Unity & In-App UA
Game DNA
The behavioural fingerprint Unity builds for each game from how people actually play it, used to place an offer in front of players of mechanically similar titles rather than of an interest segment.
Game DNA is the behavioural fingerprint Unity builds for each title in its network from how people actually play it, including session length, pacing, mechanics and spending behaviour, rather than from the category it sits in on the store. The model uses that fingerprint to place an offer in front of players of mechanically similar games, which is why Unity delivery patterns rarely resemble anything you would have picked from a targeting menu.
For iGaming this explains why casual and social-casino inventory converts while superficially relevant categories do not: what predicts a depositor is spending and session behaviour, not whether the game is themed around casinos. In practice it means you discover your audience in the Source App ID report after the fact rather than in a targeting spec before launch, so the placement lists, not the brief, are where your understanding of a geo actually gets stored.
In buyer speech
“Ignore the category names, the DNA match is why a farming game is outperforming the casino apps on this offer.”