"How to decide between cross-promotion and ad monetization?"

"If you have an ad monetization component in the game and you’re showing it indifferently to all of your users, cross-promotion is just another network generating revenue."

"Churn rates are something that you need to monitor very closely when you launch cross-promotion or ad monetization inside your game."

"The beauty of cross-promotion is you can understand what you're also gaining from it on the overall portfolio. After the users have churned from the original game to another game in your portfolio you can understand if that is increasing your player’s lifetime value."

"My advice is to look at your segments, understand if you're willing to lose them or risk losing them, test cautiously, understand your churn rates."

"How to do churn segmentation?"

"When we started looking at our audiences, we understood who are the players that are risky to approach with cross-promotion and who we would be more open to experimenting on."

"Unsurprisingly we first excluded paying users with a really high lifetime value from all ad monetization and cross-promotion."

"We also understood not to show ads are new users."

"We started showing ads and cross-promotion to users who have very high security levels. These are players who have been playing the game maybe for a long time. They're usually monetized but it has been a long while since they converted the last time. This is the primary audience for cross-promotion."

"These players are likely to pay but they are unlikely to pay in the game they are continuing to play. So why not show them other games in your portfolio?"

"IronSource’s bidder solution was great because we were able to separate the cross-promotion network from the ironSource network and really put it in the waterfalls that we wanted it to and to target the segments we wanted to target."

"we showed an ad for, Solitaire Grand Harvest in Best Fiends and in that creative we use the Solitaire Grand Harvest game mechanics with the art of Best Fiends."