No video input - brand new?

Hi all, just popped in this Intensity 4k card, hooked up my 4k Canon streaming camera. Loaded the software, it shows up fine in device manager (Windows 10) , but I cant see anything, I get camera is in use, or not available, a black screen with lines in zoom, nothing.

I have a cheap little 20 dollar amazon HDMI USB , and can plug the camera into it and comes right up. Is there something I am supposed to run in order to be able to just use this with zoom or teams or any standard win app? Do I have to run it through OBS only? (I havent tried just getting everything setup)