Samsung Electronics is accelerating its push into the mobile gaming market, expanding its cloud gaming service to Europe as it seeks a stronger foothold in the global game distribution platform race.
The company announced on August 21 that it has revamped its Galaxy Mobile Gaming Hub and launched a beta version of its cloud gaming platform in the U.K. and Germany, with plans to roll out the service to additional European markets in the coming months.
Samsung said the redesigned hub will evolve beyond a simple launcher into a fully integrated platform offering AI-driven game recommendations, community features, and streaming of gameplay videos. A full commercial launch is expected later this year.
At the same time, Samsung is deepening its partnership with U.S.-based AI ad-tech firm Moloco to target high-value players rather than simply driving impressions. Early results suggest strong performance: SpinX Games, a subsidiary of South Korea’s Netmarble, reported that its 30-day ad revenue doubled under the new system.
The company is also restructuring revenue-sharing to lure developers. Since early 2025, Samsung has applied an 80/20 split for games sold in the Galaxy Store, allowing developers and publishers to keep 80% of revenue—more favorable than standard app marketplace models.
Samsung’s cloud gaming technology allows users to stream titles instantly without downloading or installing, a key differentiator as it seeks to scale adoption. Since the service’s commercial debut in North America last November, Samsung claims it has improved both user experience and distribution efficiency for partners. The company said conversion from ad clicks to gameplay hit 50%, roughly ten times the industry average.
Game publisher VIZOR, for example, saw millions of new users flock to its hit title Klondike Adventures after joining Samsung’s cloud platform, boosting return on ad spend by about 25% compared with previous campaigns.
As competition intensifies among global app stores and game distribution platforms, Samsung is betting that its integrated hardware, favorable revenue model, and AI-driven ad strategy will help carve out a more competitive position in the fast-growing mobile gaming ecosystem.
