The discussion covered the practical side of launching and managing Unity campaigns for iGaming and betting products: which formats to test, how much data is needed before making optimization decisions, what to do with publisher blacklists, and how to scale campaigns once they start delivering.

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Unlike web advertising, Unity Ads reaches users inside mobile apps. A large part of this inventory comes from games and entertainment apps, making the platform particularly relevant for advertisers looking to reach mobile audiences.

Onmyads has worked with Unity for several years, primarily with non-iGaming products. The company has more recently expanded its work with iGaming accounts and has been collecting experience with RMG campaigns and the questions that come up when these campaigns are launched.

Onmyads (since 2020) — a performance marketing agency and AdTech partner for media buying teams, agencies, and advertisers. Rent an account for a commission based on spend starting at 7% or lower. Benefits include training from scratch, your own Unity manager, account setup in 30 minutes, and private webinars featuring case studies.

Choosing the right ad format

The main formats discussed during the session were video, interstitials, banners and playable ads. According to Onmyads’ experience, video can work well for betting products, including videos of up to 60 seconds. For iGaming and webview products, a combination of longer video creatives and playable ads can be useful because it gives users an opportunity to interact with the product before moving further into the funnel.

Playable ads require additional attention, however. They go through manual moderation, which can take several days, and there is a monthly limit for playable RMG creatives on an account. For that reason, Onmyads recommends starting a new campaign with video while playable creatives are being reviewed, then adding the playable format once it has been approved. Unity’s own creative specifications also include video, playable and end-card formats, with video ads requiring an end card.

Don't make blacklist decisions too early

One of the recurring issues in Unity campaigns is deciding when a publisher or app has generated enough data to be excluded. Onmyads’ approach is to avoid making that decision after a very small amount of spend. A publisher that looks weak after a few impressions or a couple of installs may produce downstream events later. At the same time, obvious anomalies in the funnel can eventually become a reason to remove an app from the campaign.
The company usually looks beyond the install itself and pays attention to what happens afterwards: registration, deposits and other target events. For example, if several publishers generate a similar number of installs and one of them produces no registrations at all, while another produces significantly fewer registrations than expected, that traffic can be investigated and potentially excluded.

The amount of data required depends on the campaign and KPI. As a practical reference, Onmyads experts noted that before deciding to blacklist a client, spend should reach a level of approximately +15–20% of the KPI. This is an internal working approach rather than a universal Unity rule.

It is also important to keep blacklists GEO-specific. An application that performs poorly in one country may work perfectly well in another, so a single global blacklist can remove useful inventory unnecessarily.

Start with enough budget to learn something

Small tests can be useful for checking tracking and basic campaign setup, but they do not necessarily provide enough information for optimizing Unity traffic. For RMG campaigns, Onmyads generally uses around $300–350 per day as a practical starting point. A $100 test may be enough to confirm that the technical side is working, but the company does not consider it sufficient in many cases to properly evaluate publishers and make optimization decisions.

The initial setup should also include 2-3 subscribe-based web view apps rather than putting the entire test budget behind one source of inventory. Once the first meaningful results appear, the budget can be concentrated on the campaigns and apps showing the clearest performance.

Bids can determine whether a campaign delivers at all

Another practical point discussed was bidding. Starting with a bid that is too close to the target CPA can result in a campaign receiving little or no traffic. Onmyads therefore recommends starting somewhat above the target and lowering the bid after the campaign begins to collect data. As an example, if the target payout is $200, the company may start around $240 and increase the bid further if there is still no delivery. If increasing the bid does not solve the problem, the issue may be related to the campaign setup, available inventory or the selected application rather than the bid itself.

Unity's documentation also notes that restrictive bids can limit campaign delivery and provides separate bidding approaches for CPI, ROAS and event-based optimization.

RMG campaigns need more than a cheap CPA

The session also touched on creative strategy. Onmyads has found that campaigns built around very low CPAs do not necessarily produce the best long-term results. In RMG, the quality of users reaching the product and eventually making a deposit can be more important than the cost of the first conversion.

The company has seen longer videos combined with playable elements work well for this purpose. At the same time, creatives need to fit the environment in which they are shown. Since a substantial share of Unity's audience comes from gaming apps, an RMG creative that looks too much like a mobile game can create the wrong expectations for the user.

Scaling should be gradual

Once a campaign has found a working combination of GEO, creative, bid and optimization event, Onmyads recommends increasing the budget gradually rather than making large jumps. The company typically works with increases of around 20–25% and allows the campaign time to stabilize between changes. At smaller budgets, larger steps may sometimes be possible, but the exact approach depends on the GEO and the amount of inventory available.

In Onmyads’ experience, around $500 per day can be a useful level at which a successful campaign has enough room to scale without immediately running into the limits of smaller GEOs. This is not a platform threshold; some GEOs simply cannot absorb large amounts of additional spend.

Adding new creatives on a regular basis is another part of the scaling process. Onmyads generally introduces one or two new creatives at a time and keeps the strongest performers in rotation as long as they continue to deliver.

Don't duplicate identical campaigns without a reason

Running two identical campaigns with the same optimization goal and bid can cause them to compete for the same inventory. Instead, Onmyads sometimes uses different optimization approaches alongside each other. For example, an event-optimized campaign can run together with an install campaign while the account is collecting enough data for the event campaign to perform properly.

Unity inventory and DSP traffic are not the same thing

The session also compared direct Unity inventory with traffic purchased through DSPs. Unity has its own publisher ecosystem, while a DSP can aggregate inventory from multiple sources. Buying Unity inventory through an intermediary can therefore introduce an additional layer between the advertiser and the publisher supply.

Onmyads also highlighted the difference in campaign optimization. With Unity, publisher blacklists and whitelists can be used from the beginning of a campaign, including GEO-specific lists based on previous experience. This can be useful when launching campaigns in countries where the company already has enough data to understand which apps tend to perform.

Compliance remains an important part of the strategy

RMG advertising requires additional attention to account and creative compliance. During the session, Onmyads noted that it had not observed account bans during its recent period of work with Unity iGaming accounts. Creative rejections and application or store-related restrictions can still occur, however, and repeated policy violations may create problems.

For that reason, the company recommends using accounts that have been approved for iGaming traffic and treating compliance as part of campaign management rather than something to address after a problem appears.

The broader regulatory environment for iGaming advertising is also changing, so there is no guarantee that the current level of access to a particular advertising source will remain unchanged.

About Onmyads

Onmyads is a performance marketing agency and AdTech partner for media buying teams, agencies, and advertisers. Account rentals starting at 7% and lower.
1. Unity Ads — accounts with whitelisting for RMG (real money gaming). Training from scratch, your own Unity manager, account setup in 30 minutes, and private webinars with case studies.
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