estimate Flexion to be in the upper range of its revenue guidance of USD21-24m (GBP16.5-19m), as we expect sales of GBP18.8m.

Flexion Mobile, GBPm
New EstimatesOld EstimatesDiff (%)
2024e2025e2026e2024e2025e2026e2024e2025e2026e
Net Sales85.6101.4115.984.397.82%4%
Distribution72.386.899.872.084.30%3%
Marketing services13.314.616.112.313.58%8%
COGS-68.9-80.6-91.6-68.3-78.31%3%
Gross Profit Distribution12.816.619.712.515.63%6%
Gross Profit MS3.94.24.73.63.98%8%
Total Gross Profit:16.720.924.316.019.64%7%
Other external expenses-2.4-2.8-3.2-2.4-2.71%4%
Personnel expenses-7.8-9.1-10.4-6.2-7.225%28%
Other exp/inc0.00.00.00.00.00%0%
Total Opex-10.2-12.0-13.7-8.6-9.918%21%
Adj EBITDA6.58.910.77.49.7-12%-8%
One-offs0.00.00.00.00.00%0%
EBITDA6.58.910.77.49.7-12%-8%
D&A-2.9-3.2-3.6-2.7-2.58%28%
Adj EBIT3.65.77.14.77.2-24%-20%
One-offs0.00.00.00.00.00%0%
EBIT3.65.77.14.77.2-24%-20%
Net financials0.00.00.00.00.0nana
EBT3.65.77.14.77.2-24%-20%
Tax-0.7-1.2-1.5-0.9-1.4-18%-14%
Net Profit2.84.65.63.85.8-26%-22%
Source: Redeye research
*less one-offs
Margins (%)
Gross margin %19%21%21%19%20%0.5pp0.6pp
Distribution %18%19%20%17%19%0.4pp0.6pp
Marketing services %29%29%29%29%29%0.0pp0.0pp
Adj. EBITDA margin %8%9%9%9%10%-1.2pp-1.1pp
Adj. EBIT margin %4%6%6%6%7%-1.4pp-1.7pp
Growth
Net sales growth y/y %21%18%14%21%16%0.4pp2.5pp
Flexion Mobile, GBPm
Q1'24eQ2'24eQ3'24eQ4'24e2024e2025e2026e
Net Sales18.817.918.730.285.6101.4115.9
Distribution15.615.916.524.272.386.899.8
Marketing services3.12.02.26.013.314.616.1
COGS-15.4-14.5-15.2-23.9-68.9-80.6-91.6
Gross Profit Distribution2.92.92.92.94.14.14.1
Gross Profit MS0.60.60.60.61.11.11.1
Total Gross Profit:3.43.43.66.316.720.924.3
Other external expenses-0.5-0.5-0.5-0.8-2.4-2.8-3.2
Personnel expenses-1.8-1.8-1.9-2.3-7.8-9.1-10.4
Other exp/inc0.00.00.00.00.00.00.0
Total Opex-2.3-2.3-2.4-3.2-10.2-12.0-13.7
Adj EBITDA1.11.11.23.26.58.910.7
One-offs0.00.00.00.00.00.00.0
EBITDA1.11.11.23.26.58.910.7
D&A-0.7-0.7-0.8-0.8-2.9-3.2-3.6
Adj EBIT0.40.40.42.43.65.77.1
One-offs0.00.00.00.00.00.00.0
EBIT0.40.40.42.43.65.77.1
Net financials0.00.00.00.00.00.00.0
EBT0.40.40.42.43.65.77.1
Tax-0.1-0.1-0.1-0.5-0.7-1.2-1.5
Net Profit0.30.30.31.92.84.65.6
Margins (%)
Gross margin %18.0%19.0%19.0%21.0%19.5%20.6%21.0%
Distribution %18.8%18.5%17.8%12.2%5.7%4.7%4.1%
Marketing services %20.6%32.4%29.1%10.8%8.2%7.4%6.8%
Adj. EBITDA margin %5.6%6.2%6.2%10.5%7.6%8.8%9.2%
Adj. EBIT margin %1.9%2.2%2.2%8.0%4.2%5.7%6.1%
Source: Redeye Research

Valuation

DCF

We have used a WACC of 11% in all scenarios, derived from Redeye’s Rating model. The discount analysis extends to 2038, and the key financial assumptions for the scenarios are summarized below. Flexion currently holds GBP14.3m in cash. After deducting earn-outs of GBP8m, the company has a net cash position of GBP6.3m, resulting in an enterprise value of approximately SEK370m and an EV/EBIT (2025e) multiple of 5x. In our view, an attractive multiple for a company with high cash conversion and a scalable business model.

Assumptions, fair value range
Bear CaseBase caseBull Case
Value per share, SEK61830
Sales CAGR 2024-20286%12%15%
Total Sales 2028, GBPm111139163
Avg EBIT margin 2024-20383%7%9%
Terminal EBIT Margin4%10%13%
WACC11%11%11%
Terminal growth2%2%2%
Source: Redeye Research

Source: Factset

Investment thesis

Case

Content is King

Like all platform companies, Flexion needs blockbuster content. During the last year the company signed contracts with some of the global market’s highest grossing games. Their network effects are most important – strengthening Flexion’s future market position. The signing of large platform titles increase Flexion's Average Monthly Grossing Revenues (AMGR) of its portfolio of titles which in turn makes the value proposition stronger for its potential customers. Another benefit for Flexion is that its portfolio of games enjoys survivorship bias. Flexion has the luxury to onboard already proven and successful games.

