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EGDF: UNITY’S INSTALL FEES ARE A SIGN OF LOOMING GAME ENGINE MARKET FAILURE
Step by step, video game engines are becoming key gatekeepers of European cultural and creative sectors. Currently, Unity dominates game engine markets, Unreal being its primary challenger. These two engines are not just clear market leaders in the game industry but increasingly vital market actors in film, architecture, and industrial design and simulations. In 2022, Unity reported that globally, 230,000 game developers made and operated over 750,000 games using the Unity Engine and the Unity Gaming Services portfolio of products.
Unity’s new fee structure is going to have a drastic impact on the game industry.
Over the years, the Unity game engine has reached close to unofficial industry-standard status in some game markets. Its well-designed tools and services have lowered the market access barriers in the game industry. Furthermore, it has played a crucial role in removing technological barriers to cross-platform game development. Now, Unity has informed the game dev community that it will move from subscription-based fees to subscription and install-based fees, which will significantly increase the game development costs for most game developers relying on their services. EGDF finds it unfortunate that Unity has significantly damaged its reputation as a reliable and predictable business partner with these sudden and drastic changes in its pricing principles.
Bigger game developer studios have the luxury of being able to develop their own game engines. Consequently, market uncertainty and significantly increased service provider risks caused by Unity’s new fee structure will hit, in particular, SME game developers. It will be much harder for them to build reliable business plans, make informed decisions on game engines, and run a profitable business. Many of these studios struggled to access risk funding before Unity’s announcement, and it has only worsened their situation.
Unity’s decision will have a broader impact on the whole game industry ecosystem. Many professional game education institutions have built their curriculum on the Unity game engine. If Unity’s new pricing model starts a mass exodus from Unity’s engine, it will lead to rapid changes in professional game education itself and place many young industry professionals who have built their career plans on mastering Unity’s tools in a very difficult position.
Although Unity’s decision will cause significant challenges for the industry, EGDF kindly reminds that instead of focusing on blaming individual Unity employees for the changes, it is far more productive to focus on taking measures that increase competition in game engine markets.
Unity’s anti-competitive market behaviour must be carefully monitored, and, if required, the European competition authorities must step in.
Unity is an increasingly dominant market player in the game markets. According to Unity’s own estimate, in general, 63% of all game developers use its game engine. The share can be even higher in some submarkets. Unity estimates that 70% of top mobile games are powered by its engine. Unsurprisingly, Unity’s game engine is now a de facto standard in mobile game markets to the extent that whole formal professional game education degree programmes have been built on training its use. However, Unity’s market dominance is not just based on the quality of its game engine. It is also an outcome of aggressive competition practices and systematic and methodological work of making game developers dependent on Unity services.
How Unity bundes different services together potentially distorts competition in game middleware markets. Over the years, Unity has, step by step, bundled its game engine more and more together with other game development tools under the Unity Gaming Services portfolio. Unity is not just a game engine; it is also a player sign-in and authentication service, a game version control tool, a player engagement service, a game analytics service, a game chat service, a crash reporting tool, a game ad network, game ad mediation tool, an user acquisition service and in-game store building tool. This creates a significant vendor lock risk for game developers using Unity services. It also makes it difficult for many game middleware developers to compete against Unity and, all in all, significantly strengthened Unity’s game engine’s market position compared to its rivals.
Now, Unity is strategically using install fees to deepen the lock-in effect by creating a solid financial incentive to bundle other Unity services even closer to its game engine: “ Qualifying customers may be eligible for credits toward the Unity Runtime Fee based on the adoption of Unity services beyond the Editor, such as Unity Gaming Services or Unity LevelPlay mediation for mobile ad-supported games. This program enables deeper partnership with Unity to succeed across the entire game lifecycle.” This will, of course, drastically impact Unity’s direct competitors.
Unity’s install fees are an excellent example of Unity’s potentially anti-competitive market behaviour. It is clear that if Unity’s pricing model had, in the past, been similar to the now-introduced model, it would likely never have achieved the level of dominance it enjoys today, as more developers would have chosen another alternative in the beginning.
The fact that Unity’s new install fees are only targeted at video games and do not apply to other industries logically leads to a question: Is Unity setting prices below cost level at different market segments, or is Unity charging excessive prices in game markets? Furthermore, does the fact that Unity is now introducing an install fee on top of the licensing fee mean that licensing fees have before been below cost level? Or does the introduction of install fees on top of the licensing fees of their game engine allow them to provide other, lock-in generating, services below cost level?
