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[ 2025 ]

20 entries
443|blog.unity.com

Be front and center: Drive app downloads this holiday shopping season with Aura

The period between Black Friday and the holidays is not just a frenzy of purchases; it's a golden opportunity for app marketers to reach high-quality users. This period, also known as the shopping season, is the time of year when users are focused on making purchases, whether it’s upgrading their own tech or buying gifts for others. For app marketers, it’s a goldmine.Here’s why the shopping season matters:- More devices: The shopping season is also peak time for smartphone sales. Millions of phones are purchased, unboxed, and activated.- More buyers: Consumer spending soars during this period, and buyers are highly intentional. This means they’re ready to invest in new experiences, including apps and in-app purchases. In fact, in-app purchases accounted for 54.5% of all online revenue during the 2024 holiday season, delivering $131.5 billion in spend.*- More attention: In 2024, Q4 digital ad spend hit $34 billion with impressions reaching a staggering 3.8 trillion.** This means users are tuned in, making this the perfect time to capture their attention.A surge in new high-end devicesSmartphones are the ultimate holiday gift, with millions unboxed and activated during this busy shopping season. Shoppers tend to choose high-end devices, and these users are eager to download apps that enhance their experience, actively searching for tools to make the most of their new phones for years to come.Early downloads lead to long-term loyalty95% of users download 60%+ of their apps within the first 48 hours of activation.*** This means the moment a user powers on their new phone, a critical engagement window opens. During this time, users are most likely to download the apps that will become permanent fixtures on their devices. The potential becomes even more powerful once you consider that the average user keeps their phone for 3.6 years.****As a result, securing a download during this window gives your app the potential to remain on the device for the entire lifespan of the phone, which is a tremendous opportunity.There are several reasons why apps downloaded early tend to stick around:- Apps downloaded right after activation often become part of a user’s daily habits.- These apps feel familiar and trusted simply because they have been on the device from the beginning, making users less likely to uninstall them.- Early downloads secure a spot on the home screen or in the initial app layout, giving them a visibility advantage over apps downloaded later.Being one of the first apps downloaded positions your app as a core part of the user’s digital experience, which increases the likelihood that it will remain on the device for years to come. Win the shopping season with AuraHow do you ensure your app is front and center during this high-stakes period? That’s where Aura comes in. Aura’s on-device solution integrates your app into the device’s native UI. This allows you to:Be the first app users seeAura ensures your app is suggested as part of the onboarding experience when users activate their new phones. This secures visibility during the critical 48-hour window when users are most likely to download apps.Reach users throughout the device lifecycleAura aligns your app with the moments that matter most in the device lifecycle, like unboxing, OS updates, and holidays. By being part of these moments, your app becomes a natural choice for users.Build long-term loyaltyBy being one of the first apps on a user’s device, you build a strong foundation for user loyalty for the full 3.6 year lifespan of the device. Unbox your app’s potentialThe shopping season is a time for unboxing opportunities. With millions of new devices being activated, the stakes are high. But with Aura, you can ensure your app is part of this moment, maximizing visibility, engagement, and loyalty. Don’t miss out on the most critical window of the year.Ready to make your app the first choice for new users? Learn more about Aura.*Source: 2024 holiday shopping report (2024), Adobe**Source Q4 2024 Digital Market Index, Sensor Tower, February 2025 ***Source: Aura from Unity, June 2023 to June 2024. Disclaimer: This statistic is based on Android device data only. ****Source: How often do people upgrade their phone?, SellCell, November 22, 2023

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444|blog.unity.com

How Unity Audience Hub helps marketers reach mobile gaming audiences and gains industry recognition

