// transmission.log

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> Intercepted signals from across the network — tech, engineering, and dispatches from the void.

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[ 2022 ]

20 entries
1201|blog.unity.com

Mobile multiplayer 101: Your ideal tech stack

This blog takes a look at the impact of the pandemic-driven growth in multiplayer games, what players want to see in a game, and the tech that studios need to think about to support that.When it comes to multiplayer games, the industry, players, and developer needs have grown and changed drastically over the last few decades:In the mid-1990s, multiplayer gaming started out as LAN parties and couch co-op in basements.In the 2000s, multiplayer gaming experiences moved off the couch and out into the world – connecting individual players across vast distances.By the 2010s, most of the population had powerful gaming devices right in their pockets – their mobile phones. Players who wanted to game on the go no longer needed a separate device for their portable gaming adventures.Now, in 2022, the category has changed again and so have the needs of developers in order to meet new player expectations. Read on to explore all the tools you need to build your ideal mobile multiplayer tech stack.The most popular multiplayer genre on mobile today is the casual kind – with puzzle (55%) and card games (53%) reigning supreme. However, there is also strong demand for all the other genres you expect to see on console and PC storefronts.For example, 46% of all gamers who play a MOBA game play on their mobile device. Similarly, 39% of RTS gamers play on their mobile as well.So gamers want multiplayer mobile experiences. The real question is – how do you deliver them?At Unity, we think about the multiplayer tech stack in three core pillars:Creation of your multiplayer game.Connection of your players.Empowering player communication.First, you need to ideate and build a game and that’s where the multiplayer stack begins: Creation. This category includes all the tech and solutions you need to actually build fresh multiplayer experiences for gamers.Critical solutions in the creation pillar include an engine to actually build your game, and a netcode solution to handle the networking.As multiplayer games are becoming a more popular avenue to connect with others (even those who wouldn't have traditionally considered themselves gamers), crossplay has become more of a priority to developers and players alike.We believe that platforms should not be a barrier in providing accessible social experiences for people – but instead be a gateway for those experiences.And so, developers like you need sophisticated technology to connect their players not only across the globe, but across the platform divide as well.The key solutions in the connection pillar include a hosting solution to connect your players – either a relay or a dedicated game server based on your game’s needs – and a way for the players to connect in-session, with a matchmaking or lobby solution.Let’s take a quick look into how your game might choose which options are best.For hosting, a relay server is a great choice for games that:Are relatively small-scale, with around 2–12 players per game session.Are cooperative rather than competitive as relays have little in terms of cheat mitigation.Have a smaller budget, as this is a more cost-friendly option to connect players as you don’t have to pay for hosting.A dedicated game server, on the other hand, is a great option if your game:Has a wide range of player scale, supporting anywhere from single digits to dozens of players at a time.Is cooperative or competitive as it has more cheat mitigation.Has a larger budget to cover hosting costs.In terms of connecting players in-session, there are two major options: A matchmaking service or a lobby service.A lobby is a player-driven way to create gaming sessions – one player makes a lobby, shares an invite code to others or joins an open lobby list, and other players can join at their leisure. Think games like Jackbox or Among Us.Alternatively, a matchmaking solution does more behind the scenes – evaluating things like player skill and region to automatically match players for a game session. This is a more popular route for FPS games.With the rise in popularity of games over the decades came the rise of in-game communication, with more than three-quarters of multiplayer gamers using tech to communicate with other players in the session. Unfortunately, there has also been a parallel growth of toxic behavior in online gaming communities.As more people started playing multiplayer games this last year, 68% of gamers expressed that they felt there was a surge in toxic behavior, with a majority of gamers either witnessing it or experiencing it themselves.But a big part of multiplayer gaming is the social connection it provides, and so the challenge appears to promote positive and accessible communication in your multiplayer games.To do this, you’ll need technology solutions to empower positive player communication and grow engaged and healthy online communities.This stack above shows the “MVP” of a mobile multiplayer tech stack – how to create your game, connect your players, and allow them to communicate.But we’re not done yet.Putting together any kind of multiplayer is one thing – but what about delivering a truly greatmultiplayer experience? That opens our stack up to a new category – solutions built to improve the player experience. Things like friends lists, anti-toxicity software, leaderboards, and more.In late 2021, we ran a study that asked gamers to tell us their must have features in a multiplayer game, and here’s what we found:36% of gamers want quick matchmaking35% want the ability to join a match or party with friends30% want a cheater-free environment29 % want to form a party with people met in-game27% want no harassment or griefingBased on the above stats, you may want to add services like friends lists, in-game parties, and anti-cheat software to your game to improve the player experience. Ultimately, it’s up to you to find the right mix of tools and services to deliver the player experience you want for your game.There’s a lot that happens behind the scenes that can be improved and streamlined by developer-focused solutions. For example, an analytics tool to monitor the player experience and figure out what content to build next to keep your audience engaged.That opens the door to a content delivery system, which will help you roll out your new content for players – like seasonal gear or special events.And how can you keep building this new content? By funding your efforts. That’s where monetization services come in to help support you while you bring your vision to life.If this is starting to feel like an unwieldy tech stack then don’t worry, lots of providers bundle their solutions into helpful categories that will help keep you from juggling too many vendors. That was the idea behind launching Unity Gaming Services – to provide a one-stop platform that's free to get started and has all the solutions you need to build your game.One of our main goals at Unity in 2022 is to invest more in building out the ideal tech stack for multiplayer game developers – which is why we’ve launched a few new products within our Multiplayer Suite, like Relay and Lobby.We’re excited to see where mobile multiplayer gaming goes next and ensuring that our solutions are viable, useful and accessible for mobile developers is core to all of our multiplayer tech stack work in 2022.These services flesh out our existing suite of Multiplay (dedicated server hosting) and Vivox (player communication) to empower creators of all sizes. If you’re interested in checking out any of these services, head to our multiplayer suite page to learn more.

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1202|blog.unity.com

How to leverage on-device advertising to create a frictionless install experience

On-device advertising solves the critical problem of getting your app noticed by quality users at the right time - that is, directly on their device at moments triggered by contextual information. Once noticed, the next challenge is making sure users commit and install your app - enter friction-to-install.Friction-to-install refers to the resistance a user faces on the journey from noticing your ad to downloading it and opening it (at least once) - through the conversion-to-install funnel. With traditional user acquisition channels like social and search, the funnel to install is set in stone - users are redirected to app stores to download your app. On-device advertising, on the other hand, allows users to skip the app store and download your app directly onto their devices. The tricky part is balancing too much and too little friction.Let’s discuss the pros and cons of a frictionless install experience and how you can optimize your first experience with a frictionless OEM and carrier campaign.Pros and cons of a frictionless install experienceIt takes about 6 clicks for a user to install an app, and with each click, you lose about 20% of your users, according to an article by Eric Elliott, co-founder of DevAnywhere.io. Seems daunting, but contrary to what you may think, a frictionless install experience also has its challenges.Con: Harder to weed out the less committed usersThe shorter the install funnel, the less hoops a user has to jump through to get access to your app - meaning you can’t ensure the users who eventually install are highly motivated and committed.Take a survey, for example. If a survey is super long, the number of users who will complete it will be low, but the ones who put in effort to answer all of the questions will be incredibly valuable to the data analysts. Often, a fewer amount of higher-intent users generate more profit than a high amount of lower-intent users.Pro: Spend less on each installThat said, if the funnel is shorter, more users will reach the conversion event and the bids can be lower. This is because the majority of bidding algorithms are designed to optimize towards maximizing the publisher’s revenue. With a shorter conversion funnel and more users entering your app, you’ll pay less for each conversion/install event.Though with less friction, you can’t always ensure that the users entering your app will be high-intent initially, that doesn’t mean they’re any less relevant or loyal in the long term. Ultimately, less friction means you’ll pay less for users that could end up bringing a lot of value to your app.Pro: Devote more time to your productWith a frictionless experience, you have more time and resources to spend maximizing the effectiveness of your upper funnel, such as your creatives and app store page, so that users can’t find any reason to drop the conversion funnel to install your app.Because users don’t have to visit the app store to download your app, time spent on app store optimization (ensuring your app icon, description, and images are encouraging users to install) can be seriously cut down. This means you can invest more resources into your app product itself, optimizing performance for the long term and keeping users engaged.Pro: Get users to try your app without the hassleA frictionless experience also means users get a taste of your app without the hassle, encouraging them to stick around. Take a trip to the supermarket as an example. When you go to buy groceries, you’re likely to choose the same brand you always do, even though there are tons of options on the shelf. After all, you don’t want to put in effort to cook a new type of pasta you may not like. However, if there’s a testing station for a new pasta and you like it, you’re more likely to switch to that brand. It’s the same experience for apps. With a frictionless experience, users are inside your app and engaging in no time. They get the chance to test out your product without any hassle, and if they like it, they’re likely to become long term users.This is especially important for app categories that are more intuitive and easy to use. For example, almost everyone has spent time in a video streaming or travel app - they know how to use them but can’t speak to the quality of the user experience once they get inside. The biggest barrier for these types of apps is getting on users' phones, and a frictionless experience is the best way to get there.In most cases, however, the friction-to-install experience is rigid - you don’t get to choose the length of the conversion funnel. With on-device advertising, however, you get a frictionless install experience. If you choose to test out this unique strategy, here’s how to maximize its potential.Optimizing the user’s first experienceUsers acquired through traditional channels have already interacted with an informative and detailed ad that encouraged them to download your app and engage. On these channels, you can invest more into your creatives and your app store page than the first experience in your app.On the other hand, with frictionless OEM and carrier campaigns, users interact with your app directly rather than rich creatives. Think about it this way - your first experience is the ad your user never saw and your one shot at selling your app.Start with an app tutorialFirst, rather than jumping directly into asking users to set up an account, you should give them a tutorial for how to use your app and what it is all about, a common practice in gaming. The last thing you want is for new users to enter your app and have no idea how to engage. For example, when you open a well-known news app for the first time, the first screen (after asking for push notification and location permission) shows you how to swipe through news categories and pick your favorite topics. Keep in mind that this tip is more important for apps with unfamiliar user experiences, such as a shopping app with a unique buying process - most users know how to use a streaming app, for example.Help users understand your value propositionSecond, make sure users understand your value proposition and how they can “win” with your app’s features. Consider what users may already know about your app to determine the most effective way to show value. For example, a well-known meditation app doesn’t need to tell users what the app is all about. To portray value, the first screen asks users to “take a deep breath.” From the moment users enter the app, they are reaping the benefits. On the other hand, a less well-known app may want to start with their word-for-word value proposition. If users don’t know how your app will benefit them within the first few minutes of engaging, they’re more likely to churn quickly.Directly after the tutorial and value proposition, you can engage with users instantaneously by sending a notification or starting a chat message, something you can’t do with ads. You can even ask users to rate the tutorial or offer advice for the first time experience so that you can optimize your strategy.Getting users to commit and install your app is the second most critical step in user acquisition after getting noticed. While holding a negative rep, friction during the conversion-to-install funnel can offer both advantages and disadvantages for your app. It’s crucial to be aware of the pros and cons, as well as how to optimize a frictionless experience.

