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Gaming on the biggest screen in the house is about to feel different. GameLoop, the first hosted and interactive game channel built for Smart TVs, has officially launched on Samsung Smart TVs and devices through Samsung Gaming Hub. The new platform invites viewers to jump straight from watching to playing with its “Play Now” feature—no downloads, subscriptions, or extra gear required.
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Instead of browsing through crowded app stores or waiting for installs, audiences can now watch live hosts demo games and then join instantly with a click. The setup converts passive viewing into playable sessions, a move designed to capture casual gamers who spend more time in front of their TVs than on consoles.
For publishers, GameLoop isn’t just a new platform—it’s a new distribution channel. By tapping into Smart TVs, developers can access a wide casual gaming audience without the friction of app store competition. The platform also offers clear revenue-sharing with ad-supported monetization, plus transparent metrics such as session starts, time played, and replay rates.
Co-Founder and Chairman Zane Vella explained the vision:
“GameLoop solves the two biggest challenges for gaming on Smart TV—discovery and scalable monetization. As Smart TV advertising continues to grow, this is the next frontier for free-to-play game distribution.”
GameLoop’s library already includes arcade titles, puzzle games, runners, word games, and real-time multiplayer. Players can use either a TV remote or a mobile controller, making it approachable for anyone in the household. For PC publishers, the platform also supports cloud streaming, meaning they can bring existing builds to TV without the need for complex ports.
By combining editorial placements, live hosts, and featured events, GameLoop boosts game discovery in a way that feels closer to live entertainment than traditional game stores. That mix of casual play and ad-supported revenue lines up neatly with the habits of adults who already prefer free, ad-driven entertainment.
Launching in Q3, GameLoop will roll out across Samsung Smart TVs on Samsung Gaming Hub. For publishers, onboarding is simple: provide a trailer and a PC build, and the platform handles the rest. With Connected TV gaming expected to grow rapidly, the timing positions GameLoop to become a key entry point for free-to-play titles in the living room.