Unity Partners With Snap To Expand Reach Of Its Ads And Game Engine

Game engine maker Unity has partnered with Snap to expand the reach of its ads and technology platform.

The deal will expand the reach of Unity Ads’ offering to Snapchat advertisers and bring Snap technology to game developers through Snap Kit tools. It’s another sign that gambling is more common today than ever and is part of consumers’ shared social experiences.

The alliance was in the works in the second half of 2020, and it’s a partnership of giants. Over 50% of all mobile games use Unity, and Snapchat offers ad and game integrations that reach its audience of 249 million people every day.

Julie Shumaker is the VP of Revenue and Operations Solutions at Unity, and she said in an email to GamesBeat that Snap’s large advertising community on its messaging service would be a great fit with the highly engaged gamer audience. and precious from Unity. The alliance should promote social sharing and the discovery of games.

“We’re both focused on what’s best for users, and in this partnership, users are both developers and gamers,” Shumaker said. “Developers will both benefit from the increased ad demand with SAN auctions on the Unity offering, and the integration of Snap Kit gives them an added advantage with the discovery of social games between players.”

As of today, Unity Ads is now included in Snap Audience Network (SAN). Snapchat’s SAN advertiser campaigns will now include video inventory from Unity’s vast mobile game network, helping advertisers reach beyond Snapchat. Unity Ads brings in over 22.9 billion monthly ad impressions globally and reaches over two billion monthly active users thanks to the game developers who use its engine.

In 2020, mobile ad viewers converted at higher frequencies, with install conversion rates rising 23%, and mobile gamers installing 84% more apps, thanks to the pandemic. Snap launched games in April 2019 and has reached over 100 million game downloads as gaming becomes a shared activity that people are increasingly engaging in on Snapchat, Snap’s Ben Schwerin said in a report. -mail to GamesBeat.

“With Snap Kit, we’ve integrated hundreds of apps, but we haven’t paid direct attention to the gaming market yet – like with Snap Audience Network (SAN),” said Schwerin. “We took this opportunity to access the largest gaming platform: Unity.”

Available today in the Unity Asset Store, mobile game developers can now take advantage of some features of Snap Kit to enhance gameplay and the game discovery experience. Developers can use Snap Kit’s Login Kit to allow gamers to use their Snapchat account as a quick way to register and log into games. And Snap Kit’s creative kit extends the experience by allowing users to share their gameplay, decorate 15-second photos or videos with branded stickers, or attach an AR lens created with the game’s brand to share. with their Snapchat friends.

Snap’s Bitmoji avatars will be integrated into Unity in early 2021 and will add a new level of gameplay customization via comic book-style avatars. With Bitmoji for Game’s Unity SDK, developers will be able to use 3D Bitmoji to create a more immersive experience in games created with Unity.