7 Essential Cross-Promotion Strategies for Mobile Game Success

The mobile gaming industry is a battlefield where thousands of new titles launch every day, each vying for attention. In a world where user acquisition costs are soaring, cross-promotion has emerged as a secret weapon for game developers looking to maximise visibility without breaking the bank. By strategically promoting one game within another, developers can drive engagement, boost downloads, and keep players within their ecosystem. 

But cross-promotion isn’t just about slapping an ad on a loading screen—it requires careful planning, audience understanding, and, of course, smart execution. So let’s break down the most effective cross-promotion strategies that can take your mobile game further.

1. Targeted Audience Segmentation

Understanding Who Your Players Are

Not all players are the same. Some prefer fast-paced action, while others enjoy slow-burn strategy games. Understanding who your audience is and what drives them is crucial in cross-promotion. By segmenting users based on demographics, in-game behavior, and spending patterns, you can tailor promotions to resonate with specific player types.

For instance, hardcore gamers who regularly engage with in-app purchases (IAPs) might respond well to exclusive in-game rewards in your new title, while casual players might prefer a simple ‘try now’ option with a seamless transition. Companies like Rovio have mastered this by promoting games to users based on their engagement levels in titles like Angry Birds and Bad Piggies.

How to Segment Your Audience

• Demographics: Age, gender, location, and device type play a huge role in determining game preferences.

• In-Game Behavior: Time spent in-game, preferred game modes, and level of interaction indicate engagement levels.

• Monetisation Habits: Players who make frequent in-app purchases are more likely to engage with premium offers in a new game.

Using tools like Firebase Analytics or GameAnalytics can help developers track user behaviors and optimise their cross-promotion campaigns accordingly.

2. High-Performing Game Promotion

Using Popular Games to Reach More Players

One of the best ways to gain traction for a new mobile game is by promoting it within an already successful game with high daily active users (DAU). If a game in your portfolio has a large, engaged user base, placing ads or promotional banners for your new title can significantly increase its visibility.

Why This Works

• Built-in Trust: Players are already familiar with your brand, making them more likely to try another game from the same developer.

• Cost-Effective: Instead of spending on external ads, you're leveraging your own audience.

• Seamless User Journey: Transitions between games feel natural when they share a common theme or gameplay style.

Example: Supercell successfully cross-promoted Clash Royale within Clash of Clans, leveraging their massive player base to generate millions of downloads without spending excessively on external ads.

If you don’t have a high-performing game of your own, consider cross-promoting with a partner who does. Many indie developers team up to exchange promotional placements, helping each other grow without direct competition.