Unity Software Inc. Price & Performance (U)

On behalf of all the good people of Unity, I'd like to thank each of you very, very much for joining us today. On our prior calls, we've talked about the principles powering the transformation of unity Unity. How we're building a culture of execution and discipline, reestablishing trust with our customers and the community, and accelerating the pace of product innovation and quality. Although it's still early, we can clearly see how these principles are fundamentally changing the company. And our optimism is increasing with each passing day. UNI's results in the fourth quarter reflect real progress. Meaningfully exceeding our guidance for both revenues and adjusted EBITDA. Revenue on our strategic portfolio grew at its fastest rate in four quarters. And adjusted EBITDA beat the top end of our guidance by 26%. It's good for the company to get back to competing effectively and we're proud of the team for delivering financial results in Q4 that demonstrates solid execution. To be clear, it's not our aspiration merely to compete. We're here to spark rapid, sustained long term growth. So I'd like to take a few minutes this morning to detail precisely how we're going about that. Q4 results in our Grow segment exceeded our expectations and were the best we've seen in the last year.

Driven by strong holiday demand, improved ROI for our customers. Although the results exceeded our expectations, they are clearly not enough to satisfy our ambitions. We firmly believe that we have the assets and the capabilities to grow much faster. And so today, we're excited to officially announce the migration of the Unity ad network to our new AI platform. Which we're calling Unity Vector. The migration begins towards the end of Q1, with this first phase of work slated to be complete by the end of Q2 twenty twenty five. Ongoing efforts to expand the scale on our quality of our offering will, of course, continue thereafter. Vector is designed to leverage data from across the Unity ecosystem, integrating self learning artificial intelligence models that will provide deeper insights, optimize performance, and deliver better results for customers. Vector enhances targeting precision, increases audience scale through a sharper analysis of richer datasets. And it's also able to adapt in real time. Helping customers navigate an increasingly competitive mobile marketing landscape. Although our enthusiasm around this planned transition is very high, do want to highlight the iterative nature of the work. And to caution some patients around the time we'll need to mature the product as it begins to operate at scale.

Univector is a significant undertaking and we won't see the benefits immediately. The caution in our Q1 guide reflects imprudence with respect to this. With that as context, we remain confident that the introduction of Vector will establish Unity as a fundamentally stronger competitor in the years ahead. I also do want to note how proud we are that we've been able to move UnityVector in production at this velocity. And to thank everyone involved It speaks to a significant enhancement in our operating capabilities, as well as to the passion and dedication of the team. This same appetite for rapid change increased growth, and delivering more product value is also very much present in our Create business. So let's turn in there now. Customers have responded immediately to the [indiscernible] And we're now closing new deals and booking renewals at a rapid pace. This is reflected in the 15% year over year increase in subscription revenues that we experienced in Q4. Unity six is being sampled at a higher volume than our other recent releases. And nearly 38% of our active users have already upgraded. Additionally, Unity six has already been downloaded 2,800,000 times In 2024, Uniti maintained its position as the top game engine in the world.

With more successful games being built in Unity across more platforms any other engine.

Of note, about 70% of the top thousand mobile games worldwide were made with Unity, including the top three grossing mobile games. And 30% of the top 1,000 PC games on Steam are made with Unity as well. As new kinds of devices are introduced, Uni continues to show strength and flexibility in its platform. For example, we are leading the way in mix reality and spatial computing, Batman Arkham Shadow, a made with Unity title launched exclusively on Meta Quest three in October and won the best ARVR game at the twenty twenty four Game Awards. In fact, seven out of the top 10 AR games in 2024 were made with Unity. In Q4, we also announced a significant co development partnership with Google, that provides day one support of the new Android XR platform. This collaboration reinforces Unity position as the leading real time three d development platform and highlights the growing investment in XR for major industry players. As XR grows, Unity will grow with it. And this growth will not just be limited to gaming. Beyond gaming, Unity adoption continues to accelerate across important markets, like automotive and retail, where our cross platform three d visualization tools are very much in demand.