In the end, Unity has built its dominant position in game markets for years and systematically made game developers more dependent on it. It is a good question if Unity has now crossed the line of abusing its market dominance on weaker trading parties that deeply depend on its services. Game productions can take years, and game developers cannot change their game engine at the last minute, so they are forced to accept all changes in contract terms, no matter how exploitative they are. Unity must know that if they had given more notice, many more developers might have had a realistic chance of abandoning Unity altogether by the time the new pricing came into play.
The new install fees will limit game developers’ freedom to conduct business as it pushes them to implement Unity ad-based business models even in games that otherwise would not have ad-based monetisation. Furthermore, this will create a competitive disadvantage for those game distribution platforms that do not use ad-based monetisation at all (e.g. subscription services and pay-per-download games), as Unity is de facto forcing them to increase their consumer fees compared to channels that allow the use of Unity’s ad-based monetisation tools.
The new install fees will likely lead to less choice for consumers. Install fees will allow Unity to extract value from games that generate a lot of installs through, e.g. virality, but do not necessarily generate money. Install fees will lead to markets where game developers want to limit the downloads and try to avoid installs from the wrong players. This can potentially kill part of the game market. For example, indie developers that have an unfortunate mix of being a success on the number of installs but that are struggling to generate revenue, or hyper-casual game studios based on combining a huge install base with minuscule revenue generated per game.
In the long run, the EU needs to update its regulatory framework to answer the challenges caused by dominant game engines.
Unity’s install fees demonstrate why the EU needs a new regulatory framework for unfair, non-negotiable B2B contract terms. Contract terms Unity has with game developers are non-negotiable. With the new non-negotiable install fee, European game developers have to either withdraw their games from markets, increase consumer prices or renegotiate their contracts with third parties. For example, if a game memory institution makes games available for download on their website, a game developer studio must now ask for a fee for it or ban making European digital cultural heritage available to European citizens. The three-month time frame Unity is providing for all this is not enough.
The Commissions should introduce a specific regulation for non-negotiable B2B contract terms. The regulation should provide sufficient time (e.g. in a minimum, six months) for markets to react to significant changes in non-negotiable terms and conditions that a service provider has communicated to their business users in a plain, clear and understandable manner (e.g. now it is unclear how Unity counts the installs). Furthermore, the Commission should bring much-needed market certainty by banning retroactive pricing and contract changes.
The Commission should include game engines in DMA. While reviewing the recently adopted Digital Markets Act (DMA), the Commission should consider lowering the B2B user thresholds and adding gatekeeper game engines under its scope. This would, for example, ensure that Unity cannot use data it collects through its game engine to gain an unfair competitive advantage for its other services like advertisement services.
The Commission should increase its R&D support for the European game industry. The fact that there is no major competitor for Unity Engine that does not require constant back-end server connection is a market failure in itself. The Unity Game engine is not fully scalable because Unity has built its engine in a way that it calls home every time it is installed to report instals for Unity. Consequently, the Commission should strengthen its efforts to support the emergence of new European game technology and business service providers. In particular, the Commission should increase its support for privacy-friendly open-source alternatives for game engines, like for example Godot or Defold or similar, that do not require constant back-end server connection and thus have no need for scalable revenue-based fees or install fees.
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Incentive Games, a leading B2B games provider, has partnered with Goldbet, part of the Lottomatica Group Italy’s leading name in online gaming, to launch a new free to play weekly football game, Winning5.
The game gives football fans a chance to visit the Goldbet app each weekday to ‘collect’ a different Seria A team, selected at random, with play bonus slot, spots bonus, and a €2,000 shared jackpot up for grabs depending on how many of their teams win over the weekend.
The more winning teams players collect, the bigger the prize. From smaller wins for two correct results, to the ultimate reward for collecting all five teams, Winning5 offers players an engaging and free way to add fun to the weeks matches.
On game day, players can track their progress through real-time updates, powered by Incentive Games’ specialised data and analytics to deliver a seamless, engaging experience.
This is the first collaboration between Goldbet and Incentive Games as part of the company’s partnership with Lottomatica.
John Gordon, CEO and co-founder of Incentive Games, said, “Winning5 is designed to bring the thrill of weekend football to life, but in a way that’s free-to-play and accessible. We’re thrilled to partner with Goldbet, one of Italy’s most respected gaming brands, to deliver a product that keeps fans engaged and entertained from kick-off to the final whistle.”
Simone Occhiuzzi, Lottomatica Digital & i-Gaming Director, said, “Our objective is to ensure an ever-expanding for-fun offering for our customers. We are proud to have broadened our engagement bouquet with the introduction of Winning5, further enriching our customers’ for-fun experience.”
The game is now live for all eligible Goldbet customers in Italy.
