Samsung mobile cloud gaming platform expands to Europe with Moloco partnership

Samsung Electronics expanded its mobile cloud gaming platform into European markets on August 20, 2025, launching initially in the United Kingdom and Germany. The beta rollout provides Galaxy device users instant access to premium mobile titles without requiring downloads or installations.

The expansion leverages artificial intelligence-driven advertising optimization through a partnership with Moloco, an AI performance advertising company. Moloco Ads delivers user acquisition campaigns for Samsung's cloud gaming platform, demonstrating measurable improvements in advertiser performance metrics.

According to Samsung's announcement, the company officially commercialized its mobile cloud gaming platform in North America nearly one year ago. The platform has become a preferred distribution channel for partners reaching millions of Galaxy device owners since its North American launch.

Proven performance metrics drive European expansion

SpinX Games achieved a 100% higher 30-day return on ad spend (ROAS) for user acquisition campaigns using Moloco's platform compared to comparable campaigns on Samsung's mobile cloud gaming platform. The case study demonstrates the effectiveness of combining cloud-based game distribution with AI-powered advertising technology.

"Launching a portfolio of our games through Samsung's cloud gaming platform has proven the power of instant access, removing barriers and allowing players to jump into the action with just one tap," said Cameron Zhang, CEO at SpinX Games. The early results highlight the value of cloud-based distribution for user acquisition strategies.

Moloco's AI models maximize both ROAS and user engagement across the company's global ecosystem of mobile applications. The partnership enables Samsung to acquire higher-quality users for its cloud gaming platform more efficiently through machine learning optimization.

"Our partnership with Samsung enables us to acquire higher-quality users for the Samsung cloud gaming platform more efficiently, showcasing how our AI models maximise both ROAS and user engagement across Moloco's global ecosystem of mobile apps," said Ikkjin Ahn, CEO at Moloco.

Mobile Gaming Hub redesign enhances user experience

Samsung plans to redesign its Mobile Gaming Hub as the central destination for gaming on Galaxy devices. The updated experience will launch later in 2025, featuring enhanced game discovery tools, social features, and AI-powered gameplay support.

The redesigned hub will provide deeper personalization, smarter discovery tools, and integrated community features. Players can expect a unified destination for playing games, watching gameplay content, engaging with communities, and accessing AI tools for gameplay assistance.

Samsung's cloud-first features enable players to instantly access games while smart discovery tools help reach new audiences and improve retention rates. The platform addresses fragmentation in mobile gaming by providing seamless access to premium titles across Galaxy devices.

Revenue sharing model supports developer growth

Samsung implemented an 80/20 revenue share model for games on the Galaxy Store earlier in 2025. The new structure, which includes titles on Samsung's mobile cloud gaming platform, allocates more revenue to developers and publishers compared to industry standards.

The revenue sharing adjustment provides financial incentives for partners to join Samsung's Galaxy ecosystem. Developers and publishers receive 80% of revenue generated through the platform, enabling them to efficiently grow and scale their businesses.

This model demonstrates Samsung's commitment to building a sustainable ecosystem for mobile game distribution. The financial structure supports developer success while encouraging platform adoption across the gaming industry.

Advertising technology integration drives results

Moloco Ads operates as an AI-powered advertising platform designed to deliver business outcomes for mobile marketers through performance-based user acquisition. The platform consistently delivers better 30-day ROAS over six-month campaign periods for advertisers on Samsung's cloud gaming platform.

The collaboration showcases how AI models can maximize both ROAS and user engagement in mobile gaming environments. Moloco's technology helps mobile app publishers and marketers drive growth through AI-powered solutions in privacy-first environments.

Samsung's mobile cloud gaming platform creates new opportunities for performance advertising in gaming environments. The combination of instant game access and intelligent advertising optimization addresses key challenges in mobile user acquisition.

European market represents significant growth opportunity

The European expansion follows Samsung's successful North American commercialization, which quickly established the platform as a preferred distribution channel. Galaxy device penetration in European markets provides substantial reach for mobile game publishers and advertisers.

Starting with the UK and Germany, Samsung plans broader European rollout based on beta performance and user feedback. The phased approach enables optimization of platform performance and user experience before wider market penetration.

European mobile gaming markets represent significant revenue opportunities for publishers and advertisers. Samsung's cloud gaming platform provides access to premium mobile gaming audiences without traditional app store friction or download requirements.

Cloud gaming technology eliminates device storage limitations and enables instant gameplay experiences. The approach addresses consumer frustration with app storage management while providing publishers with streamlined distribution channels.

The expansion reflects growing adoption of cloud-based gaming solutions across mobile platforms. Samsung's investment in European markets demonstrates confidence in cloud gaming's commercial viability and user acceptance.

According to Seline Sangsook Han, EVP of Service Business Team, Mobile eXperience Business at Samsung Electronics, the platform helps games and services reach new audiences, boost engagement, and improve retention through cloud-first features and discovery tools.

The partnership between Samsung and Moloco represents convergence between cloud gaming distribution and AI-powered advertising optimization. This integration addresses key challenges in mobile user acquisition while providing measurable performance improvements for advertisers.

Samsung's European expansion positions the company to capture market share in the rapidly growing mobile cloud gaming sector. The combination of proven technology, AI-powered advertising, and favorable revenue sharing creates competitive advantages for platform adoption.

