How to increase your profitability with Cross-promotion? A step-by-step guide with Gonçalo @ Boombit

at some point you're talking about like yeah spending around 200k where we seeing that the overall profitability you know across all networks starts to be good but we see that cross promotion is bringing us still one of the is still by far the main source on profitability outside of Organics it's bringing us around 20% of the profitability while the impact of scale is much lower because as soon as you start marketing there's nothing that you can you cannot fight a m [Music] Facebook this is a no [ __ ] gaming show where we talk about games and their revenue in great detail powered by our ad monetization game design and user acquisition Triple Threat expertise welcome to the two and a half Gamers the unfiltered truth served with a side of giggles

let's not forget this is a 400 a.m. conference discussion Vibe so let's not take it too seriously tune in now and stay two and a half steps ahead of the gaming industry oh no no no need to that's fine worry but thank you hello everyone welcome this two and a half Gamers my name is mat lerich I'm Felix Bromberg and I'm yier and we are your hosts and we are going to talk about cross promotion and we have a special guest Gonzalo from bomit welcome to the show can you first start with a brief introduction about yourself company and then we just GNA go straight in let's do this let's do this thank you guys thank you for inviting me so yeah my name is Gonzalo I'm VP marting at boombit boombit is a mobile game publisher we produce and publish games all the way from hyper casual simulators mid course we've been in the industry for a while and I've been actually yesterday I did

four years at boombit which sound sounds crazy time feels feels four months before that I was at om right in the beginning of hyper casual I was like the first user acquisition manager at the company I remember like my first job was to just set waterfalls per country and like no one was even doing that it was just one waterfall for all more fine and more Honorable in this world than anyone who started with monetization man exactly and it teached me so much so it's been a a super nice ride and yeah now here perfect welcome and I think we discussed this when we were the UPF in Barcelona was the Casual discussion about oh you know what's happening I you know we do cross promtion huh let's talk let's see because uh we tried I think back in the days with pixel Federation it was okay I guess kind of with different louches and then people are trying to do this nowadays as well but always saying my God it's tough we don't need to we don't know how to do it and

all of the all of the different things around it so how are you doing it like why why why you are great like what's let's do it yeah what's happening let's build the beings yeah so maybe I can just share my screen I did like a small presentation and I think it could be like super good to to go just curiosity so so boom is public right like what's the what's the revenue roughly so the listeners kind of understand the kind of sums we're talking so now we talk about revenue for the company itself it's around 70 70 million a year then yeah it's the the is available 70 or 17 70 yes between 60 and 70 yeah really depends on how December will finish okay and yeah and like say4 it's not public right so we don't yeah yeah give you a range give you a range we like I said in the beginning so

we we have a lot of hyper casual titles right and then we have midcore titles we have simulators there in the Middle with around like 30% IP so we are working with games that have 99% ads in terms of monetization games that have 95% IP in terms of monetization so we felt that there was a need here to start cross-promoting our users we have around 2.5 million daily active users but within very different generals right so we thought uh that there was was the need to not lose these players within their own genres and try to to cross promote them and generate as much as we could that's what everyone says and no one does it because I have tried so many times with so many companies and it never works so I don't know what's going to be special about us but let's let's try and discover maybe we're going to discover here the the four of us there's four reasons why you do it these are the first three of course of course the main

reason is because privacy right you said you said maate that you tried to pixel Federation that was a long time ago privac was a long time ago privacy wasn't the thing yet exactly so it wasn't the thing I missed that and I think there is an opposite correlation between like having tougher and tougher user acquisition due to privacy and then seeing cross promoted just take cross promotion just taking like a bigger chunk of your profitability so that is for sure one of the main reason um then of course you start seeing that there was this small pockets of users that are enjoying out titles inside of bombit especially if you go to the midcore side now we have anal we have Clash Clash of destiny that is from the same developer and the cross promotion between those titles is is crazy we have darts Club the club's title darts baseball archery the correlation and the conversion inside of those titles is massive compared if you want to move a

dart player to to Ant and at the same time we noticed as well that you know losing a player costs you much more than try and move it to another title and then maybe you're going to lose a bit of Revenue generation within the title where the user is but at least know it's going to cost you much more if you're going to do use acquisition and it's within the company of course yes of course and it's definitely within the company but of course the reason number one is this one yeah one question does your or like do your teams also fight between the each other because they at least back in the days I'm not saying the name of the company obviously you already heard it there was this problem with oh my God but that's my player and it's generating revenue for my game why should I send it to your game and then it's going to be in your p&l not mine yeah 100% so let's not say they do not fight okay but there is some

