Samsung Electronics Co., Ltd. has announced the expansion of its mobile cloud gaming platform into the European market, opening up instant access to top mobile games on Galaxy devices without the need for downloads or installations. The beta rollout has already begun in the United Kingdom and Germany, with a phased release set to follow across more countries. This launch brings a growing catalog of premium mobile titles to European players, making it easier than ever to discover and enjoy games with a single tap.
According to Seline Sangsook Han, Executive Vice President of the Service Business Team in the Mobile eXperience (MX) Business at Samsung Electronics, the platform has quickly gained traction since its official commercial launch in North America nearly a year ago. It has become a preferred distribution channel for partners seeking to reach millions of Galaxy device owners. She explained that with cloud-first features enabling instant gameplay and smarter discovery tools, Samsung is creating new opportunities for games and services to expand their reach, increase engagement and improve retention. The expansion into Europe marks a major step in broadening that vision.
Alongside the expansion, Samsung is also reimagining its Mobile Gaming Hub as the central destination for gaming on Galaxy devices. Later this year, players can look forward to a refreshed experience with more ways to explore games across every genre, as well as new innovations designed to make the Hub more intuitive, connected and social.
The platform has also proven to deliver powerful growth opportunities for partners. Samsung has teamed up with Moloco, an AI performance advertising company that helps mobile game advertisers achieve strong results through its AI-powered advertising platform, Moloco Ads. This collaboration has demonstrated measurable business outcomes, with advertisers reporting consistently better 30-day return on ad spend over the course of long-term campaigns. Moloco’s CEO, Ikkjin Ahn, emphasized that the partnership allows the acquisition of higher-quality users for Samsung’s cloud gaming platform, showcasing the effectiveness of AI in maximizing both returns and engagement.
SpinX Games, one of the early partners, has already run multiple user acquisition campaigns on the platform through Moloco Ads. The company reported a 100 percent higher 30-day return on ad spend compared to similar campaigns. Cameron Zhang, CEO of SpinX Games, highlighted that launching a portfolio of games through Samsung’s cloud gaming service has demonstrated the power of instant access, eliminating barriers for players and creating a seamless one-tap entry into gameplay. These results underscore the long-term value of cloud-based distribution and its potential as a core part of user acquisition strategies.
The growing momentum of Samsung’s mobile cloud gaming platform is further supported by the company’s updated public terms introduced earlier this year. A new 80/20 revenue share model for games on the Galaxy Store gives developers and publishers a larger share of earnings, particularly for titles built on the cloud gaming platform. This model is designed to help partners scale more efficiently while strengthening the appeal of Samsung’s Galaxy ecosystem.
Looking ahead, Samsung is preparing to introduce a next-generation redesign of the Mobile Gaming Hub. The updated hub will bring deeper personalization, smarter discovery tools and new ways to connect with games and gaming communities. The company has promised a full reveal later this year, with a vision of providing a unified destination where players can not only access and play their favorite games but also watch gameplay content, engage with communities and use integrated AI tools to enhance their experience.
For more updates and information about the Samsung Galaxy Store, visit https://galaxystore.samsung.com/games.
