13lack13ox Labs

From IAP to hybrid monetization: A player-first approach

In-app purchases (IAPs) are the primary monetization strategy for many free-to-play gaming apps. IAPs offer significant revenue generation at a low cost, both in terms of resources and player experience. But relying solely, or even mostly, on IAPs has trade-offs that could affect the long-term success of your game.That’s why Unity’s Game Design & Revenue Consultancy team recommends adopting a hybrid approach to monetization - using a mixed model of IAPs, system-initiated ads, and user-initiated ads. In their recent live webinar, the team shared the reasoning behind this recommendation, as well as actionable ways to plan and implement hybrid monetization in your game without disrupting the player experience.Watch the webinar here or keep reading for the highlights.Current challenges of IAP monetizationFor many mobile free-to-play games, IAP reliant strategies can have significant drawbacks, including:Limited player spend: The vast majority of players will never make a purchase in a mobile game, leaving conversion rates low — only 1-3% of daily active users engage in IAPs [Source: 2024 Mobile Growth and Monetization Report. Unity, 2024].Dependence on high spenders: A small percentage of players contribute the majority of revenue, creating financial risk if high spenders disengage. Overemphasis on monetization can alienate non-paying players and lead to retention problems.Market saturation: Game genres are becoming increasingly crowded, and players expect premium quality without paywalls. High user acquisition costs further exacerbate this issue.The case for hybrid monetizationIncluding ads in a game's monetization strategy opens up new opportunities and offers unique benefits, both for developers and the player community. Hybrid models often center on non-intrusive, player-friendly ad formats such as rewarded ads and offerwalls. Many also include system-initiated ads like interstitials after careful implementation and testing. The Unity Game Design & Revenue Consultancy recommends first implementing rewarded ads before looking to include system-initiated ads. The benefits to players of rewarded ads:Rewarded ads are opt-in ad placements, offering players to exchange a short amount of time spent watching an ad (30 seconds to 1 minute) for in-game rewards, like power-ups, extra lives, or bonus levels. Similarly, offerwalls are also opt-in but instead of exchanging time for rewards, players take actions (like beating a specific level in a game) to unlock rewards.These formats allow non-spenders to access content they otherwise wouldn’t experience, including paid content, and allow players to progress further in-game than they would have. The fact that they’re opt-in enables these placements to be impactful for monetization, while at the same time keeping the player experience undisturbed.The benefits to developers of rewarded ads:These ad formats also offer major benefits to developers, opening potential new revenue opportunities and enabling game developers to generate revenue potential while minimizing dependence on IAP. Moreover, they often incentivize players to engage more and deeper with a game - increasing return sessions, daily logins, and exploration of in-game IAP stores.Designing a player-friendly ad strategy that includes system-initiated adsA successful hybrid monetization plan relies on carefully integrated ads that protect the player experience. Developers should focus on maintaining game balance by managing reward structures in rewarded ads to avoid pay-to-win scenarios and prevent player churn. For system-initiated ads, ads should also complement, not interrupt, the existing core gameplay loop. Disruptive ad placements and overexposure can lead to negative player experiences, and therefore churn. Unity networks use features like viewing caps for ads and mid-session placements to help ensure ads don’t interfere with immersion. Unity also offers in-depth analytics to help developers refine ad strategies to align with specific player preferences and behaviors. Use them in conjunction with continuous testing to optimize your ad placements and implementation.Roadmap to implementationThere are 3 key phases to successfully transitioning from an IAP model to hybrid monetization.Phase 1: Player segmentation The initial step involves identifying different player segments, such as whales (high spenders), minnows (occasional spenders), and non-spenders, to create tailored ad experiences for each group. For non-spenders, a best practice is to first introduce them to rewarded ads, which highlight the game's value and serve as an incentive for potential future purchases, before implementing interstitial or banner ads.Phase 2: Pilot testingAfter defining player segments, small-scale controlled tests are conducted to assess the impact of ad placements. For example, this may involve limiting the testing scope to specific regions or targeting around 5-10% of the player base. Various ad formats, including rewarded ads, interstitials, banners, and offerwalls, are tested to understand their effectiveness. Metrics such as ARPDAU and retention rates are compared between test groups and control groups to evaluate how different ad implementations affect player engagement and revenue.Phase 3: Iteration and optimizationOnce initial testing is complete, ad placements, pacing, and reward structures are refined using insights derived from analytics. Adjustments are made to balance ad frequency and player retention, ensuring that player satisfaction does not decline. To avoid cannibalizing IAP revenue, reward values are carefully calibrated. A/B testing is used consistently to track player engagement, ad performance, and eCPM, ensuring a steady optimization of both gameplay experience and revenue generation.Get the hybrid monetization advantageHybrid monetization represents a more sustainable, and often profitable, game monetization strategy. By complementing IAPs with player-friendly ad strategies, developers can both diversify their revenue streams and enhance player experiences. The key lies in striking a careful balance, integrating ads seamlessly into gameplay, and refining ad placement and frequency through testing and data analysis.Hybrid monetization not only addresses the challenges of IAP reliance but also creates a win-win scenario for developers and players alike.Get more from Unity Game Design & Revenue ConsultancyFollow Unity Grow on LinkedIn for more expertise and case studies from our leading game design consultants. Interested in working with the team? Reach out to your Unity account manager to find out how our experts can help you.

