Unity CEO and President Matthew Bromberg said that as the number of games released continues to grow, the importance of AI-powered generative detection tools will be at the “vanguard” to differentiate itself in the market.
During Q3 2025 Earnings Call with InvestorsBromberg said AI will be an important element in ensuring openness, especially as the number of games released continues to grow. “The explosion of truly amazing new games that we are already seeing and will continue to grow exponentially will bring the importance of AI-powered discoveries to the forefront.”
Bromberg's reasoning is that Unity can help developers and publishers navigate a complex market because there will be “a lot more content” in an already competitive market. “We think we have a role to play in helping our customers take advantage of this growth path,” he said.
This ties into a previous remark during a conference call in which the CEO spoke about Unity's goal of democratizing game development, which could allow people to “create a game that millions of people can play,” after mentioning recent examples of successful games created by Unity such as Peakwhich surpassed 4.5 million sales per monthand and Ball x Pitwhich sold over 400,000 copies in its first week (via official account on X), among others.
As such, Bromberg stated that we are now seeing “sort of the next turning of the wheel” in which “AI technologies will allow us to make the game development process even more accessible,” adding that these tools will allow developers to spend less time “bogging down” creating features and functionality, and instead spend time “innovating.” This also includes providing tools for non-software developers and content creators to promote interactive short-form content.
Unity's third-quarter financial results “exceeded expectations” thanks to Vector AI and “continued growth” at Create
Bromberg's comments come as no surprise, given that Unity relies heavily on artificial intelligence. And this is despite the game developers. not warming up to generative AI, and some are more concerned than ever that technology will reduce the quality of games.
At the end of September, Unity establishes an Artificial Intelligence Council it claims it will “accelerate the pace and quality of innovation” across the company.
As we reported then, the news came about two months after Unity praises its AI-powered advertising platformUnity Vector, for “transforming” the company's growth prospects after a turbulent period mass layoffs, change of leadershipAnd public humiliation after the company the infamous introduction of performance fees.
According to Third Quarter 2025 Earnings ResultsRevenue was $471 million, up 5 percent from last year. Create Solutions posted revenue of $152 million, up 3 percent year over year. This was driven by “strong growth in subscription revenues, offset by lower consumer services revenues driven by our portfolio reversal.”
Then Grow Solutions' revenue was $318 million, which is 6 percent more than last year. This increase was due to “strong performance of the Unity ad network based on Unity Vector.” The company reported a net loss of $127 million for the quarter, compared to $125 million in the 2024 third quarter, and a net loss margin of 27 percent, compared to 28 percent in the 2024 third quarter.
During the earnings call, several investors asked Unity executives about Vector's growth, to which Bromberg responded that the company is taking a long-term view of the technology. While the runtime data represents a multi-year growth opportunity for the company, absent any input, Unity is “confident” in Vector's growth trajectory.
Asked how Solutions' revenue, excluding Unity Vector, was faring this quarter and how to think about it long-term, whether it will grow or remain flat, Bromberg said the company is not reporting any hiccups in advertising revenue.
“I would say overall we're very proud of the progress we're making across the segment, we're seeing really positive trends across all of our advertising verticals and we expect that number to grow over time, but beyond that I don't think we want to comment too much,” he said.
