Anzu announced the launch of click-enabled intrinsic in-game ad formats, expanding its platform to support performance-driven demand alongside its existing intrinsic brand placements.
The launch enables mobile game developers to unlock incremental revenue by combining clickable and non-clickable intrinsic ads inside gameplay, without cannibalizing existing monetization strategies or disrupting the player experience.
With this expansion, developers can now activate performance demand natively within their games, bringing brand and performance budgets together in a single intrinsic monetization layer. Click-enabled intrinsic placements run alongside Anzu’s non-clickable formats, allowing studios to scale revenues while maintaining full control over how, where, and when ads appear in gameplay.
Performance demand in intrinsic in-game advertising is already delivering meaningful lift. Based on Anzu proprietary data, clickable intrinsic in-game video ads deliver a 13% increase in CTR, while intrinsic display formats drive a 5% CTR increase.
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.
In line with Anzu’s player-first approach, the click-enabled intrinsic ads are built directly into gameplay and use proprietary interaction mechanics, including double-tap, tap-and-hold, and tap-and-release. These interactions are designed to prevent accidental clicks, protecting player experience and retention while ensuring that performance results are driven by high-intent engagement rather than misclicks.
For game developers, this provides a simple and flexible way to activate performance monetization. The formats are easy to integrate and optimise, giving studios full control and confidence when testing performance demand. These formats are already live with a number of mobile publishers spanning multiple genres, including Turborilla, Treeplla, APPS, and Tiramisu.
“Performance-based campaigns, including user acquisition, have traditionally been difficult to introduce into gameplay without compromising the player experience.
With click-enabled intrinsic ads, we’re enabling developers to unlock new, high-CPM performance budgets while preserving gameplay flow. This gives game developers a safe, player-first way to scale revenue without cannibalizing existing monetization.”
Guy Ben-dov, EVP Supply & Revenue Operations at Anzu
“Integrating click-enabled intrinsic ads was refreshingly straightforward. It slotted right into our existing monetisation stack without friction.
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.”
John Wright, CEO at Turborilla
You can get in touch with Anzu to see how bundled clickable and non-clickable intrinsic in-game ad placements can unlock incremental revenue and performance demand without sacrificing player experience.
