Flood The Zone
Unity reporting their strong Q3 2026 performance:
We are seeing the compounding impact of our flywheel strategy: more creators make more games on our platform, and more games fuel the need for more discovery through advertising.
The ads business is now almost three times the size of the engine.
I'd never really made the connection before: Unity now has an incentive to make it easier to flood the market.
That doesn't mean it wants bad games, or to drive up discovery costs, but every extra title competing for finite attention is another one paying to be found.
Valve has a different business, but the same indifference to who wins.
It needs people buying games on Steam, but it doesn't need them buying yours.