Samsung Expands Mobile Cloud Gaming to Europe, Boosting Publishers and Advertisers
Tech giant Samsung Electronics has broadened its mobile cloud gaming platform's reach, launching in Europe on August 20, 2025. The initial rollout covers the United Kingdom and Germany, following a successful North American debut nearly a year ago.
Samsung aims to revamp its Mobile Gaming Hub as the go-to gaming space on Galaxy devices. The update promises enhanced game discovery tools, social features, and AI-powered gameplay support.
The European expansion, facilitated by Samsung's partnership with Moloco, offers a significant growth opportunity for mobile game publishers and advertisers. Moloco's AI models are designed to maximize both return on ad spend (ROAS) and user engagement across Samsung's global ecosystem of mobile applications.
SpinX Games, a notable beneficiary, saw a 100% higher 30-day ROAS for user acquisition campaigns using Moloco's platform compared to similar campaigns on Samsung's mobile cloud gaming platform. This success story underscores the potential of Samsung's platform and Moloco's AI-driven advertising optimization.
Samsung's revenue share model for games on the Galaxy Store and its mobile cloud gaming platform is also noteworthy. The company has adopted an 80/20 split, favoring developers and publishers with a larger share of the revenue compared to industry standards.
Samsung's expansion into the European mobile cloud gaming market, bolstered by its partnership with Moloco, promises a more engaging gaming experience for Galaxy device users. With AI-driven optimizations and a developer-friendly revenue model, Samsung's platform is poised to attract more publishers and advertisers, further enriching its gaming ecosystem.