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1203|blog.unity.com

Raising your game with Burst 1.7

The latest version of the Burst package comes with some great improvements to both iteration time and the Burst Inspector. In this post, we’ll look at what’s changed and how our High Performance C# (HPC#) compiler technology can now help you improve performance on all platforms with even greater ease.While our DOTS technology stack leverages Burst to provide highly optimized code, Burst is a standalone package, available in the Package Manager for Unity 2019.4 or newer. Thousands of your projects on all the major desktop, console, and mobile platforms are already taking advantage of Burst.In previous Burst releases, we made significant strides in improving the day-to-day experience of working with Burst. In Burst 1.7, we have continued that trend by focusing on improving iteration time. What do we mean by iteration time? We mean the “inner loop” of development – you make a change to a C# script, switch back to the Editor, wait for script compilation to finish, wait for Burst compilation to finish, and then enter Play mode to test your change.In Burst 1.7, we have dramatically reduced the amount of time you’ll find yourself waiting for Burst, for the common scenario of making a few changes to your game code and testing it in Play mode. Burst compilation now occurs earlier in the pipeline (immediately after the script compilation pipeline has finished compiling .NET assemblies), so that in many cases it is finished by the time the resulting code needs to be run. Instead of compiling each Burst entry point separately, as happened in previous versions of Burst, Burst entry points (e.g., a job or function pointer) are now batched together to improve compiler throughput and reduce the number of libraries that the Editor needs to load.Burst 1.7 also includes a major improvement to Direct Call performance. Direct Call is a feature that we added in Burst 1.5 that permits managed C# code to directly call a Burst-compiled method, without going through BurstCompiler.CompileFunctionPointer. During a domain reload, there is some initialization work that needs to be done to wire up direct call methods, and in Burst 1.7, we have made this initialization up to 33 times faster.As a last note on the topic of iteration time, we looked at the cost of SharedStatic initialization. SharedStatic is a mechanism that allows the sharing of data between managed C# and HPC#. In Burst 1.7, we have made the SharedStatic initialization up to 13 times faster.The following graphs show the performance improvements in Burst 1.7, compared to Burst 1.6. The measurements were taken in a large customer project. The first graph below shows timings taken with a stopwatch (an actual stopwatch, not System.Diagnostics.Stopwatch) observing the Editor, so they should reflect the sort of improvements you can expect to see in day-to-day usage.The second graph below just focuses on Burst, so it excludes anything else that may be occurring in the Editor. For this particular project and modified file, Burst 1.7 is faster than Burst 1.6 in all three timings:Cold cache - Burst has not yet cached any compilation results for the code in your project.Warm cache - Burst has already compiled the code in your project and needs to load the cached compilation results from disk.Change one file - After one file is changed, Burst checks to see which entry points need to be recompiled and compiles those. Note that the amount of improvement in Burst 1.7 is, in general, dependent on which file is changed. For example, if you change a method that is used by all Burst entry points, then the difference between Burst 1.6 and Burst 1.7 will be smaller. In this example, the entry point method itself was changed.Burst Inspector (accessible via Jobs > Burst > Open Inspector…) is an incredibly useful tool for optimization work. With this tool, you can view the assembly code that will be executed on your target CPU(s). In Burst 1.7, we have added several much-requested features. A screenshot says a thousand words, so without further ado:As you can see, we have added branch markers to make it easier to visualize code execution paths. Note that branch markers can be switched off with the “Show Branch Flow” checkbox so they don’t get in the way when you don’t need them. A particularly nice aspect of this feature is that you can click on a branch flow arrow, and you’ll jump to the other end of the arrow, like this:Example of clicking on branch marker to jump to branch destinationLess important blocks of disassembly (e.g., directives or constant data) are now automatically collapsed, but these can still be toggled when you want to view them.Also new in Burst 1.7 is the ability to select just a section of disassembly and copy it.Example of selecting and copying a specific section of disassemblyHere’s a list of smaller but no-less-important improvements in Burst 1.7.Arm Neon vst1* APIs are now fully supported. We added these APIs in Burst 1.6, but guarded them behind an experimental #define. In Burst 1.7, they are no longer guarded behind that #define and are fully supported.System.Span and System.ReadOnlySpan are now supported within Bursted code. These types are not allowed as entry point arguments.Burst now uses LLVM Version 12.0.0 by default, bringing the latest optimization improvements from the LLVM project.We changed the LLVM optimization pipeline to run the loop unroller exclusively after the loop vectorizer. This improves codegen in a lot of cases.We made fmod and floating-point modulus use a faster algorithm to improve performance.Burst now generates a link.xml automatically to avoid IL stripping, causing missing symbols at runtime from static constructor usage.We improved compiler performance when doing large struct copies by detecting more cases where a load/store can be safely converted to a move-memory operation.We made a change to how we display timings when the “Show Timings” option is enabled in the Burst menu. By cleaning up and presenting the information in a clearer way.Note that Burst 1.7 is the last version to support Unity 2019.4. The next Burst version will have a minimum requirement of Unity 2020.3. If you have any thoughts, questions, or would just like to let us know what you are doing with Burst, then please feel free to leave us a message on the Burst forum.

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1204|blog.unity.com

Faces of Unity – Carol Carpenter

In this Faces of Unity post, we’re welcoming Unity’s new Chief Marketing Officer, Carol Carpenter. Read on to learn more about Carol’s passion for marketing, introduction to RT3D, love of fried foods, and more.What does your role as Chief Marketing Officer at Unity entail?The simple answer is that the job of the marketing function is to provide shortcuts for our customers. Those customers could be creators, developers, CTOs for digital twins, automotive designers – any variety of customer – but our job is to make their lives easier. We do this through simpler positioning, clearer messaging, and leveraging our channels to reach prospects, customers, influencers, and so on. At the end of the day, our job is to lower the cost of customer thinking.What excites you about Unity’s potential? What does the future of interactive 3D content look like to you?Funnily enough, I was first exposed to the power of real-time 3D through my son’s love of Beat Saber and Resist. It’s incredible to me how realistic those experiences can feel, even while you’re wearing an Oculus. After speaking with John Riccitiello in more detail about all of the different industries and use cases of Unity, I realized the vast opportunity that lies ahead for the company. The fact that anyone can be a creator really resonates with me. There’s something so magical and inspirational about that – the idea of unleashing the creator in all of us, that we all have the ability to contribute and build. It’s an amazing mission that we should be proud of.When I think about the future of real-time 3D and where Unity is right now, we’re the perfect size for scaling to meet this incredible need for content. I love this stage. If real-time 3D is a developing city, we’re at the point of deciding where we want to put the streets and parks, how big they should be, where the swimming pools go.You’ve been a GM, CEO, and marketing exec many times over. What has been your favorite role and why?I loved being the CEO of a 50-person devOps company. When you’re the CEO, the buck stops with you. I still remember the holiday party when my husband said, “Can you relax and have a good time?” But I felt so responsible for the employees, their partners, their kids. That stress and pressure of having to look after everyone was overwhelming. It was by far the most gratifying and the most terrifying job I’ve had, and helped me realize that what I truly enjoy is the customer-facing role of category creation and scale. Launching Power Macs to millions of customers, creating the first sales engagement solution, scaling Google Cloud’s offering, repositioning VMware as the multi-cloud leader – I relish these challenges.What aspects of marketing are you passionate about?What I really love about marketing is that storytelling is at the core of what we do. Marketing should focus on the functional, the economic, and the emotional value we provide to customers. When you have a clear understanding of all three and communicate well based on that understanding, that’s the gravity that brings customers and partners to you.For example, a pen is functional and economical, but with my laptop, there’s an emotional component. I have an Apple computer and I have an emotional connection to that product. Apple gets it. When people say, “We don’t have product market fit,” it’s because they’re trying to sell a Ferrari as economical, which is not describing the core value of the product appropriately.Can you share a few fun facts about yourself?I grew up in Fairmont, West Virginia, a town of 15,000 people. I can tell you firsthand, you can take the girl out of West Virginia but you can’t take West Virginia out of the girl. I love anything deep fried – okra, fries, ice cream.I’m also more comfortable underwater than on land. Though I grew up in a landlocked state, my nuclear family loves the water, specifically diving, sailing, and fishing.--If you’re interested in joining Carol and Unity on the journey to build the future of real-time 3D content, check out our Careers page. We’re hiring in more than 45 locations around the world.

