Samsung Ads, Samsung Electronics’ cutting-edge advertising business, has introduced Samsung GameBreaks, a brand-new interactive ad style.
Through dynamic, high-performing ad experiences, the new feature gives marketers additional ways to communicate with consumers. Fun-sized, interactive mini-games will be incorporated into Samsung TV Plus programming and enjoyed during the first premium commercial break ad slot.
The goal of GameBreaks is to develop accessible gaming experiences across many platforms within Samsung’s network of products and services. Currently, advertisers in the United States and Canada can use it.
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With GameBreaks, the well-known trivia game The Six will be the first in a series of games that will transform conventional, passive ad breaks into more captivating, brand-driven activity. Samsung Gaming Hub, the company’s one-stop platform that combines games and game streaming services for convenient access and play, launched The Six in June.
In an effort to appeal to both Golden Arches and Minecraft enthusiasts, the fast-food business partnered with the video game ahead of the April 4 premiere of A Minecraft Movie.
The GameBreaks model was created by considering mini-games and utilizing them as a tool that benefits both advertisers and users, according to Michael Scott, vice president, head of ad sales and operations, Samsung Ads.
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“On the platform, gaming is really popular,” Scott told ADWEEK. However, not everyone enjoys playing console or first-person shooter games, so we considered snackable, bite-sized games. If they are entertaining to customers, how would advertisers see them? Ultimately, we decided to make trivia a stand-alone game on our platform.
Samsung claims that premium first-pod ad placement within brand-safe and pertinent content, together with the creation of strong contextual relevance through customisable themes and game-play that complement brand messaging and seasonal events, are the main advantages for advertisers.
According to the firm, The Six needs less resources to provide an integrated experience. Customizable design components, interactive storytelling, and branded trivia allow brands to further customize their campaigns to fit their objectives. Scott noted, for instance, that a tourism business may select a destination, while a fast food brand could tailor the questions to be about condiments.
It’s wonderful when it’s new, but everything old is new again. This pertains to traditional television advertising that is now appearing on streaming platforms, according to panelists on “Tiers of Joy: How Ad-Supported Streaming Is Changing TV” at ADWEEK’s Mediaweek event on Tuesday, which was sponsored by Samsung Ads.
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“It’s not intended to be a stunt,” Scott stated. The trivia is timeless, and it’s intended to run continuously for a quarter or two. Even if it was personalized trivia, there is still enough to go around. It is the wish for a significant impact, a breakthrough, and something novel that enhances your primary media goals, whether they performance or reach.
With the majority of viewers (98%) watching through to the finish, the business claims that The Six has produced high engagement, which has laid the groundwork for its implementation as an ad format across CTV. In addition, Samsung stated that the average number of monthly active users increased by 42% between Q3 and Q4 2024, and that the game’s monthly active user growth in the first two months of 2025 was about 50% more than that of the last two months of 2024.
Additionally, Samsung Ads and the MediaScience research lab recently collaborated on a study that demonstrates how well the ad format drives important brand indicators. The results showed that viewers responded more strongly to the GameBreaks feature than to regular video advertisements. Additionally, brand logos were most frequently displayed during intros and outros while maintaining viewer attention during gameplay, which increased memory.
According to the survey, 89% of viewers preferred GameBreaks over regular commercial breaks, and in early beta testing, there was a 53% increase in unaided brand memory with GameBreaks increasing brand remember by 1.5x over standard video advertising.
In 2025, Samsung Ads intends to offer more than eight games for advertisers to select from.
“Brands have an opportunity to rethink their current approach as interactive ad experiences become more prevalent,” Scott stated. Customers are searching for experiences that go beyond conventional advertising, such as engagement and relevancy. A scalable solution to satisfy those demands in a high-end, brand-safe setting is provided by Gamebreaks.
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