kind of kind of discussions going on right okay at the end of the day we are lucky in the sense that the same product owners they are the ones in charge of almost the genre itself we have the hyper casual product owners we have the clubs of product owners we have the Mec product owners so then cross promotion tends to be naturally within their own Js which is good so back in my head the the CEO used to walk in and just clunk everyone's heads together that worked yeah yeah yeah that worked as well like that's how it started a little bit and then we started seeing that there was ecpm correlation between tras and then like okay let's not create any any issues here so but yeah so the biggest the biggest um reason why you're doing this is because it has like a really good impact on our profitability in an incremental way almost uh right now of

course taking Organics as a as a network is taking around 35% of a profit then there's one STK green Network that is generating around 20% of our profit then there is a blue social network that is generating around 14% of our profit and then that's Cross promo like right away which you know for us it's it's very significant and also on top of all of that it's a super reliable source it's a source that doesn't change with Black Friday with Christmas with low you know the summer season it's the only metric that really is impacting more or less performance of Cross promo is the elective users and that is something that we are controlling so it's something that it's it's very good to follow on and to trust would you would you say it is also resilient to like competitor games like to let's say if another like archery game goes in or darkarts Club game or or something

similar there if it's resilient I would say so even though still like having novelty is like the the new game a game that is new is going to have of course much better conversion like when we launched I'm even thinking like the most recent hyper casual was Downhill Racing it was not it was the number one source as a destination but it was then of course the number source as the source side of things because then you you start having a lot of new users even coming from the normal marketing that they are fresh users very active users and then they're going to churn a lot to cross promotion but of course then on all your other portfolios where you're showing this new game there's going to be a lot of conversions well because it is a new game we have four placements I don't know here okay let's start with this and then we can go into the game itself

maybe you can can show darts but we have the classic Square we call embedded completely incremental right it's not fighting against any other reeven ad placement is showing the most amount of Impressions by far but also has lower conversion still surprising me every day how many people are converting but yeah so that's the one of the main ones then we have intertial and rewarded for this ones of course we are always trying to do it mainly on no fill and on pre-fill so of course as you know no fill is when an ad network is not able to doesn't have any AD impression ready or cached and then we go when we jump in with our own cross promotion but as well preu as you know a lot of titles they need the first five seconds an ads either rewarded normally not an intial so mainly rewarded and whenever the network didn't have the

time to to select what impression to show we show across promotion because some users need that placement right away question Yeah Yeah question more questions yeah I have so many questions so go for it if embed intertial and Banners like together like 100% right how many percent of cross-promote users comes from a banded so I would say around 50% intertial and rewarded then I would say 20% embedded and then 30% I'm going to show it's the next placement that it's what we call uh more games so the majority for sure for from intertial rewarded maybe embedded maybe sometimes even a bit less like 15% and then the rest is going to be from more games which is basically play placement a placement that is

actually kind of like a tab within every game that we have so you can click on more games either if it's in the main menu it's in the offers place and then you're going to have all these offers available that you can click right away you know and download the game this one tends to bring like the best LTV users and the users with with bigger retention because they have time to select the game if they are downloading the game it's not because they are forced by like by an ad and this was for sure something that's been like super super valuable for us this is basically a ginger blue formula no is it you have this kind of like Buffet of the mini games yeah choose what you want that it looks little bit like mini games and yeah there there we go which brings me by the way to my other questions like if if if the game gets offline do you still able to fill it with the yeah as you say no set up for sure so we have

it's in in one of our next slides but we can definitely talk now we tend to cash one interatial and two embedded so it's not a lot of course but it is cached and then in terms of you know if the user clicks of course doesn't go anywhere we are not like registering The Click Etc but that we always have the the cross promotion cached for the prefill for sure what happens by the way if the user goes out then and he has no internet so he can actually download the game from the store itself we are like uh like a a network within apps Fier so we have set up in exactly the same way as a plin as integral so we do have the impression we have the click we have the install and then of course we have the revenue and we have a normal tracking link so let you'll see it for sure yeah we is like if you click and then there's no internet then it just kind of

