Janos Perei is the Head of Growth at SYBO Games, the makers of Subway Surfers, one of the most downloaded mobile games in the world. Janos and his team have been working on migrating users across the various games in SYBO’s portfolio in a meaningful way, which he calls “cross-promotion.” He discusses the merits of this growth strategy, the experience of cross-promotion for the user, and the challenges. 

Questions Janos answered in this Episode:

• Are you a gamer?
• Outside of Subway Surfers, are there any mobile games in the marketplace that impress you in terms of growth?
• Why has Subway Surfers been so successful?
• How do you define “cross-promotion”?
• How does the experience of cross-promotion manifest for your users?
• Do more active users get different in-app messaging?
• What stops game studios from trying to do this? What are the challenges of trying to build a cross-promotion mechanism?

Timestamp:

• 1:25 Janos Perei’s background and role at SYBO
• 5:34 Mobile games moving the needle
• 7:24 The secret behind Subway Surfers success
• 10:00 What is cross-promotion?
• 12:32 SYBO’s pillars of privacy controls
• 15:38 The user experience of cross-promotion
• 17:45 Mitigating “cannibalization” within game portfolios
• 22:00 Segmenting cross-promotions
• 23:00 Can smaller game studios do cross-promotion?
• 25:50 The challenges of cross-promotion

Mentioned in this Episode:

• Janos Perei’s LinkedIn
• SYBO Games