In today’s mobile gaming landscape, developers and marketers face a unique challenge: how do you reach and engage players in impactful ways, while maintaining privacy and navigating ever-evolving data standards?At Unity, we’ve spent years working alongside the world’s top game creators to build and grow their games. In fact, 85 of the top 100 mobile games use Unity to grow their games*, whether through Unity Ads, the Tapjoy offerwall, programmatic exchanges, or Ad Quality tools. Our mission has always been to empower our community at every step, from building immersive games to scaling their reach globally.But as the ecosystem matured, we saw an opportunity to do more. Building a solution for today’s marketersMarketers today are looking for ways to move beyond basic targeting. Mobile gaming audiences are an engaged and high-value audience with immense potential, yet they’ve long been under-utilized by brand marketers. We wanted to bridge that gap with a solution that balanced powerful targeting with privacy-first design.Introducing Unity Audience HubUnity Audience Hub blends federated, privacy-first insights from Unity’s ads ecosystem with trusted third-party data sources. Powered by Optable, Unity Audience Hub delivers curated, high-intent audiences to brand marketers, who can then build custom audiences and activate them across Unity’s mobile app and game inventory and even beyond, on channels like CTV through our partnership with Roku.Unity Audience Hub is just one part of how we’re helping our partners succeed. Another recent innovation is Unity Vector. Unity Vector leverages self-learning AI and data from across the Unity ecosystem to deliver deeper insights, optimize campaigns, and drive even better results for our customers. By continually learning and adapting, Vector helps marketers and developers achieve greater efficiency and effectiveness in their campaigns, unlocking more value from every impression.Industry recognitionRecently, Unity was named the “Best Mobile Games Marketing Platform” in the 8th annual MarTech Breakthrough Awards program. This recognition from MarTech Breakthrough, a leading market intelligence organization, means a lot to our team, especially as the 2025 program attracted thousands of nominations from companies across more than 15 countries.Here’s what Alex Blum, COO at Unity, had to say about the win:“With Unity Audience Hub, we’re helping brands reach players in meaningful, privacy-conscious ways, bridging the gap between the worlds of gaming and marketing. This award reflects our commitment to delivering value across the ecosystem for developers, advertisers, and players alike.”And as Steve Johansson, Managing Director at MarTech Breakthrough, shared:“Marketers, more than ever, are looking for ways to move beyond basic targeting—and mobile gaming audiences are an engaged and high-value market with immense potential that has long been underutilized by brand marketers. With Unity Audience Hub, advertisers have a powerful, privacy-first way to understand and reach their audiences. By combining curated insights with enriched targeting, omnichannel reach, and strategic partnerships, Unity helps brands maximize performance and drive measurable results across mobile, web, and CTV.”More to comeWe’re just getting started. As the mobile landscape evolves, we’ll keep innovating to ensure Unity Audience Hub and Unity Vector empower both developers and marketers to connect with players in ways that are impactful, privacy-safe, and future-proof.Ready to learn more about how Unity Audience Hub and Unity Vector can help you reach new audiences and grow your business?Let’s connect or learn more about our solutions here.__________________________________________________________________________________________About the MarTech Breakthrough AwardsThe MarTech Breakthrough Awards celebrate innovators, leaders, and visionaries shaping the future of marketing, sales, and advertising technology. Learn more at martechbreakthrough.com.Source: Data.ai and internal network data. Disclaimer: Top 100 games based on worldwide total downloads on the Apple App Store and Google Play between April 27 and May 10, 2025. “Grow their games” is defined as having more than $1 in activity using Unity’s uAds, iAds, Tapjoy OW, LevelPlay, Aura, or Ad Quality services.

