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If you are a mobile game publisher in 2026, your mediation platform choice likely comes down to two options: Unity LevelPlay (the platform formerly known as ironSource, rebranded after the Unity-ironSource merger) and AppLovin MAX (the mediation layer built on top of AppLovin's acquisition of MoPub's market position). Together, these two platforms mediate the majority of mobile game ad revenue worldwide.
Choosing between them is not straightforward. Both are mature, full-featured platforms with strong bidding support and extensive network integrations. The right choice depends on your specific game portfolio, team capabilities, geographic distribution, and existing network relationships. This comparison breaks down every dimension that matters.
Bidding Support and Auction Mechanics
Unity LevelPlay
Unity LevelPlay operates a hybrid auction model that combines in-app bidding with a traditional waterfall. Bidding networks compete in a real-time auction, and the winning bid is then compared against waterfall line items to determine the final winner. LevelPlay supports bidding from all major demand sources including Meta Audience Network, Google AdMob bidding, Pangle, Mintegral, and of course Unity's own demand. The platform's bidding infrastructure has matured significantly since the ironSource days and now handles the vast majority of impressions via bidding rather than waterfall.
AppLovin MAX
MAX was one of the first mediation platforms to push aggressively toward an all-bidding model. Like LevelPlay, it runs a hybrid auction where bidders compete in real time and the winning bid is compared against waterfall instances. MAX supports bidding from a similarly comprehensive list of networks. AppLovin's own demand (via the AppLovin Exchange) is deeply integrated and often represents a significant share of winning bids within the platform.
Verdict
Both platforms offer comparable bidding capabilities in 2026. The meaningful difference is not in the auction mechanics themselves but in the proprietary demand each brings. Unity LevelPlay gives you optimized access to Unity Ads demand; MAX gives you optimized access to AppLovin demand. Since both are major demand sources, the question is which one's proprietary demand performs better for your specific app and geo mix.
Network Adapters and Demand Coverage
Unity LevelPlay
LevelPlay supports adapters for 15+ ad networks including Meta, AdMob, AppLovin (yes, AppLovin can be a demand source within LevelPlay), Pangle, Mintegral, Vungle/Liftoff, Chartboost, InMobi, Digital Turbine, Fyber, and more. The Unity Ads network is natively integrated with zero-configuration setup.
AppLovin MAX
MAX supports a comparable roster of network adapters: Meta, AdMob, Unity Ads (available as a demand source within MAX), Pangle, Mintegral, Vungle/Liftoff, Chartboost, InMobi, Verve, Yandex, and others. AppLovin's exchange demand is natively integrated.
Verdict
Network coverage is effectively equivalent. Both platforms support all major networks and the adapter quality is comparable. The key nuance is that each platform's own demand tends to perform marginally better when mediated natively versus through the competitor's adapter. This means Unity demand typically performs a few percentage points better in LevelPlay, and AppLovin demand performs a few percentage points better in MAX.
SDK Size and Integration Complexity
Unity LevelPlay
The core LevelPlay SDK adds approximately 2 to 3 MB to your app binary (varies by platform). With a full complement of network adapters, total SDK overhead can reach 8 to 15 MB depending on how many networks you integrate. Integration is straightforward for Unity engine games through the LevelPlay Unity plugin. For native Android and iOS apps, the integration requires more manual work but is well-documented.
AppLovin MAX
The MAX SDK core is similar in size at 2 to 3 MB. Total footprint with adapters is comparable to LevelPlay. MAX offers strong integration support for both Unity engine and native development through well-maintained plugins and documentation. The MAX integration wizard in the AppLovin dashboard is a notable quality-of-life feature that generates configuration code specific to your selected networks.
Verdict
SDK size and integration complexity are not meaningful differentiators. Both platforms are mature enough that a competent mobile developer can integrate either one in a day or two. If you are building with the Unity game engine, LevelPlay has a slight edge in integration smoothness given the shared Unity ecosystem. For native development, both are equally straightforward.
