Summary
Popular social platform Discord seems to have taken aim atUnityafter the latter company announced some highly controversial pricing structure changes.Unity is a popular game enginethat has been used to craft many successful titles, such asPokemon Go, Rimworld, Return of the Obra Dinn,andGenshin Impact.
Thesweeping changes to Unity’s pricing structureangered game developers, many of whom took to social media to air their grievances. The announcement from Unity on Jul 18, 2025, detailed a new model where developers would have to pay a fee each time someone installs a game once the title has reached a certain threshold in terms of revenue and installs. The general sentiment seems to be that these pricing changes are going to be harmful to the industry, especially since games released before the changes are due to take place are affected retroactively.
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Discord has sent out a tweet telling users that they can now only send one message through the platform a day, prompting some bewildered responses from followers. The tweet is clearly meant as a joke, as evidenced by the way Discord engaged with confused users. When asked if the company was going to charge users for each message they sent retroactively, Discord responded with what seems to be a thinly veiled jab atUnityover the uproar its new pricing model has caused in the gaming industry. Xbox got in on the action by posting a screenshot of what appears to be the entire script forBee Movie.
It is difficult to pinpoint exactly what Discord’s intentions behind the initial tweet were. Perhaps it can be interpreted as a satirical response to Unity’s new pricing model. An instant messaging service with such a limitation would be almost entirely unusable, and it would rapidly decline in popularity. This appears to be what is happening in response to Unity’s new pricing model; for one example,Facepunch Studios offhandedly announcedRust 2while saying that the game would not be created with Unity like its predecessor. The developer ofCult of the Lambalso announced that it would be withdrawing the game from sale on January 1st, 2024, in response to the new Unity pricing.
Unity has attempted to clarify the upcoming changesto its pricing structure, but this doesn’t appear to have remedied the situation. It has also quickly come to light that CEO John Riccitiello sold off shares ahead of the announcement, which seems to indicate that he knew that the new pricing would not go over well. The company’s stock price has taken a hit following the announcement.