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448|blog.unity.com

Games made with Unity: August 2025 in review

August 2025 was a reminder of how wide the spectrum of Unity-made games can be. From the stylish co-op roguelite Starlight Re:Volver to the cozy storytelling of Tiny Bookshop, and other gems (literally) like Gemporium: A Cute Mining Sim, Unity powered teams chasing wildly different dreams.IGF Awards Huge congrats to all the IGF finalists, especially the games made with Unity that dominated the awards this year — including Consume Me, which took home three wins! Fresh off their Audience Award win at the IGF Awards, The WereCleaner team joined us on stream. Check it out:Made with Unity Steam Curator Page Be sure to stay up to date with the latest Unity creations on Steam by checking out our Steam Curator page.Working on a game in Unity? We’d love to help you spread the word. Be sure to submit your project.Without further ado, to the best of our abilities, here’s a non-exhaustive list of games made with Unity and launched in August 2025, either into early access or full release. Add to the list by sharing any that you think we missed.ActionStick It to the Stickman, Free Lives (August 18 – early access)The Knightling, Twirlbound (August 28)Astro Prospector, Incrementalist (July 14)FUMES, FUMES team (July 28 – early access)Bullet HeavenGunlocked 2, FromLefcourt (August 21 - early access)Book Shooter, SOS GameLab. (August 22)Cards, dice, and deckbuildersSizzle & Stack, Arvis Games (August 5)Luck & Loot, SMARTcreative (August 1)Rogue Hex, Topstitch Games (August 9)Casual, rhythm, and partyCheese Rolling, The Interviewed (August 19)Cheese Rolling, The Interviewed (August 19)City and colony builderThe Wandering Village, Stray Fawn Studio (July 17)ISLANDERS: New Shores, The Station (July 10)Fill Up The Hole, Fluffy Lotus (July 17)ComedyCheese Rolling, The Interviewed (August 19)Experimental or surrealistNIDANA, lvl374 (July 28)ExplorationHerdling, Okomotive (August 21)FPSINCISION, SmoothBrainDev (August 28)GRIMWAR, BookWyrm (May 16)Noga, Ilan Manor (May 30)HorrorWhisper Mountain Outbreak, Toge Productions (August 11 - early access)Vigil, Singularity Studios (August 15)The Boba Teashop, Mike Ten (April 21)Out of Hands, Game River (April 22)Darkwater, Targon Studios (April 22 – early access)Management and automationTiny Bookshop, neoludic games (August 7)Plan B: Terraform, Gaddy Games (August 29)Plant Nursery Simulator, Robot Assembly (June 16 – early access)MetroidvaniaOirbo, ImaginationOverflow (February 11 – early access)SteamDolls - Order Of Chaos, The Shady Gentlemen (February 11 – early access)Narrative and mysteryVigil, Singularity Studios (August 15)Duck Detective: The Ghost of Glamping, Happy Broccoli Games (May 22)Beholder: Conductor, Alawar (April 23)PlatformerNODE: The Last Favor of the Antarii, Lapsus Games (August 28)Tempest Tower, Half Past Yellow (August 19)Once Upon A Puppet, Flatter Than Earth (April 23)PEPPERED: an existential platformer, Mostly Games (April 7)Ninja Ming, 1 Poss Studio (April 10)Seafrog, OhMyMe Games (April 15)Puzzle adventureIs This Seat Taken?, Poti Poti Studio (August 7)Strings Theory, Beautiful Bee (Console release)Secrets of Blackrock Manor - Escape Room, Biri Biri (August 1)Roguelike/liteThe Rogue Prince of Persia, Evil Empire, Ubisoft (August 20)Starlight Re:Volver, Pahdo Labs (August 27 – early access)Mortal Sin, Nikola Todorovic (August 29)Gatekeeper, Gravity Lagoon (August 1)GUNTOUCHABLES, Game Swing (August 7)Dinotica, XA Studio (August 12 – early access)Bendy: Lone Wolf, Joey Drew Studios (August 15)BAPBAP, BAP HQ (August 19)RPGOFF, Mortis Ghost, Fangamer (August 15)The RPG, Dionysus Acroreites (August 7)City of Springs, The Naked Dev, Alterego Games (August 18)SandboxMakeRoom, Kenney (August 7)I Fetch Rocks, SarumXR (August 1)SimulationGemporium: A Cute Mining Sim, Merge Conflict Studio (August 7)Ritual of Raven, Spellgarden Games (August 7)Robert on Earth, Remrofsnart (August 14)Waterpark Simulator, CayPlay (August 22 - early access)STORY OF SEASONS: Grand Bazaar, Marvelous Inc. (August 27)Whisper of the House, 元气弹工作室(GD Studio) (August 27) Sports and drivingDriftwood, Stoked Sloth Interactive (August 1)Turbo Takedown, Hanging Draw (March 3)StrategyThe Bazaar, Tempo (August 13 - Steam release)ERA ONE, Team Complex LTD (August 6 – early access)Dice Gambit, Chromatic Ink (August 14)SurvivalLen’s Island, Flow Studio (June 19)Survival Machine, Grapes Pickers (May 7 – early access)Oppidum, EP Games® (April 25)That’s a wrap for August 2025. Want more Made with Unity and community news as it happens? Don’t forget to follow us on social media: Bluesky, X, Facebook, LinkedIn, Instagram, YouTube, or Twitch.

