Samsung Ads expands its GameBreaks with 4 new titles
Samsung Ads, the advanced advertising arm of Samsung Electronics, today announced a major expansion of its award-winning GameBreaks portfolio, adding four new interactive titles.
Ripplash, the next new GameBreak, is now available for advertisers and builds on the momentum of The Six, the franchise’s inaugural game, which will expand to audiences in the United Kingdom for the first time later this year.
Built natively for Samsung Smart TVs, GameBreaks is altering the utility of ad time by transforming traditional ad breaks on Samsung TV Plus into interactive moments that deliver consumer experiences shown to improve brand recall.
These fun-sized experiences run in the first ad slot of premium commercial pods, offering viewers a frictionless way to engage. Giving advertisers a new, brand-safe avenue to earn attention, Samsung Ads is evolving traditional ad time, historically considered for brand awareness, into a mid-funnel, engaging experience.
GameBreaks provides a turnkey and scalable solution that offers a simple launch process and easy-access opportunities for deep brand integration and strong contextual relevance across campaigns. Leveraging Samsung Ads’ proprietary technology, brands have access to a uniquely repeatable solution with a suite of games to choose from to create ongoing, fresh, and bespoke customer engagement through interactive ads.
Samsung Ads and MediaScience research lab’s recent research found the format has proven itself as a performance driver, delivering a 53% lift in unaided brand recall and 1.5 times higher engagement than standard video ads. With no need for game controllers or downloads, GameBreaks lowers the barrier to entry for interactive experiences on the biggest screen in the home. Notably, 89% of viewers say they prefer GameBreaks over traditional commercial breaks.
Four new original games
Following the breakout success of The Six, Samsung Ads’ new GameBreaks formats designed to deepen engagement and offer even more creative flexibility include:
Ripplash – Now available to advertisers, this visually captivating word-guessing game reveals images through animated water ripples. Its sleek, design-forward format can be easily co-branded and customized to align with any vertical.
Pop Off – A mad-lib style trivia game with escalating difficulty and themed content tied to cultural moments such as holidays or movie releases.
Finish Line – A fill-in-the-blank game that prompts users to complete iconic slogans, lyrics, and taglines—ideal for brand reinforcement.
Eye-Q – A visual memory challenge where players recall details from short clips, maximizing repeat exposure and brand visibility.
“This expansion is about redefining what advertising can be,” said Michael Scott, vice president and head of ad sales & operations at Samsung Ads, in a statement. “With GameBreaks, Samsung Ads is pioneering a new model at the intersection of CTV, interactivity, and brand storytelling—offering marketers a turnkey, measurable, and highly engaging way to win.”
Pop Off, Finish Line, and Eye-Q will be available for advertisers across Samsung TV Plus’s premium inventory this summer–presenting a boon for advertisers looking to see higher performance from their CTV budgets and drive KPIs while engaging hard-to-reach audiences.
“We believe the future of TV is becoming more interactive and Samsung is looking at ways to make social game play more accessible,” said Avner Ronen, VP of product development at Samsung, in a statement. “We know casual game experiences are becoming a more popular form of entertainment for our TV owners. GameBreaks like The Six offer new ways for players to engage and bring people together over a shared game experience in their living room.”
The timing follows The Six’s recent sweep at the Telly Awards, where the game earned six honors for Branded Content, Use of Graphics, and Digital Environments. Additionally, The Six recently garnered a Shorty Award in the CTV/OTT category. With themed daily trivia spanning entertainment, history, and current events, The Six gives brands recurring exposure in an interactive format that boasts a 98% completion rate.
As connected TV continues to evolve, Samsung Ads is reimagining the role of the largest screen in the home—from a place to watch passively to a place to play and engage. While traditional linear ads rely on reach, GameBreaks adds interactivity, initiating a two-way dialogue between brands and viewers.
Adding this interactivity with Samsung’s scale, that reach for advertisers is significant. Three in four U.S. households own at least one Samsung device, and Samsung has held the title of No. 1 Smart TV brand globally for 19 consecutive years. With over 500 million devices sold annually across the globe, including TVs, smartphones, and digital signage, the Samsung ecosystem offers advertisers unmatched access, cross-device targeting, and real-time optimization.