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1205|blog.unity.com

Twitching with excitement for our Unity showcase – live at GDC

Yes, the rumors are true. Tom Holland and Zendaya are official, Rihanna is pregnant, and we’re launching the Unity Showcase – Live at GDC. Throughout the month of March, we'll be celebrating indies on Twitch with Creator Spotlight streams, and broadcasting live from GDC between March 23-25. This time though, we're bringing along some Unity Insiders to cohost, including fan favorites like Harry Alisavakis and Code Monkey. Mark your calendars and get ready to join!March 8 | 9 AM PT | FAR: Changing TidesMarch 10 | 8 AM PT | Dice Gambit [POSTPONED]March 17 | 9 AM PT | Chinatown Detective AgencyTBA | OlliOlli WorldLive from GDC:March 23 | 9:30 AM PT | TentacularMarch 23 | 1 PM PT | TUNICMarch 24 | 2 PM PT | Cult of the LambMarch 25 | 1:15 PM PT | Neon WhiteMarch 8 | 9 AM PT | Add to CalWhen it was announced that the geniuses behind FAR: Lone Sails were releasing a companion title, the Unity community was eager to see the announcement trailer. It did not disappoint. Once again enjoy exploring the post-apocalyptic world introduced in Lone Sails, but this time by boat. The addition of underwater exploration and expansion in the color palette has many excited to set sail in March.Cohost: Harry Alisavakis, Technical Artist at JumpShip | TwitterMarch 10 | 8 AM PT | Add to CalOne of the best things about this series is getting to spotlight hidden gems. Dice Gambit is one of those. Take the turn-based tactical combat made popular by games like Fire Emblem but add the uncertainty of dice. Anything can happen in this Neo-Renaissance metropolis and you have to adapt to what you roll.March 17 | 9 AM PT | Add to CalThe 90s left the gaming community with a Carmen Sandiego-sized hole in its heart, but Chinatown Detective Agency is here to fill it. This point-and-click cyber noir adventure game explores Singapore 2032. Traverse the cyberpunk world to unravel a global conspiracy and solve the case.Cohost: Gabi “Zyger” Maczynska, Game Developer and Programmer | Twitter | Instagram | YouTube | TwitchWith skateboarding making its comeback, the world has been hungry for a skate game that will bring back the Tony Hawk pro-skater days and OlliOlli World has more than delivered. Enter the world of Radlandia, a trippy universe governed by the skate gods, and flip and flow to Gnarvana. The switch to 3D and the evolution of its already complex trick system builds on the success of prior entries in the series. With its quirky cast of characters, crazy environments, and cheeky script, OlliOlli World feels like both a breath of fresh air and a love letter to the genre.Cohost: Joyce, Solo Developer of Astro Kat, a Catventure Game | Twitter | Twitch​​March 23 | 9:30 AM PT | Add to CalHere’s the pitch: Play as a gigantic tentacled beast and use your strength and size to assist humans with daily tasks. Intrigued? Same! This newly announced VR title from Firepunchd and Devolver Digital looks adorable and has grabbed a lot of attention with its octo-suckers.Cohost: Justin Barnett, VR Developer, Tutorial Maker, and Gameplay Reviewer | Twitter | YouTubeMarch 23 | 1 PM PT | Add to CalSmall fox. Big adventure. In Tunic, take on a world filled with confounding puzzles, ferocious monsters, and ancient secrets. This top-down, isometric action game inspired by Zelda is told in a largely indecipherable language. This decision from the developers invites players to co-create the story with their imagination.Cohost: Joyce, Solo Developer of Astro Kat, a Catventure Game | Twitter | TwitchMarch 24 | 2 PM PT | Add to CalIf anyone denounces the awesomeness of Cult of the Lamb, they will be declared a false prophet and banished from Unity’s commune. Perform dark rituals, give sermons to gain new believers, and defeat rival religious leaders to become the one true cult. This creepy and deceptively cute roguelike is set to release in 2022 so get ready to build your flock.Cohost: Manisha W, Game Developer Hobbyist and Software Engineer | Twitter | YouTube | InstagramMarch 25 | 1:15 PM PT | Add to CalHow can Neon White be encapsulated? This frantically paced part dating sim, part card game, first-person shooter looks like it will take players on a wild ride. Wake up in Heaven with no memory but the sole purpose of killing demons. Piece together the past by interacting with other characters and making strategic card decisions for godlike powers. Prepare to ascend this year on the Switch and PC.Cohost: Harry Alisavakis, Technical Artist at JumpShip | TwitterIn addition to the Creator Spotlight series, we’ll be sitting down with some of our favorite Unity creators for inclusion and narrative roundtables, and so much more. Whether virtual or in person, we would love to have you join us!For a rundown of all GDC related activities, visit our Unity at GDC page.To get live updates on what’s happening at GDC, follow us on Twitter and Instagram.For more information on how to become a Unity Insider, check out our program.For more Creator Spotlights, watch our recent Summer 2021 Playlist.

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1206|blog.unity.com

We stand with Ukraine

Over the past two weeks, we have witnessed massive, unprovoked violence waged against Ukraine. Unity condemns the actions of President Putin and his leaders perpetrating this war against Ukraine. And in turn, we have been amazed and heartened by the strength, resolve, and courage shown by President Zelensky and the people of Ukraine.We’ve said this more times than we can count: we believe the world is a better place with more creators in it, and we believe these creators are the changemakers of the world. From a purely humanitarian perspective, this philosophy means we have to do what we can to ensure the safety and protection of as many Ukrainian people as possible. This isn’t a matter of politics, it is a matter of basic human rights.So, Unity is doing what we do best. We have come together. We have unified. We have acted swiftly to support and aid our Ukrainian community, including employees, job candidates, developers, and creators. Our shock and grief have turned into action: nearly half of all Unity employees have contributed to support Ukraine and its people.Ukraine has a long and vibrant creative community, especially around gaming. Unity has been lucky enough to employ a number of talented engineers in Ukraine for many years, so our initial focus was on our teams and, when they choose to leave, to help get them to safety. We are working with people in-country and our teams in Ukraine and Russia to assist in their relocation. This includes ensuring their safety through temporary relocation out of these regions, with the opportunity to obtain emergency visas.As of today, we are taking our support one step further and launching a fast-track application process, including relocation support, for job seekers who are either currently in Ukraine or those outside of Ukraine due to being displaced with the current conflict and are urgently looking for work. We look forward to welcoming even more Ukrainian talent to Unity.At the same time, Unity employees and leaders could not stand by and watch the atrocities unfolding in Ukraine without taking more action. We remain eager to do more and to support our Ukrainian colleagues and community going through the worst situation imaginable as they fear for the safety of their family and friends.So, we started several initiatives focused on delivering additional aid in Ukraine:Employee giving:• We came together quickly to build a very aggressive matching campaign to help support Ukraine through four organizations doing truly life saving work. Nearly half of all employees raised over $212,000. Unity matched each $1 donated 2X and I personally matched each donation so that our employees’ original donation goes 4x further. As of Friday, we collectively donated over $1.34 million.Asset Store programs:• A group of inspired, motivated and tireless employees launched the Ukraine Mega Bundle on March 2 on our Asset Store. The Ukraine Mega Bundle features 32 beautiful assets donated by publishers from around the world—these publishers have agreed to forego their own revenue in their support of Ukraine so 100% of the proceeds from the sales of these assets will go to humanitarian charities. To date, the Bundle has raised more than $300,000 and as it will continue through the rest of March, we believe this is only the beginning.• Additionally, we know that 500+ Ukrainian Asset Store publishers can and will continue to make inspiring creations. For the remainder of 2022, Unity will donate 100% of our net revenue from the sales of the assets sold by these publishers to Ukrainian relief efforts.We also know that many of our creators are directly suffering as a result of Putin’s war in Ukraine. We at Unity wanted to remove at least one source of additional stress.So, in concert with our focus on humanitarian aid, we are working to give our customers additional financial flexibility during such a difficult time. We have designed a system to offer our customers financial relief and will continue to do so as long as this crisis continues. If you’re a Ukrainian developer or creator and need payment relief, please contact us at support@unity3d.com.The other major aspect is aligning to the latest guidance from the United States Departments of Commerce and Treasury, which has implemented new export controls and economic sanctions that impact Unity’s relationships with our Publishers and Suppliers in Russia, Belarus, and certain regions of Ukraine. Unity's Legal team has been working non-stop since the beginning to ensure that we are swiftly taking action, identifying customers or partners affected, and adhering to these evolving sanctions.We are also identifying and pausing relationships with certain developers, advertisers, and publishers with ties to the Russian Government, regardless of their location. This is a challenging exercise involving precise research, and the ongoing effort will continue through and possibly beyond this time of war in Ukraine.There are many moments where I am proud to be Unity’s CEO but this moment stands out. I have been heartbroken as I watch the atrocities in Ukraine, but I am so proud of the way Unity employees have come together to support these incredible humanitarian efforts.Our greatest hope at Unity is that there will be a swift end to the heartbreaking violence and needless loss of life and liberty in Ukraine. Until then, while we do not fully know how this crisis will unfold, we will continue to monitor the situation closely and share additional updates just as we will continue to aid the people of Ukraine.