We had a stellar quarter in our industry segment. With revenue growth of 50% making it once again our fastest growing subscription business. We also recently announced several significant new customers including Toyota, selected Unity to power all its next generation human machine interface, Enhancing the in dash driving experience for all its customers. And RTX company Raytheon, was using Unity to create three d simulations for facilities planning and factory layouts. In conclusion, I'd like to thank all of our teams for their relentless effort as we continue to transform Unity and earn our customers' trust each day. Together, we're shaping the future of interactive content creation. Building a new platform that will enable the next generation of developers to innovate and move from prototype to profitability faster and more efficiently than ever before. Uni is the only company we know that can deliver value to developers of games and interactive experiences across the entire lifecycle. From prototyping to live service operation, right through user acquisition monetization. That capability and its connection to the 3,000,000,000 monthly downloads of applications created with Unity positions us well to become the global platform of choice for creators of interactive content.

As the quality and the integration across our product portfolio continues to AI continues to advance and true platform advantages begin to manifest we're confident we'll be able to deliver significantly more value to customers and in the process transform our business. Thanks again for your time and attention this morning. I'd like now to extend a warm welcome to Jarrod Yates, our new CFO. Jared is an outstanding addition to our leadership team and we're all really looking forward to working closely with him. I'll turn it over to Jared now for an overview of our financial performance. [indiscernible] Thanks, Matt.

Convinced of unity's extraordinary potential.

Based on our truly global scale and unique end to end customer value proposition. [indiscernible] taking to our business in terms of how we're allocating capital and delivering returns for shareholders. We plan to focus R and D towards the highest impact initiatives in order to accelerate revenue growth. With the joint goal of capitalizing on the largest and fastest growing market opportunities, while fulfilling the promise we make to customers and developers who use Unity every day. We intend to complement revenue growth with ongoing margin and drive operating efficiencies over time. And we're committed to driving growth of adjusted EBITDA and free cash flow in order to maximize return for shareholders. Lastly, we expect to be prudent stewards of shareholder capital. We have a robust balance sheet with excess cash and solid free cash flow. Our near term expected uses of capital will be to focus on organic innovation at the company, and gradually delever to ensure conservative balance sheet. Turning to the fourth quarter, I am pleased to report that Unity meaningfully exceeded our guidance for both revenue and adjusted EBITDA. Revenue from our strategic portfolio was $442,000,000 up 4% year over year or $15,000,000 above the high end of our guidance.

Both businesses outperformed solidly. Create Solutions revenue from our strategic portfolio was $139,000,000 up 9% year over year and up 6% sequentially. The year over year increase was driven by another quarter of strong 15% growth in subscriptions revenue, combined with accelerated growth in industry revenue of 50%. Investors should note that the strong fourth quarter growth in subscription revenues does not yet reflect the positive impact from the recently announced price increases. Those price increases will roll in ratably from our pro and enterprise customer tiers over the course of 2025 and 2026. Gross solutions revenue from our strategic portfolio was $3.00 $3,000,000 up 2% year over year and up 2% sequentially. This is the best quarter we've seen in the past year, and the solid results were driven by better execution combined with seasonal demand. Supporting the strong revenue results, Unity experienced sequential improvements in terms of both dollar based net expansion which improved by 2% to 96% and customers over $100,000 which improved to twelve fifty four customers. During the fourth quarter, revenue from our non strategic portfolio was $15,000,000 down 92% year over year as a result of our portfolio reset. We expect that in 2025, this revenue will be approximately $30,000,000 for the full year and remain stable thereafter.

With the hard work of winding down the non strategic Going forward, we will report and guide to total revenues and provide total revenues for each of create and grow simplifying our disclosures for investors. Turning from revenue to non GAAP profitability, adjusted EBITDA for the quarter was $106,000,000 representing 23% margins. Adjusted EBITDA exceeded the top end of our guidance by 26% And for the full year, Unity delivered adjusted EBITDA of $390,000,000 at 21% margins. Adjusted EBITDA benefited from improving gross margins and operating leverage in the platform combined with solid cost management across expense lines. To eighty three percent twenty twenty four. While adjusted G and A sales and marketing and R and D expenses were down by a combined $235,000,000 in 2024. There's still untapped operating leverage in the platform, and we are poised to improve profitability as we grow. Uniti had exceptional free cash flow in the fourth quarter and for the full year. Free cash flow was $106,000,000 in the fourth quarter, up 74%. From $61,000,000 in the prior year. Free cash flow for the full year was $286,000,000 up 60% from the prior year. Cash at the end of the quarter was 1,500,000,000.0 and debt was $2,200,000,000 With significant free cash flow generation in the past year, we took the opportunity to delever, repurchasing $415,000,000 of debt while maintaining a robust cash balance.