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Introducing AI stories: daily benefits shine a light on bigger opportunities

Sam Altman has written that we are entering the Intelligence Age, a time when AI will help people become dramatically more capable. The biggest problems of today—across science, medicine, education, national defense—will no longer seem intractable, but will in fact be solvable. New horizons of possibility and prosperity will open up.

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Why We Think

Special thanks to John Schulman for a lot of super valuable feedback and direct edits on this post. Test time compute (Graves et al. 2016, Ling, et al. 2017, Cobbe et al. 2021) and Chain-of-thought (CoT) (Wei et al. 2022, Nye et al. 2021), have led to significant improvements in model performance, while raising many research questions. This post aims to review recent developments in how to effectively use test-time compute (i.e. “thinking time”) and why it helps.

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551Apr 28, 2025|blog.unity.com

How four top developers found smooth sailing (and porting) with Android XR and Unity 6

A few months ago, Unity launched day-one support for Android XR with tools, features, and dedicated documentation to help developers start experimenting and creating on this exciting new platform.We recently sat down with developers from four industry-leading XR studios – Owlchemy Labs, TRIPP, Resolution Games, and Litesport – to hear more about their experiences porting apps and creating new experiences in Android XR. These teams shared insight into their successes and challenges, and they provided actionable advice for developers ready to chart their course into Android XR development.TRIPP, an AI powered mental wellness app available on mobile and VR platforms, is bringing their flagship title to Android XR, while Resolution Games is porting their hit title Demeo. Litesport is bringing over numerous apps and titles: their Litesport app plus Rumble Boxing, PureBarre, StretchLab, Cyclebar, and Club Pilates, their five Xponential+ fitness titles. Lastly, Owlchemy Labs is bringing over Vacation Simulator and Job Simulator. Owlchemy Labs is also creating a new game exclusively for Android XR, Inside [JOB], which is designed as an onboarding experience onto the new platform.If you’re planning on creating and/or porting your existing games and apps to Android XR, keep on reading! Why developers are creating for Android XR and choosing UnityExploring a new platform can be both an exciting and challenging endeavor. When we asked developers why they chose Unity for their Android XR development, they commented on Unity’s robust multiplatform support, integration with emerging XR standards like OpenXR, and developer-friendly resources like sample projects and templates.Phillip Johnson, lead platform engineer at Owlchemy Labs, explains his appreciation of Unity’s support for Android XR: “Unity's strength lies in its multi-platform support, making it a top choice for game developers. Android XR support is particularly easy due to Unity's existing Android compatibility and the flexibility of the Android XR framework. This efficiency allows developers to focus on improving gameplay and user experience.”For Resolution Games, porting their hit game Demeo to Android XR wasn’t just about expanding to a new audience – it was an opportunity to modernize the game for all platforms. Petter Nygren, tech lead for Demeo, shares that, “Android XR requires a modernization of the game that also benefits all the platforms and the game as a whole.”As experienced XR developers, the transition aligns with their ethos of embracing new devices. As Nygren explains, “We’re right in the middle of XR development. Any new platform is a great step forward. Android XR is the next step for us.” Nygren credits Unity for making the process smooth, especially due to features like OpenXR input handling and Universal Render Pipeline (URP) integrations, saying “We would not have been able to create the same product without Unity as the engine.”Porting to Android XRWhile it makes sense to bring your game to a new platform – whether to reach a wider audience, meet players where they’re already gaming, or be an early option on a new headset – porting an existing game to a new platform can require copious amounts of time and labor to get it to fit new platform specifications, especially if you're developing natively for each one. Using a tool like Unity, which supports more than 20 platforms including Meta Quest, visionOS, and PlayStation VR2, can streamline this process.Daniel Kharlas, TRIPP’s director of Product & Technology Operations, credits Unity for its proactive communication with developers. “Unity has been very clear in their direction – from embracing URP, OpenXR, and XR Interaction Toolkit to emphasizing standards for XR hands,” he says. “All of these decisions made it easier for us to adapt quickly, especially moving into Android XR. Unity and Google’s partnership, combined with these choices, really shine here.”Advice for getting started now, without hardwareJust because there’s limited availability of development hardware doesn’t mean you can’t get started with Android XR today. We talked to our developers about what challenges they faced and some tactical advice for how to get started.For both Resolution Games and TRIPP, a specific challenge was making the switch to URP. Nygren from Resolution Games explains that, “It’s important to maintain the original look of the game, and that has been quite challenging in the update… It’s very hard to sort of replicate the look of the built-in render pipeline with URP if you want to keep it one-to-one with the visuals. The game is quite big, and there’s a lot of assets and content. It was a lot of work to do the upgrade and retain the same look.”