As Matmi releases Gorillaz â??brand gameâ?? onto App Store

Non-game firms bankroll a third of Unityâ??s trade

The CEO of Unity Technologies has revealed that a third of his company’s business comes from non-game firms.

David Helgason said “it’s exciting to observe how Unity gets adopted outside of the core games industry”.

He added: “The music, film and advertising industries are broadly adopting games and game technology to reach wildly broad game-loving audiences. These products exemplify the kind of creative uses which now make up a third of our business.”

Helgason’s revelation comes as digital agency Matmi releases onto the App Store a game centred on Damon Albarn’s virtual band Gorillaz.

Matmi managing director Jeff Coghlan evangelised new opportunities for the games industry through ‘branded-games’.

He said they provide “vital new revenue streams for the music industry and EMI has been a pioneer in the field – witness the success of the campaign we worked on with them for Lily Allen, for example.”

‘Branded game’ projects are, however, often a source of frustration for developers who want to apply themselves in more creative persuits.

Unity is a Develop Award-winning multi-platform game engine widely praised for its scalability and flexibility.

About MCV Staff

Check Also

How Improbable Multiplayer Services gave Midwinter Entertainment greater creative freedom

Josh Holmes, CEO of Midwinter Entertainment, talks about the benefits of utilising Improbable Multiplayer Services [This content was created in association with Improbable]