Based on our free cash flow profile, and the excess cash on our balance sheet, Uniti has a clear opportunity gradually delever over the next several years. Going forward, as we focus on per share returns, we'll also aim to reduce shareholder dilution from stock based compensation. Share count dilution from stock based compensation has gone from just under 3% in 2023 to just under 2% in 2024, and we believe it has the potential to come down further. Stock based compensation expenses also with the lapping of M and A related vestings and a sharper focus on minimizing dilution. With that, I'd now like to turn to guidance for the first quarter. We're expecting total Q1 revenues of $4.00 $5,000,000 to $415,000,000 and adjusted EBITDA of $60,000,000 to $65,000,000 Revenue guidance takes into account our expect and the gradual nature of our transition to Unity Vector. Our revenue guidance also takes into consideration seasonal demand and additional working days in the fourth quarter compared to the first quarter. Our adjusted EBITDA guidance factors in our expectations around first quarter revenue, as well as normal increases in payroll related expenses, and incremental cloud costs associated with ongoing investments in Unity backed One final note, While we have typically provided annual guidance during our fourth quarter call, we'll be transitioning to quarterly guidance in 2025 given the rapid change and transformation taking place in our ad business.

And with that, I'd like to thank you for joining us on Unity's first quarter twenty twenty five conference call. And let me turn the call over to Daniel so that we can take your questions.

Thank you. And with that, we will open it up to questions. If you're interested in asking questions, please click on the raise hand button at the bottom of your screen. At that point, we will allow you to unmute the microphone. So it will take a couple All right. So the first question is from Matt Koss at Morgan Stanley. Yes, we can.

Awesome, all right. Good morning. Thank you for taking the questions. I guess, I just want to start with the guide just to make sure we can break down the pieces here. So I think it's a step down of what's $40,000,000 to $50,000,000 quarter on quarter.

How much of that is reduction in the strategic revenue which I think was $15,000,000 in 4Q, how much of that is driven by step downs in kind of the legacy ad products in Grow? And is there any offset in there from the new ad model stepping in? And then I have one follow-up. Thank you.

Hey, Matt. Thanks very much for your question. I will let Jared take most of this question, but I just want to to reiterate where we opened, which is that at the end of the day, most of this is just driven by some prudence about precisely the timing of the revenue lift we're going to get through this transition. It's a It's a big product rollout and one that takes time to take root. As we operate the models at scale. And that's really the principal driver, but I'll leave to Jared to go into a little bit more detail.

Yeah. Matt, just a couple of comments. Number one, I think we gave some disclosures around our non strategic revenue for the quarter at being $15,000,000 for the fourth quarter. We'd expect that to roll forward. The majority of the prudence and the conservatism is really around the transformation that's taking place in the ad business. As you would have seen in the fourth quarter, great strong growth in Create and the growth in our subscription business. We feel good about that. Our existing models performed well in the fourth quarter, We're proactively deciding to make a shift. We think this is a necessary shift where we can be more competitive and ultimately accelerate the revenue growth of the company.

Great. Thank you. And then on the on the create side, the 15% growth in subscription kind of and I think you called out no impact from the price increases that were announced in September. What are the drivers of that subscription growth? Are you seeing some step up in seats? Is there some other pricing tailwinds? Like what are the moving pieces to have 15% without those September price increases kicking in yet?

Yes, Matt, you'll remember that we had a prior round of price increases that have been flowing through on a reflected there And I'd say that the other main drivers, just some real velocity and reconnection that we've had with our customers Not literally as much because we're seeing the pricing, the new pricing increases flow through. But because we were we were effectively kind of in a little bit of a frozen mode prior, as we were recall, the looming price increases were tied to the upgrades to Unity six Unity. And, had sort of, again, had sort of frozen conversations we had with folks, lots of ongoing conversations about new deals and expanding relationships. So this reconnection we've had with other customers is just related to more deal velocity and put us in a much better place.