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1207|openai.com

Economic impacts research at OpenAI

Call for expressions of interest to study the economic impacts of large language models.

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1208|openai.com

Lessons learned on language model safety and misuse

We describe our latest thinking in the hope of helping other AI developers address safety and misuse of deployed models.

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1209|blog.unity.com

Should you be bringing your creatives in-house?

Originally published in gamesindustry.bizIn recent years, with user acquisition becoming increasingly automated, the focus on creatives has heightened within game studios -- nailing the ad creative is one of the few ways to get the edge on the competition.To keep up, there's been a growing trend of bringing creative production in-house -- either completely or in a hybrid mode that shares some responsibilities with an outsourced third-party.Here are some tips for deciding which approach is right for you.The case for in-house1. ControlWith an in-house team, studios can own the end-to-end ad creative process, from ideation to optimization. As an organic part of your organization, they're dedicated to managing the priorities of your game studio and can work closely with other internal teams to help improve creative performance -- and the operation as a whole.With each creative, they can build an internal knowledge base of best practices that can be used as a competitive advantage in the market and boost the speed of production. Also, internal creative teams are always more motivated to crack the creative code because your game's success is directly aligned with their own.An in-house creative team that's able to access all of a game's data creates a more seamless feedback loop.2. Internal data transparencyAn in-house creative team that's able to access all of a game's data creates a more seamless feedback loop. For example, game designers can let the creative team know which parts of gameplay are performing best based on in-game metrics, allowing creative teams to highlight those in their next ads.This all happens more quickly and efficiently than communicating with an external creative team -- you also may not want to share extensive and sensitive in-game data with outside organizations. Instead, you can keep your secret sauce, your creative formula for success, to yourself and ensure your insights and data remain a secret.3. Time to marketFactors that affect the speed of creative production like design and optimization processes are always shorter when all teams are internal. That's because bringing your creative team in-house enhances internal communication and creates that well-oiled feedback loop we mentioned earlier. It improves the efficiency of all sides of the operation, from idea to going live. There's a reason most hyper-casual studios have in-house creative teams: speed is especially important for this genre, as the top charts change quickly and competition is high.In the past, I found there was a huge gap from when the creative was ready to go live to when it actually did go live. In an extreme example, we once created a playable that later proved to boost performance 5X, yet it was waiting in someone's Dropbox for 10 days. This equated to a loss of hundreds of thousands of potential new users (or saved marketing costs). After we brought creative production in-house, the team could automate this process and test playables in a much more controlled and precise way that reduced time to market.4. Return on InvestmentIn the long run, building in-house creative teams may be more cost-effective because you're not paying an agency premium. Of course the cost of failing or struggling to deliver value is always there, but if done right, the savings can help you scale a creative department that lets you enjoy all of the in-house benefits.The case for hybridGame studios will likely reach a point where they've exhausted their ideas for new, internal creatives. When that's the case, they can benefit from seeking external inspiration in addition to the internal teams they possess. That's when an external creative team can come in handy. The following are four advantages of outsourcing creatives while retaining an internal team.1. Fresh perspectiveAs mentioned, you can bring on an external creative team to consult with your internal one when you feel you've exhausted new ideas and need some inspiration.Every company -- no matter the size of their creative team -- can get stuck in the ideation phase. When you're working on a specific title for weeks or even months you can get consumed by your ideas of what's working and what's not.If a designer has been working on a specific feature in a creative for three weeks, for example, but it doesn't perform well, they're more likely to try and iterate on it than go back to the drawing board. In the meantime, valuable time was lost that could have been spent identifying a different creative element that unlocked scale.Working with other people can provide you with a totally different point of view, and they can move the needle in the positive direction. For example, once, a company consulted us about designing creatives during their game's soft launch after they had been working on their creative strategy and building out the game for six months. We were able to review the progress they had made and provide fresh insights, like spotting the opportunity to change the characters from 2D to 3D, which was a popular trend for the genre at the time.2. VolumeIf your internal team isn't delivering at the volume you need, you can supplement production by outsourcing while you work on ramping up internally. If, for example, you have a series of hit games and creative production scaled up too quickly for your internal team to handle immediately, then an external team can come in handy to help out as you catch up.3. RiskWhen hiring an internal creative team one of the main concerns is often that they'll fail to boost creative performance enough to be worth the cost and that it'll take months to onboard them and start producing creatives. External teams can help address these risks by giving your studio more time to bring on an in-house creative team and train them to start seeing results.As laid out earlier, there are plenty of advantages to an in-house team that make them worth the initial cost of hiring, and outsourcing some creative production in the meantime can help ensure a seamless transition.An external creative team can relieve some of the operational load placed on an internal creative team4. ResourcesAn external creative team can relieve some of the operational load placed on an internal creative team. However, an outsourced team alone can end up costing more in the long run, and can cause more holdups in the creative process.That's why it's best to use an external team in addition to your internal creative team to enjoy all of the benefits that both types of creative production offer. You can rely on outsourcing when you need additional help in your business to free up internal resources.The path forwardI've seen the benefits of both in-house creative teams and outsourcing firsthand, and there's no one right answer for which path you should pursue -- it all depends on your studio's needs and resources at a given point. Assess what you think is the greatest benefit from your creative team and start your decision making process from there.

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1210|blog.unity.com

Metaverse Minute: How digital twins are revolutionizing medicine

As you’ll see throughout our Metaverse Minute series, many organizations are already using the industrial metaverse to simulate and discover solutions to real-world problems. For example, the healthcare industry is realizing an overwhelmingly positive impact with immersive tech. February is American Heart Month, and I’m excited to share some of the medical applications of Unity’s digital twin technology that uses AI, virtual reality (VR) and extended reality (XR).*Warning: This blog post contains medical imagery that may be jarring for some people.*A learning app that uses holographic simulations of standardized patient scenariosDespite years of coursework, medical students often gain practical training with real patients through trial and error – or worse, trial by fire. Today, with XR technology, we can simulate real-world situations – like a patient going into cardiac arrest – and provide safe-to-fail experiences that mimic clinical environments. Using holographic patients removes real-life medical risk, as well as pressure on students. Trainees are more engaged in learning while improving their diagnostic skills. Our hope is that adoption of applications like GigXR’s HoloPatient increases so that by the time students reach the field, they are well versed in the challenging scenarios they will confront.Advanced surgical training developed with VRVirtaMed believes that “healthcare professionals should never have to perform a procedure for the first time on a patient.” By training with VirtaMed’s immersive simulations, surgeons entering orthopedics, gynecology, and other specialties have already performed invasive procedures in VR. The technology aims to shorten learning curves and create a seamless transfer of skills to the operating room. We are excited to see how this will improve patient care.A smart assistant that helps patients navigate a hospital campusWhen I heard about Ouva’s Virtual Assistant, I immediately recognized how helpful this would be for patients receiving cancer treatments. As anyone who has experienced cancer or has a family member or friend with a cancer diagnosis knows, treatment can involve many different specialties and often leads patients across several healthcare facilities. The navigation can be daunting and exhausting. Ouva uses artificial intelligence to guide people to their destination via their smartphone or hands-free hospital displays. This guidance should reduce anxiety and frustration in many scenarios that are already stressful for patients and family members. I hope to see Ouva in hospitals across the U.S. improving patient experiences.Don’t miss the upcoming webinar How Ouva builds a production-ready patient monitoring platform with synthetic dataVR medical imaging for complex surgical planningThe Cincinnati Children’s Hospital Medical Center is making incredible advances by leveraging VR. Dr. Ryan Moore and his team are finding long-term solutions for children with extremely rare heart conditions. Most recently, Brayden Otten, whose heart could not properly pump blood, was healed with a surgery visualized in VR. VR is also helpful in explaining surgical procedures to patients and their families. We hope that VR continues to bring light to cases, like Brayden’s, previously considered lost causes. With the medical metaverse, we aim to save lives in the real world.We know there are many more applications of Unity and would love to see yours! Tag our handle @digitaltwin on Twitter with a brief summary of your application and you may see it in the next Metaverse Minute.

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1211|blog.unity.com

On-device advertising 101: A report by Singular and ironSource Aura

The average mobile marketer uses 5 or fewer media sources - typically, just the traditional UA channels. However, their CPIs tend to be much higher than marketers using 6 or more media sources, $3.58 compared to $2.24. It’s time to start diversifying your ad sources. Enter on-device advertising.Singular and ironSource Aura partnered on a report highlighting everything you need to know about why and how to master on-device advertising. Read on for some of the key takeaways or download the report to learn more.On-device advertising connects advertisers directly with carriers and original equipment manufacturers (OEMs), allowing you to reach users natively at pivotal moments throughout the device experience - such as onboarding a new device. With tech development pushing on-device advertising past static factory preloads and into new placement opportunities, advertisers can expect a conversion rate (CVR) upwards of 20% with this channel.Over the last few years, on-device advertising platforms have shown strong performance. In fact, on-device advertising together accounts for 8 spots in Singular’s 2021 ROI top charts. This means it’s more essential than ever to know the unique characteristics of this channel and what are the best practices.The benefits and unique characteristics of on-device advertisingIn addition to driving strong ROAS and high-value users, on-device advertising offers some unique benefits:1. High quality inventory that’s accessible to all: On-device advertising is no longer restricted to massive brands. 2. Higher than average conversion rates: Such campaigns have a proven track record for driving higher conversion rates. 3. Drive longer-term value: The LTV curve for on-device campaigns starts slower but then increases at a faster rate. 4. Native device experience: Advertisers can connect with users in a unique placement that feels like part of their natural device setup experienceBest practices, strategies, and tactics for on-device campaignsThe report also dives into how to get started to maximize the potential of your campaigns.1. Measure performance with a long-term view: Attribution is unique for on-device campaigns and using a longer attribution ensures accurate performance. 2. Don't restrict to a device model: Restricting yourself to certain settings, such as the device model, can reduce your scale by limiting the number of users you’ll reach. 3. Utilize all the placements available to you: It’s essential to know your goals and then find the on-device placements that help you hit those goals. 4. A/B test the correct elements: A/B testing on-device channels is critical in optimizing your strategy.