“Converting projects with custom shaders to URP was our most labor-intensive step when transitioning from Built-in Rendering to URP,” explains Kharlas from TRIPP. “If you have complex custom shaders – often used for unique art styles in VR – be prepared to invest the time needed to convert those to URP-supported shaders. In the long run, this will make subsequent ports, like to Android XR, much smoother.”Kharlas laid out clear steps for how to prepare for Android XR development, even without a headset in hand. First, developers must start by updating your projects to Unity 6 [or 6.1] and adopt OpenXR. Then, Kharlas gives the following recommendations:Use URP (Universal Render Pipeline) to ensure graphical compatibilityTransition to Vulkan for better performanceLeverage XR Hands packages since Android XR is hands-firstBoth Litesport and TRIPP found the VR and MR multiplayer templates and Android XR sample project invaluable to get started. “I’d recommend following Unity’s sample project setup for Android XR. Understanding how elements work together before you begin porting or creating your app accelerates your learning curve,” explains Ryan Turner, Software Lead at Litesport. For more information on converting to URP, check out our e-book, Introduction to the URP for advanced creators – which has been newly updated for Unity 6. You can also access our ebook Create popular shaders and visual effects with the Universal Render Pipeline to learn more about shaders. For those looking to get started with our VR multiplayer template, watch our video tutorial:New capabilities in Unity 6Back in October 2024, Unity 6 was released with Android XR support being made available beginning on Unity 6 and onward. Therefore, those creating for Android XR must upgrade your projects to Unity 6 or newer.Luckily, representatives of all studios are enthusiastic about their Unity 6 experiences thus far.For Litesport, this meant skipping two versions up to Unity 6, which is necessary for Android XR support: “We were on Unity 2021, and so we upgraded to Unity 6 before we started the port, and that was critical... We have a complicated app with a whole bunch of stuff in it… and the upgrade's been awesome" explained Turner.When asked about Unity 6, Nygren from Resolution Games explained: “Unity 6 is quite similar to previous versions, making migration relatively easy. It functions as expected, which is great. The only Unity 6-specific feature we used for the Demeo port was Adaptive Probe Volumes, the new light probe system. This system was especially appreciated by our lighting artist, who found it to be an improvement over the previous system.”What’s new in Unity 6.1 and Android XR Pre-Release packageWe recently launched our first update release to Unity 6: Unity 6.1. For XR developers building in Unity 6.1 (released last week), you can now streamline the build process with the ability to create multiple build configurations and leverage support for Shader Graph with URP Application Spacewarp. We’ve already been working with Litesport and TRIPP to validate our tools on Android XR through our production verification initiative that ensures our latest platforms are tested using real productions.We also released our Android XR Pre-Release package, which brings several exciting features and optimizations: Dynamic Refresh Rate to optimize performance and power consumption based on your XR application’s current needs; Multi-View Per View Viewports support for Vulkan; visibility mesh occlusion to enhance GPU performance for post-processing effects; hand mesh functionality that enables hand visualization and occlusion; and updates to the Unity MR Template, including occlusion and persistent anchors.Takeaways: Upgrade to Unity 6 and begin todayAs these four studios demonstrate, Android XR development with Unity offers exciting opportunities paired with surprisingly smooth workflows. Whether you’re building new apps or migrating existing ones, here are key takeaways:Upgrade to Unity 6 and adopt OpenXR: These two steps are required for creating your Android XR project. Additionally, use Vulkan as your rendering API to significantly reduce GPU overhead while maintaining graphics quality.Start now, even without hardware: Leverage Unity’s latest tools, templates, and documentation to help you get started.To stay updated on Unity’s latest Android XR news and developments, be sure to bookmark the #AndroidXR tag. For everything XR, visit Unity’s XR development homepage to explore all the tools and resources we have to offer.

