# Intrinsic ads

[**Anzu.io**](https://www.anzu.io/), an intrinsic in-game advertising platform, and [**Playgama**](https://playgama.com/) have partnered to bring realistic, non-disruptive ad placements to web games.

**Intrinsic ads** are non-intrusive, in-game advertisements seamlessly integrated into the gameplay environment — like billboards, posters, or screens that naturally fit within the world. They don’t interrupt the player and are often dynamically updated through ad networks to show real brand campaigns.

This advertising format gives developers an incremental revenue source by placing ads on in-game objects in the game world.

<figure><img src="/files/9dCkbLDSCqrehSxxSLJI" alt=""><figcaption></figcaption></figure>

A live showcase is available on [Playgama.com](https://playgama.com/). [**Gangsta Island: Crime City**](https://playgama.com/game/gangster-island-crime-city) shows how intrinsic ads can blend into the gameplay environment as billboards.

<figure><img src="/files/lsOsLVSYDSu5ECT0yTar" alt=""><figcaption></figcaption></figure>

### Integration guides <a href="#the-anzu-sdk" id="the-anzu-sdk"></a>

Implementation examples are available in the child pages of this section.

### Getting started

#### <mark style="background-color:purple;">New to Playgama?</mark>

To enable intrinsic ads in your web game, follow these steps:

1. **Integrate the Playgama Bridge SDK** by following [SDK getting started](/playgama/sdk/getting-started.md).
2. **Register in the** [**Playgama Developer Dashboard**](https://developer.playgama.com/) to manage your games and track performance.
3. **Contact** [**Support**](https://developer.playgama.com/support) **and select the "Intrinsic ads monetization (beta)" question type.** Our team will guide you through setup and provide the required game IDs. Please include:
   * the game titles where you plan to add intrinsic ads,
   * a brief description of the intrinsic ad placements you plan to add.
4. **Integrate intrinsic ads** using the child page that matches your technology.
5. **Upload your game** in the Developer Dashboard once integration is complete.
6. **Wait for review and publication.** After review, your game will be published across Playgama’s network and become eligible for intrinsic ad monetization.

#### <mark style="background-color:purple;">Already publishing games with Playgama?</mark>

If your games are already distributed through Playgama and you want to enable intrinsic ads, follow these steps:

1. **Contact** [**Support**](https://developer.playgama.com/support) **and select the "Intrinsic ads monetization (beta)" question type.** Our team will guide you through setup and provide the required game IDs. Please include:
   * the game titles where you plan to add intrinsic ads,
   * a brief description of the intrinsic ad placements you plan to add.
2. **Integrate intrinsic ads** using the child page that matches your technology.
3. **Upload your game** in the Developer Dashboard once integration is complete.
4. **Wait for build review and game update.** After a short review process, your game will be updated across Playgama’s network and become eligible for intrinsic ad monetization.

#### <mark style="background-color:purple;">Want intrinsic ads without distribution?</mark>

You can also enable intrinsic ads without distributing the game through Playgama. This option lets you keep control over hosting and distribution while using the intrinsic ad stack. To get started:

1. **Integrate the Playgama Bridge SDK with the Anzu SDK package** by following [SDK getting started](/playgama/sdk/getting-started.md).
2. **Register in the** [**Playgama Developer Dashboard**](https://developer.playgama.com/).
3. **Contact** [**Support**](https://developer.playgama.com/support) **and select the "Intrinsic ads monetization (beta)" question type.** Our team will guide you through setup and provide the required game IDs. Please include:
   * links to your currently published game(s),
   * a brief description of the intrinsic ad placements you plan to add.
4. **Integrate intrinsic ads** using the child page that matches your technology.
5. **Update your game** on the platforms where it is already published.

<mark style="background-color:purple;">If you have questions or want to connect with the developer community, join our Discord:</mark> [<mark style="background-color:purple;">https://discord.com/invite/PAFq6WbvrP</mark>](https://discord.com/invite/PAFq6WbvrP)


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