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1212|blog.unity.com

5 ways to boost ad monetization with user segmentation

As a game developer, you strive to create a fun and engaging experience for all of your players. However, your players are by no means homogenous, and their in-game experience should reflect that. The more relevant the content is for your players, the more likely they are to engage with your game - bringing more revenue into your pockets.What is user segmentation?User segmentation is the process of dividing up your user base into segments based on various parameters and then delivering the most relevant ad experience for each. Some examples include: country, paying vs non-paying, app version, level reached, and the list goes on.There’s also dynamic segmentation, in which segments can be updated during a user session. For example, if a user wasn't segmented as a paying user prior to beginning their session, but paid for an in-app purchase after seeing two ads, the paying user segment will be updated to include that user. This feature ensures your segments are incredibly accurate, meaning you’re more likely to offer the best ad experience possible.5 ways to segment your usersLet’s dive into a few ways you can use your own data to segment your app’s player base and optimize your monetization strategy.1. Paying playersThe paying players segment contains users who make in-app purchases. To ensure that you don’t aggravate them unnecessarily without cannibalizing IAP, be conscious of the number of ads you serve to this segment of users, since you’re already monetizing them.This doesn’t mean that you need to take an all or nothing approach. Instead, consider showing less to users who spend more. Alternatively, you can show paying users the same number of impressions, but offer them fewer rewards in exchange for watching a video.To really get the most out of this segment, break it down even further based on the amount of revenue these users generate - for example, into whales, dolphins, and minnows. Whales are the biggest spenders in your game, but the smallest group. Dolphins are a larger group of users, who spend a lot but not nearly as much as whales, and then come your minnows. Keep in mind that there is no general rule for what constitutes each group since it varies according to genre and game.Then serve each sub-segment a different ad experience based on the amount of revenue they’re generating in your game, according to frequency, reward value, exchange rate, mix of ad units, etc. Remember, frequency capping controls the number of times users see an ad within a session, whereas pacing manages the time between each ad impression. For example, you could show IAP whales 0 ads, IAP dolphins 1 ad per session, and so on.Pro tip: If you build your segments with ironSource, be sure to check out the Performance and User Activity reports in your ironSource account to measure the impact of any changes you make on revenue and user engagement KPIs. You can use the performance data to narrow your optimization efforts. If, for example, one sub-segment has a low engagement rate but a high ARPDEU, you’d know you need to focus on increasing the segment’s engagement rate to maximize revenue.2. Engaged playersEngaged players are users who are actively engaging with the user-initiated ads you’ve placed in your game.The magic of rewarded ads is their ability to transform non-paying users into paying users - once engaged players are exposed to the benefits only available to paying players, the chances of conversion increases significantly. That’s because they've become more invested in your game, driving both higher retention and revenue. Keep in mind that if you have a player that engages with rewarded ads 10x everyday, you’re already generating a decent amount of revenue from them, so you have no reason to serve this segment interstitial ads as well.That said, you could double check by running an A/B test in your ironSource account and measure the retention and revenue impact of showing this segment interstitials ads.3. Zero-value playersZero-value users are those who don’t generate IAP revenue and don’t opt-in to user initiated ads. You can use a prediction tool to determine early on which users are unlikely to ever engage with IAPs.Once you’ve determined this user segment, show these players system-initiated ads like interstitials or banners. System-initiated ads don’t require users to opt-in, so you’re sure to monetize each and every one of them.4. CountryIn addition to segmenting players based on how much they spend in your game, you can also segment on a country-level. The monetization habits of players in the US are different from those in India, for example.Offer users from tier-1 countries double the rewards when they watch a rewarded video or complete an offer on the offerwall. Why? Since they tend to have more disposable income, the chances of them purchasing IAPs later on is much higher.You can also replace your in-game store with an offerwall in tier-2 and tier-3 countries. You’re probably thinking this’ll cannibalize your IAPs, right? Well, IAP revenue tends to be significantly lower in tier-2 and tier-3 countries, so there’s little chance of IAP cannibalization since there isn’t much (or any) purchasing to begin with.5. WaterfallsUsing dynamic segmentation, which allows developers to update segments during user sessions, you can segment users according to their progression in the game and certain game interactions. This makes it possible to adjust your monetization strategy to improve the game experience while users are in your app. Here are some tangible examples of this type of segmentation in action:First, you can create a segment for users who reach a certain level or interaction, making it possible to adjust the ads you show based on where a user is in your game. For example, if you don’t want users to see a playable ad after they reach level 4, you can create a segment for users that reach this level and offer a waterfall without playable ads for this group. Even more so, you can replace the waterfall with one specifically for rewarded interstitials, or any other ad unit.Second, dynamic segmentation makes it possible for brand advertisers to reach users at specific points in your game, by leveraging direct deals. If the advertiser only wants to reach users after level 4, for example, you as the developer can create a segment for that interaction and create a waterfall with the direct deal in first position.In games with fast-loading waterfalls, segmenting by user progression through your game and offering different waterfalls for users that have reached a certain level or interaction, you can tailor your game experience further, even within the same user session.Start segmenting nowTo start putting these tips to practice and building your own user segments, head to the ironSource platform. There you can tailor your users’ ad experiences based on multiple conditions, as well A/B test and analyze results. Learn how to get started with ironSource segmentation here.Note that segments are created by the publisher based on information provided by the publisher, in accordance with its privacy policy.

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1213|blog.unity.com

Take on version control for stronger collaboration

Version control and project organization are essential for efficient game development. And while understanding version control can be daunting without a technical background, it doesn’t need to be that way.Our new e-book, Version control and project organization best practices, will help both technical and non-technical game creators make smart decisions about how to set up version control and plan for productive teamwork.The e-book was written by a longtime Unity developer, alongside other Unity experts, with experience in team-based game development and project organization. As such, the knowledge collected in this guide will benefit a range of developers, including those of you who are new to source code management. Let’s start with a sample of the foundational concepts unpacked in the e-book: how version control works and what it can do for you.Version control allows you to keep a historical record of your entire project. It brings organization to your work and enables smooth iteration across teams.Project files are stored in a shared database called a repository, or “repo.” As you back up your project to the repo at regular intervals, you can always revert back to an earlier version of the project if something goes wrong.With a version control system (VCS), you can make multiple individual changes and “commit” them as a single group for versioning. This commit then sits as a point on the timeline of your project, so that if you need to revert back to a previous version, everything from that commit can be undone. In fact, you can review and modify each change grouped within a commit, or undo the commit entirely.With access to your project’s full history, version control not only makes it easier to identify which changes introduced bugs, it lets you restore previously removed features, and document changes within your game or between product releases.What’s more, because version control is typically stored in the cloud or on a distributed server, it supports your team’s collaboration from wherever they’re working – an increasingly important benefit as remote work becomes commonplace.Aside from the reasons mentioned above, version control is useful for making experimental changes. For instance, you can try adding new features to the local version of your project, and if things don’t work out, revert back to a clean, functional version, without compromise.Even more, you can save your changes for a later date while iterating on experimental ideas, which is particularly helpful if you encounter a major issue in the main project. With version control, you can get your local version back to the main branch, and then restore and carry on with the experimental work once you’re done.Finally, version control systems prevent you from accidentally overwriting your teammate’s work, a conflict so many of us have faced before. As you commit your own work to the repository, you will also need to “pull” the latest updates from it. This allows you to verify whether someone else has been working on the same file. And although these dreaded “merge conflicts” can seem intimidating at first, they’re often resolved quickly once you’ve grasped the right tools.Get the full range of expert tips by downloading the free e-book. Topics covered in this guide include:Centralized vs distributed version control systemsA comparison of different version control solutions, such as Git, Perforce, and Plastic SCMSetting up a Unity project with each of the different version control solutionsEffectively organizing a Unity project, from the proper folder structure, to the .meta file and naming standardsVersion control best practices, such as keeping commit messages clean and easy to understand, avoiding indiscriminate commits, and so much more.For further inspiration and pointers on version control, check out these recent blog posts:Eight factors to consider when choosing a version control systemHow KO-OP uses version control to foster better teamworkSycoforge’s Return to Nangrim democratizes gamedev with Unity and Plastic SCM

