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Selling on the Unity Asset Store
by Ernest Mallett on 03/26/14 11:18:00 pm   Featured Blogs

The following blog post, unless otherwise noted, was written by a member of Gamasutra’s community.
The thoughts and opinions expressed are those of the writer and not Gamasutra or its parent company.


While working on Forgotten Ones I decided to turn it into a small indie company a while back, we are currently a team of 3-6 (depending on what day of the week it is) but still funding is hard to come by, especially these days early in the process. Nearly everyone works a full-time job and helps out on the project in their off time so we decided to turn our attention to the Unity Asset Store.

Since there seems to be very little information for emerging asset developers I decided I'd write a little a little on our experiences with the Asset Store.

Disappointed previous customers

When we first started developing assets we figured it'd be a good idea to sell them on our own website as well as the Asset Store to reach more people, let me just say BAD IDEA! Ok, well maybe it's not a purely bad idea, some publishers manage this quite well, but for us it was bad...really bad.

The thing about the Asset Store is if you want your customers (or if they want) to be able to download through Unity or get updates through Unity then they have to buy it through the Asset Store. There is no possible way that you can give it to them for free if they purchased it from you before hand. This was a major down-side for us, since after selling a couple of copies on our website a few customers wanted it through Unity, and sadly we had to tell them to purchase it again. It was out of our hands! Sadly, we did lose a few people because of that.

No instant updates

When you first publish something on the Asset Store it understandably has to go through a review process. During this process they check for a large number of items. The bad part of this? Each update you push has to go through the same review process. Most of the time it only takes 2-3 days, but we have had items sit here for weeks. When we first published DGSave a customer pointed out a bug with the serialization process, we quickly got it fixed and sent it off, three weeks and several emails later it was finally published. While we were waiting for Unity we tried to get in touch with all of our customers the best way we could to get them the fix.

Like I said, the review team is usually pretty good about getting stuff out quick, but even 2 or 3 days it too long to wait for someone that's waiting on a bug fix. I believe they could easily fix this by allowing instant updates, but that's not my call to make.

Who bought what?

Another thing that really bugs us is that unless a customer gets in touch with us somehow (email, PM, forum, etc), we have no way of knowing who bought what! Sure we see the sales figures, but the publisher dashboard does not show any user-names, emails, nothing of those that buy your assets!

Thankfully Unity did implement a measure for publishers to verify invoice numbers, but nothing farther than that. So if there happens to be some issue (like I mentioned above with DGSave) you just have to post on your website or in the forums and hope that your current customers see it.

Hard work – Little pay

If you do plan on developing middle-ware to place on the Asset Store keep in mind that you will be doing work for very little pay. Now I'm not saying there aren't success stories (take a look atJuha Kiili's blog for a great one) but they aren't very common. We do fairly well, enough a single man could make a meager living off of, but keep in mind we've only been doing this for a few months. Most people think: “Oh! I can put this up there and make a lot of money!”. Well, I'm sorry to say it doesn't work like that. Sure if you make something great expect a decent amount of sales at first, but you also have to think about the support.

You're not just selling an asset, you're also selling support for that asset, and you have to keep it up and running. You could make a program where your customers just tell it “Make the most awesome game ever!” and it does! But, if you don't take the time to help people that don't understand it, help people that are having issues with it, then you WILL see sales drop, and quick! Customers are a business's life-line, if they get mad at you, you will lose them.

Keeping up with the technology

This section kind of ties into the previous one. Each time Unity updates their editor or API you will have to go back and double check to make sure everything works the way it should. Being an asset developer your customers are looking to you to make sure that everything works if they decided to upgrade to the latest and greatest edition of Unity, and it is your job to not let them down.

Extra Reading

These are just a few other blog posts I've found from other Asset Store publishers:

Anomalous Underdog on Build Report Tool

Juha Kiili on RageSpline

As always, thanks for reading, and if you have any comments, questions, or suggestions feel free to let me know!

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Ferdinand Joseph Fernandez
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Woah, thanks for linking my blog post.

Some things I have to say:

I certainly agree with you about the Asset Store's publisher dashboard having incomplete features.

I've been part of online discussions among fellow publishers and Unity's Asset Store team, and it seems like the Asset Store development team is swamped with enormous amounts of tasks just to keep up with the submissions by publishers on the Asset Store, fixing their back-end, and addressing the needs of us publishers

They are indeed trying to grow their team, but I take it it's not easy to look for developers who are up to the task. Judging by how things seem, it sounds like they are still swamped with things to do, up to now.

A lot of your problems have been raised. Some, it seemed like they were hinting that they'd address them. Like your first point, hopefully we'll get the ability to generate promo codes/vouchers. But they never publicly share their roadmap to us (it seems to be some sort of company policy).

Instant updates is also there. But it's up to the Asset Store team's discretion whether you are entitled to that or not. For example, ArenMook (the NGUI guy) is allowed instant updates, since they've worked with him and know he's not likely to release something buggy.

I, too, was uncomfortable with the fact that it takes about 3 to 7 days for my updates to show up. But I found that my costumers are quite forgiving. They're fellow developers and they know how it is.

I would offer them preview versions of upcoming updates just to get what they want into their hands fast, and they'd decline stating they'd prefer the official release.


With regards to the difficulty of selling, I think, just make sure to do something useful for Unity developers. Some need that hasn't been addressed yet.

I've made little promotion for my Build Report Tool plugin (I'm always busy with other things), and yet, sales have been stable, for the last 6 months (an average of, something like $150 a month). (...which I use to buy Steam daily deals and Humble Bundles :P)

This is despite me not doing much to promote it, and despite a lot of other assets becoming more prominent in the store (e.g. assets in the madness sales, daily deals, getting featured on the front page, etc.). And yet, it seems some people managed to find my humble little plugin and decided to buy it.

But do take note that:
1. (last I checked) I have little competition with regards to the features my plugin offers.
2. The plugin is useful since it saves a lot of headache (I use it too, and even *I'm* thankful to myself that I spent time making it).