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Unity 6.1, a Supported Update release, is now available

We're excited to announce the release of Unity 6.1, our first Update release in the Unity 6 family. This release continues our commitment to delivering a stable, performant engine while expanding platform reach and adding new capabilities to help you create exceptional games and experiences.How Unity 6 releases are supportedWith Unity 6, we have changed our release model to ensure consistent quality and stability across every version, and make it easier for you to choose the right one for your productions. The Unity 6 family is designed to be stable and supported over an extended period, minimizing the cost and risk to upgrade – while improving on device performance so you can continue providing the best player experience possible.While we will continue to provide Long Term Support (LTS) versions, we are introducing Update releases (e.g., Unity 6.1) so that we can deliver new functionality and platform support more quickly. Unity 6.1 and all Update releases undergo the same rigorous quality assurance and stability testing as our LTS releases. Update releases are production-ready and fully supported, unlike previous Tech Stream releases, which were primarily for early testing of new features. Here’s how it works:Long Term Support releases (LTS)Unity 6.0 LTS, which released October 2024, is supported with two-year LTS, with an additional year of support for Unity Enterprise and Unity Industry users.Unity 6.3 will be released as an LTS version later this year. Our goal is to release an LTS version annually, providing a stable foundation for your projects.Recommended for: Live service games and creators who are about to lock in production on a specific version of Unity.Update releases (Supported)As an Update release, Unity 6.1 receives the same level of support as an LTS (including bug fixes and critical platform updates) until the next release is published. When Unity 6.2 is released, it will become the only Supported version. We aim to release multiple Update releases each year.Being able to confidently upgrade to the latest Update means you can always keep your productions on the most current release without sacrificing stability or performance. Recommended for: New and mid-cycle productions, and developers looking for the latest features and supported platforms. Update releases are fully production-ready and the preferred choice for beginning new projects, as they contain the latest features, platform support, and performance improvements.By supporting both LTS and Update releases, our goal is to give you maximum flexibility in how you approach development and live productions.What's new in Unity 6.1Unity 6.1 builds on the stability and performance shipped in Unity 6.0 LTS to enable you to deliver to more platforms, with better graphics, more efficiently. Here are some highlights available in this Update release: Get the best performance on any deviceUnity 6.1 offers significant performance optimizations to help your games run smoothly across a wide range of hardware:Deferred+ - Build richer worlds with the Universal Render Pipeline’s (URP) new deferred rendering path, which accelerates GPU performance using advanced Cluster-based light culling for more lights, with support for GPU Resident Drawer for more objects.Variable Rate Shading - Improve GPU performance with minimal impact to visuals. Set the shading rate of custom passes within URP/HDRP, and generate Shading Rate Images (SRIs) from textures and shaders.Get access to powerful workflowsStreamline your development process with tools to deliver higher quality games more efficiently:Project Auditor for static analysis - Analyze scripts, assets, project settings, and builds. Learn how to resolve issues and optimize the quality and performance of your game.Build Automation - Accelerate iteration cycles with cloud builds, with Build Automation now integrated directly into the Editor. Reach