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this post was submitted on 26 Oct 2023
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Technology
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Business-focused site MobileGamer.biz cites multiple "sources from inside Unity and across the mobile games business" in reporting that Unity received some significant pushback from senior-level managers before rolling out its initial fee-restructuring plans.The final policy knocked that cap down to 2.5 percent only after the extent of the backlash became clear.
While much of the industry furor was focused on the business impact Unity would have on mid-sized indie game publishers, MobileGamer's reporting suggests Unity's moves were actually more focused on extracting a larger share of the lucrative mobile ad mediation market.
Unity made a massive investment in that market about a year ago when it acquired IronSource, one of many major tools that mobile game devs use to maximize revenue by managing inventory from multiple ad networks at once.
"AppLovin is dominating, and Unity tried to use this policy as a forcing agent to try and get back some market share," one source told the site.
Inside Unity, that kind of hardball push for more ad mediation customers may have been seen as necessary to make up for a huge hole in the company's balance sheet.
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