This piece examines Unity's decision to merge with adtech-specialist IronSource, and its implications for the games tech market. To invest so heavily in advertising shows the importance of monetization solutions to games developers
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The Analyst Team

Liam Deane
Follow AnalystPrincipal Analyst
Liam leads Omdia’s games tech coverage with his research focusing on the technology and services that power the video games market, and exploring the B2B value chain connecting games development to service providers to consumers.
Prior to joining Omdia, Liam worked at Irdeto, a digital platform security company and owner of Denuvo, a leading provider of security technology to the games industry, where he advised senior management and product teams on market trends and strategy. Before that, he worked as an analyst covering the video games and broader digital media market at Ovum, one of Omdia’s predecessors. Liam holds a master’s degree in philosophy from UCL, and with a background spanning both analyst research and first-hand industry experience, Liam has a unique blend of experience informing his work analyzing the complex games industry ecosystem.
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These are Omdia driven recommendations based on content that is both similar, and has been frequently visited by other users in combination with the content you are currently viewing.
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