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Unity utilizes in-game data for precise ad targeting by segmenting players based on their behavior, employing lookalike modeling, and optimizing ad formats. The platform adjusts real-time auction bidding based on user engagement, ensuring advertisers reach the most relevant audience. Unity's dominance in mobile game development is supported by its extensive ecosystem, powering over 70% of mobile games and facilitating significant consumer spending.

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Krzysztof Gawron
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4 views4 pages

unity 5

Unity utilizes in-game data for precise ad targeting by segmenting players based on their behavior, employing lookalike modeling, and optimizing ad formats. The platform adjusts real-time auction bidding based on user engagement, ensuring advertisers reach the most relevant audience. Unity's dominance in mobile game development is supported by its extensive ecosystem, powering over 70% of mobile games and facilitating significant consumer spending.

Uploaded by

Krzysztof Gawron
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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🎯 How Unity Uses In-Game Data for More Accurate Ad Targeting

1. Player Segmentation

Unity collects gameplay data like:

 Session duration

 Levels completed

 Items bought (IAP)

 Ad engagement behavior (e.g., rewarded video completion rate)

 In-app events (e.g., reaching a boss, failing a level)

➡️Unity then uses this to place players into cohorts:

 High spenders

 Reward-video enjoyers

 Casual users

 Hardcore daily users


This lets Unity serve ads relevant to the user type. For example, high
spenders might see ads for other strategy games with deep
monetization.

2. Lookalike Modeling

Unity compares your player’s behavior to similar users across its global
network of games using Unity Ads & Analytics.

 If your player acts like users who installed Game X after seeing Ad
Y…

 Unity can show them similar ads with a higher chance of conversion.

Think of it like:

“Players who behave like this often download puzzle games after watching
15s rewarded videos — so let’s show them those.”

3. Optimizing Ad Type & Format

Unity learns:

 Does this user skip interstitials?

 Do they finish rewarded videos?


 Do they engage with playable ads?

Then Unity adjusts ad format, timing, and frequency to what works


best for that user. That’s a form of behavioral personalization too.

4. Dynamic Pricing / Real-Time Auction Bidding

Using behavior data, Unity adjusts the eCPM (value) of the user in real-
time auctions:

 A high spender who engages with ads is worth more.

 Unity feeds this into programmatic auctions to get the highest-


paying, most relevant ad for that specific player.

🧠 Example:

A player frequently watches rewarded ads, plays daily, and has purchased
gems once. Unity classifies them as an "engaged casual spender."
So Unity might:

 Prioritize showing them rewarded ads for similar midcore games.

 Charge advertisers more to access this user.

 Use similar player data across other games to refine targeting.

🚫 If No Consent:

All of this shuts down. Unity switches to contextual targeting only:

 Game genre

 Device type

 Time of day

 Location (if allowed)

 No IDFA, no behavioral data, no lookalikes.

As of 2025, Unity maintains a dominant position in mobile game


development:

 Over 70% of all mobile games are powered by Unity .


 53 of the top 100 highest-grossing mobile games are built
using Unity's engine, accounting for approximately $16 billion in
consumer spending .

 71 of the top 100 revenue-generating mobile games


incorporate at least one Unity SDK, representing $22.2 billion of the
$30 billion total consumer spend among these games .

Unity's widespread adoption is attributed to its cross-platform capabilities,


extensive asset store, and a robust community of developers, making it a
preferred choice for both indie developers and large studios.

 Unity is the dominant engine for mobile:

 Unity powers over 70% of all mobile games, including many of


the top-grossing ones.

 Its strengths in 2D/3D rendering, cross-platform support, and


monetization SDKs make it a go-to choice for both indie devs and
major studios.

 High-performing games can be built on Unity — even complex


ones:

 Examples like:

o 🧙 Harry Potter: Puzzles & Spells (Zynga)

o 🎲 Monopoly GO! (Scopely/Hasbro)

o 🧢 Pokémon GO (Niantic – uses Unity + proprietary backend)

 These prove Unity is not just for small casual games — it can
support networked, geo-based, and high-fidelity 3D gameplay.

 Unity’s ecosystem (engine + ads + analytics) adds business value:

 Easy access to monetization (Unity Ads, ironSource)

 Real-time analytics and A/B testing

 Fast iteration and deployment pipelines

 🏆 Top 10 Grossing Mobile Games – May 2025

Rank Game Title Developer/Publisher Game Engine


1 Honor of Kings Tencent / TiMi Studio Group Proprietary
2 Whiteout Survival Century Games Unity
3 Last War: Survival Century Games Unity
4 Royal Match Dream Games Unity
5 MONOPOLY GO! Scopely Unity
6 Game For Peace Tencent / TiMi Studio Group Proprietary
Rank Game Title Developer/Publisher Game Engine
7 Coin Master Moon Active Proprietary
8 Gossip Harbor Merge Games Unity
9 Clash Royale Supercell Proprietary
10 Pokémon GO Niantic (now Scopely) Unity

if Unity catches up to axon 2.0 with new ads tech, the Vector, is there a
reason for a relative majority of advertisers to still go with applovin given
this first party access that Unity has and applovin doesn't

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