Samsung Ads, the superior promoting arm of Samsung Electronics, as we speak introduced a serious enlargement of its award-winning GameBreaks portfolio, including 4 new interactive titles.
Ripplash, the subsequent new GameBreak, is now obtainable for advertisers and builds on the momentum of The Six, the franchise’s inaugural recreation, which can develop to audiences in the UK for the primary time later this 12 months.
Constructed natively for Samsung Good TVs, GameBreaks is altering the utility of advert time by remodeling conventional advert breaks on Samsung TV Plus into interactive moments that ship shopper experiences proven to enhance model recall.
These fun-sized experiences run within the first advert slot of premium industrial pods, providing viewers a frictionless technique to interact. Giving advertisers a brand new, brand-safe avenue to earn consideration, Samsung Adverts is evolving conventional advert time, traditionally thought of for model consciousness, right into a mid-funnel, partaking expertise.
GameBreaks supplies a turnkey and scalable answer that provides a easy launch course of and easy-access alternatives for deep model integration and powerful contextual relevance throughout campaigns. Leveraging Samsung Adverts’ proprietary expertise, manufacturers have entry to a uniquely repeatable answer with a set of video games to select from to create ongoing, recent, and bespoke buyer engagement by way of interactive advertisements.
Samsung Adverts and MediaScience analysis lab’s current analysis discovered the format has confirmed itself as a efficiency driver, delivering a 53% raise in unaided model recall and 1.5 occasions increased engagement than commonplace video advertisements. Without having for recreation controllers or downloads, GameBreaks lowers the barrier to entry for interactive experiences on the largest display screen within the dwelling. Notably, 89% of viewers say they like GameBreaks over conventional industrial breaks.
4 new authentic video games
Following the breakout success of The Six, Samsung Adverts’ new GameBreaks codecs designed to deepen engagement and supply much more inventive flexibility embody:
Ripplash – Now obtainable to advertisers, this visually fascinating word-guessing recreation reveals photographs by way of animated water ripples. Its modern, design-forward format may be simply co-branded and customised to align with any vertical.
Pop Off – A mad-lib fashion trivia recreation with escalating issue and themed content material tied to cultural moments comparable to holidays or film releases.
End Line – A fill-in-the-blank recreation that prompts customers to finish iconic slogans, lyrics, and taglines—excellent for model reinforcement.
Eye-Q – A visible reminiscence problem the place gamers recall particulars from quick clips, maximizing repeat publicity and model visibility.
“This enlargement is about redefining what promoting may be,” mentioned Michael Scott, vp and head of advert gross sales & operations at Samsung Adverts, in an announcement. “With GameBreaks, Samsung Adverts is pioneering a brand new mannequin on the intersection of CTV, interactivity, and model storytelling—providing entrepreneurs a turnkey, measurable, and extremely partaking technique to win.”
Pop Off, End Line, and Eye-Q can be obtainable for advertisers throughout Samsung TV Plus’s premium stock this summer time–presenting a boon for advertisers trying to see increased efficiency from their CTV budgets and drive KPIs whereas partaking hard-to-reach audiences.
“We imagine the way forward for TV is changing into extra interactive and Samsung is taking a look at methods to make social recreation play extra accessible,” mentioned Avner Ronen, VP of product improvement at Samsung, in an announcement. “We all know informal recreation experiences have gotten a extra widespread type of leisure for our TV house owners. GameBreaks like The Six supply new methods for gamers to have interaction and convey individuals collectively over a shared recreation expertise of their lounge.”
The timing follows The Six’s current sweep on the Telly Awards, the place the sport earned six honors for Branded Content material, Use of Graphics, and Digital Environments. Moreover, The Six not too long ago garnered a Shorty Award within the CTV/OTT class. With themed every day trivia spanning leisure, historical past, and present occasions, The Six offers manufacturers recurring publicity in an interactive format that boasts a 98% completion charge.
As linked TV continues to evolve, Samsung Adverts is reimagining the function of the most important display screen within the dwelling—from a spot to observe passively to a spot to play and interact. Whereas conventional linear advertisements depend on attain, GameBreaks provides interactivity, initiating a two-way dialogue between manufacturers and viewers.
Including this interactivity with Samsung’s scale, that attain for advertisers is important. Three in 4 U.S. households personal at the least one Samsung gadget, and Samsung has held the title of No. 1 Good TV model globally for 19 consecutive years. With over 500 million gadgets bought yearly throughout the globe, together with TVs, smartphones, and digital signage, the Samsung ecosystem provides advertisers unmatched entry, cross-device concentrating on, and real-time optimization.
