Shirofune Integrates with Triple Whale to Automate Attribution-Driven Ad Optimization

Roblox Corp shares fell as much as 8% in pre-market trading Wednesday and were recently down about 5% after Google and Unity Software Inc announced a partnership to build an AI-powered game creation platform. The companies said in a press release they will develop an integrated gaming platform featuring AI-powered tools that allow users to create games without coding experience, representing potential competition for Roblox in the user-generated gaming market. Google launched an experimental platform called Playground, now available to users aged 18 and older, which lets users generate and customize playable games using natural language prompts. The companies plan to introduce Unity Spark later this year, a product built on Playground that will offer advanced capabilities including professional-level mechanics, high-fidelity 3D features, and access to the Unity runtime, and the platform will integrate with Google Play Games, providing leaderboards, multiplayer matchmaking, and community features. On September 28, Jefferies downgraded Roblox to Underperform from Hold and maintained its $38 price target, implying 18% downside, with analyst James Heaney saying the stock's 30% rally since second-quarter results reflects overly optimistic expectations for bookings over the next 12 months.

Unity Software shares rose 5% Wednesday morning after the company announced a strategic partnership with Google to develop a new AI-powered gaming platform. The partnership will combine Google's artificial intelligence technology with Unity's game engine to create tools that let users generate and customize playable games using natural language prompts without coding. Google introduced an experimental platform called Playground, available today for users 18 and older, which allows game creation through text prompts. Later this year, Google and Unity will launch Unity Spark, a new product designed to offer both accessible interfaces for beginners and professional-level mechanics for advanced creators, featuring high-fidelity 3D capabilities and the Unity runtime. The platform will leverage Google's consumer ecosystem for distribution, with Google planning to showcase selected Playground creations across its network, and it integrates with Google Play Games profiles for built-in leaderboards, multiplayer matchmaking, and community features. Roblox shares fell 7.8% following the announcement, as the new Google-Unity platform represents potential competition in the user-generated gaming space.

ThinkingAI, which builds autonomous growth software for consumer and gaming companies, has opened its analytics, engagement and agent stack to game studios that buy software with a card instead of a procurement cycle, offering four self-serve plans priced from $0 to $999 a month. The Free tier costs $0 and includes 2 million events a month, 1 project, 1 seat, 12 months of data retention and $10 in Agent Credits for the first month, with no credit card required. Starter costs $199 a month for 5 million events, 2 projects, 5 seats, 24 months of retention and $25 a month in Agent Credits, while Pro costs $399 a month for 10 million events, 2 projects, 10 seats, 48 months of retention and $50 a month in Agent Credits. Team costs $999 a month for 30 million events, 3 projects, 15 seats, 60 months of retention and $100 a month in Agent Credits, and an Enterprise tier is sold by agreement with sales for larger studios with compliance or data residency requirements. Annual billing saves 20%, paid plans are billed through Stripe and can be cancelled at any time, and a studio that outgrows its event allowance moves up a plan inside the product with no re-instrumentation and no migration. The plans follow ThinkingAI's Sept. 16 launch of the Agentic Engine and draw on 10 years of behavioral data across more than 1,500 enterprises and 8,000 applications, including Sega, Krafton, Habby, Century Games, Xiaomi, Yostar, TCL and FunPlus, and are being announced at the ThinkingAI Agentic Game Growth Summit in Istanbul, co-hosted with Mobidictum.

Jim Cramer said on the September 30 episode of Mad Money that Microsoft's massive artificial intelligence investment is entering a new phase as the company begins turning its data-center buildout into higher revenue. Cramer noted Copilot now has 30 million users and growing, Azure is accelerating rather than contracting, and Microsoft is beginning to recoup its monster data center investment, which he compared to the payback period Nvidia's Jensen Huang once described for his semiconductors. In its fiscal fourth quarter, Microsoft Cloud revenue increased 27% to $59.3 billion, while Azure and other cloud services revenue grew 43%, and commercial remaining performance obligations rose 84% to $678 billion, including a 25% increase excluding OpenAI. CFO Amy Hood said on September 9 that Microsoft had reduced dock-to-live times for infrastructure by more than 50% over the year, even as capital expenditures reached $41 billion in the June quarter and first-quarter fiscal 2027 spending is expected to exceed $50 billion. Microsoft Cloud's gross margin fell to 65% in the June quarter, and the company generated $19.6 billion of free cash flow while paying $35.8 billion for property and equipment, leaving margins and cash flow worth watching as spending continues to rise.

Atlassian Corporation announced the launch of its Forward Deployed Engineering program, which embeds senior applied AI engineers directly into customer environments to deploy production-ready AI solutions. The program targets a gap between AI adoption and business impact: while 85% of knowledge workers use AI, only 6% of executives can point to clear, organization-wide ROI, according to Atlassian's report Leading with Context: Lessons from Atlassian's AI Journey. Avani Prabhakar, Chief People and AI Enablement Officer at Atlassian, said the company is seeing 50% higher AI adoption in engaged accounts as a result of embedding engineers with customers. In Atlassian testing, grounding AI agents in the Teamwork Graph produced answers that were 44% higher quality while using 48% fewer tokens. Expedia used the program to archive 600,000 pages across Confluence and save approximately 3,200 hours annually, with engineering teams now running 10,000+ agent invocations each month across 50 live projects, while Reddit is partnering with the engineers to accelerate its enterprise AI transformation. Engagements typically run 12 weeks, and Atlassian is also releasing The Atlassian Forward Deployed Engineering Playbook.