goes I guess nowhere or maybe just goes inst install on zero zero megabytes and get get stuck there I guess that that's that's what going to happen yeah so I would assume you were asking me like if you click on it while online and then you go offline and you come back and you install the game but it's still the same yeah of course if you click on it while offline it's going to show you nothing it's going to show you like a loading store I think yeah loading store probably get stuck I guess yeah um so yeah so if you want like we can hear some some numbers but we can this is just impression Impressions so no no installs but we can go at installs after when we're looking at at the dashboard itself but maybe I don't know if you guys want to show Dart Club in real life how it looks I really do but I just had one more question about the preload out right so I'm assuming since it's

pre-loaded you send an ad request when a user requests like a rewarded right so then while the rewarded is loading you then show your own rewarded ad or an ad for like a couple seconds and then that ad goes away as soon as the rewarded ad is loaded or do you play it for 30 seconds yeah I think it's more they ask for the rewarded we gave it like two seconds to see if there is any impression if there is not we take over and then he like okay we lost ads if after like 15 seconds the network answers and yeah so we just take fully over I think it's it's more like that okay cool okay that makes sense because you know I think I mean and we noticed right if if the user is he needs to double the coins right in the first session and he waiting three seconds and then he gets the popup like there's no ad he not he not going to keep refreshing and trying it's just going to basically ignore ignore the yeah the double so that's it cool

well if you give me the screen I'll uh I'll do a little share dark CL okay I have to give you the screen there it is it's yours all right so guys take a trip down memory lane because we've all worked on darts Club yeah yeah yeah that's true that's very true that's amazing one time or another this is the game that won't die yes so here so tell me what to do yeah of course so if you go to collect you're going to see more games so there or you should that's beautiful right away so it should be like as part of the offer or maybe just go to the basket at the bottom yeah the left hand side yeah there we go okay should be right away on the top I'm just wondering if the issue here is that guess you haven't moved a lot further ah there you go so more games all here so in the middle so this is the the more games stab and basically

you know for now you will see we tend to show like Bowling Club first on the top it tends to see archery which is also yeah game from the club team and then right there I remember designing thing that cor game play and then it's basically like this sometimes we do have as well videos I don't know why they're not showing but uh the biggest no the biggest advantage of especially of the top offers is when you are having a new event in a game especially like you're having a new event in archery and you want to move like a few users to this type of game um you want to move like a few users to archery because you know in a couple of days going to be an event it's a good placement to like prioritize the offers because event produ Revenue spes yeah yes and the question the question is now you saw like the Felix had big problem problem to actually find this do you

have any other placements on the home screen or do you have a PO in your face mechanisms yeah exactly yeah that's the yeah we do we do on the hyper casual side so if you I think you also have Shi Prim jump right Felix yes I do so on ship you're gonna have you're gonna have everything okay let's go have an ad right away don't worry f f at all Unity ad you can see that straight way I can see left bottom corner thank you for that impression think extra Impressions this impression is going to get is this an interstitial yeah it's on the most aggressive card format yeah nice okay okay good yeah yeah tap to move Man play play the play play the game Cross promo now Ma okay you can play later okay my God I mean I'm I'm actually playing this game so I want to

talk about it but it's not it's not there yet in terms of the revenues yet so one embedded yeah so that's the the exactly the square the embedded one which is very no on your face as is in the main menu then as you can see along the the the ramp itself and you should play the level because you're going to see so many it is there you go one one two three three so this one the the base of it is actually gsmi but as you know gsmi allows you to feel to use no feel with your own cross promotion so it's something what's me yeah what's what's for non admon people fair fair so godme it's a in-game network that is basically showing advertisement and ads in game inside of the game assets right it's one of many right now in the industry and uh we are

partnering with GM on this game nice and they allow it to do this so it's also like a good add-on for cross promotion and as you can see it's a ner casual because is that basically because the fill usually with these companies is like 30 40% right and then Cross promo then is a nice thing on top exactly and you said 30 to 40% maybe in us because especially in Poland Berlin I don't know it's Lisbon for sure you get a lot of so this is just a click through and it goes to h boom bit yeah all right so here as well right you press and it goes there you go works well nice yeah okay and then below that you have the more games right the square so it is attractive as you saw

