• by Colin Kirkland , Yesterday

After launching its interactive ad format on CTV in March, Samsung Ads’ “GameBreaks” is expanding its portfolio of fun-sized, interactive mini-games.

Four new gaming titles will soon be available to brands looking to experiment with playable commercial breaks.

Built natively for Samsung Smart TVs, GameBreaks is designed to transform traditional ad breaks into more memorable consumer experiences on Samsung TV Plus, the company's ad-supported streaming service.

On Thursday, Samsung’s ad division introduced four new brandable gaming titles, including a word-guessing game called “Ripplash” that the company says can be “easily co-branded and customized to align with any vertical.”

Other new games are designed to help brands tap into cultural moments (“Pop Off”), push iconic slogans, lyrics and taglines (“Finish Line”), and repeat exposure via memory recall (“Eye-Q”).

These titles follow “The Six,” GameBreaks' first brandable TV Plus experience, which invites viewers in the U.S. and Canada to test their knowledge base around branded trivia questions.

Originally a staple of Samsung's gaming hub in 2024, the GameBreaks’ version of The Six allows brands to integrate custom design elements and interactive storytelling in an effort to drive mid- and upper-funnel KPIs.

Samsung says “The Six” will be launching to audiences in the U.K. for the first time later this year.

According to a study that Samsung Ads recently conducted in partnership with the MediaScience research lab, the GameBreaks format delivers a 53% lift in unaided brand recall and 1.5x higher engagement than standard video ads.

Due to viewers’ ability to interact with these playable ads by using their smartphones, Samsung believes that GameBreaks also lowers the barrier to entry for interactive experiences on the largest screen in consumers' homes.

Furthermore, the company says 89% of viewers have said they prefer GameBreaks over traditional commercial breaks.

“We believe the future of TV is becoming more interactive and Samsung is looking at ways to make social game play more accessible,” said Avner Ronen, vice president of product Ddvelopment at Samsung.

While Ripplash is currently available to advertisers, Pop Off, Finish Line, and Eye-Q will become available to brands across Samsung TV Plus’s premium inventory later this summer, the company says.