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1214|blog.unity.com

How agencies can drive incremental growth through mobile on-device campaigns

Global ad spend will rise to $873B by 2024, up from $634B in 2019, according to Zenith. With all eyes on marketing to help brands rebound after a challenging year, it’s important to start reevaluating your mobile user acquisition strategy to ensure you're taking full advantage of a larger budget.The place to start? Expanding past social and search into new user acquisition channels. In fact, 89% of customers are retained by companies with multichannel engagement strategies according to invesp.On-device advertising, which allows you to offer native app recommendations directly on OEMs and carriers, is a largely untapped market, making it a valuable channel to spend your budget.Let’s look at why and how to work with this channel.Why you should be leveraging telco marketingOn-device advertising is a powerful way to drive incremental growth, get in front of more eyes, and balance quality with scale.Drive incremental growth for your brandsOn-device advertising is a great way to reach users who are unreachable through your traditional channels - in other words, it’s a great way to drive incremental growth. For agencies, ”the ability to identify and optimize towards incremental growth means they can refine the way they allocate budget across their media partners for maximum impact” according to Dor Birnboim, VP of strategic partnerships at ironSource Aura, in a piece for AdExchanger.With a larger budget, most brands turn to traditional UA channels, first, to get in front of low hanging fruit. That said, with those budgets maxed out and consumers, in reality, only spending 34% of their time in traditional channels according to Criteo, on-device advertising is a unique and powerful way to drive incremental growth from a new set of quality users.Along with a larger budget, you have unparalleled expertise buying across a number of different channels, ranging from search, social, the open web, etc. This means you’re well prepared to get savvy with your on-device marketing strategy, increasing the likelihood you can continue to expand on your incrementality efforts.But why is on-device advertising, in particular, the best channel to reach a new audience?Get in front of more eyesIt’s becoming more common for users to unlock their phones for no predetermined reason, according to App Developer Magazine, which means advertising your app directly on devices is a lucrative way to engage and acquire users when they aren’t heading to a specific app or media source.This is because advertising on OEMs and carriers, you can offer native app install recommendations at touchpoints users are primed to engage. For example, when a user opens their phone just because, wanting to interact with their devices but not sure how, you can send a notification for them to install your app and redeem a special offer. With nothing else on their mind, users are likely to install and engage.Even more so, with immense advancements and innovation coming from the mobile industry, getting started with a campaign on telco channels and optimizing it is only getting easier, which means you want to get started today to reach those users before the competition.So, how does on-device advertising fit into your overall user acquisition strategy?Balance your overall Cost Per InstallIf you’re already using social and search, on-device advertising is a great way to complement your UA, all while balancing the quality and scale of your media mix. After all, while it’s important to look at each channel as a unique unit, it’s also vital to analyze your media mix as a whole. Specifically, you want to ensure your media mix has a balance between high and low CPIs, and on-device advertising balances quality and scale in one.Users who search for a specific term can generate very cost efficient CPIs. That said, scale can pose an issue for these channels. So, search channels have low CPIs and low scale, but high intent. Meanwhile, with social campaigns, the intent is not as high because a user is being recommended a solution they may not need at that moment, however due to a larger, more quality audience, the CPI and scale for social channels is high, balancing your overall CPI.On-device advertising offers cost efficient CPIs while introducing your app to a vast audience - low CPIs, high scale - making it a great channel to add to your UA mix. Users who install apps while setting up their new devices or during a device update experience tend to retain over the long term. That said, these channels won’t break the bank and you don’t have to go all in at once. As a performance marketing channel, you can leverage transparent reporting and deep data insights, which means you can test out telco marketing first, instead of paying a large, upfront sum and then hoping for the best.How to master your on-device advertising strategyNow that we understand why on-device is an important channel to add to the mix, here are some key things you should consider starting your first campaign.Take into account post-install events after D30On-device advertising reaches users when they’re primed to download new apps, not necessarily when they’re prepared to immediately engage. Due to the nature of this, you’ll have to adjust how you think about your attribution measurement and your users’ perceived value.Let’s say you’re running a social campaign with a health and fitness influencer to encourage users to sign up for your subscription run tracking program. With a traditional campaign such as this one, you’ll often set a cost-per-event goal for events early on in the funnel, such as registration, install, first purchase, etc. After all, the user should register for the tracking program immediately after install considering the nature of the campaign. While, in theory, this is a surefire way to maintain the quality of your users on most channels, on-device campaigns require you to look deeper into the funnel to understand how much you’re able to spend on user acquisition. Why?Users on traditional channels see an ad, download the app, and engage right away. Following first engagement, however, only a small percentage may remain using the app as their intent lessens. On the other hand, the LTV curve for telco UA campaigns looks like an “S,” continuing to increase and achieving a high peak. This is because users download most of the apps that they will rely on during the lifetime of the device within the first 30 days of using the device. Even more so, users that engage later on in the funnel, such as D30, will continue to engage with your app more frequently and are likely to be loyal users.For example, Aura set a KPI of $45 CPR (cost per new registration) for a video app’s campaign. Looking at the performance of a user at D7, the brand didn’t reach its CPR goal. Looking at performance at D30, they exceeded CPR goals because users had time to return to the app and register. Even more so, this user is likely to engage with the app in other ways following registration, increasing their overall LTV.You can optimize your performance with native recommendations by analyzing your CPE goals to ensure you take into account user engagement on and after D30. This in mind, it’s also important to understand where on-device advertising fits into your overall media mix using incrementality testing.Run proper incrementality testsIncrementality measurement allows you to compare the impact of your ads on each channel against control groups, which in turn makes it possible for you to refine how you allocate your budget across your media mix. But how can you ensure you’re testing your incremental growth properly?Before getting started, all of your channels should be tested for baseline performance. A well-designed incrementality test that you can feel confident in should include a random control group and control group that mimics the campaign exactly, i.e. the audience must match the test campaign.Most critically, though, incrementality tests do not work when evaluating a single channel against each other. Rather, they serve to evaluate the performance of UA channels relative to one another - it’s ideal to run incrementality tests across your entire portfolio.Incremental performance also changes over time, and you should evaluate the incrementality of your channels regularly. For example, as a brand gets more popular, the effectiveness of certain channels can alter. As your UA strategy expands, some channels may perform better or worse.Testing incrementality properly, you can compare on-device advertising against social and search and adjust your UA costs accordingly. It’s also crucial to remember that despite the performance of certain channels, each channel is providing users unreachable from others.Learn more about incremental testing.With marketing budgets increasing, it’s time to start thinking about your strategy and the channels you’re running on. On-device advertising is a powerful way to reach a new set of users, driving your incremental growth with quality users.