The post INCENTIVE GAMES AND GOLDBET LAUNCH NEW FREE-TO-PLAY GAME ‘WINNING5’ appeared first on European Gaming Industry News.
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Future-Ready iGaming: Denis Kosinsky, COO of NuxGame, Discusses AI, Innovation, and Scalable Growth
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Denis Kosinsky, Chief Operating Officer at NuxGame, joins us for an exclusive conversation ahead of HIPTHER’s European Gaming Congress 2025.
NuxGame, a leader in delivering powerful B2B iGaming solutions from turnkey casinos and sportsbooks to crypto gaming and modular aggregation, is a General Sponsor of this year’s Congress. With expertise spanning AI personalization, blockchain integration, and real-time analytics, Denis will bring his insights to the EGC panel “Leveraging AI for Competitive Advantage.”
Denis, as COO of NuxGame, you coordinate strategic growth and product innovation. What do you see as the most urgent priorities for iGaming operators today?
From our daily work with operators, we see personalization as one of the most urgent priorities in iGaming today. Players expect the same tailored experience they get from platforms like Netflix or Spotify, where everything feels made just for them the moment they log in. We work closely with our operators to make that possible. Whether it’s helping a slot-focused brand surface the right providers or enabling personalized campaigns by player behavior, our goal is to shorten the path from idea to go-live. With access to more than 16,500 games from over 130 providers, integrated loyalty and tier systems, and advanced analytics, operators can test, optimize, and launch personalized experiences quickly without heavy development cycles. This speed to market is critical. When operators can react fast and deliver relevant content at the right time, players stay engaged, retention grows, and brand loyalty follows naturally. That’s exactly where we focus on helping our partners move fast, personalize smarter, and scale sustainably.
NuxGame offers a multitude of solutions: casino, sportsbook, crypto integration, game aggregator. How do you make sure that your platform stays modular and scalable, and still manage to provide a stable experience for operators and players?
Our platform is built on a modular architecture that allows each business unit such as sportsbook, casino, payments, and back office to operate independently while remaining fully connected within a unified ecosystem. This structure ensures a stable and consistent experience for both players and operators, even when new features are introduced or updates are deployed. Each module can be developed, scaled, or maintained separately, which improves reliability and reduces the risk of system-wide issues. Through standardized APIs and controlled data flows, the business units collaborate efficiently while maintaining autonomy, ensuring high performance and a seamless experience across all platform components.
You’ll be joining the panel on AI in iGaming. How do you see artificial intelligence transforming the industry in the next few years – particularly in areas like player personalization, fraud detection, and operational efficiency?
AI is already reshaping iGaming in powerful ways. In fraud detection, it can uncover complex behavior patterns that traditional monitoring often misses, such as linked accounts or unusual bonus activity. These systems continuously learn from platform data, helping operators reduce losses and improve security. Predictive models are also becoming key in decision-making. They forecast player lifetime value, churn risk, and engagement potential, allowing operators to act early with targeted campaigns or retention offers. The same technology supports smarter CRM and marketing, helping teams focus on the players who matter most. Operationally, AI is improving efficiency through automated KYC verification, odds monitoring, and compliance checks. New AI agents now assist with platform configuration and content generation, enabling faster creation of campaigns, layouts, and recommendations. For players, AI brings true personalization. Instead of hundreds of random games, they see the few most relevant titles, offers, and providers. Operators who apply these capabilities effectively will build deeper engagement, trust, and long-term loyalty.
Gamification and blockchain are big parts of the NuxGame strategy. Could you share how these technologies are boosting engagement and retention for your clients?
Gamification and blockchain are redefining how operators drive engagement and retention, and at NuxGame we focus on turning every interaction into a reason for players to stay active. Our Achievements system rewards players for meaningful actions such as first deposits, login streaks, or consistent gameplay, while event-based notifications deliver these rewards at the right moment to sustain excitement. We extend engagement even further with loyalty programs, leaderboards, and platform chat that connects players directly within the gaming environment. Players can celebrate live wins, share achievements, and compete in real time, creating a social layer that strengthens the overall experience. Another popular feature is Spin Wheel, where operators can offer customized rewards ranging from free spins to bonus credits or unique prizes. It adds instant gratification and keeps players returning for another chance to win. Blockchain technology completes this ecosystem by powering fast, secure Web3 wallet onboarding and transparent crypto transactions, building player confidence from the very first interaction. Together, these features create a seamless, rewarding, and community-driven experience that keeps players engaged and operators growing.
With over 16,500+ games from 130+ providers on your platform, content aggregation is obviously your strength. How do you build partnerships that keep your portfolio diverse, compliant, and competitive?
