John Riccitiello Unity
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Unity Boss Claims Devs Who Don’t Think of Monetisation Earlier are “F***ing Idiots”

Unity boss John Riccitiello has called developers who do not plan their monetisation earlier in the development cycle “fucking idiots”. Riccitiello made the comment in an interview with when he was asked about Unity’s recent merger with IronSource – a tool that creates monetisation tools for mobile developers.

His comments have been met with criticism and pushback from some developers regarding the implementation of monetisation sooner in the development process. Though, Riccitello also claimed that there “isn’t a developer on the planet” who does not wonder how they can make their games more successful.

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When he was asked about the pushback from developers regarding his comments on how monetisation should be implemented earlier, Riccitiello responded by saying:

“Ferrari and some of the other high-end car manufacturers still use clay and carving knives, It’s a very small portion of the gaming industry that works that way, and some of these people are my favourite people in the world to fight with – they’re the most beautiful and pure, brilliant people. They’re also some of the biggest fucking idiots.”

I’ve been in the gaming industry longer than most anybody – getting to the grey hair and all that. It used to be the case that developers would throw their game over the wall to the publicist and sales force with literally no interaction beforehand.

That model is baked into the philosophy of a lot of artforms and medium, and it’s one I am deeply respectful of; I know their dedication and care.

But this industry divides people between those who still hold to that philosophy and those who massively embrace how to figure out what makes a successful product.

And I don’t know a successful artist anywhere that doesn’t care about what their player thinks. This is where this cycle of feedback comes back, and they can choose to ignore it. But to choose to not know it at all is not a great call.”


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