Performance driven intrinsic in game advertising is entering a new phase as gaming environments become more measurable and outcome focused for advertisers. In a move that expands the role of gaming within the MarTech ecosystem, Anzu has announced the launch of click enabled intrinsic in game ad formats, opening premium gaming inventory to programmatic demand side platforms for performance campaigns.
Anzu, known for its intrinsic in game advertising solutions, said the new formats allow performance buyers to access high intent gaming supply that has traditionally been unavailable for lower funnel objectives. By enabling click interaction within ads that are embedded directly into gameplay, Anzu is extending intrinsic in game advertising beyond brand awareness and into measurable acquisition and retargeting use cases.
The newly introduced formats live natively inside the game world and are not dependent on conventional in app ad stacks. As a result, performance focused DSPs can access inventory that faces less competition and delivers more stable supply. According to Anzu, this structure gives buyers greater control, improved delivery efficiency, and access to premium gaming environments for user acquisition, retargeting, and conversion focused campaigns.
Early performance data suggests strong outcomes. Anzu reports that intrinsic in game advertising delivers an average of twenty one percent lower cost per acquisition compared with advertiser goals. In addition, the company says its click enabled intrinsic formats generate incremental lift versus traditional online video and display, with a thirteen percent increase for video click through rates and a five percent increase for display, based on Anzu proprietary data.
In keeping with its player first philosophy, Anzu designed the interaction mechanics to avoid accidental engagement. Ads are integrated into gameplay in a way that respects the player experience while generating higher quality engagement signals for attribution and conversion. This approach is intended to help DSPs protect performance efficiency and downstream outcomes while maintaining trust with gaming audiences.
Anzu also enables flexible activation by allowing intrinsic in game formats to be bundled with traditional ad units such as interstitials and rewarded video. This gives performance buyers a single platform through which to activate gaming media, effectively creating a standalone performance channel inside top tier games that combines immersion with accountability.
Several leading DSPs already support the new capability, including The Trade Desk, StackAdapt, Basis, Smadex, and Adikteev, providing immediate access to performance driven intrinsic in game inventory.
“In game advertising is continuing to evolve into a solid performance channel,” said Itamar Benedy, Co Founder and CEO of Anzu. “By introducing click enabled intrinsic in game ads, we’re unlocking a new class of high intent, player first inventory that delivers measurable outcomes while respecting gameplay. This expansion brings performance buyers closer to premium gaming environments in a way that simply hasn’t been possible before.”
“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.”
As performance driven intrinsic in game advertising gains traction, Anzu move highlights how gaming is becoming a core performance channel, giving advertisers access to intent rich environments that support measurable growth while preserving the player experience.
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