The fact that they were struggling for revenue just made the massive spend seem even weirder to me, but I suppose it could make sense if they truly expected to somehow get >4.4 billion back from ad revenue eventually. They also bought Wētā FX for $1.6 billion around the same time and did basically nothing with it.[1]

[1] https://www.fxguide.com/quicktakes/unity-software-with-a-com...