Timeline

• August 2019 - Microsoft acquired PromoteIQ to strengthen retail media position
• February 2022 - Samsung Ads launches DSP platform for video advertising across linear TV, CTV, and mobile
• 2024 - Microsoft launches Cross-Screen Gaming advertising packages leveraging CTV and mobile gaming platforms
• July 2025 - Google launches major AdMob mediation updates with Moloco partnership announced
• August 12, 2025 - Consumer app marketers achieve 214% ROAS boost through diversification beyond Google and Meta, according to Moloco research
• August 20, 2025 - Samsung announces mobile cloud gaming platform expansion to Europe with Moloco AI advertising partnership

PPC Land explains

Mobile Cloud Gaming Platform: Samsung's cloud-based gaming infrastructure enables users to play premium mobile titles directly through their Galaxy devices without downloading or installing applications. The platform streams games from remote servers, eliminating device storage requirements and enabling instant gameplay experiences. This technology addresses consumer frustration with app storage management while providing publishers with streamlined distribution channels that bypass traditional app store friction. The platform leverages Samsung's global device ecosystem to reach millions of Galaxy owners across multiple markets.

AI-Powered Advertising Optimization: Moloco's artificial intelligence technology analyzes vast datasets to optimize advertising campaigns for mobile gaming platforms. The AI models process user behavior patterns, engagement metrics, and conversion data to automatically adjust targeting parameters and budget allocation in real-time. This approach maximizes return on ad spend while improving user acquisition efficiency through machine learning algorithms that continuously adapt to performance signals across Samsung's cloud gaming ecosystem.

Return on Ad Spend (ROAS): A performance metric measuring the revenue generated for every dollar invested in advertising campaigns. Samsung's partnership with Moloco demonstrated 100% higher 30-day ROAS for SpinX Games compared to comparable campaigns, indicating doubled advertising efficiency. ROAS calculations enable advertisers to evaluate campaign profitability and optimize budget allocation across different marketing channels. The metric serves as a primary indicator of advertising effectiveness in mobile gaming user acquisition strategies.

Galaxy Device Ecosystem: Samsung's integrated hardware and software platform spanning smartphones, tablets, smart TVs, and wearable devices. The ecosystem provides unified user experiences across multiple device categories while enabling cross-platform advertising opportunities. Galaxy devices serve as the primary distribution channel for Samsung's mobile cloud gaming platform, leveraging existing device penetration to reach gaming audiences without requiring additional hardware investments from consumers.

User Acquisition Campaigns: Marketing initiatives designed to attract new users to mobile applications or gaming platforms through targeted advertising strategies. These campaigns utilize performance metrics like cost per install, lifetime value, and retention rates to optimize spending efficiency. Samsung's cloud gaming platform enables user acquisition without traditional app store friction, allowing advertisers to reach audiences through instant gameplay experiences rather than download-dependent distribution models.

Revenue Sharing Model: Samsung's 80/20 financial structure allocates 80% of platform revenue to developers and publishers while retaining 20% for platform operations and maintenance. This model provides more favorable terms compared to industry-standard 70/30 splits, encouraging developer participation and platform adoption. The revenue sharing arrangement supports sustainable ecosystem growth by ensuring developers receive competitive compensation for their content contributions to Samsung's gaming platform.

Mobile Gaming Hub: Samsung's centralized interface for gaming experiences on Galaxy devices, currently undergoing redesign for enhanced functionality. The hub will serve as the primary destination for game discovery, social interaction, and community engagement. Planned features include AI-powered recommendations, integrated streaming capabilities, and cross-platform connectivity. The redesigned hub aims to create a unified gaming ecosystem that competes with standalone gaming platforms and app stores.

Performance Metrics: Quantifiable measurements used to evaluate advertising campaign effectiveness and platform performance. Key metrics include conversion rates, engagement duration, click-through rates, and user retention statistics. Samsung and Moloco utilize comprehensive performance tracking to demonstrate platform value and optimize advertising strategies. These metrics enable data-driven decision making for both advertisers and platform operators in the competitive mobile gaming market.

European Market Expansion: Samsung's strategic geographic extension of its mobile cloud gaming platform beyond North American markets, beginning with the United Kingdom and Germany. The expansion leverages proven technology and performance metrics from the North American launch to establish market presence in key European territories. This phased approach enables optimization of platform performance and user experience before broader continental rollout across additional European markets.

Cloud-First Gaming Distribution: A content delivery model that prioritizes streaming-based game access over traditional download-and-install approaches. This distribution strategy eliminates device storage constraints while enabling instant gameplay experiences for users. Cloud-first distribution reduces friction in the user acquisition process and provides publishers with immediate access to gaming audiences without app store dependencies. The approach represents a fundamental shift in how mobile games reach consumers across global markets.

Summary

Who: Samsung Electronics, Moloco (AI performance advertising company), SpinX Games, European Galaxy device users in the UK and Germany

What: Samsung's mobile cloud gaming platform expansion into European markets with AI-powered advertising optimization through Moloco partnership, featuring instant game access without downloads and redesigned Mobile Gaming Hub experience

When: Announced August 20, 2025, with beta rollout beginning in the UK and Germany, Mobile Gaming Hub redesign scheduled for later in 2025

Where: European markets starting with the United Kingdom and Germany, expanding Samsung's mobile cloud gaming platform beyond North American commercialization

Why: To reach new audiences and improve user acquisition efficiency through cloud-first gaming features, AI-powered advertising optimization, and favorable 80/20 revenue sharing model for developers and publishers