the widest audience of players globallyCreate for the latest supported platforms and devices to maximize your player reach:Large screens and foldables - Access enhanced support for large screens and foldables with the latest Android APIsUnity for Web - Run your Unity games anywhere the web exists, including mobile browsers. Experiment with the latest WebGPU graphics API integration and unlock compute acceleration for web browsersInstant Games on Facebook and Messenger - Streamline building, optimizing, and uploading instant games to Facebook and MessengerAndroid XR and Meta Quest - Save time and streamline the build process with the ability to create multiple build configurations for release and development builds including new support for Shader Graph with URP Application SpacewarpPC and console - Improve CPU performance, PSO caching, and ray tracing with enhanced DirectX 12 supportA continued focus on qualityUnity 6.1 features enhanced stability and performance designed to give you confidence in your development process. Easier upgrades between update releasesUpgrade your project to the latest update release with minimal disruption. With the Unity 6 generation, we've changed how we release the Unity Engine so that we can keep improving performance and stability, while making it easier and less disruptive for you to upgrade.Update releases undergo a minimum of two months of rigorous regression testing. New features and the upgrade process are tested in production with real games to ensure stability and minimize workflow disruption.Production VerifiedUnity 6 releases are tested and validated in real production environments with studios building games across different genres and platforms. These teams are using the latest versions of Unity, and, in some projects, we're acting as co-developers to directly embed our engineers in their production teams.This Production Verification approach allows us to:Test features in complex, real-world scenariosIdentify issues that only emerge at production scaleRefine tools based on direct feedback from game developersEnsure stability in diverse development environmentsBy working alongside developers in this way, we can deliver tools that perform reliably in the real world, not just in isolated test environments.For example, Survival Kids represents the first time Unity has designed and developed a game end-to-end in collaboration with a publisher partner, KONAMI, directly enabling us to improve the performance and stability of the Engine. We have also partnered with Black Salt Games and Google, learning about game services and implementing optimizations through porting DREDGE to Android. We are working with 10 Chambers to validate Engine graphics improvements in their upcoming co-op FPS heist game Den of Wolves, and with Litesport and TRIPP to validate readiness of the all-new Android XR platform.The insights gained through our Production Verification program have directly influenced many of the improvements in our latest Update release.Download Unity 6.1 todayUnity 6.1 represents our ongoing focus on stability, performance, and platform reach to ensure Unity remains the most versatile and reliable engine for game development. Whether you're creating mobile games, console titles, or XR experiences, Unity 6.1 gives you the tools to bring your creative vision to life and reach the widest possible audience.We encourage you to download Unity 6.1 and take advantage of these performance improvements, workflow enhancements, and expanded platform support. Check out the Unity 6.1 release notes for a comprehensive list of features and the Unity Manual for details on how to use them. Tune into our What’s new in Unity 6.1 livestream today, where our teams will dive deeper into the updates. Your feedback continues to shape our direction, so be sure to join the community on Unity Discussions for a follow-up Q&A after the livestream. You can also share your feedback directly with our product team through the Unity Roadmap.

