- Samsung plans to enter the cloud gaming arena with a distinct focus on mobile gaming.
- Samsung may opt for an ad-supported approach, akin to its successful Samsung TV Plus platform.
- The service could offer a solution by streamlining the user acquisition process.
Samsung is gearing up to enter the cloud gaming arena with a distinct focus on mobile gaming. While industry giants like Amazon, Microsoft, and Nvidia target console and PC gamers, Samsung plans to offer a unique proposition to mobile gamers. The company’s new cloud game streaming service is currently in beta, with a wider launch expected during the Samsung Developer Conference 2023.
Samsung, the South Korean tech giant, is making waves in the gaming world with its upcoming cloud game streaming service. Reports indicate that the company is set to unveil the beta version of this service at the upcoming Samsung Developer Conference 2023 event. What sets Samsung’s offering apart from its competitors is its exclusive focus on mobile gaming.
In a landscape dominated by console and PC-oriented cloud game streaming services, Samsung is charting a unique course by directing its efforts towards mobile gamers. This shift is reflected in the integration of the service directly within the Game Launcher app, which comes pre-installed on Samsung’s Galaxy phones and tablets. Rather than chasing a subscription-based model, Samsung may opt for an ad-supported approach, akin to its successful Samsung TV Plus platform.
Samsung game selection and partnerships
Currently, Samsung’s cloud gaming service boasts seven games from well-known developers Playrix and Snow Print Studios. While the initial game lineup is modest, it signifies Samsung’s commitment to catering to mobile gamers’ preferences. The company’s approach to partnerships and game selection will be pivotal in determining the success of its cloud gaming service in the competitive market.
It’s important to note that while Samsung already offers the Gaming Hub on its smart TVs, which aggregates content from other cloud gaming providers like Amazon Luna, Microsoft Xbox Cloud, Nvidia GeForce Now, and Utomik, the Game Launcher is an entirely distinct service tailored for mobile devices. This strategic differentiation suggests that Samsung aims to capture a unique audience within the gaming ecosystem.
Targeting game-install-ad revenue
One of Samsung’s potential revenue streams for its cloud game streaming service could be game-install-ad revenue. In recent years, heightened privacy concerns and stricter regulations on targeted advertisements have impacted the performance of game ads.
Samsung’s service could offer a solution by streamlining the user acquisition process. Jong Hyuk Woo, Vice President of Games Services for Samsung Electronics (USA), explained,
“We believe that cloud streaming can do something for mobile game publishers by completely collapsing that user acquisition funnel, getting rid of the download and installation process and the visit to the App Store. It can dramatically reduce inefficiencies within that model.”
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