Here's a general overview of the project.
ALAX is, like the title mentioned, mobile games distribution platform (probably like an app store) based on blockchain system. It's a joint venture of DECENT (a blockchain technology company with its own blockchain) and Dragonfly (a mobile games distribution company). So why blockchain? It's because of cost effectiveness, efficiency and transparency.
Token generation event (TGE) will be held from 17th April 2018 to 23rd April 2018. It will be ERC 20 token initially and later will be swapped to DECENT DCore User Issuable Assets, which means, it will be on DECENT blockchain.
There will be two types of tokens on ALAX platform, namely ALA and ALX. ALA is used to pay for the contents, like, games and in app purchases. It will be pegged with fiat. ALX will be used to acquire ALA on ALAX exchange (seems like they will integrate an exchange like feature in their app store) and is also the token that will be available on public exchanges. The demand of ALX will be achieved by giving 20% discount on ALA purchases using ALX. Since ALA is pegged with fiat, the amount of ALA you get from exchanging with ALX will depend on the price of ALX on public exchanges. Generally, in short, ALA is like payment system and ALX is like a market share.
Currently, they are doing an airdrop and you can join here - https://noshortlink/Z9EqMd
All you need is joining their Telegram channel and register with their Telegram bot.