Okay.

Thank you so much.

Thank you, Matt. The next question is, Gilly Naftalovich from Goldman Sachs.

Hey, everyone. Thanks for taking my question. I have two, one a little bit more on the quarter and then one that's a little bit more low on the competitive landscape. So if I may on the first, you mentioned 38% of users moved to Unity six already. Tracking versus your initial expectations and maybe how that may affect the way your pricing may be a more material contributor to growth in calendar 2025? Absolutely. Well, hi, Gilly.

Nice to hear from you. Yes. Indeed, it is tracking really well, and and we do think it's tracking more positively than than than prior new releases we had. So we're really, really encouraged about it. You recall that that when we launched Unity six, again, in addition to to what we thought was more customer friendly pricing, We also, really helped our customers understand that we want a focus on core values that are really, really important to them, stability, Performance and ease of upgrade. And we want to really kind of lean into those values while also, of course, pushing the pushing the the binary forward and adding additional features but really, really making sure that we're delivering on the core.

And I think that message has has really landed in a positive fashion for our customers. And that again, keep in mind that our big live service customers could be operating on Unity six for many, many years. So making this transition in the right way, and leaning into some core values that are going to make it easier and better for customers to use Unity than ever before It's just really important and we're seeing a lot of really positive velocity from it.

Understood. Thank you. And a bit on that thread, second question I had was a bit more on the competitive landscape. We've heard Microsoft launches video gaming development offering yesterday and OpenAI has suggested that AI tools like Sora can be used for game creation in the future. While appreciating these are seemingly a lot more console and web based today, it would be great to get more color around your initiatives on how you're Taking this on and making sure that Uniti is in the forefront of innovation and market leader with Unity six and maybe future releases beyond that?

Yeah, absolutely. It's a great question. The most important thing to remember and understand about Unity. We are a platform and our greatest strength has always been our extensibility. We're going to be the assembly point for building interactive experiences and deep systems. Around three d assets. Those three d assets can be created outside our tool, can be created inside our tool as long as we can ingest those assets and then begin to build experiences and systems around them we're going to be in really great shape. I have no doubt that, and we're all really excited by the advances in generative AI that we're seeing across across the world right now. But building, a major live service game that's played by millions of players is not just about creating assets. It's creating deep online systems, optimization systems that engage players over the long term And it's our position to want to be the platform that creates all those systems and to ingest any and all assets as we go.

I hope that makes sense.

Yes, thank you. Great. The next question is, David Mack.

From Arete.

Hi. Thanks for taking my question. Just trying to get a sense of the fundamental rebuild of growth solutions and the timeline involved in that You mentioned being a stronger competitor over the years ahead. But what is the expected timeline between where you are now and the new products hitting the market? And it would also be great to hear what the key personnel are working on [indiscernible] Hey, David. Nice to hear from you. So as we've talked about before, over the past two quarters, we've been doing the fundamental work of building out the Unity Vector system. And think we talked about last quarter how we began testing on live data. So effectively, our progress in testing has been really rapid. And we were so pleased with the progress that we want to communicate the fact we'll be beginning a full migration to our new system at the end of this quarter. And that the first part of that work will be complete by the end of Q2. And it's important to understand, I know you understand that that this is an iterative process. It's going to go on for some time. We're going to be building and scaling and creating more velocity quality in the system forever.

So this is just the first first part of the work. And the system is really based around, in improving sort of three core attributes, or at least we should we should begin to feel the impact of real time adaptive self learning models most acutely in three areas.

The first one is around better conversion. So the idea that we can more accurately predict what new game a player would like to play Secondly, somewhat less importantly, but still crucially, want to be able to match the most valuable players with the right games. And finally, we want to enhance our ability to bid effectively into competitive auctions for those players. So those are the three significant pieces we've been working on, three significant kind of core values of the system, and we're excited over time. We believe, there's no reason not to believe that that's going to really enhance the ROI that we're delivering to our customers.

