Samsung Electronics has announced the expansion of its mobile cloud gaming platform to Europe, starting with a beta rollout in the United Kingdom and Germany. This move gives Galaxy device users in these countries access to a growing library of premium mobile games without needing to download or install them.
Seline Sangsook Han, Executive Vice President of Service Business Team, Mobile eXperience (MX) Business at Samsung Electronics, commented on the development: “Nearly a year ago, we officially commercialized our mobile cloud gaming platform in North America. Since then, it has quickly become a preferred distribution channel for our partners to reach millions of Galaxy device owners. With cloud-first features that allow players to instantly jump into games and smarter discovery tools, we’re helping games and services reach new audiences, boost engagement and improve retention. Now we’re expanding that access to Europe.”
Samsung is also redesigning its Mobile Gaming Hub as the main destination for gaming on Galaxy devices. The updated hub will offer more ways for users to find games across genres and will introduce new features aimed at making the experience more intuitive and social.
The company is collaborating with Moloco, an AI performance advertising firm known for its AI-powered ad platform Moloco Ads. According to Samsung, advertisers using Moloco Ads have seen improved 30-day return on ad spend during six-month campaigns.
Ikkjin Ahn, CEO at Moloco, stated: “As an AI performance advertising company, Moloco helps mobile app publishers and marketers drive growth and monetization through AI-powered solutions that deliver measurable results in a privacy-first environment. Our partnership with Samsung enables us to acquire higher-quality users for the Samsung cloud gaming platform more efficiently, showcasing how our AI models maximize both ROAS and user engagement across Moloco’s global ecosystem of mobile apps.”
SpinX Games has conducted several user acquisition campaigns on Samsung’s platform using Moloco Ads. These campaigns achieved double the 30-day return on ad spend compared to similar efforts elsewhere.
Cameron Zhang, CEO at SpinX Games, said: “Launching a portfolio of our games through Samsung’s cloud gaming platform has proven the power of instant access, removing barriers and allowing players to jump into the action with just one tap. The early results have been impressive and clearly highlight the value of cloud-based distribution, making Samsung’s Galaxy platform a key part of our user acquisition strategy.”
Earlier this year, Samsung changed its public terms by introducing an 80/20 revenue share model for games on the Galaxy Store. This model includes titles built specifically for its exclusive mobile cloud gaming platform. The aim is to provide developers and publishers with greater revenue shares while encouraging more partners to join Samsung's ecosystem.
A redesigned Mobile Gaming Hub is expected later this year with added personalization options and integrated AI tools for gameplay support and discovery. Users will be able to play games, watch gameplay content, interact with communities within games, and use new smart features when it launches.
For additional information about available games or updates related to the Galaxy Store visit galaxystore.samsung.com/games.