MAX and Unity LevelPlay have a shared aim: optimizing mobile advertising revenue. However, recognizing their differences, similarities in detail, and understanding the relevant data is key to choosing wisely. This article outlines the factors that matter most.
Platforms similarities
Both MAX by AppLovin and Unity LevelPlay are:
- Ad mediation platforms – solutions that enable developers to access multiple ad networks. This is made possible through the Software Development Kit (SDK), which is provided to serve as the bridge between the app and multiple ad networks. When developers integrate such an SDK into their app, the mediation platform steps in and handles ad requests, determines which ads are the highest-paying or most relevant, helps to deliver them, and in the end collects performance data;
- Revenue optimization tools – focused on maximizing eCPM and fill rate. Both platforms aim to optimize revenue by allowing ad networks to compete in real time;
- Bidding-first solutions – both platforms strongly promote the bidding model, gradually reducing publishers’ ability to directly control the auction. In practice, this means that decisions about pricing and ad prioritization are increasingly managed by the system, while traditional mechanisms, such as manually managing ad units or negotiating direct deals, are becoming less significant;
- Analytics and testing providers – offering analytics and A/B testing to help publishers refine their setups;
- Supporters of multiple ad formats – like: Rewarded Video, Interstitial, Banners, and more;
- Offering extensive documentation and support – developers using either platform have access to a wide range of online resources. Unity’s Knowledge Center delivers documentation, tutorials, and troubleshooting materials, while AppLovin’s Support Center offers detailed guides, FAQs, and best practices.
MAX by AppLovin vs LevelPlay
Looking closely at both platforms shows that they differ in some ways. These differences go beyond technology and include their business strategies and market dynamics as well:
- Although market cap is not a reliable indicator of platform performance, it provides context about the company’s financial stability and market position. As of August 2025, Unity has a market capitalization of $16.86 billion, while AppLovin has a market capitalization of $165.89 billion. Interestingly, in 2022, AppLovin tried to stop Unity from merging with IronSource by offering a different deal: a merger between AppLovin and Unity instead. Unity refused the offer a few days later, and AppLovin officially called off its merger proposal. As of now, ad tech experts consider it unlikely that AppLovin will acquire Unity;
- Developers can use either MAX or LevelPlay across different game engines, but LevelPlay offers a deeper layer of integration with Unity Editor. Thanks to this fact, developers can integrate and manage ads seamlessly within Unity’s environment;
- Current discussions and industry commentary suggest that AppLovin is often perceived as more effective than Unity LevelPlay in driving user acquisition campaigns. This is most often attributed to AI-powered advertising engine Axon AI and acquisitions of Adjust and MoPub that created a stronger data ecosystem. However, at the beginning of 2025, Unity launched Unity Vector as a strategy to strengthen its position in UA. According to the company’s site, the rollout of the new AI platform led to roughly 15-20% growth in app installations and in-app purchases;
- AppLovin MAX offers strong tools for user acquisition, but its mediation features (ad management) are not developing at the same pace. For example, developers do not have access to metrics such as latency and fill rate, which are available in Unity LevelPlay. Ad quality tools are more advanced in the case of LevelPlay, with available churn rate metric or detailed ad quality reporting;
- Developers using LevelPlay may face challenges with feature availability. For instance, in early 2025, the Direct Sold campaign feature was removed without much notice. You can discover more about direct deals in our article explaining how mobile app developers can benefit from direct deals.
Maximize your revenue with Bidlogic automation
No matter which ad mediation platform you choose, or whether you decide to switch to Unity LevelPlay or AppLovin MAX, you can take your monetization one step further. Enhance the efficiency of your mobile ad mediation platform by automating the management of eCPM and bidding instances with the Bidlogic solution! Bidlogic automates the placement of eCPM instances, manages country-level mediation groups, and optimizes bidding network positions multiple times per week.
