Unity has announced a partnership with user acquisition financing platform PvX to provide eligible game studios and consumer app developers with access to marketing capital without requiring them to give up equity. The agreement combines PvX’s financing model with Unity’s advertising technology to help growth-stage developers fund user acquisition campaigns.
The partnership will give qualifying developers within the Unity ecosystem access to financing based on their games’ marketing performance. PvX will evaluate apps and provide funding to approved studios, while Unity will offer advertising credits and additional support through its advertising platform. The companies said the initiative is intended to address financing challenges faced by developers seeking to increase marketing spending without raising additional equity capital.
According to Unity, PvX has committed more than $1.3 billion in user acquisition financing across 17 markets to date. The figure represents PvX’s cumulative financing commitments rather than a dedicated funding pool established for the Unity partnership. The companies have not disclosed how much capital will be available through the new program or how many developers they expect to support.
Under the agreement, eligible developers will undergo an underwriting process managed by PvX, which will assess their apps and determine whether they qualify for financing. The funding model is structured around cohort performance, allowing developers to secure marketing capital based on the performance of acquired users rather than selling ownership stakes in their businesses. This approach connects financing decisions to user acquisition results and the revenue generated by player cohorts.
Developers approved for the program will also participate in Unity’s Developer Data Framework, receive credits to spend on Unity Ads and gain access to enhanced customer support. Unity said qualifying studios may also be considered for more favorable invoicing terms, although these benefits are subject to eligibility and approval. The companies have not disclosed specific financing rates, repayment terms or minimum campaign spending requirements.
The partnership will incorporate Unity Vector, the company’s AI-powered advertising technology, which supports user acquisition campaign targeting and optimization. By combining PvX’s performance-based financing with Unity’s advertising infrastructure, the companies aim to provide developers with capital and campaign management tools through a coordinated arrangement. PvX CEO and co-founder Joe Wadakethalakal said the agreement follows improvements in return on ad spend reported by Unity Vector customers.
The announcement comes as mobile game developers face pressure to balance rising user acquisition costs with the need to maintain profitable growth. Marketing campaigns often require substantial upfront investment before developers can recover acquisition costs through in-app purchases, advertising revenue or subscriptions. For studios with limited access to venture capital, financing arrangements linked to user acquisition performance can provide an alternative to traditional equity fundraising.
PvX has been expanding its financing operations throughout 2026. In April, the company raised $10.5 million in Series A funding to increase its financing capacity and develop its technology. At the time, it reported more than $750 million in cumulative user acquisition financing commitments, a figure that has since increased to more than $1.3 billion.
The Unity partnership extends PvX’s access to developers already using Unity’s game development and advertising products, while providing Unity with an additional offering for studios seeking to scale their marketing activities. However, the companies have not announced a rollout schedule, application deadlines or financial projections associated with the initiative.
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