Google’s AdMob mobile advertising business has just partnered with real-time 3D development platform Unity Technologies to help advertisers and app developers monetise their games.
The move enables Google advertisers to access Unity’s network of mobile gaming titles through Universal App campaigns.
“Everyday nearly 9 billion minutes of time is spent with consumers engaging in mobile game content built with Unity. This remains a largely untapped opportunity for performance and brand advertisers. Advertisers can win users’ mindshare, drive performance, and scale campaigns to new heights by tapping into this valuable global audience,” explained Julie Shumaker, Vice President of Advertiser Solutions at Unity Technologies.
“By partnering with Google, we are unlocking access to this powerful channel and providing advertisers the opportunity to drive value with high engagement ad experiences.”
According to Unity Technologies, the partnership has already resulted in video completion rates of 87.3% compared to the average of 32.5%. Unity reaches 1.5 billion devices and serves over 9.4 billion ad impressions monthly through its platform.
At the same time, Google said it was “committed to helping drive the mobile gaming ecosystem forward”.
The move comes at a time when Facebook has decided to jump start its reach into mobile gaming. Indeed, research found that every third app download is now a game, highlighting the rapid growth of the industry.