Samsung has expanded its mobile cloud gaming platform into Europe, beginning a phased beta rollout in the United Kingdom and Germany that gives Galaxy device owners download- and installation- free access to a growing catalogue of mobile games. The Mobile Gaming Hub will be redesigned later this year to serve as a central destination for gaming on Galaxy devices.
Seline Sangsook Han, EVP of Service Business Team, Mobile eXperience (MX) Business, talked about the expansion stating:
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.
Commercial partnerships include a collaboration with Moloco, an AI performance advertising company, which Samsung says will help acquire "higher-quality users" and improve return on ad spend (ROAS) for mobile game advertisers. Furthermore, SpinX Games reports that user-acquisition campaigns run on Samsung’s cloud platform with Moloco Ads produced a 100% higher 30-day ROAS for comparable campaigns.
Earlier this year, Samsung changed its public terms for Galaxy Store games to an 80/20 revenue share model that covers titles delivered via the mobile cloud gaming platform. Samsung frames the new split as a way to return more funds to developers and publishers and to encourage partners to join the Galaxy ecosystem.
Looking ahead, the company says the upcoming redesign of its Mobile Gaming Hub will bring deeper personalisation, smarter tools, and enhanced community features, creating a unified space for players to discover, play, and connect. The full reveal is expected later this year, with more details to follow on the Galaxy Store at galaxystore.samsung.com/games.