A mobile ad tech company wants to buy Unity for $17.5B

California-based mobile ad tech company AppLovin has offered $17.5 billion to acquire Unity in an all-stock deal, Reuters reports (opens in new tab). The deal would leave Unity with 55% of the shares of the company resulting from the merger, which comes to 49% of the voting rights.

You’ve heard of Unity, given that its engine seems to run everything that Unreal Engine doesn’t these days, but you might not know AppLovin. The company made its name with its marketing and analytics platforms that provide developers the tools to promote and monetise their mobile apps. Advertising technology, in other words. They do have some tendrils in games, though: they bought mobile game maker Machine Zone a couple of years ago, and even bought that other Wordle (opens in new tab) last May. 

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