Thanks very much. And just a quick follow-up, if I may. You mentioned improving conversions. Am I right in thinking that user acquisition tools and demand side platform revenue is a relatively small part of growth solutions today And so if you do launch an effective product This is effectively a new business for you and it would be more impactful to Grow Solutions as opposed to just a slightly higher [indiscernible] Over the years ahead. Thank you.

Hey, Dev. No, I wouldn't put it that way. We have a substantial user acquisition business today, but it's one that hasn't been as [indiscernible] a good business today. We hope and expect that over time it'll become a great business. Thanks, Ken.

Thank you, David. So next question is Parker Lane from Stifel.

Hi, guys. Can you hear me okay? [indiscernible] Great. Looking at some of those deals in the industries business, Toyota rate beyond during the quarter and the overall growth rate, it seems like a lot of things are going well there. Wondered if you could talk about pipeline development and what you see for that business into 2025 and how competitive are some of these large enterprise deals on the industries business today?

Hey Parker, thanks for the question. Yeah, we're really excited about the growth we're seeing our industry business and you know really the continued growth in Q4 and what we expect and we expect that to continue. As I mentioned, it's it's our fastest growing subscription business. And for it to grow 50% year over year was was really encouraging. Listen, all significant deals with major players are going to be competitive. And so we do see competition in the marketplace. But having said that, we have a pretty unique offering in the marketplace. So focusing on this three d visualization and creative and creation of interactive experiences around it, focusing really narrowly on that is starting to really show results for us. And we're also focusing very hard on auto retail and manufacturing we've seen the benefits of focusing both sort of on the product offering as well as in our go to market efforts. We are very and we don't see we don't we don't see lots of offerings that can really deliver the kinds of value that we can. The other thing we have going for us is that a lot of our business historically has been pull rather than push.

So because our tools are so popular across different industries, we often get groups of developers inside an entity adopting tools without even ever speaking to us, and then we become aware of it. They reach out to us. We grow relationships that way. So what we want to do is complement that a more effective go to market mechanism, a kind of push mechanism, if you will, as well. So we're working really hard to expand our partnerships with with resellers, with other large systems integrators so that we can really kind of high volume begin to close the scale and size of deals that you're starting to see now, with much more effectiveness and efficiency. And we don't see any reason why that shouldn't happen. So we're feeling very good about it.

It. Got it. One quick circle back to Vector. It's a significant iterative process through the years. Wondering how much of the R and D groundwork has already been laid here versus some incremental investment that we're going to be seeing manifest in the model throughout 2025?

Yeah, the vast majority of the R and D groundwork has been laid to your point. [indiscernible] The investment you'll see going forward will likely mostly be in the kind of cloud area where we're we're continuing to train models as they expand, but even that should become more efficient over time and is something that's done more efficiently with our new models than was done with our old models. So we're feeling pretty good about the how it will play out through our P and L over time.

Understood.

Thanks again.

Thanks, Parker. Next question is Tom, jump in the end. From Piper Sandler. Hey, good morning, everyone. Matt, you've been very candid about competitive challenges in Grow. So just curious how Vector addresses some of the issues with the ML stack deficiencies and data infrastructure And then secondly, how should we think about the iron source network in the context of the transition to Two Vector. Thank you.

Hey Tom, thanks for the question. Again, as we've talked about many times before, it's it was our view that in order to compete over the long term, we needed a fundamental change in our tech stack and how we're approaching this business. And And I think maybe when we first began talking about it a couple of quarters ago, it was maybe a sense that sort of who knows, is this the science project, is this going to take years? How long is it going to be? Is it going to have massive impacts on margins? And I think what's sort of really exciting about where we are now is that we're starting to see this come into the real world for us, and we're going to start seeing it have impact And it's just I'm really, really pleased and proud of the team for being in a position to do this build out and make this major transition so quickly. And to your point, we do expect us to we do expect it to us in a better position competitively over time. But understanding that the work here is just getting and that there is much of it still ahead of us. [indiscernible] The Having a new model that provides a more detailed and consistent understanding of the implicit preferences of gamers at the game level It gives us a more granular view and a better prediction of what gamers will respond to.

