Software company Flexion Mobile raised $3 million in funding to help game developers “expand distribution to new markets and Android distribution platforms”.

The company, which said it promotes an “open ecosystem for mobile games”, offers Android developers an easy way to reach new markets without having to rebuild apps, using an “innovative wrapper”.

It said its patent-pending technology allows for “mass distribution of one and the same version in any new channel, with little or no effort needed from game developers”.

The company argues the freemium model with in-app purchases is proving costly to operate for game developers, and many struggle to get their games discovered by users on the “crowded Play store”.

In contrast, users of other distribution platforms miss out on fremium games, since the individual opportunities are not cost-effective for developers to pursue.

In a statement, Jens Lauritzson, co-founder and CEO at Flexion, predicted the “app store model as we know it will become obsolete in the future”, and will be replaced by new discovery platforms.

“We sit between game developers and discovery platforms and allow the ecosystem to grow without dependency on an over-crowded, and closed app store.”

Lauritzson added that the company was seeing opportunities for expansion across new and emerging markets like Iran, and established markets like South Korea and India, where local app stores are looking for western developers.

“Distribution is clearly becoming more complex and fragmented as Android keeps evolving and we are positioned to help developers capitalise on this,” he said.

Flexion said it is working with a range of distribution partners and game developers, including EA, Disney and Scopely.