When an existing userbase exists on another owned product or platform (e.g. desktop web app, mobile web app, another app or game in the company portfolio, etc.), opportunities exist to cross-promote between these properties to funnel users towards a newly-launched app, or to migrate desktop/mobile web users to native mobile, where there are additional ways to engage, retain and monetize them.
Driving traffic from one owned property to another is a great source of ‘free’ users who already have familiarity with the product/brand and hence are likely to be easier to retain than totally new users coming fresh to the app. Cross-sell is particularly useful for products with short life-spans where users may become bored of the experience after some time; game publishers employ cross-sell tactics extensively in order to deliver users to newly-released games in their portfolio before the older games reach the end of their shelf life.