Flexion, the games marketing company, partnered with Fun Formula to secure a major lifecycle milestone for Zombie Waves. By deploying Exprexion Markets, Flexion's alternative distribution and revenue service, the game moved beyond its peak and unlocked a highly-monetizing audience on alternative platforms. The service provides the single integration point needed to generate entirely new, incremental revenue streams for the game outside Google Play.
Monthly earnings from alternative stores such as Samsung Galaxy Store, Huawei App Gallery and ONE store climbed to a record high, providing hundreds of thousands in incremental revenue for the title. This milestone marks a significant surge in value creation starting from December 2025.
While Flexion's portfolio of 37 top-grossing games averages more than 10% incremental revenue from alternative stores, the strategy for Zombie Waves delivered incremental value that was significantly higher than the portfolio benchmark.
uptick in installs while a UA campaign was running supported by strong discoverability on Huawei AppGallery.
estimated average cohort ROAS was delivered — with a 7-day ROAS of 28%.
Monthly Active Users on Huawei AppGallery during the campaign period.
Monthly earnings from alternative stores such as Samsung Galaxy Store, Huawei App Gallery and ONE store climbed to a record high, providing hundreds of thousands in incremental revenue for the title. This milestone marks a significant surge in value creation starting from December 2025.
While Flexion’s portfolio of 37 top grossing games averages more than 10% incremental revenue from alternative stores, the strategy for Zombie Waves delivered incremental value that was significantly higher than the portfolio benchmark.
On Google Play worldwide, Zombie Waves scaled rapidly through early 2024, peaking in July. Instead of letting Zombie Waves lose momentum, Fun Formula partnered with Flexion and deployed its Exprexion Markets service to manage distribution and growth across alternative global platforms—including Samsung Galaxy Store and Huawei AppGallery and ONE store— reaching untapped players at a higher margin compared with traditional app stores.
"When a game moves past its initial peak, the industry standard is to focus on the next IP. Flexion showed us a different roadmap. By leveraging their Exprexion Markets service, we've unlocked a new, highly monetizing audience we didn't know we were missing. Flexion took the technical heavy lifting off our shoulders, allowing us to focus on the game while they generated entirely new, incremental revenue streams."
— Keith Huan, CEO of Fun Formula
South Korea was the primary driver for Zombie Waves' growth in alternative stores. Flexion's regional experts actively guided Fun Formula to participate in targeted ONE store discount promotions.
This strategic growth caught the attention of Samsung, sparking a healthy channel rivalry. Flexion maximized this momentum, working with Samsung to launch a high-performing 'PopUp Promotion'—a targeted reward campaign designed to drive player engagement for Zombie Waves.
Since its September 2024 debut, Flexion has consistently expanded the South Korean presence for Zombie Waves. Samsung traffic more than doubled from its initial launch levels by April 2026, with strong contributions from both Samsung Korea and ONE Store. During this timeframe, Flexion's overall revenue contributions notably outperformed the title's local Google Play results. Monthly growth has shown significant acceleration, particularly between December 2025 and April 2026.
Next, Flexion helped guide Zombie Waves' expansion via Huawei AppGallery, collaborating closely with Fun Formula's team to maximize User Acquisition (UA) insights built into the Exprexion service.
This campaign highlighted the discovery advantage alternative app stores can have over crowded major stores:
With 20 years of expertise and 37 top-grossing titles managed for industry giants—including four that reached the Top 10 on Google Play—Flexion knows how to secure a developer's legacy. Flexion utilized store-funded budgets to enable Fun Formula to pioneer Samsung Instant Plays—positioning them for a first-mover advantage as frictionless, Click-to-Play cloud game distribution matures.
"This success story perfectly illustrates why we launched Exprexion. Alternative distribution is no longer an experiment; it's a strategic necessity to maximize a game's true lifetime value. By pairing Fun Formula's brilliant execution with our strategic roadmap, funded pilots, and market expertise, we've proven that a game's mid-lifecycle can actually be its most profitable. We are proud to be their partners in breaking free of market limitations."
— Jens Lauritzson, CEO of Flexion
Want the full breakdown? Download the complete Zombie Waves case study below for the full strategy, data, and results behind Exprexion's mid-lifecycle growth engine.
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