Announcement

Elevating mobile in-app video scale: Unity’s partnership with Nexxen

May 6, 2026|3 Min
Unity and Nexxen logos side by side on a black background

As the digital advertising landscape evolves, marketers are seeking new ways to reach audiences with attention and impact. Mobile in-app gaming stands out as a channel where engagement is high, reach is durable, and privacy standards are robust. To help brands and agencies tap into this opportunity, Unity is partnering with Nexxen to bring our high-quality mobile in-app video supply to Nexxen’s demand-side platform (DSP).

Through this integration, Nexxen customers can now access Unity’s mobile gaming inventory alongside their existing Connected TV (CTV), digital, and cross-screen video buys—all within the same familiar workflow. This partnership makes it easier for advertisers to extend their video strategies into the mobile gaming space, reaching audiences during moments of active, leaned-in engagement.

The strategic value of mobile gaming for advertisers

Mobile gaming represents a cornerstone of digital engagement, with American users averaging 8.5 hours per week (a 12% increase, year over year) often while second-screening on TV. Unity powers a significant share of this ecosystem, as of December 2025, we estimated that Made with Unity apps reached over 3 billion unique monthly active devices¹, and 71% of the top 1,000 mobile games are made with Unity².

For advertisers leveraging Unity’s extensive in-app ecosystem, the integration with Nexxen DSP offers several strategic advantages:

  • Unified cross-screen scale: Campaigns can be activated within Unity's high-attention mobile gaming environments, complementing CTV and digital executions on a single programmatic platform.
  • Future-ready targeting: Unity's deterministic, in-app signals can be leveraged for precise audience engagement and privacy-safe measurement, supporting robust results as signals change.
  • High-impact engagement: Audiences can be reached during immersive moments of gameplay, driving elevated attention, effectiveness, and measurable performance outcomes.
“The traditional web is becoming less predictable, from signal loss to AI-driven behavior shifts. By integrating Unity’s in-app inventory into Nexxen DSP, we’re unlocking mobile video reach that’s not just resilient, but designed to bring brands where attention is actually landing – ultimately future-proofing their strategies.”
CHANCE JOHNSON / NEXXENChief Commercial Officer

How Unity and Nexxen are advancing mobile advertising

The Unity and Nexxen integration sits at the intersection of two shifts in digital advertising: the rise of mobile in-app gaming as a high-attention channel, and the need for more durable, privacy-aware addressability.

By making Unity’s in-app gaming inventory available directly in Nexxen DSP, buyers don’t need to treat mobile gaming as a separate, experimental line item. Instead, it becomes another core video environment that can be planned, measured, and optimized alongside CTV and other digital video.

For marketers, this collaboration is less about adding yet another supply source and more about strengthening an existing strategy. Unity’s mobile gaming environments offer deterministic in-app signals and privacy-forward design; Nexxen provides the programmatic controls and cross-screen view. Together, they give brands and agencies a clearer way to reach players during meaningful moments of gameplay while staying aligned with evolving measurement and privacy expectations.

“Mobile in-app gaming represents a unique opportunity to engage consumers in the high-attention state of play, on the go, at home, or late at night second screening playing a mobile game while watching TV. We are delighted to partner with Nexxen to accelerate the growth of mobile in-app gaming as a must-buy premium channel for marketers to reach their audiences and drive successful outcomes.”
CHRIS FEO / UNITYSVP Sales & Partnerships, Programmatic

As tracking frameworks continue to change, advertisers using Nexxen DSP can treat Unity-powered mobile gaming as a stable, measurable component of their cross-screen media mix, one that complements CTV and other video, rather than competing with it.

Interested in adding mobile gaming to your media mix? Reach out to your Unity representative to discuss campaign opportunities.

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1 - As of December 2025. Source: Unity Ads, Apptopia, Steam. Disclaimer: This estimate is based on a combination of Apptopia and Steam data from Dec 1 2025, and unique identifiers from internally available Unity data for mobile and desktop devices only.

2- As of December 2025. Apptopia, Data.ai, and SensorTower. Disclaimer: Top mobile games is a blended number defined by the top 1000 mobile games based on monthly active users from each of the Google Play Store and iOS App Store for the month of December 2025. This figure is calculated globally, excluding China.