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Press Release

Fieldfisher advises UK mobile gaming specialist Flexion on acquisition of Düsseldorf-based Audiencly

26/04/2022

Locations

Germany, United Kingdom

A German and UK Fieldfisher team acted for the Android game distribution platform provider on its M&A deal to buy one of Germany's most exciting influencer marketing agencies for the gaming industry.

Fieldfisher has advised Flexion Mobile Plc, the UK mobile games company listed on the NASDAQ First North Growth Market, on its acquisition of Düsseldorf-based influencer marketing agency Audiencly GmbH for €9.34 million.

Flexion was advised by a cross-practice Fieldfisher team from Germany and the UK, led by Hamburg corporate partner Dr Sven Labudda.

As a provider of a distribution platform for Android games, Flexion provides technological solutions for game developers to offer their products via common Android distribution channels without having to make any changes to the game code. In doing so, the London-based company solves technological and commercial fragmentation while helping mobile game developers enter new markets and maximise growth potential.

With the acquisition of Audiencly, Flexion is pursuing an influencer marketing approach to expand new revenue and user acquisition opportunities for its mobile games partners.

Audiencly is an influencer marketing agency based in Germany that specialises in gaming clients. Founded in 2018, the agency has a network of 5,000 influencers and has implemented more than 1,000 campaigns for over 100 clients, including Tencent, Social Point and NetEase.

Audiencly's founders, CEO Adrian Kotowski and CMO Michael Schmidt, will continue to take on leadership roles and will help drive expansion within the Flexion Group.

The acquisition of Audiencly by Flexion is another major transaction in the still young influencer marketing market in Germany.

Fieldfisher provided legal advice on the German transaction to Flexion, having previously acted for the company in the UK.

The full Fieldfisher team advising Flexion was led by Dr Sven Labudda (partner, corporate) and comprised Edward Westhead (partner, London, corporate), Thorsten Ihler (partner, data protection), Marcus Kamp (partner, employment), Dr Bahne Sievers (counsel, IP enforcement), Ulf Marhenke (counsel, corporate), Anne Sehrbrock (associate, corporate), Lena Pfetzing (associate, corporate), Anne Bremer (associate, employment), Melanie Ludolph (associate, data protection), Raoul Schätzler (associate, foreign trade).

Audiencly was advised by Pier11.

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