Anzu expands into performance with click-enabled intrinsic in-game ads, unlocking new, high-intent gaming ads for outcomes-driven campaigns and incremental revenue for mobile game developers
February 9, 2026 — Anzu, the leading intrinsic in-game ad solution, today announced the launch of click-enabled intrinsic in-game ad formats, expanding its offering to support full-funnel performance advertising inside gameplay.
The launch means advertisers can now run both brand and performance campaigns in premium games, moving players from awareness to action without compromising the player experience. It also unlocks a new, exclusive source of high-intent intrinsic gaming inventory for performance DSPs, while enabling mobile game developers to drive incremental revenue by activating performance demand natively inside gameplay.
The launch aligns with wider industry shifts toward full-funnel marketing. According to a recent report from Adobe for Business and MMA Global, 75% of marketers are actively seeking full-funnel campaigns as they move away from pure performance, while 55% prefer a hybrid brand-and-performance model. Within gaming specifically, performance outcomes are already proving strong: data from a recent Anzu report shows that intrinsic ads deliver a 21% lower CPA versus advertisers’ goals.
“Brands today aren’t thinking in channels anymore, they’re looking for environments that can deliver attention, relevance, and measurable outcomes in one system,” said Magali Huot, SVP Global Gaming Strategy at dentsu. “Anzu’s intrinsic in-game formats work because they respect the player experience while placing brands inside culture, not around it. Anzu’s new click-enabled formats add performance flexibility on top of high-attention, brand-safe AAA environments, helping marketers plan and measure gaming alongside the rest of their media ecosystem using familiar KPIs.”
In line with Anzu’s mission of creating player-first ad experiences, the click-enabled intrinsic in-game ads are built directly into gameplay. Proprietary interaction mechanics — including double-tap, tap-and-hold, and tap-and-release — are designed to prevent accidental clicks and drive higher-intent engagement, resulting in stronger signals for conversion and attribution.
With this expansion, performance buyers can now access intrinsic in-game placements that live natively inside gameplay and are not tied to traditional in-app ad stacks. This unlocks gaming supply that has historically been inaccessible to performance buying, reducing competitive friction and enabling more stable delivery, greater control, and improved efficiency for DSPs running UA, retargeting, and lower-funnel campaigns.
“Performance marketers are constantly looking for new, high-quality supply that delivers efficiency and intent,” said Jordi de los Pinos, Founder and CEO of Smadex. “Intrinsic in-game advertising introduces a new performance environment with high attention, strong signals, and reduced competition. This kind of supply expansion is exactly what the performance ecosystem needs to drive better outcomes at scale.”
Anzu’s clickable intrinsic ad formats also deliver incremental lift compared to online video and display CTR benchmarks, with a 13% increase for video and a 5% increase for display formats, based on Anzu proprietary data.
For mobile game developers, click-enabled intrinsic placements run alongside Anzu’s existing non-clickable formats, allowing studios to scale revenues while maintaining full control over how, where, and when ads appear in gameplay. By combining premium brand demand with performance budgets across Anzu’s network, mobile developers can see up to a 50% increase in fill rates, unlocking new demand without disrupting existing monetization stacks.
“Integrating click-enabled intrinsic ads was refreshingly straightforward. It slotted right into our existing monetisation stack without friction,” said John Wright, CEO at Turborilla. “We saw a meaningful lift in fill rates while keeping the player experience rock solid. Most importantly, the data made it clear this was true incremental value, not a trade-off.”
To activate click-enabled intrinsic brand-and-performance formats, get in touch with Anzu by heading here.