Unity Technologies, the company behind the namesake video game engine Unity Announces the Acquisition of Marketing and Monetization Specialist and Former Malware Developer Iron source On. The goal is to put down an all-in-one solution for developers. They are highly critical of the transaction.
Unity Technologies completes a realignment
Unity was the subject of coverage about two weeks ago, when about 4 percent of the workforce was laid off in a “resource redeployment.” This reorientation is now apparently being continued. With the loud Wall Street Journal Purchase of $4.4 billion stock options to acquire 73.5 percent of IronSource shares for Unity; the remaining securities remain with IronSource’s previous shareholders.
The two developers expect the acquisition to close in the fourth quarter of 2022, making it the largest acquisition in Unity’s company history. The previous CEO of the Israeli company, Tomer Bar-Zeev, is said to be a member of the Unity management level from now on.
Monetization as a new core topic
As the purpose and context of the acquisition, the engine developer communicates to improve the ad sales opportunities for games programmed in Unity. IronSource also comes with numerous app analytics tools, which Unity expects to optimize revenue from Unity projects that are in development or already published. The focus is mainly on mobile games. In the future, Unity aims to provide an all-in-one solution for the development, marketing, distribution, and in-game monetization of video games in this segment.
Unity announced today that it has entered into an agreement to merge with ironSource, leveraging the company’s tools, platform, technology and talent to form an end-to-end platform that makes it easier for creators to create, publish, run, monetize and grow live games and RT3D content seamlessly. unit
John Riccitiello, the current CEO of Unity Technologies and former CEO of Electronic Arts, among others, refutes this with a sharp wording PocketGamer one step further: developers who do not systematically try to optimize their sales strategy are often brilliant, but just as naive and idiotic. That such provocative approaches can be successful, despite their apparent breeding ground for controversy, was again proven in the recently released Diablo Immortal with microtransactions optimized for maximum profit.
It’s a very small part of the game industry that works like that, and some of these people are my favorite people in the world to fight with – they’re the most beautiful and purest, most brilliant people. They are also some of the biggest idiots. John Riccitiello, CEO of Unity
Unity developers show a lack of understanding
However, the takeover and such statements caused a lot of criticism from game developers and also from some players, such as pc gamer exercised. Unity developers in particular are furious for example On Twitter. It is said that those who first think of monetization in video games have not understood what the medium is about and are doomed to develop bad games.
IronSource has a malware history
However, the misunderstanding about the takeover also stems from the past of the acquired company: about 10 years ago IronForce was a Known malware developers including the adware installer InstallCore or spyware for profiling affected user. IronSource had also secretly installed, initially unobtrusive browser extensions for advertising-oriented manipulation of the offered browser. Finally, in the fall of 2015, a Fusion with Supersonic, the developer of an in-app distribution platform and its focus on apps and video games. Not until early 2022 was made with Tapjoy bought a specialist in monetization of the latter. The editors thank the readers for the numerous comments on this article.
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