Key Takeaways:
- Samsung Ads unveiled GameBreaks, turning ad breaks into minigames to engage audiences.
- Early tests show a 53% lift in unaided brand recall, and the tech giant is planning over eight new games set to roll out this year.
- Traditional ad formats are losing effectiveness as consumers become more ad-averse, and interactive experiences like GameBreaks turn passive viewers into active participants.
Samsung Ads, the advanced advertising division of Samsung Electronics, has launched a new ad format designed to boost audience engagement through playable experiences.
Initially unveiled at CES 2025, GameBreaks brings interactive minigames to Samsung TV Plus content, giving advertisers a new way to capture viewer attention.
These "snackable" games will appear in the first ad slot of premium commercial breaks and are currently available to advertisers in the U.S. and Canada.
GameBreaks builds on Samsung's success with its Gaming Hub by bringing interactive ads to its streaming ecosystem.
The first game to debut is The Six, a trivia game originally launched on its hub last year. It's now been adapted into an advertising format for CTV.
Samsung Ads VP and Head of Ad Sales and Operations Michael Scott explained the strategy behind GameBreaks in a statement to ADWEEK:
"Gaming is very big on our platform, but not everyone is into first-person shooters or console gaming. We wanted to create something that is engaging for consumers while also offering advertisers a new, high-impact format."
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With the new ad format, advertisers can customize trivia questions, themes, and design elements to align with campaign goals.
For instance, a travel brand could create location-based trivia, while a fast-food chain could develop questions about condiments.
Interactive ads like GameBreaks give people a chance to play, engaging more with advertiser content.
With audiences leaning more toward streaming services, CTV advertising's increasing role in the industry.
Samsung Ads' move shows how CTV is becoming an interactive, brand-building channel where engagement, not interruption, drives results.
Interactive Ads = Stronger Engagement
Samsung Ads reports that The Six has already demonstrated strong engagement, with 98% of users playing to the end.
The company also saw a 42% increase in monthly active users from Q3 to Q4 2024, with nearly 50% growth in the first two months of 2025.
Research from MediaScience found that GameBreaks delivered a 53% lift in unaided brand recall, outperforming standard video ads by 1.5x.
Additionally, 89% of viewers preferred GameBreaks over traditional commercial breaks.
According to Scott, as interactive ads become more common, brands should consider new ways to connect with audiences.
He emphasized that consumers want ads that feel engaging and relevant rather than passive, adding that GameBreaks is a scalable solution for brands to meet these expectations.
Samsung Ads plans to roll out over eight more interactive games for advertisers in 2025.
Meanwhile, back in February, Samsung launched a global campaign for the Galaxy S25 Ultra.
