Rating: Flexion’s wrapper tech benefiting whole games ecosystem
The Orange Group is so happy with Flexion‘s ‘wrapper’ technology for preloading games onto its ‘Signature’ handsets that it has now decided to extend the relationship to non-branded phones. The wrapper approach offers significant benefits for all of those involved in the mobile games ecosystem. For example, Flexion’s platform is responsible for localisation of the games for territory, language and currency. It also plays a major role in reducing time-to-market – crucial for games in particular where the mobile operator wants to offer as many chart games as possible. Flexion is hoping that other global network operators will follow suit and embrace the wrapper approach to embedded apps.
The key benefit for games producers from wrapping tech is that it dispenses with the need to create lite or demo versions. As the full game is used this also eases the burden for testing the apps.
Flexion’s technology also allows for a single wrapped SKU capable of billing across all Orange territories, removing the need for country-specific versions of devices and games.
It also provides each national operator within the group with an ability to vary pricing over time depending on local operator needs and customer and handset demographics.
Flexion’ platform not only supports multiple pricing options but also in-application billing for Orange’s ‘Try and Buy.’
The Flexion wrapper auto-localises on start-up to handle the wide variety of languages, currencies and billing logic that exist across the operator’s multiple territories.
“The mobile landscape is changing as some consumers are becoming very content-savvy, while others are just entering the market,” explained Jens Lauritzson, CEO with Flexion.
“Therefore the ability to offer retail solutions such as multiple price points, as well as increased exposure to content, is imperative to grow the market further.”
Jean-François Rodriguez, director for Games and Transmedia with the Orange Group observed, “We chose Flexion as the enabling partner for our Signature Preload programme based on their proven track record.”
“Using wrapped full versions of games for preloads was the natural next step for us and will allow us to grow the penetration of mobile games even further,” he added.
What we think
Wrapper technology certainly seems to be a win-win solution for everyone within the mobile games food chain from content producer to operator and finally onto the consumer who gets current and full versions of games pre-installed on the handset.