Evidence

Duopoly in doubt... a trend that benefits Flexion

With content giants such as Netflix, Spotify and Epic Games neglecting Apple’s and Google’s mobile marketplaces, a major change is under way. As Flexion is particularly suited to a more fragmented market, this shift could create new opportunities such as strategic partnerships. There are several other tailwinds benefiting Flexion in the near to mid-term, such as the Digital Markets Act. All of this together points to a more lucrative alternative app store market in the future. Changes to IDFA, GAID and Google's browser cookies is making it harder for mobile games' companies to monetize their games on iOS and Android, which in turn makes Flexion's value propositon look even stronger.

Challenge

Consolidation

For the last 10 years Apple and Google have had a duopoly in the western markets. The market is becoming more fragmented, which is benefiting Flexion, but in the longer term it is likely that 3-4 big players will dominate. In such a scenario, Flexion’s value proposition would weaken. If the alternative app stores become big enough, large developers would likely self-publish its games.

Valuation

Low risk and low valuation

We belive Flexion offers an attractive opportunity as it is a fairly low-risk way to invest in the mobile games market. The portfolio of games are already proven and successful and Flexion has a large number of games so it is very diversified. On top of this, Flexion also has an asset light business, which leads to a high cash conversion. Flexion trades at a discount to mobile game developers.

Quality Rating

People: 4

Flexion has a good cost control that is managed in a risk-conscious manner that should benefit their shareholders in the long term. Large parts of management have been in the business since the start more than a decade ago. 

Ownership: The founders Jens (CEO) and Per Lauritzson (COO) owns 20% of total capital in Flexion Mobile. The shares are evenly distributed between the brothers. The brothers are two typical entrepreneurs who have built the company for over 10 years with small cautious steps ready to take the next giant leap. We believe the two brothers have built a strong network since they both have had a part of the creation of this relatively young industry. The chairman of the Board, Carl Palmstierna (former CEO at ABG) owns 7% of the shares. In our opinion, the ownership is favorably which means that the leadership is expected to act in the interest of the shareholders.

Business: 3

Unlike other companies in mobile gaming, Flexion's business model enables the company to control its risk – for example, by choosing games with proven monetization and replacing those that do not perform. Moreover, its primary strategy is organic growth, not user acquisition. As a platform company it should be able to build a diversified portfolio with a high likely hit-rate. The mobile games market is expected to show high growth the next-coming years, especially app stores based on Android. We believe Flexion's market position is strong in its niche as a first runner. At this point our model tells us the company only has a temporary competative advantage. 

Financials: 2

The company exhibits favorable financial characteristics, characterized by minimal reinvestment requirements and a highly scalable business model. Nevertheless, to achieve a higher rating in Redeye's rating model, the company must deliver positive net results over multiple quarters.

Financials

Income statement
GBPm202220232024e2025e2026e
Revenues68.570.885.6101.4115.9
Cost of Revenue57.558.568.980.691.6
Operating Expenses7.19.910.212.013.7
EBITDA4.02.46.58.910.7
Depreciation0.120.130.180.210.24
Amortizations2.42.62.72.93.4
EBIT1.4-0.323.65.77.1
Shares in Associates0.000.000.000.000.00
Interest Expenses0.960.990.000.000.00
Net Financial Items-0.96-0.990.000.000.00
EBT0.48-1.33.65.77.1
Income Tax Expenses0.110.110.741.21.5
Net Income0.37-1.42.84.65.6
Balance sheet
Assets
Non-current assets
GBPm202220232024e2025e2026e
Property, Plant and Equipment (Net)0.080.260.250.240.23
Goodwill0.000.000.000.000.00
Intangible Assets21.822.319.716.813.6
Right-of-Use Assets0.000.000.000.000.00
Other Non-Current Assets0.400.000.000.000.00
Total Non-Current Assets22.322.619.917.113.8
Current assets
GBPm202220232024e2025e2026e
Inventories0.000.000.000.000.00
Accounts Receivable11.514.913.717.223.2
Other Current Assets0.000.000.000.000.00
Cash Equivalents13.811.110.714.119.9
Total Current Assets25.325.924.431.343.1
Total Assets47.648.544.448.456.9
Equity and Liabilities
Equity
GBPm202220232024e2025e2026e
Non Controlling Interest0.000.000.000.000.00
Shareholder's Equity18.118.020.925.431.0
Non-current liabilities
GBPm202220232024e2025e2026e
Long Term Debt0.000.000.000.000.00
Long Term Lease Liabilities0.020.150.150.150.15
Other Long Term Liabilities8.56.16.12.52.5
Total Non-Current Liabilities8.56.36.32.62.6
Current liabilities
GBPm202220232024e2025e2026e
Short Term Debt0.000.000.000.000.00
Short Term Lease Liabilities0.030.100.100.100.10
Accounts Payable17.319.517.120.323.2
Other Current Liabilities3.74.60.000.000.00
Total Current Liabilities21.024.217.220.423.3
Total Liabilities and Equity47.648.544.448.456.9

Rating definitions

The team

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