Saturday, February 23



Mobile gaming and ad revenue have been inextricably linked ever since free to play games first came out and implemented a model seemingly to the benefit of everyone involved. If you don’t want to pay for a game, that’s fine, but someone has to. Hey, why not marketers? They’re happy if you watch their ad, you’re happy that you get the content for free, and everyone’s satisfied!

Now, the world’s leading real-time 3D development platform Unity, and the world’s leading tech giant and master advertiser Google, are joining forces to further improve the advertising experience and reach.

More than half of the world’s mobile games are developed in Unity, with over 3 billion titles across Android and iOS, downloaded 24 billion times in the past 12 months. With the strategic partnership between these companies, this incredible market share will be open to Google’s mobile advertising business, AdMob, to improve the way advertisers reach gamers on the go, and help game developers monetize their apps.

Julie Shumaker, Unity’s Vice President of Advertiser Solutions, claims almost 9 billion minutes are spent playing Unity games every day, and the ad potential is largely untapped. Until now, that is. The integration will benefit both companies, extending Google’s advertising reach and strengthening Unity’s commercial position.

“By partnering with Google, we are unlocking access to this powerful channel and providing advertisers the opportunity to drive value with high engagement ad experiences,” says Shumaker.

Using Universal Ad Campaigns, advertisers will be able to serve ads across Unity’s game titles, allowing for more connected and expansive campaigns. Effective immediately, Google AdMob customers and game developers will have access to the new channels.

This sounds great for these tech titans, but what about us, the lowly consumer? Well, whether we like it or not, advertisements are a driving force in the gaming world, and this is especially true on mobile. So, if we’d like to see new and awesome games be developed, marketed, and published, we should be happy these new channels will be available for more development studios to be able to monetize their creations.

If, however, we’re bored of the constant hassle consisting of highly specific and targeted ads (how did they know I was talking about those exact sneakers with my friend?!) appearing on our screens everywhere we look, we could have some reason for concern. If that is so, maybe we shouldn’t shy from paying a couple of dollars for an amazing game. What we support (both financially and otherwise) is what we’ll see more of, so with that in mind we should act accordingly.