Unity Technologies CEO David Helgason says that one-third of his company's business comes from licensees for Unity's 3D graphics technology that are not game development firms. Helgason's comments coincide with the release of a branded Gorillaz game built on the Unity engine to the iPhone app store.

"The music, film and advertising industries are broadly adopting games and game technology to reach wildly broad game-loving audiences. These products exemplify the kind of creative uses which now make up a third of our business," said Helgason, in statements made to Develop.

Unity is a multiplatform graphics engine that is broadly used in the development of virtual worlds and online games as well as games on a multitude of other platforms. As of this writing Unity is being used to develop the Marvel Super Hero Squad MMO and numerous iPhone games, as well as online casual games.