This is, you know, is really important and we do believe over time, it's going to create a lot of value. Our new models have fast input processing, They iterate more quickly in a more timely way than we're accurate. Incorporated more real time features. So that the model can dynamically reflect gamers' preferences So these are all fundamental shifts that again, lots of work to do, but put us in a position to be able to compete for the long term.

Thanks, Tom. Next question is Andrew Boone from JMP Securities Unity.

Thanks so much for taking my questions. I'll stick with advertising.

Matt, can you talk about the opportunity to better integrate data sources into the ad stack? How much does Vector incorporate in terms of taking additional information that you guys have available as Unity versus kind of what was the previous model And then looking at some of your competitors, there's been an expansion of the gaming advertising category into other kind of verticals. Can you talk about that broader opportunity of what may e commerce look like or other kind of industries that may be available over time?

Yeah, absolutely. Thanks for the question. Yes. Listen, if we've as we said before, we believe that Unity platform has some unique value and that ultimately our deep understanding of player behavior globally is an asset that through incorporation into our data models is going to have a meaningful impact. And keep in mind that we have nearly 5,000,000,000 DAU of players that interact with our runtime globally. And historically, we've not leveraged this connection, this first party connection of players at all And that's a connection that dwarfs the size of other networks, in the world. And we were working really hard to change this and to building these capabilities in a privacy safe manner where where we're getting opt in permission wherever that's necessary. And And all the fundamental work we're doing is designed to create an environment where we can incorporate more and more of that data over time. So it's very much part of our plans and part of the work that we're doing. As it relates to sort of e commerce and other verticals, I'm really bullish on the opportunities that we have there. I think that what what folks are waking up to is that the quality of the relationships that that we and others have in this space and the scale of of our audiences are going to be really valuable.

Across other verticals and other ad types. And that's because, you know, gamers are basically everyone. And to the extent we've developed really detailed understanding of consumer behavior and really good systems, that's going to benefit us in the industry in lots of different ways. For us, we're focused primarily in the near term here in the gaming vertical and in fundamentally improving the way we address our core customers, but we're also really bullish over time that there are that there is expansion there. And and exciting that the market's waking up to that.

Thanks, Andrew. Next question is Ross Sandler from Barclays.

Great.

Can't let Jared get off the hook here without asking a cost and margin question on his debut here. So, Jared, I guess the overall comments about improving margins in 2025 and beyond, You guys mentioned increased cloud costs for vector model rebuild. Could you just put some numbers around that? And maybe around like your go to market once Vector is launched and I guess broadly as we look out over the next couple of years, if vector revenue does start picking up, should we see the kind of high incremental margins that we see broadly in the in the digital ad market starting to show up here Thanks a lot.

Sure, Ross. And I really appreciate you not letting me off the hook on my my first call.

We have done a great job as a company in driving margin, and really making sure that we have the right cost structure for where we are a business today. If you look at the EBITDA margins of the business, EBITDA is up by a percent year on year. We've done a good job in bringing down G and A costs.

We done a good job in bringing down bringing gross margins for the business. So we feel really good about what we've done, and we done that all the while making the requisite investments in Vector. If you look over the past couple of quarters, and you look at cost of goods sold where a lot of our cloud costs reside, and you look at R and D costs, those have gone up by about $10,000,000 a quarter over the past couple of quarters. Evidencing some of the investment that we've been making. So we've been at the same time driving margin expansion and making the requisite investments in Vector, which we think is the right thing to do for the business, This is a business with 80% plus adjusted gross margin. There's a lot of leverage ability in our model and a lot of operating leverage in that model. And so as you would expect, it's going to become even easier for us to expand margins as our business starts to grow and as that acceleration takes place. So we're going to get that benefit of Vector both in terms of revenue growth, but also in terms of operating leverage and margin expansion.

And I think we look forward to that. Right now, our near term priority is to make the required investments in Vector to get back to a pace of revenue growth that we're comfortable with and we're pleased with. So that's going to be the near term focus. We think we can walk and chew gum. We think we can continue to drive margin. Plus also make those investments.

Thanks Ross. Next question is Chris Kuntaraj from UBS.

Great. Thanks for taking the question. I just want to touch on Vector here for a second and really focus around 2Q and the migration that going to be kind of unfolding here.