Reporting and Analytics
Unity LevelPlay
LevelPlay provides detailed reporting through the Unity dashboard with breakdowns by ad unit, network, country, ad format, and time period. The platform offers impression-level revenue data (ILRD) for user-level analytics and LTV modeling. The reporting API is robust and well-documented, making it straightforward to pipe data into your own analytics systems.
AppLovin MAX
MAX reporting is similarly comprehensive with network, country, format, and ad unit breakdowns. MAX also provides impression-level revenue data. The MAX dashboard includes a unique feature called the Compare tool, which lets you visually compare eCPMs across networks and time periods. The reporting API is clean and actively maintained.
Verdict
Reporting capabilities are closely matched. MAX's Compare tool is a nice feature for quick visual analysis. LevelPlay's integration with the broader Unity analytics ecosystem can be valuable if you are already using Unity's other services. Neither platform has a decisive reporting advantage.
A/B Testing
Unity LevelPlay
LevelPlay includes a built-in A/B testing framework that lets you test different waterfall configurations, floor prices, and network setups against each other with statistical significance tracking. You can allocate traffic percentages between test groups and monitor results in real time. This is a genuinely useful feature that reduces the need for external testing tools.
AppLovin MAX
MAX also offers built-in A/B testing for waterfall configurations. The functionality is comparable to LevelPlay's, with traffic splitting and real-time results. Both platforms allow you to test bidding versus waterfall configurations, different floor prices, and different network combinations.
Verdict
Both platforms provide adequate built-in A/B testing. Neither implementation is as sophisticated as a dedicated experimentation platform, but both are sufficient for standard monetization optimization testing.
Waterfall vs Bidding: How Each Platform Handles the Transition
The industry is moving toward 100 percent bidding, but the transition is not complete. Some networks still do not support bidding on all platforms, and waterfall line items remain necessary for maximum demand coverage.
Both LevelPlay and MAX handle the hybrid model competently. The practical difference is in how much manual waterfall management each requires. With more networks supporting bidding every quarter, the amount of waterfall line item management is decreasing on both platforms. However, if you have specific network relationships that still require waterfall setup, both platforms support it.
Note: Hata katika ulimwengu unaotegemea zaidi kuzabuni, usimamizi wa maporomoko ya maji hauondolewi.
Gaming Focus vs General App Support
Unity LevelPlay
LevelPlay's heritage is squarely in gaming. The platform was built by ironSource for game publishers, acquired by Unity (a game engine company), and continues to optimize primarily for gaming use cases. The ad formats, network partnerships, and optimization algorithms are all tuned for gaming monetization patterns. If you are a game publisher, this focus is a clear advantage.
AppLovin MAX
MAX also has strong gaming roots through AppLovin's game studio portfolio and the MoPub acquisition. However, AppLovin has been more aggressive about expanding into non-gaming verticals. MAX is increasingly used by utility apps, content apps, and other non-gaming categories. If your portfolio includes both games and non-gaming apps, MAX may offer a more versatile single-platform solution.
How They Work With Google Ad Manager
For publishers using Google Ad Manager as their primary ad server, both mediation platforms can function as demand sources within the GAM waterfall rather than replacing it.
- LevelPlay with GAM: You can integrate LevelPlay as a mediation group within your GAM configuration, allowing GAM to arbitrate between LevelPlay-mediated demand and other GAM line items.
- MAX with GAM: Similarly, MAX demand can be integrated into GAM through SDK bidding or as waterfall line items.
When RevenueFlex manages your GAM waterfall, we integrate demand from both mediation ecosystems alongside direct demand from every major network. This means you get the benefits of both Unity and AppLovin demand without having to choose one mediation platform exclusively.
When to Use Which
- Choose Unity LevelPlay if you are building with the Unity game engine and want the tightest possible integration between your game development and monetization tools. Also a strong choice if Unity Ads demand performs well in your primary geos.
- Choose AppLovin MAX if you have a mixed portfolio of gaming and non-gaming apps, or if AppLovin exchange demand is particularly strong in your vertical and geo mix.
- Consider using both indirectly through Google Ad Manager, where demand from both ecosystems can compete for every impression. This eliminates the either/or choice entirely and maximizes demand coverage.
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