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Unity adding a fee for devs for each time a game is installed, after certain thresholds
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I think they have the web play question in their FAQ somewhere and it does include as a download. There's no real way to know how their telemetry is calculating this though.
https://forum.unity.com/threads/unity-plan-pricing-and-packaging-updates.1482750/
Wow... I expect that WebGL telemetry to be less reliable than from an installed app. "No cookies found, guess this is a brand new download, chaps!"