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I Launched Unity Gaming Services (UGS) From My Bedroom, and Built a PLG Engine While I Was At It
- Unity Gaming Services (UGS) was launched successfully, accounting for over 30% of Unity's ARR within 12 months, focusing on liveops and multiplayer gaming remotely and powered by product-led growth.
- The initiative aimed to unify various Unity tools into a single platform for a self-serve Product-Led Growth motion, addressing the fragmentation in services previously provided by third-party sources.
- UGS targeted SMBs, solo developers, and indie studios with a PLG-first approach, emphasizing easy access for users to test the platform before making financial commitments.
- The team implemented in-product prompts, sample games, SDKs, and revamped documentation to enhance user experience and onboarding, essential for a successful PLG strategy.
- Amid the pandemic launch restrictions, the team engaged with developers through real-time AMAs, webinars, snackable videos, and educational content, adapting to the lack of physical events.
- The launch strategy focused on authenticity, developer trust, and storytelling rather than a traditional marketing approach, leveraging community involvement and targeted outreach.
- Despite challenges and setbacks within Unity's leadership, the impact and value of UGS remain significant, emphasizing the teamwork and dedication of the team behind the initiative.
- The story reflects the importance of effective leadership, teamwork, and perseverance in navigating difficult situations and delivering a product that resonates with users.
- The experience of launching UGS during tumultuous times contributed to the growth and development of the author as a Product Marketing Manager, highlighting the transformative impact of the project.
- The narrative underscores the resilience and dedication required to overcome obstacles, innovate in product development, and create a solution that addresses user needs effectively.
- The author's reflection on the UGS journey serves as a testament to the power of collaboration, customer-centric approaches, and the drive to succeed against all odds in the tech industry.
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