Before app stores unified distribution, carriers and device manufacturers curated portals and marketplaces. Gameloft packaged games (VXP and other formats) to meet partner requirements, often releasing multiple handset-specific builds. Monetization was mostly paid downloads or carrier-billed purchases; free-to-play ad or IAP models were rare or nascent in this era. This led to episodic releases, branded tie-ins, and experiments in pricing tailored to regional markets.

were reworked for feature phones, providing fast-paced arcade racing with scaled-down 3D graphics or high-quality 2D sprites. : Gameloft successfully adapted Modern Combat 2: Black Pegasus and N.O.V.A. Near Orbit Vanguard Alliance

: These games were ubiquitous on keypad-based handsets and early touchscreen feature phones from brands like Nokia (Series 30+), Alcatel, and various manufacturers in emerging markets. Iconic Gameloft Titles in VXP Format

, a middleware platform designed to bring advanced applications to low-end feature phones. In 2012, entered a strategic partnership with