the offers changed yeah the first is train rum jum whatever is train that last before yeah and even on the top there's no archeries only upper casuals and so we tend to for different audiences exactly okay then wait wait wait wait have you tried to promote this to other games genr and it didn't work or you just said [ __ ] this and then let's just Cross promo the same us within each other no we we definitely tried so all of it of it is based on cpms so we do our own waterfalls and we change once or twice a week depending on the title like this title is very low in terms of volume at the moment so I would say even that's same waterfall for for a month but we are always changing constantly on cpms if we would see that for some insane reason ant Royale or D club would have an amazing CP on this title it

would be there for sure okay okay okay it just tends to be very normal that they are matching so it's it's good to see that it's also matching yes make sense archery archery Clash there you go but is this what this is what voo this is not you no it's not I and it's an intertial but yeah yeah so did you at some point try to just do the Cross promo inside of the mediation because I've done that a bunch of times and it never works yeah no that's that's tricky we tried a few Partners as well right we tried even using the cross promotion from Min own source and all of that tends to be much more complicated and less time effective than this one can you explain why it doesn't work to all the because I think I've been asked so many

times to do it and always I go like I'm not doing this this is never going to work why it doesn't work first of all I mean it's so hard to understand the data as well like it's so hard to really understand how much you're paying for the user like why is the you like where to put them in the waterfall itself show the screen show the game at least yeah and Le come on it's show darts if you want yeah this is way more F yeah of course let just acknowledge the fact that there's a giant container container ship being lodged into Financial District which is super normal oh you move the level up so yeah so so that for us is always not very clear and by setting the our own cross promotion as a network and having both ends of the information right because we have the source and the destination become so clear and so easy so I can tell evaluation is easier yeah sorry also the evaluation of the like the whole across like how it works and then how much money you get I

don't want to say spend but uh kind of get more incrementally like you said yeah get more then like that's the the key part of having the own your own thing exactly and it's pretty it's pretty easy to to to get the data because you treat it basically as just the normal UA channel in in and evoltion yeah so in abay yes for sure there is no cost right so there is not the the AY check but because we are mainly doing prefill no fill embedded and then more games everything is kind of like incremental nothing it's really competing with ad networks and then the only cost that we might be having is the user moving to a new game and not generating more Revenue in that game but then if it's going to a new game the cpms are going to be higher and the revenue is going to be bigger so press the button says I like ads how about

nice you didn't fell for it yeah exactly we tried the reverse psychology and yeah so right now we're showing like around a billion ads a quarter of course around like 980 million of those is embedded obviously like you know we do you want to show anything else in the presentation I remember you said you had some yeah yeah I can I can share a bit more all right something to of course have in mind is the fact that the so this is what we talking about so we're sh around a billion uh in um impressions in Q3 of course 980 are from embedded but still having like almost 17 17 million in in intertial and 18 reward that shows how big it can be at some point the only if on all of this is of course there is some kind of small costs on the service side but it's basically minimum we're talking about like one

cent per install which could be at some point no no for like tier four GS right yeah that's what I want to say like one C it's also kind of for tier three tier four a problem if we if you pay for attribution even exactly exactly so we are not really paying for attribution because then it depends on what kind of package you have but on the service side that's the only cost that can say it exists and yeah it's around one we are seeing around one cent and install so for some tier four GEOS depending on the average LTV of the game we are not showing cross promotion yeah yeah sense stage do you think Cross promo starts to work right you have two and a half million users right like is it worth someone who has like four apps that's like K th to do it or is it not really worth it then I mean what scale yeah what SC that's that's a good

question I think you know at some point yeah it needs to be as well number of apps because if even if you just have two and you have like okay if you have two and five million D active users for sure I think it's worth doing it but starting from even half a mill Dow depends on also what you're talking about half a me Hyper casual it's nothing yeah or not a lot half a me mid core being same yeah fair but maybe like three four apps and half a m Dow in terms of you know hybrid would already be very avable in my op but they have to be related right they have to be matching okay yeah in a way in a way in a way because at some point you know something that in the future maybe will also be able to share is that then you can also use this this placements especially outside of interstial and rewarded to add some

kind of like brand deals e-commerce deals and as soon as you do start having populating these placements with some kind of AD Network on top of that it's GNA it's going to get like 10 times more valuable than cross promotion because cross promotion it is the minimum not the minimum it's the last resource of trying to monetize the users and try try trying to move them around so if you had for example half a meal Dow and a few games if I'm just building something like this to then maybe try and add some direct deals on it could be something interesting that's exactly my question now so you have one billion impressions for Q3 are you going to sell this as an ad Network potentially to DTC or e-commerce or something because it makes a lot of sense yeah yeah I it's something that I really say just because we're public right even if it's it's yes or no but it

