Cross-promotion vs Ad Monetisation. Tips and Cases

What the talk is about

Dmytro Syhov from Tenjin, a mobile attribution platform, explains how cross-promotion can bring organic installs now that Apple's privacy changes make user acquisition more expensive. He separates native placements of your own ads from showing them alongside other publishers' ads, and suggests which games to promote: hits, new releases, or titles with big updates. He stresses constant creative testing, watching retention in both games so the first one isn't cannibalised, weighing the lost ad revenue, and using audience similarity. Segmentation matters too: avoid showing ads to paying players, but target non-payers and lapsed spenders. The Q&A covers click-to-install conversion and cross-promotion in non-hypercasual games. Useful for producers and marketers at mobile studios.