Unity partners with PvX for $1.3 billion in non-dilutive UA financing

Unity and PvX launched a partnership on October 27, 2026, to fund mobile UA campaigns. PvX has committed more than $1.3 billion in financing across 17 markets to date. Qualifying studios receive cash tied to campaign performance instead of equity or loans. The deal requires developers to join Unity's Developer Data Framework and spend Unity Ads credits.

PvX vets and funds eligible game studios and consumer apps under the program.
Financing scales with marketing performance, letting studios expand campaigns before raising equity.
The program pairs PvX's capital with Unity Vector's targeting tools to lift ROAS.
"The recent success of Unity Vector has helped drive meaningful ROAS improvements for customers, paving the way for a mutually beneficial partnership designed to expand access to financing and accelerate growth within the increasingly competitive mobile apps industry." - Joe Wadakethalakal, CEO and co-founder, PvX

Approved developers receive Unity Ads credits, steering funded UA spend into Unity's own network.
Enrollment in Unity's Developer Data Framework is a condition of receiving PvX financing.
Developers may also gain more favorable invoicing terms and enhanced support from Unity.
The bundle channels outside growth capital toward Unity's own ad inventory and data pipeline.

AppLovin filed a temporary restraining order against Unity in San Francisco's Superior Court.
The filing accuses Unity's Ad Quality SDK of harvesting data without permission.
The TRO and the PvX deal both center on who controls UA attribution data.

For Publishers & Developers: Model funded UA as Unity-weighted spend before accepting, since channel diversification shrinks.
For Investors & VC: Push portfolio studios to exhaust cohort-based UA financing before pricing growth equity rounds.
For UA & Marketing: Benchmark Unity-funded cohorts against AppLovin campaigns separately to isolate credit-inflated ROAS.