Category: Tech

It’s been over a month now since Unity partially backtracked on its controversial proposed “pay per install” fee structure, a trust-destroying saga that seems to have contributed to the retirement of Unity CEO John Riccitiello. Now, a new report highlights some of the internal divisions over the “rushed-out” policy introduction and provides new insight into what may have been motivating the company to even attempt such a plan.

While much of the industry furor was focused on the business impact Unity would have on mid-sized indie game publishers, MobileGamer’s reporting suggests Unity’s moves were actually more focused on extracting a larger share of the lucrative mobile ad mediation market. Unity made a massive investment in that market about a year ago when it acquired IronSource, one of many major tools that mobile game devs use to maximize revenue by managing inventory from multiple ad networks at once.

Within 48 hours of launching on July 5, Mark Zuckerberg’s Threads managed to bring in 100 million users, making it the fastest growing application in history. The initial fanfare was short-lived, however, and Meta’s “Twitter alternative” has been on a downward spiral ever since.

Data collected by Similarweb has revealed that traffic on Threads has decreased by more than 50 percent in its second week of operation, though only the numbers only reflect Android users. Apple is scheduled to provide figures for iPhone users in the coming weeks.