Anzu.io, the world’s most advanced intrinsic in-game advertising platform, and Playgama, a web-gaming distribution and monetization company, have announced a partnership to bring in-game ads that mimic real-world placements to web games for the first time.
The web game market is rapidly evolving and is projected to reach $38.34 billion by 2034, with developers increasingly viewing the web as a strategic channel alongside mobile and PC. According to a recent Playgama report, 2.7x more browser games were released in the first half of 2025 than in the same period in 2024, and 4.9x more than H1 2023.
Intrinsic in-game ads are brand and performance placements that sit natively within the gaming environment — like billboards on a racetrack or posters on the walls from real-world leading advertisers — without interrupting the gameplay. This ad monetization model has been gaining strong momentum across mobile, PC, and console platforms, enhancing realism, boosting revenues, and earning positive feedback from players.
“Bringing intrinsic in-game advertising to web environments is a major milestone — it’s the first time this ad format has been made available for web games.
With this launch, Anzu now supports all major gaming environments, making non-intrusive, high-impact ad monetization accessible to more developers worldwide, and we’re proud to do it with partners like Playgama.”
Guy Ben-dov, EVP Supply & Revenue Operations at Anzu
Through Playgama Bridge SDK, developers can easily add Anzu’s programmatic in-game ad placements that blend naturally into their games. The initial rollout supports Unity (WebGL), Cocos, and JavaScript, with additional game engines to follow.
The partnership debuts with Gangsta Island: Crime City, an idle game developed by PinpinStudio in collaboration with StoreRider, and the first web title integrating Anzu’s technology through Playgama, showcasing the impact of combining native in-game ads with traditional monetization formats.
“Native in-game advertising, akin to product placement in the film industry, has already proven itself on PC and console. Now it’s finally coming to web gaming.
It not only unlocks a new monetization channel for developers and platforms, but will also help balance ad load for players by replacing part of interruptive formats with seamless placements.”
Dmitry Kachmar, Founder, Playgama
Developers who want to start monetizing their web games with intrinsic in-game ads can learn more about the integration process through this guide and reach out to Playgama or Anzu to be authorized.
