Microsoft’s latest campaign wants to make it clear that video games are not just about a console. Any connected device can have Xbox status and Samsung smartphones are part of this list. The South Korean giant could play a more important role in the world of video games and it has been interested in cloud gaming for many months. The brand launched its own cloud gaming service in beta in 2023 on Galaxy devices and has just made it available in the United States. Accessible through the Gaming Hub, Samsung’s cloud gaming platform allows Galaxy device owners to play Android games without downloading and with reduced latency. Examples of games available include: Monopoly Go!, Homescapeset Marvel Contest of Champions.
While most Cloud Gaming services, like Xbox Cloud Gaming or NVIDIA GeForce Now, seek to bring PC/console games to mobile, Samsung’s platform focuses exclusively on Android games. Once the game is selected, it starts streaming almost immediately and does not require a full download. The resolution of the games seems slightly lower than a local installation, but Samsung’s option allows you to avoid installing games for testing. You must have a Samsung account to access this service.
A purely mobile service
Note that games also work on the wider screen format of the Galaxy Z Fold6, Samsung’s latest folding smartphone. The manufacturer assures that this orientation towards cloud gaming offers advantages to players and game publishers. “Gone are the days when game publishers could rely solely on word of mouth to spread the word about their mobile games virally and organically. In today’s mobile gaming ecosystem, 80% of Android game downloads are a direct result of paid targeted ads served where our attention is focused. However, this business model also presents one of the biggest challenges for publishers: conversion rates”.
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Experience the all-new Gaming Hub on your #SamsungGalaxy device and dive into top titles like #MonopolyGO, #Klondikeand many more. With no downloads or waiting times, instantly discover exciting new games tailored to your playstyle. #InstantPlays #SamsungGaming #Samsung pic.twitter.com/HumOYtPVKI
— Samsung Gaming (@SamsungGaming) November 6, 2024
The firm adds: “The industry average for an ad click that results in both a successful install and a first play session is less than 5%. This means that over 95% of people who have shown interest in a publisher’s game, via an ad, never play it, leading to considerable costs for publishers and making advertising a money funnel. ineffective monetization »explains the firm.
She says this is largely due to the complex onboarding process that follows installing a game through the app stores. These require players to accept authorizations and download large amounts of data to access game content. It remains to be seen whether players will have the reflex to use this new method.
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