Google and Unity partner to boost mobile game advertising

In mobile games, 96 percent of players don’t pay any money for game content. But 71 percent of them say they won’t mind watching ads in exchange for free games. To boost mobile game advertising, game engine maker Unity Technologies and Google’s mobile ad business are announcing a strategic partnership today.

Both companies have been working on the partnership for several years, as they had to do some complicated technical integration of Google’s AdMob platform into Unity’s game engine. And the final solution was only possible after Google migrated its Universal App Campaigns (which create machine-learned app advertising campaigns across all Google platforms) last fall, the companies said.