Unity announces fees based on a game's installations and the developer's plan tier, starting on January 1, 2024, joining Unreal Engine, which has similar fees

By Jez Corden Contributions from Zachary Boddy last updated — Unity joins Unreal Engine with a per-install fee. — What you need to know

Windows Central 2023-09-13 Jez Corden

Context & Ripple Effects

Unity’s proposed installation-based charge marked a break from a purely plan-based engine relationship: a game’s distribution could become a pricing input alongside its developer tier. The immediate backlash drove Unity to exempt Unity Personal projects and limit the policy to newer Unity versions.

The episode ultimately became a test of whether an engine vendor could sustain usage-linked monetization. Unity later cancelled the Runtime Fee and returned to seat-based subscriptions, while Unreal’s later move to per-seat pricing for non-game use showed that pricing models can vary by customer segment.

First-order effects

Unity developers faced a new potential cost tied to installations and plan tier from January 1, 2024, complicating budgeting for games with uncertain distribution volumes.
Unity made its commercial model—not only its tools—a more consequential factor in engine selection, while Unreal Engine became the clearest comparison point for affected teams.

Second-order effects

Studios evaluating engine commitments would need to compare pricing exposure across Unity and Unreal, especially where a title’s install trajectory is hard to forecast.
The later Personal-tier exemption and version limitation show how developer response could force Unity to narrow a broadly announced pricing policy before implementation.

Third-order effects

The subsequent retreat from the Runtime Fee suggests engine vendors face a durable trust constraint: monetization changes that alter economics after developers commit can weaken the predictability that platform ecosystems depend on.
If engine suppliers continue segmenting prices by use case and customer type, licensing may become more tailored—but developers will place greater weight on contractual clarity and pricing stability.

The trend: Game-engine vendors are testing more segmented monetization, but the Unity episode shows that adoption-based charges can collide with developers’ demand for predictable long-term costs.

