Why Snap's Deal With Unity Software Could Be a Win-Win

Snap tethers Snapchat to Unity’s growing ecosystem of game and ad technologies. Snap (NYSE:SNAP), the parent company of Snapchat, recently partnered with Unity Software (NYSE:U) to bolster its ad and game platforms. Snap will integrate Unity’s game engine — which powers over half of the world’s mobile, PC, and console games — into its Snap Kit SDK (software development kit) for developers. It will add support for Snapchat’s Bitmojis, which allow users to play as their virtual avatars, next year. Snap will also integrate the Unity Ads platform, which lets developers insert ads into their games and apps, into the Snap Kit’s Audience Network, which allows Snap’s advertisers to purchase ads on third-party apps and websites. Let’s dig deeper and see how this deal could benefit both companies. Image source: Getty Images. The story thus far… Unity’s Create Solutions platform provides cross-platform rendering, lighting, physics, sound, animation, and user interface tools for developers. Bundling those tools has made it easier to create games, since developers previously created those features individually for different platforms — which was an expensive, buggy, and time-consuming process. Popular video games like Super Mario Run, Among Us, and Monument Valley were all built with Unity. Unity’s…
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