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1215|blog.unity.com

The mobile advertising ecosystem in Spain

Spain’s gradual recovery from the 2008 economic crisis is marked largely by the rebirth of its tech scene. Today, the country has built a reputation for creating an environment that fosters strong app startups and tech innovation.With a GDP of $1.2B and 46M inhabitants, Spain is the 4th largest economy in the European Union, according to Invest in Spain, making it a highly relevant market in terms of mobile growth. In fact, Spain comes in second in Europe for the number of new subscribers in 2020 at 40M according to GSMA.The Spanish mobile ecosystem is healthier than ever, and just like the rest of the world, is only expected to grow and innovate in the years to come. Let’s dive into the trends and categories that are driving the Spanish mobile market, so that you can take some learnings back to your own user acquisition strategy in Spain.The Spanish mobile ecosystem in numbersLet’s look at the state of mobile in Spain in 2022:1. 1.35B app downloads on both the Google Play Store and Apple App Store in 2021, ranking #23 in the world for app downloads (data.ai)2. $550M revenue generated from apps in 2021, ranking #17 in the world for app revenue (data.ai)3. Most users spend somewhere between one and two hours on their phones a day (Statista)4. Between 2018 and 2024, the number of smartphone users is predicted to grow by nearly 3M, reaching 40.33M users (Statista)5. There are over 25,861 apps from Spanish publishers on the Google Play Store (42 Matters) 6. There are more than 6,022 Spanish publishers on the Google Play Store (42 Matters)7. Shopping, Games (Action), Entertainment and Tools account for one-third of the most downloaded apps (data.ai)8. Android holds 78% of the market share in Spain, compared to iOS holding 21% and other operators holding around 1% (statcounter)With a broad overview of the Spanish mobile ecosystem, let’s dive into some key trends specific to this market.Spain is a hub for app startupsSpain has cemented its place in the global app market, publishing chart topping hits from both well known brands and smaller developers. Even more so, specific to Spain, many of their startups and unicorns are app first businesses.The number of European unicorns rose from 223 to 321 in 2021 according to State of European Tech, which means there are more European unicorns than ever before. Spain, in particular, has established itself as a hub for tech startups and innovation, especially in the app category.In fact, 2021 marked a record breaking year for startup investment in this geo - 4,207M euros were invested in a total of 400 tech start ups - with Madrid and Barcelona accumulating 85% of the country's investment according to ElReferente. That said, other cities like Malaga and Valencia are developing in terms of the app development scene.In Southern Europe, Spain is in the lead with 12 startups achieving unicorn status, with companies like Glovo, Cabify, eDreams or Schibsted Spain, which are either app-first businesses or have a prominent app touchpoint, valued at over $1B according to novoBrief. 2022 is expected to create more unicorns in the region with some candidates being Wallapop, Playtomic or Civitatis among others.Overall, Spain is emerging as a hub for startups and unicorns, many of those being app-first business or having a prominent app touchpoint.Prominent app categories in SpainHere are the top app categories in Spain today.Shopping apps are a rising starThe most downloaded app category in Spain is shopping (+34M), a rising star in 2021 according to data.ai. This is because chart topping shopping hits, such as Milanuncios (#42 in the charts), a classifieds platform, are helping users sift through their belongings and organize their homes, something more necessary post pandemic.Specific to Spain, e-commerce experienced a 14% growth in sales during the third quarter of 2021, three points above the global average according to Salesforce. This means that Spain is shifting to mobile shopping faster than other geos, making it a vital category to pay attention to.Food apps are disrupting the industry after COVIDLooking at the most downloaded apps, the food category holds some of the top spots. In fact, the McDonalds app is ranked #6 and Glovo is ranked #21 in the charts according to data.ai. As consumers continue to demand new and innovative food delivery services post pandemic, food apps have seen exponential growth adapting to those needs.Glovo, in particular, has approximately 4.3 million users across 24 countries. By selling its own products and opening its own fulfillment centers, Glovo has been able to differentiate itself from competitors and take full control over the commodities it sells.Entertainment and social apps remain popularWith countless new streaming services and social channels entering the market, it comes as no surprise that social and entertainment apps have remained high in the charts - social and entertainment titles are in the top 10 most downloaded apps in Spain according to data.ai. Even more so, entertainment and social apps are some of the top revenue generators outside of gaming.In 2021, revenue from video streaming in Spain reached $851M. By 2026, this number is expected to reach $1,131M according to Statista. Similarly, the number of social media users in Spain accounted for 80% of the total population in January 2021. This number increased by 8.1 million (28%) between 2020 and 2021 according to Datareportal.These numbers show us that social and entertainment have strong usage that is only expected to become more prominent in the years to come. In particular, dating apps are beginning to scale in the rankings - user penetration will be 13.8% in 2022 and is expected to hit 15.5% by 2026 according to Statista.Games generate the most revenueStrategy games generate the most revenue in Spain according to data.ai, followed by casual games, action games, productivity apps, and RPG games. The revenue from these categories represent a little over 50% of all revenue generated in the gaming category ($145M out of $276M). Looking at the top 10 revenue generators, the category generating the most revenue is casual games ($16.5M), which includes games from developers like King and Moon Active.This is because the vast majority of spend on apps goes to games, according to a report in The Guardian. Even more so, from 2022 to 2026, mobile game revenue is expected to show an annual growth rate of 7.64%, resulting in a projected market volume of $1,033M by 2026 according to Statista. This same trend is mirrored globally.Mobile marketing trends in SpainIt’s also important to be aware of trends in mobile advertising.Most mobile professionals in Spain (76%) expect an increase in their mobile marketing budget according to MMA Spain, which indicates a confidence in the market conditions and effectiveness of the channel. After all, nearly three quarters of the world will use just their smartphones to access the internet by 2025 according to CNBC, making it an incredibly important channel to leverage.Further, display advertising is the most popular form of mobile monetization, with 70% of marketers saying they implement these ad units according to MMA Spain. However, video advertising is catching up with 60% using this monetization method. This is because, today, users want to engage with video ads and spend more time digesting these ad units, increasing revenue, retention, and engagement. Let’s face it, the average user remembers 95% of a message when it is watched, compared to 10% when it is read according to Instapage.Last, social channels are by far the most used channels, with 87% of marketers using social in their strategy according to MMA Spain. This, coupled with an increased budget for mobile marketing, represents an opportunity for marketers to expand past traditional channels and untap new audiences. For example, on-device advertising is a great way to reach users unreachable through social channels and drive incremental growth.Spain is solidifying its place in the mobile market and app ecosystem globally, which is why it’s important to pay attention to the statistics, app development growth, best performing categories, and mobile marketing trends in this geo. This way, whether in Spain or beyond, you can adjust, optimize and diversify your own strategy.

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1216|lilianweng.github.io

Learning with not Enough Data Part 2: Active Learning

This is part 2 of what to do when facing a limited amount of labeled data for supervised learning tasks. This time we will get some amount of human labeling work involved, but within a budget limit, and therefore we need to be smart when selecting which samples to label.

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1217|blog.unity.com

What the hell is a marketing developer and does your game studio need one?

With mobile UA constantly evolving (iOS privacy updates as the most recent example), now more than ever - creatives are king. They remain one of the few levers you can still control to get valuable insights into your UA performance. With playables and interactive end cards becoming a critical part of an effective marketing strategy, studios are directing their focus to producing high-quality interactive creatives efficiently giving rise to a new role: the marketing developer.We’ve seen that having a dedicated team member focused on designing and optimizing creatives while working closely alongside other teams can help streamline operations and yield more impactful, high-performing interactive creatives. It’s time for mobile studios of all sizes to understand the what, why, and how of this new role emerging in the mobile marketing space so they can supercharge their UA.What to expect from a marketing developerBecoming a marketing developer requires two key skills not often possessed by a single person. First, a technical coding background in languages like Javascript and HTML5 enables them to construct high-quality, disruptive creative assets on game engines like Unity. And second, they understand how to design and optimize these creatives so they achieve marketing goals.A marketing developer can bring a developer’s perspective and skills to the marketing team and flex their creative abilities at the same timeThat means they can bring a developer’s perspective and skills to the marketing team and flex their creative abilities - all while collaborating with other teams in the organization, too.Why you should hire a dedicated marketing developerToday, most studios either outsource creative production to an agency or have an internal team of designers and developers. So what advantages can an in-house dedicated marketing developer bring?Flexibility and speedFinding your hero creative and unlocking scale faster gives you a competitive advantage in the market. But of course that’s easier said than done. Giving that responsibility to a marketing developer who can take full ownership over playable production in-house, means there’s someone always testing and iterating versions to find those winning creatives more quickly.For example, if you need a developer in your external agency to change the size of the grid in a playable for a merge game - because playables consist of many elements that require coding to adjust - you need to request each of these changes and wait for them to be implemented. Then, you need to test and analyze their impact on performance. This creates a much longer playable production process than having a marketing developer do it internally. With a playable developer in-house, they have the flexibility and autonomy to deliver an asset and optimize it more quickly. Working alongside other teams enhances their flexibility and speed, too. They can work with the games team, for example, to identify the top-performing piece of gameplay and then implement that into a playable.ControlControlling the workflow internally and driving cross-team collaboration boosts efficiency. Creative teams have access to internal data and can work across other teams to improve performance and build an internal knowledge base of best practices.Knowledge is power for an organization. Keeping most of your processes and operations in-house lets you retain all of the information for your own benefit while keeping it from competitors.Knowledge is power for an organization. If most of your processes and operations are in-house, you can retain all of the information for your own benefit while keeping it from competitors. There’s inherent risk in handing control over to an external team, and having a marketing developer in-house reduces this risk and future-proof your business.OperationsSince marketing developers reside in-house, they can work directly alongside other teams to create a seamless feedback loop that improves the entire operation from within. Often, there’s a wall between teams - the UA team, games team, and creative team function in silos. A marketing developer that works across these teams can help break down these walls and encourage more data sharing, communication, and knowledge-building internally. Studios use these learnings to crack the creative code more quickly and easily during new app launches. Plus, the games team benefits by learning what elements are performing well in creatives that could inspire new game features and boost in-game metrics, like retention.How to find the right fitHiring a marketing developer doesn’t mean restructuring an operation - studios hire candidates that are eager to learn and can work well with their existing game engines. Attract strong talent by elevating the role of a marketing developer within your organization. Emphasize their varied responsibilities and the impact they can make across teams: creative, UA, and the games teams.Highlighting the exciting nature of the role and the growth opportunities can attract the right marketing developer to your doorstep.It’s a new and exciting role that can directly impact the bottom line of a business and gives candidates the opportunity to explore many sides of an operation. Highlighting the exciting nature of the role and the growth opportunities can attract the right marketing developer to your doorstep.Ready for impact?Marketing developers work closely across teams to generate high-performing marketing assets, and they should be just as proficient in the analytical side as the coding and design aspects.We’ve seen the impact of bringing on a capable and excited team player. Studios are able to put creative production into overdrive and take advantage of the benefits a marketing developer offers their entire operation. Now it’s your turn: ready to bring on a marketing developer? Tell us about your experience and leave us a comment at our LinkedIn.

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1218|blog.unity.com

Breaking down the walls between teams to improve your app’s UA from all sides

There's often a wall between the different teams within a mobile studio, with the UA team, games team, and creative team functioning like separate silos. But it’s important they all collaborate for more buy-in and to improve all sides of your business - from creatives to game performance.It’s time for studios to improve communication and data sharing across teams. Fully integrating your creative team is the key to forming a seamless feedback loop that unlocks the capabilities of each part of your operation.Bringing transparency to creative performanceAs a silo, creative teams could easily hand off ads to the UA team and wait for feedback on performance. But if the creative team works closely alongside UA, they can open up that black box by discussing better ways to organize and tag the creatives before handoff. For example, the creative team can coordinate with the UA team about tagging a set of creatives with features like the color of the background (red/blue), the characters featured (panda/stickman), and the date of the campaign. This makes it easier to track performance and break down creatives by tags, which sets the UA campaign off on the right foot with a better structure and higher level of organization.Creatives improve the game build, and vice versaBy working directly alongside the product team, the creative team can improve not only the creatives, but also the game itself. They can provide feedback on what features - color, tutorial, character - or mechanics performed well in ads while the product team A/B tests these winning elements in the build to see if they improve in-game metrics, like retention and playtime.Testing a new feature in creatives first saves the product team time and resources instead of building it into the game immediately without having data to back up the decision.On the flip side, the product team can test a potential feature in creatives before adding it to the build. If the feature performs well based on in-ad KPIs like engagement rate, user dropoff, and completion rate, they can integrate it. Testing it in creatives first saves the product team time and resources instead of building the feature into the game immediately without having data to back up the decision.Encouraging greater buy-inPromoting openness and transparency within your organization starts by encouraging teams to share wins with each other. Equally - if not more - important is discussing the failures and feedback for improvement. Using a project management software ensures everyone across teams can get visibility into the creative process.When the creative process is collaborative, everyone feels involved and invested in its success. Sharing ideas and feedback across teams can inspire new concepts and suggestions for optimizing creative performance - as people get involved with ideating and suggesting iterations, this improves buy-in.When the creative team hands off ads to the UA and product teams, the performance data can be used to improve the next versions and to decide what to try and test in the next build.Cross-team ideation and collaboration gives the entire workflow a boost, from initial design to optimization. Then, when the creative team hands off ads to the UA team, the performance data can be used to improve the next versions. Also, the product team can look at those insights to decide what to try and test in the next build.Prioritizing creativesMobile industry changes like the iOS privacy updates have changed how to track UA performance and made creatives one of the most important levers studios can pull to optimize UA campaigns. Prioritizing your creative production is more important now than ever. Integrating your creative team seamlessly with other teams breaks down the black boxes of performance between them and ensures the workflow is collaborative, efficient, and seamless to yield high-performing assets.