Discussion

Gameranx Ryan Parreno on x
Unity's New Fees Creates Overnight Uproar Among Game Developers
@tomwarrenuk Tom Warren on threads
the new Unity pricing model sounds like a giant mess for game developers https://www.theverge.com/...
@joreljordan Jor-EL Von Jordan on threads
I hope this new fee crap gets boycotted to oblivion from these game developers as at this point yall are scamming gamers just to stop us from enjoying the luxury of playing games whenever they have the free time for it & if I have to stop playing beloved IP'S to get that message …
@helvetica@mastodon.gamedev.place Zach Gage on mastodon
this is literally shocking: https://www.gamedeveloper.com/ ... unity has been going the adobe route for a long time, but now they've really jumped the shark.
@carlivelocci.com @carlivelocci.com on bluesky
Basically, if Unity doesn't reverse this decision, don't download Unity-made titles on Xbox Game Pass. [embedded post]
@holdenlink.bsky.social Holden Link on bluesky
Unity offers one example in their FAQ about how the install fee is calculated. In that example, the developer pays about 14% of their game's annual revenue to Unity ($23.5k per month against $2M annual revenue). — And they still have to keep paying for Unity Pro seats for ever…
@syus.bsky.social Samuel Yusim on bluesky
With the new install fee unity is adding I think it is safe to say they have declared war on indie game development
@slawadeisling.bsky.social @slawadeisling.bsky.social on bluesky
Hell, this is probably worst decision Unity has done since ever, they introduce a so called Runtime-Fee charging per install after a specific threshold: — #gamedev #indiedev #unity3d — blog.unity.com/news/plan-pr...
@stephentotilo Stephen Totilo on x
I got some clarifications from Unity regarding their plan to charge developers per game install (after clearing thresholds) - If a player deletes a game and re-installs it, that's 2 installs, 2 charges - Same if they install on 2 devices - Charity games/bundles exempted from fees
@innerslothdevs @innerslothdevs on x
[image]
@aggrocrabgames @aggrocrabgames on x
SIGH [image]
@unity @unity on x
Today we announced a change to our business model which includes new additions to our subscription plans, and the introduction of a Runtime fee. We wanted to provide clarifying answers to the top questions most of you are asking. Yes, this is a price increase and it will only...
@henryhoffman @henryhoffman on x
if you buy our Unity game, please don't install it
@madewithgodot @madewithgodot on x
The end of an era. But also...the start of another. 😉
@dgoodayle @dgoodayle on x
One final cash grab of a dying business. I'm so sad to see something the helped me start my career turn into this mess. Anyone looking to get into Unreal, give me a shout, happy to train up, port projects or give advice
@samueldeats @samueldeats on x
I've never seen something so poorly thought through, lmao how is this real [image]
@tempolabgames @tempolabgames on x
Food $200 Data $150 Rent $800 Unity Runtime Fee $5,600,000 Utility $150 someone who is good at the economy please help me budget this. my indie studio is dying
@stephentotilo Stephen Totilo on x
NEW - I got a major update from Unity about their new fees - Unity “regrouped” and now says ONLY the initial installation of a game triggers a fee - Demos mostly won't trigger fees - Devs not on the hook for Game Pass More here: https://www.axios.com/...
@zaccacts @zaccacts on x
You know what... maybe I don't want them to stop posting about Among Us after all...
@scotttrichmond Scott Richmond on x
Pretty cool to see #unity execs performing actual insider trading by selling shares mere days before the obvious shitshow that is now the pricing structure changes. [image]
@unity @unity on x
@CactusVRStudios We leverage our own proprietary data model, so you can appreciate that we won't go into a lot of detail, but we believe it gives an accurate determination of the number of times the runtime is distributed for a given project.
@massivemonster @massivemonster on x
Stop the stink @unity [video]
@tha_rami Rami Ismail on x
Listen folks, y'all can stop arguing the specifics. Here's the four main things: - Unity should not be able to retroactively change the terms & conditions on products or sales you've already made. Them making this move says they're willing to, and that should be terrifying.
@desolusdev Mark Mayers on x
[video]
@kurtruslfanclub @kurtruslfanclub on x
> make a game > game is fremium > game makes 200k from in-app purchases after being installed 3 million times > now owe Unity 20c per 2.8M installs, $560K > that's 360K more than we made
@mkatorin @mkatorin on x
>Find Unity indie passion project on itch >Has women and minorities in it >*uninstall* *reinstall* *uninstall* *reinstall* *uninstall* *reinstall* *uninstall* *reinstall* *uninstall* *reinstall* *uninstall* *reinstall* [image]
@alexstrook @alexstrook on x
Unity: your game was installed 300K times Me: how do you know that? Unity: [image]
@theswweet @theswweet on x
A list of games running on Unity: -Genshin Impact -Honkai Star Rail -Pokemon Brilliant Diamond/Shining Pearl -Fate GO -Among Us -Fall Guys SOMEONE is gonna end up sending John Unity a horse's head as a message
@adamatomic @adamatomic on x
really looking forward to getting invoiced for what unity believes is “an accurate determination of the number of times a runtime is distributed for a given project” based on undisclosed proprietary data sounds positively airtight and extremely legal
@chronotope Aram Zucker-Scharff on x
The more I learn about the Unity thing and how they plan to run it, the more dumb it gets. Just real high level greedy moron stuff executed with all the elegance of shooting yourself in the foot.
@willmesilane Will on x
Even if Unity rolled this decision back would you actually trust them to not do some unbelievably idiotic thing like this ever again??
@jesawyer Josh Sawyer on x
I love that there's a stream of updates from 3rd parties that are all like I talked to Unity and they clarified that: 1) the bad thing is even worse 2) the less bad thing is the same amount of bad 3) there's a new secret 3rd bad thing that's the worst thing you've ever heard
@chrisdeleon @chrisdeleon on x
also Microsoft at the same time, which isn't much smaller than Apple. these corporations exist on a scale where Unity might as well propose they're going to bill national governments then just expect them to do that because they had the idea to ask for it https://www.axios.com/..…
@jacobjanerka Jacob Janerka on x
Our game The Dungeon Experience is made in Unity, so with their new announcement of potential cost for paid installs, our game on release will now only be playable in my house with cash payment. I will be personally providing complimentary tea and a firm handshake.
@madscientist212 @madscientist212 on x
Reminder, in their forum FAQ, Unity claimed the reason they had to charge for reinstalls was because “Unity doesn't receive end-player information, just aggregate data.” Now they're claiming only first time installs will count. This is contradictory. They are blatantly lying.
@kriswolfheart @kriswolfheart on x
phil spencer walking in on Jan 1st to find a 300,000,000 dollar bill from Unity lmao https://twitter.com/...