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449|blog.unity.com

Level layout and terrain workflows in Survival Kids

Survival Kids is Unity’s first end-to-end development project, created in collaboration with KONAMI. The small team that built it tapped into decades of gamedev experience, and this blog series dives into how they approached this ambitious project. The first instalment explored the team’s frame and rendering work, while this edition looks at level and environment design.While mostly we’ve talked about how we achieved the looks you see onscreen, we wanted to dig into what we did to improve our workflows, making them faster so we could deliver the project on time.Due to the team’s size and the scope of the project, we put a lot of consideration into the level layout and terrain workflows. We needed something that was easy for a level designer to iterate ideas on, but our approach also had to need minimal-to-no rework once the levels were handed over to the art team. We opted for an approach that has a very white box-like workflow for the level designers while we were already working with final game assets.Survival Kids uses a set of reusable building blocks to create the main layout of the levels. It is a set of prefabs with cliff rock sides and a mesh terrain patch on top, configured in different sizes and shapes.The cliff sides are eight separate meshes, sides, and corners, each with a simplified mesh collider. They all share the same material, which speeds up their rendering.This setup allows the level designer to use these building blocks to create most of the levels using the final game assets but with a fast workflow that’s very close to white-boxing, to allow quick iteration on ideas.This terrain module “building block” approach resulted in many overlapping modules due to the organic shapes of the levels. It also led to most of the cliff sides being inside or behind other modules and never seen by the game camera. To solve this, we created an Editor tool that went through each module one by one, checking to see if any part of them could ever be seen from the game camera’s angle and removing all of the unseen ones. We used a Houdini Engine tool to create continuous terrain meshes based on the different sections of the terrain modules.A modified version of Unity’s Polybrush package was used to paint the different materials on the terrain meshes. The modification was that Polybrush would paint a control texture, similar to how Unity’s terrain system does, instead of painting values to the vertices of the mesh.Ambient Occlusion is then baked into the vertex color of the terrain meshes to better visually ground the objects placed on it.A custom tool was then used to distribute small objects such as grass, flowers, and small rocks onto the terrain meshes. The distribution of the objects is controlled individually using parameters like density, underlying material, terrain curvature, or proximity to larger objects. Throughout the project, we stayed with very low density to minimize the performance impact of small vegetation.We then used another custom tool to split the mesh colliders of the different terrains. We did this in two ways:- As a grid, to reduce the triangle count and volume of each mesh collider and improve the game’s physics performance- By material, so that the game can generate different sounds and footstep VFX based on which material the characters are walking on (grass, sand, snow, ice, etc.)Check out the other instalments of our blog series deep dive into Survival Kids production: - "Graphics and rendering tips from Survival Kids" - "Level layout and terrain workflows in Survival Kids" - "Inside the Survival Kids multiplayer network infrastructure"To learn more about projects made with Unity, visit the Resources page.

