Anzu has announced its brand-new partnership with Playgama, which will allow Anzu.io to bring real-world ads to web games through its in-game advertisement platform. Anzu is known for its intrinsic advertising platform, which allows game publishers to use in-game spaces for ads without ruining player experience and any sort of pop-ups like traditional in-game ads. With this latest partnership, Anzu now offers in-game ads on mobile, PC, console, and web, covering all platforms, and offers advertisers extra space in video games for non-intrusive ads.
This is the very first time that Anzu is offering its platformers to web games through Playgama. The partnership will benefit thousands of game developers using Playgama to display ads in their games in the most effective method available. At this point, the web game market is still going strong despite most shifting to mobile and consoles. It is still a strategic channel alongside PC and mobile, and a recent Playgama report details that we saw 2.7 times more browser games in the first half of 2025 than in the same period in 2024, and 4.9 times more than H1 2023. This shows that web gaming is still going strong and, despite some dips in the past, it is now picking up pace once more.
By seeing this growth, Playgama is aiming to introduce intrinsic in-game ads to web environments with the help of Anzu to unlock a new income stream for developers and advertisers and make it easier to show ads to those who will feel more natural and at home with ad placements. Anzu enables ads to appear in places that sit natively within the game environment and do not pop out or look out of place. These could be billboards on a racetrack or posters on the walls. Instead of in-game art, real-world ads are shown in these spaces, which makes it look natural and does not interrupt gameplay in any way.
Anzu’s ad model has gained a strong momentum across mobile, PC, and console platforms, with a lot of companies like Oddshot Games, Amelore, Roblox, and Razor Edge Games are using it for their titles like Dakar Desert Rally, Eden Falling, and more. Anzu is also part of Unity’s Verified Solutions Partner Program and holds a patent for Advanced Ad Tracking Tech. Guy Ben-Dov, EVP Supply & Revenue Operations at Anzu, commented:
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.
Dmitry Kachmar, Founder, Playgama, also added:
Native in-game advertising, akin to product placement in the film industry, has already proven itself on PC and consoles. Now it’s finally coming to web gaming. It does not only unlock 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.
Before Anzu arrived in web game monetization, the landscape was mostly dominated by interstitials, banner ads, and video ads. Anzu and Playgama are now offering developers to implement advertisements through a brand-new way that keeps players engaged. The initial rollout supports Unity (WebGL), Cocos, and JavaScript, with additional game engines coming soon. The Playgama Bridge SDK allows developers to easily add Anzu’s programmatic in-game ads to their titles.
The very first web game to integrate Anzu’s in-game ad model is Gangsta Island: Crime City, an idle game developed by PinpinStudio and StoreRider. The game integrates Anzu’s tech through Playgama, and it showcases the impact of combining native in-game ads with traditional monetization formats. The official press release also mentions that any developer who wants to monetize their web games with intrinsic in-game ads can reach out to Playgama or Anzu to be authorized. Anzu has also shared a handy guide to help any developers who might be confused about using the platform for their web games.
