Where to Sell Unity Assets: Asset Store, Marketplaces or Direct?

Every Unity developer with a finished project reaches this question, and the honest answer includes our competitors. There are three kinds of channel for a finished Unity asset, they are not exclusive, and using more than one at once is normal. What follows is how each behaves in practice.

The Unity Asset Store

• Reach: the largest by far. Every Unity developer has an account, and the store is inside the editor.
• Revenue share: the publisher keeps 70 percent.
• Review: a human review of each submission and each update, with turnaround that varies from days to weeks, and guidelines that reject some content outright (reskins of well-known games, for example).
• Pricing and promotions: the store sets sale calendars and can discount your asset in store-wide events.
• Best for: tools and templates with broad appeal that benefit from in-editor discovery.

Third-party marketplaces

• Reach: smaller, but concentrated. A marketplace focused on one niche brings buyers who are already looking for exactly that niche.
• Revenue share: it varies a lot. CodeCanyon pays every author 50 percent since July 2026, Codester pays 70 percent, and on HyperCodeStore sellers start at 70 percent rising to 85 percent with sales volume, with invoicing, licence delivery, refunds and payouts handled by the store. The marketplace comparison has the sources.
• Review: usually faster (HyperCodeStore reviews every submission within 24 hours; the checks are on the review process page), with fewer content restrictions; game templates and reskin-ready source code are the point of the store rather than an edge case.
• Pricing: you set it, including single versus multi licences and your own sale schedule. The price calculator gives a starting band from live listing prices.
• Best for: game templates, source code meant to be reskinned, and anything the Asset Store review is slow or strict about.

Selling direct

• Reach: only what you bring. Direct works when you already have an audience: a YouTube channel, a Discord, a mailing list.
• Revenue share: you keep everything after payment fees, and you carry everything: invoicing, VAT, licence delivery, refunds, support, piracy.
• Best for: established publishers with an audience, and for products with a subscription or service component a marketplace cannot host.

Combining them

Marketplace listings are non-exclusive, so the usual pattern is: list on the Asset Store for discovery and on a niche marketplace for the buyers who search by genre and for the faster update cycle, and keep the same price on both so neither channel undercuts the other. Documentation and demos live on your own site or GitHub Pages and link to every listing. The one thing to avoid is a different feature set per store; buyers compare, and a "lite" version on one channel reads as a bait.