is something that could be should be explored right not just as a boom bit but as anyone that has a portfolio like ours or they the elective users like ours you should definitely explore that yeah it makes all the sense I mean uh you have the placements you have all the technology and infrastructure now for cross promotion which is as you said I I don't want to say bottom of the kind of let's call it waterfall but it is and if you can sell those Impressions elsewhere and just kind of run any other not even gaming companies but e-commerce which is now the hype yeah pretty pretty interesting definitely we'll watch we watch we watch it closely that's good and then we're gonna we're going to start having like more ad placements as well like we're g to have split screen where we're going to basically show you know try to show two or four ads at the same time of course not all at the same time but like with the show one then you show another then

you show another then you show another and then allow the user to to play around and as well the splash screen the classic add in in in the first second like forc and then the user can skip as soon as the game is loaded but at least during that loading time uh we can and you would be able to click on them we would you would be able to click on them yes that's how like normally Splash screens are I mean even Felix maybe knows because like I'm just comparing it with something like let's say for instance emulators do this like blue Stacks like they have lots of ads in the loading screens but they're not clickable they're just like call to action stuff and then theual branding ads yeah branding they just pre-roll they're just pre-roll and then the ads are like these like extra icons that they put into emulator which are like install buttons I see no was this is better yeah I think they will be clickable if I had to say if they come up with with a way of not making them clickable then maybe you're just annoying the user I don't

know think about it as a as an aggressive end card which you you you want to click you want to exit but you can't you just need to install exactly and yes so here we talked already about like the the caching of the ads I'm trying to see this just so this is a pretty basic um look I'm just then going to show you the tool itself so basically we we do have I mean this is pretty obvious so we have a tool where we create the campaign then whenever there's uh the the cross cross promo SDK starts working and it's going to show game B game a on game B and then the user goes to game a but I think the most interesting part is of course to show the Cross promo tool itself how do I change so you're already seeing it sorry I thought was more okay sharing it

again there you go okay perfect so we have now here a few tabs this is of course build internally so we going to see a few features repeating across the the tabs but pretty straightforward we go and we add our product so we start from adding like the game and then when we add the game you need to select uh what type of of ads do you want to show so if either if it is the banner the little Square the interstitials or the more games then as you do yeah or everything right away for both os's whatever you feel like doing it nice then you have the creative part where of course you can add you need to add the creative that you want to advertise for the different banners for the the different banners the different placements sorry and here as well we have always the ability to just see what is live or what is not for example like just click that and I can see right away what

creative has been added bull s he missed it this this creative is running for [ __ ] five years I'm pretty sure like amazing I love it love it let me see if there is more I think I mean there's for sure a lot but they're all this one not sure if you've seen this one no if you can turn down the volume that would be nice pretty badass guy and then he misses it yeah obviously wow G some courage again from his kid yes from his kid of course it's all is emotional D is very emotional yeah yeah yeah and yeah so then of course you add your creatives and then you start your own campaign so by creating the campaign you are saying like what create what app you want to advertise in what other the apps uh just

to be sure that you know at least the connection is done both on the source side to the destination side and I think the most important part is the waterfall setup so here is when we set up the waterfalls per game per at type and sometimes per you that's a lot of work it's a lot of work but at the same it's not that that much in the sense that for example the waterfalls are we are only using a CPM we are not you know trying to be an ad Network where we using like several types of metrics so that's why I think a lot of other public Publishers can definitely do this we are just using CPM and at the same time that CPM is being generated you know automatically basically just a tool that is giving us the the the waterfalls and then we're just adding it here as a CSV so basically you are literally changing

all the waterfalls for all the games in one click two clicks okay so not manually one by one of course for then for our biggest titles we try to just see what the the algo suggested let's say and uh that's it so it say it's 95% automated 5% manual and then the same for more sorry what about the back fill from gads me when you have that in on the aop ads what was the percentage you'd say of users you get from there for the Cross promo that's it's a good question that I should know I honestly have no idea so probably not that high tell you probably not that high yes I can tell you that gsme has been a massive surprise for us uh and when I say GSM I say let's say ing game ads and not talking about cross promotion for example for darts right now it's around I was even checking before this call around 13 to 15% of the ad Revenue that we have which I never