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DirectX 12 improvements in Unity 6

Greetings from the Unity Graphics team!In this post, we will cover the latest improvements to the functionality and performance of the DirectX 12 (DX12) graphics backend. As of Unity 6.1, DirectX 12 is now set as the default graphics API for new projects.DX12 provides a modern, lower level and thinner abstraction for graphics acceleration. It was designed to better utilize multi core CPUs, by allowing applications to efficiently multi-thread the recording and submission of graphics commands to the GPU.We also recommend you watch the latest Unite Graphics Performance session, where we cover some of the latest improvements to DX12.Accelerate CPU performance with Split Graphics JobsThe new Split Jobs threading mode for DX12 improves on the older “Native Jobs” threading mode, by reducing synchronization between the main thread and graphics jobs thread.This is especially beneficial for CPU-bound games, which render large and complex environments, submitting many draw calls.As of Unity 6, Split Graphics Jobs are also supported in the Unity Editor for DX12, to improve the Scene and Game View rendering performance. You can now toggle Graphics Jobs from the Editor’s “Preferences” -> “Job Settings” panel.NOTE: DX12 multithreading comes with additional graphics memory cost, due to the allocation of additional resources per thread. This imposes a tradeoff between CPU performance and memory usage, and can increase memory usage compared to the single-threaded DX11.Beyond CPU performance, DX12 exposes the latest GPU capabilities to game developers, unlocking new ways to improve both fidelity and performance.Prevent rendering stutters with PSO TracingWith DX12, we can explicitly state the needed graphics states well ahead of rendering time, by creating and caching Pipeline State Objects (PSOs). This workflow eliminates application stutters/hitches, resulting in smoother rendering and game play.To enable this, Unity 6 introduces support for the new GraphicsStateCollection API. In the below example, we are using the API to precook PSOs before loading the scene. This results in a stutter-less flythrough of the Garden demo.For more information on PSO tracing, check the official Unity Discussions post.Balance shading performance and quality with Variable Rate ShadingDX12 also introduces support for Variable Rate Shading (VRS), to control the shading rate of pixel shaders and draw calls. Using the new VRS API in Unity 6.1, we can generate a shading rate image (SRI) from texture, or procedurally using shaders. Once created, we can apply the SRI using the CommandBuffer API, or using Scriptable Render Passes.In the example below, we are applying a lower shading rate to screen areas affected by motion blur. This reduces the pixel shading overhead, without noticeable degradation to visual fidelity.To learn more about Variable Rate Shading, check the official Unity Discussions post. Improve GPU utilization with Async ComputeAnother capability introduced by DX12 is Asynchronous Compute dispatch. This allows to overlap Compute Shader execution with heavy rasterization workloads, to improve GPU parallelism.. Raster-heavy passes (such as Shadowmaps) are often bound by geometry processing, and may not fully utilize the GPUs shader cores. By dispatching compute kernels asynchronously, we can increase GPU utilization