Gaming audiences everywhere: Unity and Index Exchange unlock omnichannel activation
Gaming isn't a side channel — it's where audiences are diverse, growing, and deeply engaged. From blockbuster titles to indie favorites, mobile games reach people across every age, background, and location, creating meaningful moments that traditional media can't always deliver. In December 2025, we estimated that Made with Unity mobile applications reached approximately 256 million unique monthly active devices in the US¹ — a scale comparable to leading social, streaming, and entertainment platforms, making gaming an attractive and largely untapped channel for programmatic.
Yet, despite this scale, the unique behavioral signals generated within games have often remained untapped by programmatic buyers.
That’s why we’re excited to announce our partnership with Index Exchange. By bringing Unity’s mobile gaming inventory and first-party data to Index Marketplaces, giving marketers access to highly engaged global gaming audiences, setting a new industry benchmark for cross-screen audience activation.
Brands have spent years chasing the right audience at the right moment. Gaming audiences are no longer a niche. Unity audiences are 51% women, spanning Gen Z to Gen X, and 41% have children in the household, a robust demographic cross-section2.
Unity powers 71% of the top 1,000 mobile games globally3. Because we operate at the game engine layer, we’re able to capture real behavioral and intent signals from players, data that’s generated at the moment of engagement, not modeled or guessed.
What this partnership means
Index Exchange is one of the world's largest independent supply-side platforms, trusted by premium publishers and global brands for over two decades. What’s unique here is the way Unity’s inventory and data are packaged: curated, accessible through Index Marketplaces, and fully interoperable. For buyers already using Index, accessing gaming audiences is now as simple as activating a new inventory package; no new tech or complicated onboarding required.
For the first time, through Index Marketplaces, brands can extend Unity’s gaming audiences beyond mobile, activating them across CTV and other premium inventory available through Index Marketplaces. This enables brands to drive full‑funnel performance across screens using gaming‑derived insights.
Formats and environments built for outcomes
This isn’t just about reaching gamers, it’s about doing it in environments that drive results. Marketers will have access to a wide range of in-app gaming inventory, all within privacy-focused, brand-safe contexts. Unity’s scale means this is a mainstream opportunity, not a niche experiment.
And with immersive formats like full-screen video, playables, shoppable ads, and dynamic creatives, brands can engage players in ways that go beyond standard display units. These ad experiences are designed for how people actually interact with games, making every impression count.
Ready for what’s next
As cookies disappear and signal loss accelerates, the need for durable, measurable audience data has never been greater.
The data has always been there. Now it is addressable.
To activate your campaign, contact a Unity representative.
Sources:
1 - Apptopia, UAds. Disclaimer: This estimate is based on Apptopia data from December 2025, and unique device and installation level identifiers from internally available data (mobile and desktop devices only).
2 - Unity Internal Data, as of October 2025; eMarketer Infopack: Video Games 2025
3 - 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.