thought it was going to be like this and nice and for darts is still 80% OD Revenue based so it is you know a big part of it and so yeah so I think for this tool that's it just wanted to show you around like how easy it is for us to to then create these campaigns and just set up the waterfalls it's few clicks basically that's that's what I want to see yeah literally few clicks and you know whenever we will start working with with other the clients and other other Publishers I mean we already are working with them but just definitely on the beta side it's as easy as having a self- serve Network right so it's pretty good yeah it's again I would consider this as a additional UA channel for a lot of different games because if you have uh that that many impressions it's basically yeah cross like a new UA

channel for sure is a new UA Channel but as well of the lowest quality of user right because we are not trying to to go above that networks so I'm not saying that there is a massive quality but as you saw before not yet come on come on not yet not yet I love it not yet yeah that's true so few quick other benefits we we use it as well like we have an alerting system system connected to to the Cross promo which is really good why already a few times you know a new game was released with a buggy version or a network start stopped delivering an issue on the mediation SDK where ADS just stopped working and you just start seeing like a massive Spike on Cross promotion because now you are filling all the the no fill and this tells you right away as well in a few hours you're going to start receiving alerts cross promotion is increasing by 300% today something is wrong uh it's a good way to measure to

at least know if there's any bugs on the monetization side then of course there's no like no more than available ads which is good for improving the user experience and as well where we talked before like to push special events whenever you do have a special event in a game try to move that Dow to the right game at the right time so for sure we also already talked about this so we set it as a as a network on ABS flyer where we are basically seeing all the Impressions on the source side and on destination side so we have the the the old view of performance and we have different dashes to yeah to check performance this is one of them I think you can see it now you can see okay cool where we so here I selected I think just that casuals and like yeah our

main assets and you can see right away like where the source is where the ad was shown and then the user was sent to the Target game so yeah the game where the user arrived the ecpm here what is that actually is that something you calculate or is that taken from anywhere okay so the ecpm is just the Classic metric of ADP times installs by Impressions times the Thousand right I'm not mistaken I have the the metric also in the so then you use that to calculate cost I guess of the Cross promo right so you can keep the game teams happy right exactly exactly so we're trying to to access assess like what is the real value of of an install let's say and wait wait wait wait CTR 68% what are you doing apparently so

this good and also we have also 128% which it's amazing I'm joking like something clearly happened here but yeah I mean let's not forget that most of them and this is interstitial and rewarded right it's already no F maybe some misclicks or a lot of misclicks we are trying to imitate as well a network with like a small cross on the top all of that so yeah 70% maybe is a bit too much but it doesn't surprise me if conversion rate was 60 I would be scared but yeah conversion rate 4% 5% 2% yeah yeah makes a bit more sense C on app is what M yeah sounds about right 90 yeah 95 95 95 it's crazy how that metric has just really diminished in value literally you have other metrics which are more important but we have 128 and App 11

doesn't have 128% yeah exactly there you go much better then yeah then you can just uh the best way of as well understanding performance is you know just select one of the sources and then you just try to okay there's a lot of them here and you try to understand how much revenue a game is generating for all the for all the destination apps here I'm just looking at at our pool because I don't want to show you we have a dash as well where we see real numbers where you see like Revenue being generated but as you can imagine if you multiply our pool by number of installed Etc you can really see you can calculate yeah like how how it works revenue is being generated cool um what else so was said it was 12% of your overall profit in terms of AD Revenue Source comes from here 13% 13 yeah 13 133% for sure for I I have here like

an example of how Cross promo can be impactful in like launching a game on the launch phase on the sunset think maybe it's even after so we already talk about how we use ecpm on the waterfalls so I can skip this part and yeah this is the last thing it's just kind of like a case study right we did it for Downhill Racing and it was rather impactful more on the scale part but definitely on the profitability side so first week let's call it soft launch it's not even really soft launch because here we're talking about what a th installs because the th span is the first week 24K and we have normally three networks we always have two socials and one SDK obviously the the spend the initial spend on the network is going to be it's not going to be profitable you're just starting to scale but right Way by having cross promotion is bringing you

an additional impact on scale we see here around 12% but as well as giving you already a buffer on profitability that you can somehow spend on the networks that you're soft launching as well even before starting one or two campaigns you can use it to test the game which is something that is basically cost free literally to test how the user is working on the is using the game how the ads are working what's the overall LTV for certain GS and it's also from Moment One increasing a little bit the the impact on the on the algorithms from the stores right because that goes into the store and right away starts having like 10,000 20,000 50,000 installs without any effort on our side of course nowadays this is not as relevant as it was before nice additional installs help always

