Cross-promotion is a well understood mechanism for building an audience for your game.

So if it ain't broke, pour some petrol on it and let it rip.

That's the thinking behind start-up Appfuel, which has just opened the doors for developers to sign up for its founders' package.

This is the opportunity to get into the user acquisition and monetisation platform early and with waived network fees for up to 12 months.

Sliding between

In terms of how the system works, it enables you to take advantage of both cross-promotional credits and the cash you can earn from traditional advertising; allowing you to maximise the outcomes depending on your day-to-day cashflow requirements, or traffic requirements.

"We present you with the simple decision of how much you want to focus on growth and how much you want to focus on earning immediate revenue - and then we let you adjust that mix in real-time," explained CTO Myung Sun Kim.

"Our intelligent servers do all the other optimisation management, saving you from the nightmare of finding, integrating, and tweaking the dozens of user-acquisition networks and ad networks that exist."

Place to be

Pivoting out of a Chinese-focused mobile ad network, the team behind Appfuel has already closed its seed round and relocated to Palo Alto from Canada.

It supports iOS and Android and has a plug-in for Unity.

You can find out more details at the Appfuel website.