• by Colin Kirkland , 4 hours ago

In an effort to convert passing viewing into playable game sessions, Samsung plans to integrate an interactive ad-supported gaming channel hosted by GameLoop on its smart TVs and devices via the company's Gaming Hub.

By selecting “Play Now,” GameLoop allows Samsung TV viewers to play games without downloading, subscribing or purchasing hardware beyond their TV remote.

The platform's current catalog spans arcade, puzzle, word, and real-time multiplayer gaming titles “tuned for the living room,” according to the company.

In addition, GameLoop says that it has designed its offerings as a high-intent funnel from smart TV reach to measurable gameplay sessions as live hosts showcase real-time gameplay and invite viewers to join.

The company believes that publishers will be able to tap into a new distribution channel of tens of millions of smart TV households, using built-in ad-supported monetization and performance reporting while bypassing app stores.

Through the “Play Now” option, GameLoop offers publishers the ability to track clickthrough-rate, session starts, time played, and replays. The channel also provides a revenue-sharing model with premium sponsor integrations and event takeover opportunities, GameLoop says.

The launch of GameLoop on Samsung smart TVs, which will occur sometime in Q3, follows previous playable big-screen launches from Samsung and its advertising division.

This past spring, Samsung Ads launched “GameBreaks,” an interactive ad format that advertisers in the U.S. and Canada can use to turn ad slots into mini-games on Samsung TV Plus, the company’s ad-supported streaming service. Samsung has since expanded its library of mini-game titles to help brands tap into cultural moments, push iconic slogans, lyrics and taglines, and repeat exposure via memory recall.

Samsung has remained the global leader in the TV market for 19 consecutive years, according to market research firm Omdia, holding 28.3% of the market in 2024.