and reduce frame times.For more information on DX12 exclusive features, please refer to the official documentation.Push fidelity to the max with DirectX Ray TracingUnity’s High Definition Render Pipeline (HDRP) utilizes DirectX 12 Raytracing (DXR), to achieve unparalleled visual fidelity and realism. This is demonstrated by the “Enemies” real time demo, which uses HDRP and DXR to achieve stunning visuals.Unity 6 provides production-ready support for Ray Tracing, along with DXR 1.1 feature level compatibility. This brings many improvements to ray tracing functionality and performance.Solid Angle Culling allows to improve ray tracing performance, by discarding objects that are too small or distant. You can enable angle culling via the HDRP ray tracing setting (Culling Mode), to significantly reduce CPU processing time Additional improvements to DX12 Ray Tracing include:Inline Ray Tracing in ShadersRay Tracing Acceleration Structure Build FlagsIndirect Ray Tracing DispatchIndirect Ray Tracing InstancingUnity 6 also reduces memory usage for DX12 Ray Tracing via:BLAS Compaction reduces the memory usage of static meshes.Custom GPU memory allocator for small BLASes reduces the memory usage of small meshes and details.MinimizeMemory flag can be set per MeshRenderer, to further reduce memory usage.Reduce memory bandwidth usage with DirectX12 Render PassWith the introduction of Windows-on-ARM support, DX12 also improves mobile (tile-based) GPU efficiency, via the new Render Pass API.The DX12 Render Pass is utilized by the Render Graph system in Unity 6, which automatically tracks and merges compatible render passes. In the example below, Render Graph is able to merge the geometry render passes, and load the GBuffer textures directly from on-chip tile memory. This can significantly reduce bandwidth and energy usage, along with thermals, allowing mobile devices to run for longer and at a stable framerate. To learn more about on-tile rendering in URP, see the Render Graph documentation. Accelerate Neural Network Inference with DirectMLIn addition to graphics improvements, DX12 can also improve the performance of Neural Network inference through the Sentis API. When using DX12 and the Sentis GPU backend, we observe up to 50% reduction in inference time when executing larger Convolutional Neural Networks.To learn more about DX12 acceleration for Sentis, check the official Unity Discussions post. Platform supportDirectX 12 is supported on modern Windows platforms. Please follow these instructions for checking which DirectX version is supported by your PC. You can also refer to Wikipedia for per-GPU information on DirectX 12 and feature level support:NVIDIA: https://en.wikipedia.org/wiki/List_of_Nvidia_graphics_processing_unitsAMD: https://en.wikipedia.org/wiki/List_of_AMD_graphics_processing_unitsIntel: https://en.wikipedia.org/wiki/List_of_Intel_graphics_processing_unitsDirectX 12 may not be recommended on significantly old GPU models and outdated driver versions. If you are targeting legacy Windows devices, we recommend you still target DirectX 11 or keep it as a fallback API.Please give these latest DX12 improvements a try, and let us know what you think!You can follow our progress via the public roadmap. If you cannot find the feature you are looking for, feel free to submit a feature request, or contact the team directly in this thread or the graphics discussion forum.

