They’ve been all in for about half a decade. If you don’t work in mobile, or play a lot of mobile games, you might not have noticed - but basically the most played games on planet earth are made in Unity, and are on mobile.
It’s sad to say this, but their actions this past week have kind of shown us that the folk at Unity don’t even seem to care about other platforms anymore; to the point that they did not even consider them on a basic level while working on their new pricing policies.
They should just either rebrand to a mobile first company, or at least split their products such that those making pc/console games can argue for their own price points and features.
Ridiculous to lump indie devs and mobile companies like hyper casual devs (who can have 5 million+ installs a game, thanks to their low CPIs and marketing optimizations) into the same category.
Unity is mad that mobile game companies acquire millions of users in a few months as they transition from soft launch to global, and then sell their companies for millions - if not billions - of dollars.
They want a cut of that pie, and in true unity fashion, they chose the most inept way of doing that.
If you have developers of games like Cult of the Lamb feeling scared, you did it wrong.
You protect your indies, you protect the people making art with your product. The people who invested 3 million and are making billions in the mobile ads game? That’s your target.
How they could be this inept is astounding…
Also, I’ll echo the other commenter’s statement in saying the article is very well written. They just weren’t able to really answer the “why” portion very well. John Riccitiello wasn’t wrong when he said this plan wasn’t designed to affect 90% of their customers - but it also doesn’t mention how that remaining 10% makes more than that 90% combined.
These companies can’t port to Godot as it doesn’t support the software stacks they use and the platforms they target (mobile).
With the size of the players involved, it’s much more likely they go to Cocos2D in the short term, and that something new pops up in the long term to act as a proper Unity replacement.
Let’s not forget that Unity recently merged with a malware company, so borderline-illegal predation is their entire business strategy.
No, they merged with an advertising company - you know, the same companies with which they’re close enough to have plugins for. It’s about business; who you talk to, who you have deals with.
I would never call such horrifically predatory tactics “good business sense.” It’s abuse of market position and should draw the ire of antitrust regulators, as well as make their product a major business risk for any new projects.
It is good business sense. The engine has relatively little value, it’s about what software stacks it integrates with, plus the ease of use for making exports to the two platforms that matter (Android and iOS). There’s a reason Unreal doesn’t even exist in this space, even though it’s technically capable of running on these devices.
Again, this is not the industry you’re thinking of - it’s the mobile industry, which is less about game development and more about having millions in your war-chest (usually from a few VCs) that you can spend on your marketing budget. If you can’t market, you’re dead in the water.
The entire industry is built around ads in games and traditional social media.
Things like this will stop happening if:
A) People become less susceptible to predatory marketing.
B) Another game engine developer decides to undercut Unity while at the same time offering similar platform targets and SDK integrations.
(There’s also a thing to be said about hiring, where all new mobile-game devs learn Unity - as it’s become the de-facto standard for getting a job in this industry. Any new player would need some big names to adopt them first to make a push for people to learn the tools, not hobbyists.)
Barring that nothing will change.
Also, there really aren’t “new” projects in this field - you rarely see scrappy upstarts succeeding in the mobile space, just jaded veterans undercutting their old studios by offering their VCs (or new, hungrier VCs) a bigger cut of the pie. Also, studios with private chefs, massive salaries, and cult-y work spaces that look like adult playgrounds.
Unity is an engine primarily used by mobile app developers; it’s their biggest market. Indie game developers are basically just collateral damage, for this kind of a pricing change.
Mobile apps are all about massive scale (millions of installs) and ungodly amounts of revenue. They’re going after large mobile developers, not small studios. (I’m not saying small studios won’t get affected, I’m saying Unity is focusing on the big dogs - potentially at the cost of pissing off unrelated folk for no financial reason)
The per install costs don’t kick in until you’ve made half a million dollars in revenue, and a certain number of installs.
Also, you literally can’t build these apps with other engines as ad network integrations don’t exist for them. So it’s not like anyone has a choice: it’s Unity demanding to be paid more as they’re the only viable player in the industry.
Makes good business sense, though I think they should increase the revenue point of the free and personal tier to a million as well, just to put the minds of indie devs at ease. No point freaking out unrelated people.
It’s okay to stop playing a game after you’ve played enough of it to understand it isn’t for you.
I think I had about 10~12 hours played of Diablo 4 before I noticed it wasn’t for me and stopped. Still enjoyed what little I played of it, but wasn’t motivated to continue.