At Gamescom 2025, GameDistribution is highlighting VEX, a long-running game series that reflects our approach to browser gaming: simple in concept, structured in design, and built to adapt over time.
This year’s GameDistribution booth is designed to reflect that philosophy. Inspired by Mondrian’s iconic grid system, it serves as a visual metaphor for how VEX builds complexity through structure, familiar mechanics reassembled into fresh challenges. The concept is less about spectacle, more about sustainability: progress through precision.
An Unlikely Source of Inspiration
A faceless stickman. A game built on timing and control. At first glance, VEX seems simple, but it has quietly carved out a place in the casual gaming space.
What began as a Flash game has steadily evolved into a consistent, cross-platform series. VEX reflects GameDistribution’s approach to browser gaming: accessible gameplay, structured design, and a mindset of continuous iteration. It shows how a focused, well-executed concept can stay relevant over time.
After VEX 3 was ported from Flash to HTML5 and joined the GameDistribution portfolio, the series entered a new phase of growth. From VEX 4 onward, production has been led by Lorenzo De Carlo from Azerion’s in-house studio. With over 15 years of industry experience, Lorenzo also played a key role in Azerion’s broader transition from Flash to HTML5, helping preserve and monetize hundreds of games.
Under his direction, VEX has grown through a steady rhythm of sequels and refinements. From VEX 4 to the upcoming VEX 9, the core formula has remained consistent: tight controls, obstacle-based levels, and fast, satisfying gameplay while introducing fresh mechanics and modes.
As a part of GameDistribution, one of Europe’s leading casual game publishers, the studio remains focused on thoughtful, scalable production built for the future of browser gaming.
Refinement as a Way Forward
What makes the series stand out is how each title introduces something new without straying from what works. Over the years, the team has added fresh mechanics like grappling hooks, rockets, lava traps, and jump potions, all layered carefully into the existing structure.
New game modes have also kept players engaged. In VEX 7, the Tower of Terror introduced a vertical descent challenge. VEX 8 launched Infinite Mode, where randomly generated segments create an endless level that continues as long as the player can survive.
And this year, VEX 9 will have Jetpacks, Bombs, and Dynamic Lasers while deepening gameplay and monetization.
The series has also expanded into spin-offs that explore different genres while keeping the VEX feel intact.
- VEX Challenges focuses on high-difficulty arcade trials, stripped down to pure precision.
- VEX X3M brings an extreme hill bike racing challenge packed with stunts, hazards, and unlockable rewards.
- And soon, VEX Hyper Dash will offer a fast-paced auto-run experience, inspired by games like Geometry Dash.
In other words, VEX’s design approach makes it easy to pick up and hard to put down.
Legacy and Insight: The Power of Systematic Growth
Each VEX sequel is developed within a short production cycle, typically three to six months. This allows the team to keep the games fresh while reducing development risk.
The games are scalable across browsers, mobile devices, and platforms. The team builds monetization features like rewarded ads and unlockable skins directly into the experience. This approach allows the team to iterate quickly, adding new features without disrupting the core gameplay loop.
In a fast-moving market, VEX shows how structured development, when paired with focused design, can support long-term engagement without overcomplication.
Honoring the Past, Inspiring the Future
The VEX booth at Gamescom 2025 is both a tribute and a vision. Through a Mondrian-inspired prism, the design reimagines order, structure, and form. Our roots are in Dutch heritage, but our thinking is focused on the future.
We build the foundation where ideas become products and games come to life. Behind every vibrant world are precise mechanisms. Behind inspiration is real technology. We know how the market works, and we know how to inspire it again.
We celebrate the past while shaping the future. VEX is the perfect representative of a true veteran: experienced, resilient, yet still cheerful, playful, and full of energy. Every season, VEX finds renewed vitality by embracing modern technology and the latest trends.
This booth is not just a display. It is a physical expression of the VEX mindset: purposeful design over spectacle, clarity over complexity. It shows how structure unlocks creativity and delivers results for creators.
At VEX, order rises from chaos. At GameDistribution, products created bring value to creators. Every game is refined, perfected, and built to last. We create not just for the sake of games, but to make an impact with precision, strength, and style.
VEX is also featured in our latest GameDistribution video, highlighting the future of web gaming and the power of the GD platform.
Final Thought
In VEX, a stickman jumps, dodges, climbs, and overcomes. That simple loop, refined over time, reflects how casual games can thrive through thoughtful design and focused execution.
At Gamescom 2025, we’re not just showing a game. We’re sharing a philosophy: that structure can drive innovation, and simplicity, when done right, can go a long way.