@mikeisaac @mikeisaac on x
congrats to epic games, owners of unreal engine, for all the business sent their way from the self-inflicted wound over at their main competitor unity, whose fee changes today seems to have pissed off every game dev on earth https://www.axios.com/...
@migueldeicaza Miguel de Icaza on x
So every Unity game has been phoning home without the knowledge of the developer or the user? This would be some AAA-grade shenanigans.
@patstaresat @patstaresat on x
I can't understand how this is legal. Take Pillars of Eternity 2, a game that shipped years ago under Unitys conditions at the time, and Unity says that NOW Obsidian owes them for every new install? It's like home depot deciding to charge me every time I swing hammer I got there
@dominictarason Dominic Tarason on x
Still in a state of disbelief that when asked for clarification by a journalist, Unity clarified that yes, EVERY time you install a game using the engine, they will charge the developer extra for it. Even if you uninstall and reinstall on the same machine. That is madness.
@kenneynl Kenney on x
Unity will soon charge devs per-install after a certain threshold. I'd like to express my concerns regarding privacy (tracking installs/downloads), preservation and changing the whole business model while devs are using the engine for their projects. 🫤 https://blog.unity.com/...
@comrade_waluigi @comrade_waluigi on x
if you told people like ten years ago that unreal engine would one day be more accessible for indie devs than unity they'd think you're fucking insane
@stephentotilo Stephen Totilo on x
I got some clarifications from Unity regarding their plan to charge developers per game install (after clearing thresholds) - If a player deletes a game and re-installs it, that's 2 installs, 2 charges - Same if they install on 2 devices - Charity games/bundles exempted from fees
@lazerwalker @lazerwalker on x
are you a badass enough game dev to walk the tightrope of having your game classified as “gambling” by Unity Software Inc but not by the US government
@edmondtran Edmond Tran on x
Haha the Unity pricing shit doesn't apply to developers using it for gambling purposes what the christ [image]
@necrosofty Brandon Sheffield on x
So now Microsoft is gonna pay fees for gamepass? Good luck with that. And lemme tell ya, talking a bunch of nonsense and then walking it back to another ambiguous place does not give me confidence in your ability to run a product
@philippseifried Philipp Seifried on x
So the company that introduced a per install fee with no advance notice is going to tell you how many installs you have to pay them for, through black box tech where you can appreciate that they won't go into a lot of detail. You guys are hearing yourselves, right?
@kriswolfheart @kriswolfheart on x
Unity is making this real [image]
@henryhoffman @henryhoffman on x
if you buy our Unity game, please don't install it
@larsiusprime Lars Doucet on x
It occurs to me that Unity's new pricing model incentivizes developers to get people to buy their games but then never install them. Steam players, you know what to do. You've been preparing all your lives for this moment. Remember your training.
@komegatze @komegatze on x
Reminder that the CEO of Unity is the same guy from EA who thought you as the player should pay real money for bullets in an fps game every time you reload.
@alykkat Alyssa Sweetman on x
I feel for everyone at Unity today that wasn't part of the decision, pushed against it, or is managing customer support today... bc ooof, those front facing teams today.
@succinct_punchy @succinct_punchy on x
if anyone's wondering what precisely has compelled Unity to try and racketeer the entire developer ecosystem reliant on it, I have a pretty good theory. [image]
@tha_rami Rami Ismail on x
Literally the entire situation with Unity could've been avoided if they'd gone with a good ol' revenue share. Nobody would've liked that, but it would literally have avoided almost *every single issue* that people have raised, and the objections would've blown over in a moment.
@tha_rami Rami Ismail on x
Just as a note, gamers, the Unity changes mean the following for you: - Demos are now risky to devs - DRM-free games are now risky to devs - Bundles are now risky to devs - Giveaways are now risky to devs - Updates are now risky to devs - Multi-device users are now risky to devs
@lazerwalker @lazerwalker on x
You've gotta hand it to Unity for single-handedly causing the entire games industry to completely waste at least a day of productivity
@writnelson Xalavier Nelson Jr on x
...I'm hearing at least one significant group of developers is talking a class-action lawsuit against Unity. Holy shit.
@duskdev David Szymanski on x
I've been through “this will destroy indies” policy changes before, and none of them were as bad as they looked on Twitter, so I'm hoping this Unity thing will be similar. That said, regardless of what happens, Butcher's Creek will be my last game on Unity.
@0xabad1dea @0xabad1dea on x
Unity: if we announce during an Apple keynote, then the tech discourse will be 99% Apple 1% us Actual observed reality: 99% Unity 1% Apple
@tafferking451 Dillon Rogers on x
No. Walk back the installation fee entirely.
@mikeisaac @mikeisaac on x
congrats to epic games, owners of unreal engine, for all the business sent their way from the self-inflicted wound over at their main competitor unity, whose fee changes today seems to have pissed off every game dev on earth https://www.axios.com/...
@necrosofty Brandon Sheffield on x
Unity is saying charity bundles are exempted from fees, but *they don't know* which installs are from charity bundles. Even we as devs don't have a way of knowing that. Did I sell this game on humble or was it free in a charity bundle? Unity doesn't have access to that info.
@pimdewitte Pim de Witte on x
I'm originally a @unitygames developer and creator of an open source Unity project used by thousands of developers. I'm now a CEO of a $100M+ company. Here's where I'm at on the Unity pricing model change. First, let's dig into why they likely did this. 1) per-seat pricing... [im…
@docsquiddy Doc on x
I bet that they were always planning this, they just thought that they were Galaxy braining by asking more than they actually wanted and unity users would accept getting screwed less than a worst case scenario
@mortredenjoyer @mortredenjoyer on x
No More Heroes III is the only video game that lets you beat the ever-living dogshit out of the current CEO of Unity in a Smash Bros-style boss fight approved by Nintendo. And it was made in Unreal Engine too. Tap in. [video]
r/wildrift r on reddit
WildRift is about to get screwed over by the new Unity Pricing and Packaging updates
r/LegendsOfRuneterra r on reddit
LoR is getting screwed over by the new Unity pricing update
r/gaming r on reddit
Unity rushes to clarify price increase plan, as game developers fume
r/Genshin_Impact r on reddit
Genshin's engine, unity, will start charging per game install starting 2024
r/technology r on reddit
Unity has changed its pricing model, and game developers are pissed off

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