PHȲND, a free, ad-supported cloud gaming service constructed for good TVs, and Samsung are teaming up in a brand new international distribution partnership that can deliver a subscription-free gaming expertise to tens of millions of Samsung good TV customers via the Samsung Gaming Hub.
Introduced right now on the GamesCom 2025 convention, the partnership is the primary of its variety for PHȲND, as the corporate appears to be like to make high-quality gaming content material extra accessible globally and create new income streams for the gaming trade. In the meantime, the deal brings a extra enhanced gaming expertise to the Samsung Gaming Hub, which is powered by Tizen and acts as a central platform for recreation streaming.
The combination will first debut in america later this 12 months, with PHȲND providing on the spot entry to a curated library of widespread video games with out consoles, downloads, or subscriptions. Gamers of all ranges will be capable of entry video games utilizing their TV distant, smartphone, or gamepad. In the meantime, recreation builders and publishers will be capable of monetize alternatives via non-intrusive, audience-based promoting and sponsorships.
“Samsung is our first partnership that we’re asserting, and we’re enthusiastic about that,” André Swanston, CEO and co-founder of PHȲND, instructed ADWEEK. “On high of the mixing, we’ve additionally constructed within the monetization layer. That dramatically will increase the full addressable marketplace for video games.”
PHȲND’s FAST strategy to cloud gaming
The partnership places PHȲND in the course of two rising classes: cloud gaming and good TV promoting. In keeping with market analyst agency Omdia, cloud gaming revenues may attain $12 billion by 2026.
Swanston stated up till this level, the principle factor that has held again promoting throughout the large display screen on gaming is focusing on at scale.
“It’s been arduous to have the upper high quality video games on good TVs as a result of good TVs don’t have the reminiscence constructed into them, so you may’t obtain actually good video games on a wise TV,” Swanston stated. “To be able to do this, it must be within the cloud, however all of the cloud options have been subscription-based, so that you then have had no potential to deliver promoting at scale. What free, ad-supported streaming like Pluto TV and Tubi did for streaming options and Good TV stock, PHȲND goes to do this once more for gaming.”
Swanston launched PHȲND in February 2025, constructing on his expertise within the tech and media house to dive into cloud gaming, aiming at making video games extra accessible whereas opening contemporary alternatives for manufacturers and builders. Earlier than that, he co-founded and led Tru Optik, an information and identification agency for streaming media adverts. It was acquired in 2020 by TransUnion.
PHȲND will likely be publicly obtainable in beta mode in america later this 12 months, with extra international markets to comply with in 2026. Main as much as its launch, PHȲND opened a restricted beta spherical for early customers to get a primary take a look at the platform’s console- and subscription-free gaming expertise. contributors can be a part of a waitlist on the PHȲND web site or straight from their Samsung TVs later this 12 months to be one of many first to play.
