Cloud gaming has been a hot topic in the industry for years, promising to untether gamers from hardware limitations and lengthy downloads. Now, Samsung is making a bold move to bring that promise to a much wider audience. The company has announced the expansion of its mobile cloud gaming platform into Europe, starting with a beta rollout in the U.K. and Germany. This phased release gives Galaxy users instant access to a growing catalogue of top mobile games without the need for downloads or installations.
This expansion builds on the success of the platform’s commercial launch in North America, where it has already become a preferred distribution channel for partners looking to reach millions of Galaxy device owners. Samsung is leveraging “cloud-first features” to help games reach new audiences, boost engagement, and improve retention by letting players jump into games instantly. The company’s vision is to make gaming fit seamlessly into everyday life by removing barriers like storage limits and long installation times.
Samsung is also set to deliver a next-generation, redesigned Mobile Gaming Hub later this year, which will serve as the central destination for gaming on Galaxy devices. This redesigned Hub will provide deeper personalisation, smarter discovery tools, and new ways to connect with games and communities. Players can expect a more unified platform for all their mobile gaming needs, including playing their favourite games, watching gameplay content, and engaging with in-game communities. It will also feature integrated AI tools to support gameplay and discovery.
This strategic push isn’t just about the players; it’s also a major win for developers and publishers. Samsung recently enacted a change to its public terms, introducing a competitive 80/20 revenue share model for games on the Galaxy Store. This new model, which includes titles built on the cloud gaming platform, puts more funds back into the hands of developers to help them grow and scale their businesses.
The value of this model has already been proven through partnerships with companies like Moloco, an AI performance advertising company. Campaigns run by Moloco Ads have consistently shown a better 30-day return on ad spend (ROAS). For instance, a partnership with SpinX Games resulted in a 100% higher 30-day ROAS for comparable campaigns, highlighting the power of cloud distribution and the potential for long-term investment value. These results demonstrate how pairing seamless game access with smart ad technology can drive long-term user value and campaign performance at scale. With this expansion and a user-first approach, Samsung’s mobile cloud gaming platform is cementing itself as a critical element for driving developer and publisher success. That said, Samsung has remained mum on the service breaking into new Asian markets.
