When we launched our second game, we assumed users from our first game would naturally migrate. They didn't. Our games were completely unrelated, and users had no reason to care. Three years and seven games later, we've built a cross-promotion engine that moves 15% of our users between apps—at essentially zero cost. The secret isn't volume; it's relevance.
Why Cross-Promotion Works
Users from your existing apps are pre-qualified:
- They already trust your brand
- They've proven they download and engage
- They match your target demographic
- Acquisition cost is near-zero
- Retention is significantly higher
Cross-Promo Placement Strategy
Natural Integration Points
- Level complete: User just succeeded, positive emotion
- Daily reward: Player already engaged with bonus content
- Store section: "More from [Studio]" feels organic
- Settings/about: For curious users exploring
Placements to Avoid
- Interrupting core gameplay
- Blocking progress
- First session (build value first)
- During monetization flows
Timing is Everything
Show cross-promo to engaged users—D7+ with good retention. New users don't know you yet. Churning users are already leaving. Target the middle: users who love your app but might love another one too.
Creative Best Practices
Cross-promo creative differs from paid UA:
- Familiarity cues: Use brand elements users recognize
- "From the makers of": Leverage existing relationship
- Genre affinity: "If you like [this], you'll love [that]"
- Exclusive offers: Give cross-promo users something special
Portfolio Cohesion
Cross-promo works best with related apps:
- Same genre, different theme: Puzzle fans try other puzzles
- Complementary experiences: Casual + competitive versions
- Difficulty progression: Easy app feeds harder app
- IP expansion: Same characters, different mechanics
Measuring Cross-Promo Success
Key Metrics
- CTR: Cross-promo impression to click
- CVR: Click to install
- Cross-install rate: Active users who install another app
- Portfolio LTV: Total value across all apps
- Cannibalization: Does new app hurt source app engagement?
Avoiding Cannibalization
The fear: users leave your profitable app for a new one. The reality:
- Users playing multiple apps often have higher total LTV
- Portfolio diversification reduces churn risk
- Monitor source app metrics after cross-promo launches
- If cannibalization happens, adjust targeting
Track Portfolio Performance
ClicksFlyer helps you understand how users move between your apps and measure true portfolio value beyond individual app metrics.