Samsung commercialises cloud gaming platform
November 22, 2024

Samsung Electronics is fully commercialising its mobile cloud gaming platform as it officially launches out of beta in North America.
First introduced as an open beta in 2023, Samsung’s mobile cloud gaming platform delivers benefits to players by allowing full-fledged Android-native games to be played instantly without download or reduced latency on all Galaxy devices, and to game publishers by driving efficiency and scale for user acquisition.
Today, a large majority of entertainment and media consumption is immediately available through streaming services, but the largest category of media – mobile games, with over 2 billion users globally – still employs the download model for each piece of content. Samsung says it strives to make mobile gaming just as accessible.
The commercialisation of Samsung’s mobile cloud gaming platform will now provide a way for publishers to seamlessly reach millions of Galaxy device owners. When players click an ad for an Android-native game, they will be navigated into the Galaxy Store where they can immediately start playing within seconds.
Through the mobile cloud gaming beta, Samsung has seen instant access to games dramatically increase user acquisition performance with a 50 per cent conversion from initial click to game start – a tenfold improvement over the industry average. During the beta, cloud gaming on Galaxy devices also experienced substantial growth with a 149 per cent increase in monthly active users year-over-year in the US and Canada.
“Our cloud gaming platform offers the ability for publishers to significantly increase their top-of-funnel conversion rates for their user acquisition campaigns by seamlessly converting an ad click directly into first gameplay, eliminating the need to drive users to an app store to download and install,” said Jong Woo, Vice President and Head of Game Services at Samsung. “We’ve seen it dramatically increase UA efficiency for publishers, expanding the number of players coming into their games and driving superior return on their advertising investment. In the long run, we believe our cloud game platform will not only change the way Samsung Galaxy gamers play mobile games but disrupt how publishers commercially scale their games within our device ecosystem.”
Samsung’s mobile cloud gaming platform supports Android native APKs, provides a cloud-based attribution solution with major mobile measurement partner (MMP) providers, and supports existing in-game monetisation models for a seamless fit with publishers’ current operations.