always always so it's it's pretty cool to see then first Monch the first month right launch some point we talking about so this is an Apper casual let's not forget at some point you're talking about like yeah spending around 200k where we seeing that the overall profitability you know across all networks starts to be good but we see that cross promotion is bringing us still one of the is still by far the main source on profitability outside of Organics it's bringing us around 20% of the profitability while the impact of scale is much lower because as soon as you start marketing there's nothing that you can you cannot fight a MGR Facebook still it is a key moment to bring you that extra level of profitability just so yeah you can run your UA a bit more comfortable also with with Hyper casuals and the margins

pretty tight this gives you a little bit breathing room which is nice yeah 100% the impact where definitely is less sorry the the moment where it's less impactful is during you know the scaling phase or or the the let's let's call it like the proper launch phase of course here this bring us around 3% 4% 5% of the of the scale but you can only see how impactful it can be on profitability if we are looking at the scale here you're talking about 11% of course then at this moment in time almost half a meal spent the networks should be bringing the bigger majority of the profitability but in my opinion the biggest win of cost promotion is on the sunset pH downhill is still not on Sunset phase so I have to I have to

change the game but just to give you a game that is basically dead on user acquisition side it has no any user acquisition we see that all the majority of the profitability that we're generating on this game comes from Cross promotion we have hundreds of games like this so you can imagine how yeah it's a volum be it's a volume play definitely not saying that you're going to be making 50k a day 50k a week even 50k a month but if you do have a nice portfolio if you have a lot of deactive users and within the same genre imagine multiplying this to like 50 games 100 games this is when cross promotion is insanely impactful we just talked about the how hyper casual kind of few hyper casual companies make millions in and they're coming from Vietnam and then

it's still profitable and this is again interesting point because not all the companies make hundreds of millions per month this can have like very big impact on the like overall profitability of the the whole company basically and I don't want to say it's for free but it's like it's kind of efficiency at at its best let's call it that way 100% because these user would be probably playing this game but then at some point they would just have no ads anymore and either they would be playing completely for free or they would just like stop playing the game and here at least we are not letting them go and giving them a second life third life fourth life or just prolonging the life basically exactly in general exactly and I think that's it that's pretty comprehensive amazing yeah I don't even have any questions like I think it was like literally the best cross promotion like you know Point

people to this because it's always like yeah we're going to do this and then cross promotion like really and they're like yeah it's around like 133% if you have a giant portfolio of games that you can cross promoe too exactly here my funny cross promotion story just really quick before we end obviously obviously working at a large game company and basically the cro told my boss like Hey we're going to do Cross promo make sure it happens my boss comes to me like we're going to do Cross promo I'm like okay well we can set it up in the mediation and they're like yeah we want to do that that's exactly what we want to do I'm like but he's going to cost us money he like no no no we'll make it back don't worry so I set up the cross promotion Sierra comes back and he's like why is the revenue down and he's like yeah because you know cross promotion is like well turn that [ __ ] off how many days when day two days four not four I think it was only I think it was only four because it was a weekend but it's just like it's going to cost you and it's just like yeah but and then in the start I had it on like backfill and like low ecpm and it's like why is

the scale so low make it higher and then you're like meanwhile I'm in the trenches yeah they're living in Dreamland yeah that's how it works so that's why we don't use the mediation now know yeah that's the answer oh my God okay thank you so much yeah that was these was perfect and I'm I'm glad practical yeah we made it happen thanks for sharing all the all the numbers insides and how it actually works so if people want to contact you what what should they do we'll put your kind of info in the show notes and obviously the any links to the tool or whatever but yeah please yeah do I mean they can definitely contact me on LinkedIn just Gonzalo Martins or Galo Martins G I've I've I have so many versions of it welcome to M's World M I still can't say his last name it yeah yeah okay

perfect then if you want to ask also any more questions regarding this please join our slack Channel I will put gonzal info in the show notes and thank you again please subscribe comment on the YouTube and then definitely subscribe on the Spotify because we're growing there as well not only YouTube but yeah thank you very much for listening thank you very much for coming as well and then see you next time thank you bye bye see yeah bye-bye thank you very much [Music] [Applause] [Music]