Unity Software (NYSE:U) to bolster its ad and game platforms.
Unity will add support for the Snap Kit SDK (software development kit) to its game engine -- which powers over half of the world's mobile, PC, and console games -- to its Asset Store. The inclusion will enable its developers to add Snapchat logins to their games, advertise them, and promote them via screenshots, stickers, and AR lenses. Snap’s Audience Network, which lets advertisers purchase ads on third-party apps and websites, will provide access to the Unity Ads platform, which also inserts ads into games and apps.
Additional support for Snapchat's Bitmojis, which allow users to play as virtual avatars, will be deployed next year. Snap’s services will be linked to Unity’s VSP (verified solutions partners) platform for third-party apps and services, where developers will be encouraged to produce content for Snapchat. Let's dig deeper and see how this deal could benefit both companies.