Samsung Electronics announced the expansion of its mobile cloud gaming platform into Europe, representing an important step in the company’s strategy to make premium mobile gaming more accessible worldwide. Beginning with the United Kingdom and Germany, Galaxy device users in Europe can now access a growing catalog of top mobile titles directly through the cloud—without downloads or installations.
The phased rollout follows the platform’s commercial launch in North America last year, where it quickly became a preferred channel for game publishers to reach millions of Galaxy device owners.
“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,” said Seline Sangsook Han, Executive Vice President of the Service Business Team, Mobile eXperience (MX) Business at Samsung Electronics. “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.”
Strengthening Partnerships with Cloud Gaming and AI Advertising
Samsung pointed out that its mobile cloud gaming platform is designed not only to enhance the player experience but also to create meaningful growth opportunities for developers and publishers. A key component of this strategy is its collaboration with Moloco, an AI performance advertising company that supports mobile app publishers with advanced ad solutions. Moloco Ads has consistently delivered improved 30-day return on ad spend (ROAS) across long-term campaigns, demonstrating the potential of AI-driven user acquisition in a cloud-first ecosystem.
“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,” said Cameron Zhang, CEO of SpinX Games, a publisher that has leveraged Moloco Ads on Samsung’s platform. “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.”
Case studies from SpinX Games showed campaigns run on Samsung’s platform with Moloco Ads achieving 100% higher 30-day ROAS compared to similar campaigns, underscoring the strength of the combined model of seamless access and AI-driven advertising.
Developer-Centric Revenue Model
Earlier this year, Samsung also revised its public terms for the Galaxy Store, introducing an 80/20 revenue share model for games, including those distributed via its cloud gaming platform. This shift allocates a larger share of revenues directly to developers and publishers, incentivizing more partners to join the Galaxy ecosystem and scale their businesses more effectively.
Redesigning the Mobile Gaming Hub
Looking ahead, Samsung is preparing to launch a redesigned Mobile Gaming Hub, envisioned as the central destination for gaming on Galaxy devices. The updated Hub will provide personalized discovery tools, integrated AI features, and enhanced community engagement. Players will be able to play games, watch related content, and connect with gaming communities in a unified experience.
The full reveal of the redesigned Mobile Gaming Hub is expected later this year, signaling Samsung’s commitment to creating a more intuitive, connected, and social mobile gaming ecosystem.