How should we be thinking about this more tactically? Are certain advertisers going to be seeing this earlier in the quarter and it's going to be rolled out more so on a regional basis? Or should we be thinking about some of this functionality and your ability improving improving around conversion and matching the right user with the right game, and the efficiency of your bids within the auctions just kind of improving through the quarter and all advertisers will be seeing this really at kind of the start of 2Q.

Thanks.

Yes. Hey, Chris, thanks for the question. Yes, the way to think about it is this. The integration first we'll take first iOS traffic, then later Android traffic. So the there's a step there's kind of two steps there. And then the first part of the work focuses really hard on on our conversion models to create better conversion. The second part of the work and that spins out over time works on kind of user value, so matching the most valuable players with the right games, and the bidding models and aiding us in effect effectively bidding in these competitive auctions for players.

So that's the sense in which we're kind of taking that one step at a time.

And why it grows over time.

Got it. Thank you. Thanks, Chris. Next question is Michael Funk from Bank of America.

Yes. Thank you for the question.

Guys. First point of clarification, on Vector and the timing of the rollout.

You're now saying migration end of 1Q. I think previously you said midyear. That was the first part. And then second, the first quarter guidance, how much of that incorporates disruption to the Grow business due to the migration versus, say, seasonality?

Thanks for the question, Michael.

Yeah, we are the rollout is has gone much more quickly than we anticipated. So the work has gone really well. Gone more efficiently. And we're really pleased to be doing it to be to beginning the rollout about kind of a quarter before we expected. Although as I said, it's an iterative process. So you're right about that. And as it relates to the kind of the prudence in our guide for the first quarter, yeah, it is anticipating some disruption in our existing ad business as we transition from one to the other.

And can you share any performance comparison, new versus old model, maybe genres, GEOs or devices, like you're seeing?

Yeah. That work is kind of ongoing and not something we're talking about just yet. But at a high level, and this is brilliant flash of the obvious, our goal is for the the new models to outperform the old models over time.

Great. Thank you again.

Great. And the last question will come from Clark Lampen I just want to make a I guess clarify some of the questions and I guess sort of answers that we've gotten around the vector transition. So essentially what we're seeing happen right now is a consolidation of a couple of different operating assets previously. I guess if we're thinking about like IronSource Tapjoy and Unity Ads independently, they're getting consolidated down to one asset. And is the is the expectation now that maybe as part of that migration some customers might not fully migrate budgets? I'm just curious if you're seeing one, if that's correct and two, if you're seeing any evidence of either less than 100% migration or any sort of pause on a like for like basis along the way so far?

Hey, thanks for the question. So no, the the work around UniVector is principally work that's being done around the UniN network. We're excited and supportive and continue to be bullish about the opportunities we have for the iron source. Ad network as well. And we'll remain in the market very aggressively selling that selling that network as well. But to your point, the overall in the migration, we are taking several assets we have, including Tapjoy and others, and consolidating the data around each of those what had been prior been vertical businesses and migrating them into one central data source, which we think improves all the products, but is it the same as collapsing those products?

Understood. Understood. And if I can just ask one more sort of clarification around [indiscernible] This quarter. I think Matt sort of at the top of the order asked a question around sort of what's embedded here. Maybe to put a finer point on that, was there a plus to pro migration benefit In 4Q and as we're thinking about sort of organic growth and trajectory of the non gaming editor business, Any directional commentary you can give us for for twenty five or the contribution for the former item?

Yes.

Yeah. It's my pleasure. Thank you. Yes, there was some impact of the plus to pro migration to your point. There was definitely impact and increased velocity in our industry business, which we're really, really excited about. As well as the impact, as I said, of just resetting our relationships with our customer base.

And spending more positive time with customers. We think all those all three of those trends will continue. And then we'll see in 2025 in addition to those three trends is the beginning of the rolling in of the major price increases around the subscription business, which will you'll see in addition over '25 and twenty six.

Understood. Thank you again.

Thank you.

Thanks, Clark. So with that, we'll wrap up. So thanks you for dialing in today. We look forward to seeing you at one of our upcoming investor conferences that we're going to have this quarter and have a great day.