Our goal at NuxGame is to provide operators with the same experience they would have if they integrated directly with each individual game provider, while delivering a much higher level of efficiency, automation, and control. What makes us different is not only the scale of our portfolio, with more than 16,500 games from over 130 providers, but the quality and depth of data we deliver for every game. We go beyond simple content aggregation by sending complete and enriched game metadata through our API. This includes detailed information such as bonus exposure, available provider promotions, tournament participation, and automated big-win checks. Most providers do not share this level of data, which makes it a key advantage for our partners. By providing it through the API, we eliminate a large amount of manual work for operators, simplify campaign management, and allow instant personalization and reporting. It is not just about having a large and diverse game portfolio. It is about giving operators the tools and real-time data they need to create dynamic, localized player experiences and make smarter business decisions. This is the foundation of our approach at NuxGame and what defines us as a true technology partner rather than just an aggregator.
NuxGame has been a pioneer in cryptocurrency integration. How do you balance the opportunities of Web3 with the obstacles of regulation, security, and user adoption in gaming?
Crypto and Web3 offer huge opportunities for iGaming, but success depends on security, compliance, and user experience. At NuxGame, we built our crypto solution to feel familiar to users of leading exchange platforms, with seamless wallet connections, real-time balances, and instant transactions. The system supports BTC, ETH, USDT, and other major assets, with Web3 wallet integration and direct crypto purchases for fast onboarding. For operators, it delivers built-in fraud prevention, risk monitoring, and compliance-ready reporting. This combination of trust, speed, and intuitive UX makes crypto adoption easy for players and expansion safe for operators.
So what’s next for NuxGame? Are there particular markets or partnerships you’re most excited about as you continue to expand?
We are putting a strong focus on the US market, particularly on enabling operators to launch faster within the sweepstakes model. This segment is growing rapidly but comes with complex regulatory and technical requirements. NuxGame is fully prepared for it with dual-currency logic, built-in compliance automation, and a complete payment orchestration layer that eliminates the typical setup delays operators face. Our platform provides a ready-made, legally tested foundation, so clients can go live without spending months on integrations or legal reviews. Combined with affiliate management, engagement tools, and modular scalability, operators can focus on growth rather than setup. The sweepstakes model is a major opportunity in the US, and our goal is to make NuxGame the go-to solution for fast, compliant, and profitable entry into that market.
Thank you, Denis, for sharing your vision and perspective on how technology is shaping the future of iGaming. We’re excited to hear more from you live on stage at the European Gaming Congress 2025!
Join us at the European Gaming Congress 2025 | 30–31 October | Warsaw
Secure your spot, connect with NuxGame, and discover how leading innovators are redefining the industry.
The post Future-Ready iGaming: Denis Kosinsky, COO of NuxGame, Discusses AI, Innovation, and Scalable Growth appeared first on European Gaming Industry News.
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KingMidas Games, a leading iGaming provider, has announced a strategic partnership with SpinOro, a trusted and innovative content aggregator and game provider. The collaboration will see SpinOro take up KingMidas Games’ portfolio of high-quality and cutting-edge titles, and distribute them to operators across Europe, Latin America, and other key markets worldwide.
Through this partnership, operators connected to SpinOro’s aggregation platform will gain access to KingMidas Games’ diverse catalogue of immersive experiences, ranging from next-gen titles and exclusive IP-driven content to classic and feature-rich slot offerings. The integration is expected to go live in late 2025.
“This partnership with SpinOro reflects our shared ambition to connect global operators with premium and differentiated gaming experiences,” commented Sean Auret, Global Head at KingMidas Games. “SpinOro’s reputation for trust, reliability, and innovation makes them an ideal partner as we continue expanding our presence across key markets. Together, we’re creating opportunities for operators to deliver content that speaks to local audiences while maintaining global appeal.”
Jeff Letlat, COO, SpinOro, added: “KingMidas Games’ reputation for bold ideas and next-generation creativity complements our own commitment to bringing operators a portfolio that feels both innovative and commercially impactful. By adding their unique style and forward-thinking titles, we’re not only enriching the variety available to our partners but also ensuring players gain access to experiences designed for the digital-native generation. It’s exactly the kind of collaboration that keeps our platform fresh, diverse, and future-ready.”
The collaboration highlights both companies’ dedication to quality, innovation, and growth in an increasingly competitive iGaming landscape. By combining KingMidas Games’ creative game development with SpinOro’s extensive distribution network and technical expertise, the partnership aims to bring players around the world closer to the next generation of entertainment experiences.
The post KingMidas Games and SpinOro Announce Strategic Partnership to Expand Global Reach appeared first on European Gaming Industry News.
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