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From niche to norm: The evolution of the gamer identity

In a recent webinar, "Playing to Win with Cross-Media Plans and In-Game Advertising," hosted by DISQO, Unity joined Zynga to discuss the evolving player and in-game advertising landscape and one thing became clear— with mobile gaming rising across demographics (69%) versus other platforms such as console (41%), the term, “gamer” is broadening beyond an otherwise specific definition. The traditional definition of a "gamer" no longer applies.* The stereotype of someone glued to a console simply doesn’t reflect today’s reality.In 2025, more than half of the U.S. population (57%) will play games across consoles, PCs, and mobile. Yet, despite gaming’s massive reach, only 23% of players identify as a "gamer".** The disconnect between the widespread activity of playing games and self-identification shows how gaming has expanded far beyond older labels. This transformation has largely been driven by a critical factor: the ubiquity of smartphones and the accessibility of mobile games.Mobile gaming is everywhere—And it’s redefining the gaming audienceSmartphones have made gaming more accessible than ever, pushing the average player age from 29 in 2004 to 36 in 2024. Now, women outpace men in mobile gaming (73% vs. 65%), and players span every generation, from Gen Z (61%) to Boomers (67%).*Think about it - the millennial solving Wordle every morning, a grandma crushing Candy while watching TV, or a Gen X professional playing Solitaire during their commute. And yet, despite the diverse audience and massive reach, only Gen Z is likely to self-identify as a “gamer”. **As Ari Brandt best put it in the webinar: “The term gamer evolved out of a legacy perception of who played console games. But today, gaming is everywhere and everyone, with mobile leading the charge. The growth of mobile gaming and the wide variety of genres available on mobile is why this audience is so diverse....Most people who play mobile games don’t call themselves ‘gamers,’ and neither should brand marketers.”The real opportunity: High-value consumers who playFor advertisers, mobile games are prime real estate, offering unmatched engagement, purchasing power, and loyalty. Unlike passive scrolling on social media or playing the TV in the background, when audiences play mobile games they are fully engaged with their screens making it one of the most valuable ad environments for brands.And these audiences aren’t just engaged, they also spend.54% of Gen Z and 52% of Millennials pay for gaming experiences.*39% of people who play mobile games have made a purchase after seeing an in-game ad (53% among Gen Z).*58% of Gen Z and 56% of Millennials are more likely to consider a brand that advertises in their favorite games.*To tap into these audiences effectively, advertisers need to integrate ads seamlessly into the gaming experience. The best-performing campaigns meet players where they are, using formats designed to enhance engagement rather than disrupt it:Rewarded ads: Players opt in, brands get attention, and engagement soars. 76% of players prefer them over mandatory ads.***Custom integrations: Well-designed, native ad experiences feel like an organic part of the game.Interstitial ads: When placed strategically, these full-screen moments grab attention without breaking immersion.For advertisers, this is the real opportunity to reach a massive, engaged audience across demographics, at scale, with ad formats that drive engagement. Leading brands aren’t waiting—they’re already integrating mobile gaming into their media mix and building strategies that meet players where they are.The "gamer" identity is expanding—It’s time to think biggerGaming isn’t a niche and the “gamer” identity is no longer one-size-fits-all. The label is shifting, and the brands that still think of gaming as a subculture are missing out on one of the most valuable, scalable advertising opportunities available today.We focused on mobile gaming today, but gaming happens across mobile, console, and PC. Channels like CTV and out-of-home advertising offer additional touchpoints for reaching players beyond the game itself. With more ways than ever to connect with high-value, engaged consumers, it’s no longer about reach, it’s about meeting audiences in an environment where they’re paying attention, taking action, and making purchases.As Zynga’s Marian Thomas put it: “Gaming isn’t passive—it’s interactive. It’s where attention and engagement thrive.” Brands that embrace this shift will win.The takeaway? The future of gaming and advertising is bigger and more inclusive than any one label. The smartest brands see mobile gaming for what it truly is - a high-engagement, high-impact media channel with engaged users that belongs at the center of modern media strategies.Learn more about reaching your audience with Unity Programmatic Solutions and how Unity helps brands understand the performance of their in-game advertising with DISQO.* DISQO Report: In-game advertising 2025** eMarketer, "US Gamers by Generation 2025"*** eMarketer, US Consumers Appreciate In-Game Ads

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Data Feed

[ 2025 ]

Lowe’s puts project expertise into every hand

Introducing OpenAI for Countries

From IAP to hybrid monetization: A player-first approach

Introducing AI stories: daily benefits shine a light on bigger opportunities

AI helps John Deere transform agriculture

Evolving OpenAI’s structure

Lowe’s leverages AI to power home improvement retail

Expanding on what we missed with sycophancy

Why We Think

Sycophancy in GPT-4o: what happened and what we’re doing about it

How four top developers found smooth sailing (and porting) with Android XR and Unity 6

New in ChatGPT for Business: April 2025

Unity 6.1, a Supported Update release, is now available

Introducing our latest image generation model in the API

Speak is personalizing language learning with AI

The Washington Post partners with OpenAI on search content

OpenAI o3 and o4-mini System Card

Introducing OpenAI o3 and o4-mini

DirectX 12 improvements in Unity 6

From niche to norm: The evolution of the gamer identity