Unity and PvX Partner to Fund Game Studios’ User-Acquisition Campaigns

Unity and PvX announced Tuesday a partnership to help eligible growth-stage studios in Unity’s ecosystem finance user-acquisition campaigns for gaming and consumer apps.

The program covers gaming and consumer apps. PvX will review applicants through underwriting and finance campaigns that pass its screening. In cohort-based user-acquisition financing, a provider advances advertising costs and recoups a proportional share of revenue from users acquired through the campaign. This model has no fixed repayment schedule, and developers do not have to cover revenue shortfalls with their own funds.

Paid user-acquisition spending accounts for a median 34% of revenue at publicly listed mobile game companies, while smaller studios can spend more than 50%. The financing gives studios a way to fund campaigns without selling equity.

PvX has committed more than $1.3 billion in user-acquisition financing across 17 markets. Games that qualify will participate in Unity’s Developer Data Framework, receive a Unity Ads credit and enhanced customer support, and be considered for favorable invoicing terms.