Unity partners with PvX to offer UA financing to mobile studios
Unity has partnered with PvX to provide user acquisition (UA) financing for mobile game studios, announced on October 27. The partnership allows studios to fund their player acquisition campaigns without diluting equity or taking on traditional loans. Instead, studios receive performance-based funding tied to how each cohort of acquired players performs, enabling them to scale marketing spend as returns materialize rather than raising capital upfront.
PvX, positioned as one of the largest UA financing outfits in mobile, has committed over $1.3 billion across 17 markets to date and will vet and fund qualifying games and applications under this arrangement. Studios that qualify for the program receive additional incentives including Unity Ads credits, enhanced customer support from Unity, and potentially improved invoicing terms. Participants are required to sign up to Unity’s Developer Data Framework.
The partnership reflects a broader shift in mobile game financing, moving away from traditional venture capital or equity dilution toward performance-based funding models that more closely align the interests of studios and financiers. This approach gives independent developers greater control over their funding decisions while enabling them to demonstrate player acquisition efficiency before committing significant marketing budgets.