Publishing is a type of investment made for further profit division by area of responsibility. In particular, a publisher is responsible for attracting players, promoting and improving the product, whereas the developer provides the product and finishes it. Publishers are mainly well-established game development companies with working marketing plans and service pipelines. A publisher can attract players either with the help of cross-promotion in other game projects (unpaid / organic traffic) or by purchasing chargeable traffic.

The main condition is ROI must cover all expenses related to promotion and be sufficient for publisher’s profit margins. Therefore, for a publisher to get interested, the average cost of engaging a player (eCPI) must be at least two times less than the average revenue per user (ARPU).