• by Colin Kirkland , March 31, 2025

Samsung Ads -- the electronics company’s advertising division -- has launched “GameBreaks,” an interactive ad format that advertisers in the U.S. and Canada can use to turn passive ads playable on Samsung TV Plus, the company's ad supported streaming service.

“GameBreaksintegrates fun-sized, interactive mini-games into Samsung TV Plus content, appearing in the first ad slot of premium commercial breaks,” the company explains, adding that viewers can use their remote to play these games, effectively turning traditional ad breaks into more memorable ad experiences.

Samsung says that “The Six” -- a popular trivia game that became available on Samsung's gaming hub in 2024 -- will be the first of a portfolio of turnkey games to feature playable ads. Advertisers are able to tailor their campaigns with branded trivia, custom design elements, and interactive storytelling, in an effort to drive mid- and upper-funnel KPIs.

“The Six” was chosen to premiere the new playable CTV ad formats due to consistently strong engagement, with 98% of those who start the game playing until completion. According to Samsung, the game's monthly active users also grew 42% between Q3 and Q4 last year.

In addition, recent studies from MediaScience research lab show GameBreaks eliciting a stronger response from viewers compared to standard video ads, with brand logos receiving the most exposure during intros and outros while still holding user attention during gameplay, ultimately driving higher recall.

Beta testing highlights a 53% lift in lauded brand recall compared to standard video ads on Samsung TV Plus, with 89% of viewers preferring GameBreaks to traditional commercial breaks.

Samsung Ads plans to roll out over eight games for advertisers to choose from in 2025.