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1219|blog.unity.com

The Changing Same’s creators explore Black history and healing

We believe the world is a better place with more creators in it. Our mission is to empower a diverse community of developers, give them the tools and resources they need, and help them bring their visions to life.While we regularly spotlight talented Black creators and share their stories, February is Black History Month – a call-to-action to immerse ourselves in the richness of Black culture and the lived experiences of Black people around the world.In honor of this important month, we interviewed Michèle Stephenson, Joe Brewster, and Yasmin Elayat. Together, they leveraged Unity technology to create The Changing Same, an immersive, episodic virtual reality experience that uses time travel and magical realism to explore the history of anti-Black violence in the United States.How did Unity become part of The Changing Same?Joe was introduced to Unity after his team at Rada Studio received a grant from the Skoll Foundation, which supports transformational social change by investing in, connecting, and championing social entrepreneurs and other social innovators. Joe’s team had originally envisioned The Changing Same as a 15-minute documentary, but the grant enabled them to expand their scope and consider alternate forms of media for their story. This was how Unity entered the picture, along with their co-creator, Yasmin Elyat.Yasmin had prior experience with Unity through her company, Scatter. Scatter is an Emmy award-winning creative studio that pioneered volumetric filmmaking and produces Depthkit, the most widely used toolkit for accessible volumetric video capture. Depthkit integrates with Unity through a plug-in and expansion package, allowing creators to use it with Unity’s Visual Effect and Shader Graphs.That initial exposure – through Scatter’s work with volumetric filmmaking – “got us excited about the possibilities of nonlinear 3D storytelling,” said Michèle. To get their feet wet, they created a branded 2D short for Planned Parenthood, using Unity to tell the story of three women and their intimate decisions about motherhood. “That exploration allowed us to become more familiar with Unity for our bigger, more complicated project, The Changing Same,” she added.What was the inspiration behind your project? Why did you create it?“Our work as storytellers is dedicated to giving voice to those excluded from the American narrative,” said Joe. “We must celebrate those contributions to achieve the dream of becoming a multicultural democracy, a nation where we are all seen as potential contributors.”Michèle added that as storytellers, she believes it is their duty to “witness, expose, and provoke on all experiential platforms. History is present today – and all art is political.” She explained that Unity’s mechanics allowed them to play with time in a 3D space, which aligned perfectly with their creative passions.“It all has a purpose, and the purpose is to show that the past is sitting on our shoulders. What we’re experiencing today, our ancestors experienced a variation of 300 or 400 years ago. And, we’re compelled to make that statement as part of our own healing process, and to acknowledge that the oppressive structures persist but our future can be different. That’s why we took this collaborative journey. We were drawn to the three-dimensional format to help us and our communities reckon with this inversion of time and space, in order to think in a creative way about how to change the future world for ourselves.”What do you hope people take away from your project?Joe explained that their goal is to inspire Americans and media makers of all ages while instilling a sense of belonging and pride within the Black community. Michèle added that they also want audiences “to make connections between our past and present, and hopefully feel in their hearts how the Black experience is lived today.”What did Unity technology enable you to do?Yasmin noted that developing the project and achieving their creative vision was made possible by Unity tools. The Changing Same team needed the ability to blend new workflows, a unique rendering pipeline, and Unity’s Visual Effect Graph to create the fireflies in their project and add custom effects to their volumetrically captured Depthkit characters.The Changing Same team customized Unity’s rendering pipeline to pull off the time travel illusion in 3D, which was one of the project’s more complicated technical feats. “The concept of the time travel mechanic is that when you are in one of the lush 3D environments, the world breaks and tears apart to reveal another liminal backlot environment, which the user will fly through past symbols and moments from 400 years of Black history,” Yasmin explained. “We are always rendering four cameras simultaneously – two in the world the user is currently in, and two in the next world we plan to reveal. This mechanic has never been done before in VR and it’s really compelling as a user experience!”What did the Unity for Humanity Black Visions Grant enable?The grant funding allowed The Changing Same team to finish production and create the installation that was presented at the 2021 Tribeca Festival. The visceral sonic and visual experience went on to win the Best Immersive Experience award at the festival.“The Changing Same VR experience, and afrofuturism in general, is an expression of hope – it's about acknowledging the fact that we've always been resourceful and will continue to be, and that should be a source of pride for us. In order to make those connections we have to go through the past, present, and future; this piece was about the present. Once you're able to look at all of that, the realization is that the last 350 years have been amazing. It tells us that if we have been able to achieve this much, with all the obstacles we've endured, imagine what is possible down the line.” – JoeHow have you integrated your values and mission into your work?Michèle strives to intentionally cross-check work with her core values and mission, examining the potential compromises she must engage with. “It’s a daily practice to not lose that sense of purpose that drives my work. If I don’t check in on a daily basis, I risk falling into unwanted or unforeseen compromises. It’s an ongoing tension and battle to keep one's independence, integrity, and true vision at the center of what we do as artists. Compromises are inevitable, but which ones and at what cost are the deeper questions we always need to ask.”What are your future plans for the project?The Changing Same is an episodic series. The first installment has been released, and the trailer is available to watch here.“We’re all very proud of episode one – the strong storytelling, the uncompromising subject matter, the technological innovation, and the beauty of the worlds we’ve designed. We cannot wait to bring the future episodes to audiences!,” Yasmin added.The team is currently fundraising for the second and third episodes. For updates on future episodes, subscribe to the Rada newsletter and follow the creators of The Changing Same on Twitter: @2Joedigital, @Michele0608, and @yelayat.–-Through its innovative VR format, The Changing Same invites audiences to witness connected historical experiences of racial injustice in the United States. As always, and especially during Black History Month, it’s essential to honor Black history and examine the uninterrupted cycle of racial oppression – past and present.

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1220|blog.unity.com

Testing and optimizing creatives for casual games: Q&A with Trailmix

ironSource sat down with Yoojin Jung, Head of UA and Growth at Trailmix Games - a free-to-play mobile game studio based out of London - to learn more about Trailmix’s creative strategy. Read on for best practices on testing creatives, building creative frameworks that work, and optimizing creative concepts.True or false: You don’t need to experiment with more ad formats if your existing one is already delivering resultsFalse. We have clearly seen the best performance with video types of creatives across all networks. However, we keep experimenting with different formats like static images or playable ads. Thanks to these format experiments we’ve learned three things:Often, a set of ‘video + playable/interactive end cards’ perform better than ‘video + static end cards’ for the video networks.Static image formats can deliver a great CPI with high retention especially if you use Facebook AAA campaign Playable Ads can be picked up at scale on Google tROAS campaignWe could only find this out after experimenting with different ad formats.Is there really a “one-size-fits-all” creative framework for all genres?Our game ‘Love & Pies’ is a snackable and relaxing merge game with cafe renovation and delicious storytelling with diverse characters. We have an intriguing storyline, which we call ‘Delicious Drama’. What works for us is showing a character's (Amelia’s) emotional journey at the beginning. That appeals to our audiences.We have our own creative framework that focuses on the players’ motivations and what kind of emotions we want to convey through UA creatives.The main focus for us is to show a part of the story from the game, and players can unfold the full story as they play through. That’s why we always put the storytelling elements at the beginning and put the actual in-game experience following that.I can confirm that most story-driven games have a similar approach. Also, nowadays more and more creative frameworks are driven by the player's motivations. To sum up, I believe there is no “one-size-fits-all” framework for all genres, but we can find the best way of approaching each product and develop the framework as we learn more.What's been your biggest takeaway from optimizing/concept-testing creatives?We’ve been testing a lot of different creative concepts to know what our audience loves and how we can approach it. Through this testing process, we’ve learned many things about our audiences and what appeals to them. Here is a summary of the main takeaways.1) The most important thing is about knowing your product and understanding your audience. We found out our game’s amazing storyline and diverse characters are its strength throughout the testing journey. Based on that fact, we built our end-to-end creative strategy where we show the teasing storytelling as a first experience. Knowing your audience and identifying their motivation is the key for the creative concept testing2) Secondly, we need to focus on customizing the best creatives for each network. It can be as simple as resizing or changing the length. However, it can also be very complex if you want to make a different format, mix with different gameplay (experience) and add some additional art effects or voice over effects.3) Lastly, you can always polish up later once you find your best creatives. Often people want to make beautiful creatives even before validating the performance. I highly recommend creating quick creatives first and testing it out. Our best performing creatives are mostly three times polished/upgraded versions after validating creative winners.

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