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456|blog.unity.com

Graphics and rendering tips from Survival Kids

This summer, Unity released the first game developed end-to-end in-house, an update on the co-op family game Survival Kids, in partnership with KONAMI. The game was built by a small internal team of about 20 people at its max, so the team had to find innovative ways to stay within the scope of the project and release timeline with limited resources, just like any indie studio. In this post, we dig into how we created the game’s visual frame and rendering.We wanted to achieve something visually interesting. Our goals were very artistic, but we also wanted to make it very cheap in terms of performance since we didn’t know what kind of device capabilities we’d be working with at first.The first part of the project was just visually exploring – we had an art diorama that we were using to show how we imagined the art to be. Part of that is a very stylized lighting setup, including customized shadows.We went with the Universal Render Pipeline (URP) since it has a great track record for performance on a wide range of devices, and it’s relatively easy to create any new features we need to make it hit the game’s visual targets. The rendered frame is very close to vanilla URP in Forward mode, since the game mostly has only one light source, the sun. We have a few modifications here and there, like the custom shadows, ambient occlusion, and a couple of other custom render features, but overall it’s vanilla URP onscreen.The biggest addition was to the shaders to support the very specific look of the art direction since we needed to make modifications to how lighting was calculated. Making custom shaders isn’t particularly new, however we wrote our own custom Shader Graph targets to ensure that anyone could contribute. Using AssemblyDefinitionReferences allowed us to add project specific Shader Graph targets without needing to have a completely custom URP version. This let us stick to the vanilla URP with just our local Shader Graph targets, which worked really well for our project.One of our aims was to have dynamic lighting – we wanted the option to be able to change the lighting color, intensity, etc. That meant we couldn’t easily bake lighting information using lightmaps, so we would be missing out on some of the lighting detail you would get from baking in bounce lighting / global illumination. We needed to think of different ways to balance high visual quality and good performance with a dynamic lighting approach, since it is normally more expensive. This led us to use LightProbes initially and also relying more heavily on Ambient Occlusion (AO) to help ground objects.Because we knew that global illumination was going to be very important for this project, we initially implemented a custom solution that would update LightProbes at runtime. But then when we moved to Unity 6, the team really wanted to switch over to Adaptive Probe Volumes (APVs) because the visual quality was considerably better than the system we’d knocked together while having comparable performance impact. When you have the option of upgrading from something good to something really good that’s high quality and performant, you just switch.The ocean was heavily based on a Unity URP demo project Boat Attack, but with a more stylized look. One of the things we really wanted to do was have wake coming off from the island and other elements in the water. This is usually implemented by using the depth buffer to work out the coastline by distance – but we don’t have a coastline, really, we have a Whurtle-island.With the Whurtle-island, you have a sudden dropoff, and there’s not enough depth falloff for the effect, especially taking into account the terrain submerged under the water. The best idea we came up with was to use a signed distance field, or SDF – it’s basically a texture that encodes the signed distance of an object, or, in our case, the coastline. This way, we can start the wake at a certain distance from the coastline, then use sine wave and some distortion textures to give it an interesting look.In the end, we had an Editor tool that bakes the signed distance for the coastline based on four set water heights. Then we did some blending and lerping between them for a rough approximation of where the coastline actually was, since the water level in most levels changes depending on the player’s progress. We relied on this pre-baked SDF information for several different effects, from adjusting ocean wave height to adding foam, wake, and caustics. For visual interactions, a capsule is rendered from a top-down view around anything we needed to track the position of, like players, carriable objects, tools, etc., into a RenderTexture. The texture is based in world space with a sliding window as the player’s camera moves around.We generate an offset (red, blue) from the center of the capsule, as well as worldspace height information (green). In the alpha channel, we store a falloff value for the strength. That’s then used by different shaders for creating effects such as vegetation bending, animated ripples on water surfaces, or darkening the terrain a bit to create a very soft shadow effect. For a performance optimization, we used a depth prepass, which fills the depth buffer before we render objects normally, reducing the cost of rendering those objects due to early depth test rejection.We dealt with dithered objects separately in a custom pass because we need to render them differently depending on their state and which player is viewing them. They’re in a different GameObject layer that is excluded from Opaque Layer Mask in the renderer so they’re not automatically rendered, and this means we need to render them in a custom pass. We used MaterialPropertyBlocks to set individual values for objects and applied stencils to mark up the objects that are dithered so we can blur those sections later on. However, since this breaks SRP batching, we needed to limit its use. We decided to only apply MaterialPropertyBlocks as needed and remove them when done, restoring objects to a batchable state.In the end, we have a whole pass that just deals with how we render that particular layer into the depth buffer. Next, we apply a stencil on the depth buffer to mark off which pixels are part of the objects that we’re fading away, and then that gets used later when we’re doing anti-aliasing. Part of our art style was to have colored shadows with a gradient along the direction of the shadow. To achieve this, we had a custom screenspace texture generated from a RenderFeature that would sample the shadow map in world space, but also look ahead in the XZ plane to determine a shadow blend value. This is similar to a PCF filter used in soft shadows, but in one direction. This was rendered into a downsized texture about quarter the size of the screen, and we then blended the shadow color between three colors.Unfortunately for us, the SSAO provided with URP wasn’t quite suited to our needs. While it’s a mobile-friendly implementation, for the look we were going for we needed to set the radius value quite high, which took a significant chunk of our frame budget (~4ms). Instead, we reused the MSVAO implementation from the old PostProcessing Stack v2 package, with some minor changes to make it more efficient and integrate our shadow color.Survival Kids has the standard rendering passes you expect in URP (Opaque, Skybox, Transparency), but we also have an additional pass to handle our dithered objects, just after the opaque pass. This is where we will actually render our dithered geometry due to the fact that geometry in this layer is not rendered in the opaque pass. We also do a depth equals test in this pass to ensure we only render where we prefilled the depth buffer.For objects that are dithered, we need to disable Ambient Occlusion on them due to the artefacts that will occur due to MSVAO treating the “holes” in the depth buffer as occlusion.After the scene is rendered, we apply our anti-aliasing. Unfortunately, the areas that are dithered will trip up the algorithm (SMAA), causing visual artefacts. To avoid this, we need to deal with these areas separately. Areas that are dithered (determined by the stencil) are blurred, producing an alpha blend effect on those areas, and then SMAA is processed in the areas that aren’t dithered. This is skipped in certain circumstances, but we end up with a cleaned-up final image ready for post processing.We kept our post-processing effects as cheap as possible, using just a bit of Tonemapping, Bloom, and Color Correction.At one point, we used URP’s Blur in post-processing to soften the game behind the UI, but we replaced that with a cheaper Kawase blur RenderFeature later on. Our UI system is built on UGUI with a bit of custom rendering for the fading.The way we initially set up our UI, we were fading menus in and out, but this approach caused some issues due to how the alpha is done for the UI. At first, we started rendering the UI into a separate texture via a camera, then blit that correctly so we can fade the UI into the main image, we changed this so it could be achieved using a RenderFeature rather than using an entire extra camera.Check out the other instalments of our blog series deep dive into Survival Kids production: - "Graphics and rendering tips from Survival Kids" - "Level layout and terrain workflows in Survival Kids" - "Inside the Survival Kids multiplayer network infrastructure"

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