Mobile game developers are now boycotting Unity by switching off its ad products, mobilegamer.biz can reveal.
The group is trying to force Unity into cancelling its proposed Runtime Fee policy.
At the time of publication, 16 different studios have pulled their Unity and IronSource ads: Azur Games, Voodoo, Homa, Century Games, SayGames, CrazyLabs, Original Games, Ducky, Burny Games, Inspired Square, Geisha Tokyo, tatsumaki games, KAYAC, New Story, Playgendary and Supercent.
Collective letter from game development companies: Turning off all IronSource and Unity Ads monetization until new conditions are reviewed
We are the collective voice of the game development industry—developers, game designers, artists, and business minds. Passionate about our craft, we’ve invested years in shaping an industry that touches the lives of millions worldwide. As stakeholders, we cannot remain silent when a decision threatens to destabilize this ecosystem.
Unity has been an instrumental force in this industry. In many ways, it has inspired us to create new immersive worlds and empowered a plethora of dynamic and independent developers to bring their visions to life. We’ve played our part in this journey, moving the industry forward and creating specialists that use Unity as the primary game engine for their projects.
We’ve hosted Unity-centered events, shared our knowledge, and crafted educational content that’s inspired an international community. Thanks to this symbiosis, Unity has evolved into a cornerstone of game development and is now established as an indispensable asset in game creation.
That’s why the September 12 announcement hits us hard. Effective January 1, 2024, Unity plans to introduce installation-dependent fees, a decision that jeopardizes small and large game developers alike, made without any industry consultation. To claim, as Unity has, that this new ‘Runtime Fee’ will impact only 10% of the industry is not just misleading, it’s patently false.
We strongly oppose this move, which disregards the unique challenges and complexities of our industry.
While we’ve always viewed our work as a collaborative effort, this decision blindsided us. With one stroke of the pen, you’ve put hundreds of studios at risk, all without consultation or dialogue.
To put it in relatable terms—what if automakers suddenly decided to charge us for every mile driven on the car that you bought a year ago? The impact on consumers and the industry at large would be seismic.
This comes at a time when the industry is already grappling with tightening profit margins, heightened competition, and escalating costs in both development and marketing. This isn’t just about developers. This impacts artists, designers, marketers, and producers. It’s a cascade that could lead to the shuttering of companies that have given their all to this industry.
Unity, we’ve stood by and celebrated your every innovation. Why, then, were we left out of the conversation on a decision so monumental?
As a course of immediate action, our collective of game development companies is forced to turn off all IronSource and Unity Ads monetization across our projects until these changes are reconsidered.
We urge others who share this stance to do the same. The rules have changed, and the stakes are simply too high. The Runtime Fee is an unacceptable shift in our partnership with Unity that needs to be immediately canceled.
We entered this industry for the love of game development, but what makes it truly special is the community—a community built on openness, shared expertise, and collective progress.
If you share our sentiment, we call on you to join us. Turn off all IronSource and Unity Ads monetization until a fair and equitable resolution is found.
You can also back the movement by signing our open letter. Check out the link to add your voice to the cause.
Sincerely,
Azur Games, Voodoo, Homa, Century Games, SayGames, CrazyLabs, Original Games, Ducky, Burny Games, Inspired Square, Geisha Tokyo, tatsumaki games, KAYAC, New Story, Playgendary, Supercent
…and all who sign this letter, engage in other forms of protest, or simply stand in solidarity with the gaming industry
Every company I worked in always had a plan B.
Being fully under the whims of a service is how companies die. And unity is going to put a financial stranglehold on so many businesses. So really if they aren't planning to cut ties, they won't survive in a few years.
I’ve felt this same way about content creators complaining about YouTube. It’s far too risky to develop your life plan around a particular company continuing their service.
Most channels have a patreon because of that reason. Better to have the fans support you than whatever new monetization model YouTube comes up with. (No bad words in the first minute, reviewers have to play movies flipped so they won't be copyright struck, ads can do whatever they want but if you make a video talking about said ads only using those ads you guessed it demonetized). Google (alphabet)is an empire at this point and we need the government to create a new branch of government to handle online businesses because our 80+ year old representatives came understand that Mark Zuckerberg has nothing to do with iPhones.