Unity CEO and president Matthew Bromberg said that, as the number of games released continues to grow, the importance of generative AI-driven discovery tools will be at the "forefront" to stand out in the market.
During the Q3 2025 earnings call with investors , Bromberg said that AI will be an important element in discoverability, especially as the number of released games continues to increase. "The explosion for really amazing new games, which we're already seeing and it's gonna continue growing markedly, it's going to put the importance of AI-driven discovery ever more in the forefront."
Bromberg's reasoning is that Unity is in a position to help developers and publishers sort through what is a difficult market, because there will be "so much more content" in an already competitive marketplace. "We think we have a role to play in helping our customers take advantage of that growing path," he said.
This is related to a previous remark during the earnings call, in which the CEO spoke about Unity's goal for the democratization of game development that can allow individuals to "build a game that millions of people can play," after mentioning recent examples of Unity-made successful titles like Peak, which surpassed 4.5 million sales within a month , and and Ball x Pit, which sold over 400,000 copies on its first week (via the official account on X ), amid others.
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As such, Bromberg posited that we're seeing a "kind of next turn of the wheel" now, in which "AI technologies are gonna allow us to make that game development process ever more accessible," adding that these tools will allow developers to spend less time "mired in the start line" of building features and functionalities to spend time "innovating" instead. This also includes offering tools to non-software developers and content creators to push for interactive short-form content.
Unity's third-quarter financials "exceeded expectations" thanks to Vector AI and "continued strength" in Create
Bromberg's comments don't come as a surprise, considering Unity has been leaning heavily on AI. This is despite game developers not warming up to generative AI, and some of them being more worried than ever that the technology will lower the quality of games .
In late September, Unity established an AI Council that it claimed would "accelerate the pace and quality of innovation" across the company.
As we reported back then, the news came around two months after Unity lauded its AI-powered advertising platform , Unity Vector, for "transforming" the company's growth prospects following a turbulent period of widespread layoffs , leadership changes , and public grovelling in the aftermath of the company's infamous Runtime Fee rollout .
According to the Q3 2025 earnings results , revenue was 471ドル million, up 5 percent year-over-year. Create Solutions revenue was 152ドル million, up 3 percent year-over-year. This was driven by "strong growth in subscription revenue, offset by decreases in consumption services revenue, driven by our portfolio reset."
Then, Grow Solutions revenue was 318ドル million, up 6 percent year-over-year. This increase was driven by "strong performance of the Unity Ad Network, powered by Unity Vector." The company reported a net loss of 127ドル million for the quarter, compared to 125ドル million in Q3 2024, as well as a net loss margin of 27 percent, compared to 28 percent in Q3 2024.
During the earnings call, multiple investors asked Unity leads about Vector's growth, to which Bromberg responded that the company is looking at the technology in the long term. While runtime data is a multi-year growth opportunity for the company, absent any contribution, Unity is "confident" on the growth trajectory of Vector.
When asked about how the revenue from Solutions excluding Unity Vector did in the quarter, and how to think about that long-term, whether it'll see growth or stay flat, Bromberg said the company isn't reporting breakdowns in ad revenue.
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"I would say in general we couldn't be more proud of the progress we're making across the entire segment, we're seeing really positive trends across all of our ad businesses, and we expect that number to grow over time, but beyond that I don't think we want to comment too much," he said.
About the Author
Contributing Editor, News, GameDeveloper.com
Diego Nicolás Argüello is a freelance journalist and critic from Argentina. Video games helped him to learn English, so now he covers them for places like The New York Times, NPR, Rolling Stone, and more. He also runs Into the Spine, a site dedicated to fostering and supporting new writers, and co-hosted Turnabout Breakdown, a podcast about the Ace Attorney series. He’s most likely playing a rhythm game as you read this.
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