Unity's Free Ad Quality Tool: Enhancing Player Retention and Ad Experience

Unity Introduces Free Ad Quality Tool

In a significant move for game developers, Unity [NYSE:U] has officially announced the launch of its new tool, Ad Quality, aimed at enhancing advertising experiences and improving player retention rates. This tool will be available for free as a standalone SDK, accessible to all publishers regardless of their mediation platform. This initiative underscores Unity's commitment to ensuring a safe player experience while safeguarding brand value and revenue—a testament to its leadership in the industry.

Phil Suh, SVP of Ad Monetization at Zynga, spoke highly of Ad Quality, asserting that it serves not only as a preventive measure against disruptive ads within their games but also significantly enhances the overall player experience. He emphasized the tool’s critical role in quickly identifying issues, thus protecting both player satisfaction and brand integrity.

A recent survey conducted by Unity revealed a startling correlation between ad content quality and player retention rates. It found that when mobile game advertising experiences are subpar, 44% of players indicated they are highly likely to stop playing, and 47% admitted they would likely uninstall the game. Ad Quality aims to set a new standard for in-game advertising, rooted in transparency and control, allowing developers to maintain high-quality advertising that secures the player experience. This shift not only promises to protect the player journey but also to expand opportunities for success, both creatively and commercially.

Yi Gong, VP of Growth at Tilting Point, echoed the importance of player experience for success, noting that the quality of in-game ads is a vital component. He praised Ad Quality for facilitating a clearer understanding of the advertising displayed, maximizing the effects of blocklists, and directly supporting a positive player journey.

Ad Quality provides insights into essential user experience metrics such as ad playback time, skip rates, drop-off rates per creative, and overall revenue. With over 25 advertising networks feeding data into this tool, developers gain a comprehensive view that allows them to protect player experiences and maintain game integrity. Upcoming enhancements for Ad Quality include AI-powered automatic tagging of problematic content, customized insight reports for individual studios, and the introduction of a universal creative ID for improved tracking accuracy across networks.

Felix Thé, Unity's SVP of Product and Technology in the Grow division, remarked, “We are enabling developers to reclaim control. Creating excellent content and acquiring users requires tremendous effort, and the value formed must be protected by the developers themselves.” By making Ad Quality freely available and compatible with any mediation provider, Unity aims to empower developers to safeguard their games' value, build trust, and ensure that players can fully enjoy their gaming experiences without concern for ad safety or appropriateness.

For those interested in exploring the capabilities of Ad Quality further, detailed information can be found on Unity's website.

*Note: This data is based on a survey conducted in July 2025, involving 2,200 respondents in the United States. Source: Unity’s “Ad Experience Customer Survey” July 2025.

About Unity

Unity NYSE: U] provides a comprehensive suite of tools for creating, selling, and scaling games and interactive experiences across all major platforms, including mobile, PC, console, and extended reality (XR). For more information, visit [Unity.com.

Note: Unity and its related product names are trademarks of Unity Technologies or its subsidiaries.

Forward-Looking Statements

This press release contains forward-looking statements as defined in the federal securities laws, particularly concerning Unity's plans, strategies, and objectives. Phrases like “believe,” “could,” “will,” “estimate,” “continue,” “intend,” “expect,” “plan,” and “forecast,” along with similar expressions, are intended to identify these forward-looking statements. These statements are affected by risks, uncertainties, and assumptions, and actual results may differ significantly from those anticipated.