Unity’s AI Tools & Runtime Fee Recovery Plan

Navigating the complex world of game development requires reliable tools, and Unity has long been a cornerstone for creators ranging from solo indie developers to established studios. The company’s journey in recent years, however, has been anything but smooth. After building a reputation as the go-to engine throughout the 2010s, Unity faced a severe crisis of confidence following its September 2023 proposal for a Runtime Fee. This plan would have imposed charges on developers each time their game was installed, once specific revenue and download thresholds were crossed.

The swift and intense backlash prompted Unity to first modify, then completely withdraw, the controversial fee structure. The fallout contributed to the departure of then-CEO John Riccitiello, who stepped down in October 2023. His successor, Matt Bromberg, officially assumed leadership in May 2024. Despite the turmoil, Unity remains a widely adopted engine, powering recent popular titles such as Peak, Schedule I, Megabonk, and the highly anticipated Hollow Knight: Silksong.

Adam Smith, Senior Vice President of Unity’s engine product, acknowledges that past leadership made significant errors. Speaking ahead of Unite 2025, Smith reflected on the company’s recent transformation. He noted that earlier decisions often seemed disconnected from the goal of improving developers’ workflows and enhancing the player experience. According to Smith, the arrival of Matt Bromberg has ushered in a dramatic shift. The leadership team is now entirely new, composed of industry veterans who possess a deep understanding of the development process. This change has reinvigorated the company’s focus and commitment to its community.

Nevertheless, skepticism persists among many developers. When the Runtime Fee was first announced, numerous creators abandoned Unity in favor of competing platforms, with the open-source Godot engine experiencing a notable surge in adoption. Emilio Coppola, Executive Director of the Godot Foundation, confirmed earlier this year that Godot saw a “huge increase in popularity” as a direct result of Unity’s missteps.

So, what is Unity doing to regain developer trust? Smith emphasizes a return to the company’s foundational strength: enabling developers to launch their games across the broadest possible range of platforms. New initiatives like the Platform Toolkit, unveiled at Unite 2025, are designed to simplify multi-platform deployment. Smith explains that the ultimate goal is to help developers build vibrant, lasting communities for their players, regardless of the devices or platforms they use. By focusing on runtime performance and community-building tools, Unity aims to empower creators to reach wider audiences more effectively than ever before.

The Runtime Fee debacle wasn’t just about an unpopular feature; it represented a breach of trust. Developers felt that Unity had violated an implicit social contract, introducing a fundamental change to their relationship without adequate consultation. Rebuilding that trust is a formidable challenge. Smith acknowledges that trust must be earned back through consistent, tangible improvements. He points to Unity 6.3 as a milestone release, addressing long-standing community requests for higher quality, greater stability, and more iterative workflows. The update also expands platform support, including new XR devices and enhanced web and web GPU capabilities, all aimed at helping developers share their creations with more people.

Artificial intelligence represents another major area of focus for Unity. The company previously introduced Muse and Sentis, promoting them as responsibly sourced AI tools. Now, Unity is expanding its AI offerings with AI Gateway, which integrates third-party AI tools into developer workflows, and Vector AI, an advertising quality tool. Smith positions himself among those who view AI as a practical accelerator rather than a magic bullet for generating entire games. He observes that developers are using AI to compress the traditional game development lifecycle. By rapidly testing concepts and identifying the core game loop within days instead of months, studios can bypass lengthy prototyping and greenlight stages, moving directly into full production. This acceleration allows teams to deploy their projects faster than was previously possible.

Of course, the integration of AI into creative processes is not without controversy. While some industry figures enthusiastically predict AI-generated games in the near future, others urge a more measured approach. Smith believes player acceptance of AI-assisted development will grow over time, especially as studios use these tools to fill production gaps. He distinguishes between critical reception and player response, suggesting that the practical benefits of AI will ultimately win over the broader gaming community.

Another significant announcement from Unite 2025 is Core Standards, a new vetting framework for third-party tools on the Unity platform. This initiative ensures that external products meet the same rigorous implementation standards as Unity’s first-party technologies. Smith stresses the importance of maintaining quality and reliability as the ecosystem expands, giving developers confidence in the tools they adopt.

Looking forward, Smith expresses optimism about Unity’s trajectory. A recently announced partnership with Take-Two will bring titles like PGA Tour 2K25 to the Nintendo Switch 2 using Unity’s technology. Beyond these high-profile collaborations, Smith anticipates that Unity will continue to be the engine behind a steady stream of unexpected indie hits. He predicts that in 2026, the majority of breakout successes, games like Schedule I, Peak, Megabonk, and Ball X Pit, will emerge directly from the Unity community, a prospect he finds genuinely exciting.

(Source: Games Industry)