Is my cross-promotion profitable? Evaluation of game-to-game cannibalization in free-to-play mobile games

Advertisements are a central source of revenue for free-to-play games. However, they could decrease in-app purchases (IAP) by reducing the quality of user experience or by causing early churn. We analyzed more than 50 million advertisements viewed in eight Gameloft games, and found that more than 139 thousand of them led to an install in another Gameloft game. Propensity score matching was used to account for selection bias in the decision to...