Samsung is Making CTV Ads Playable, Not Skippable.

Samsung Ads announced its interactive GameBreaks ad format is now available for programmatic buying, giving advertisers scalable access to gamified commercials on the Samsung TV Plus streaming service. The move aims to boost viewer engagement by turning passive ad breaks into interactive experiences.

• Playing with power: Launched earlier this year, GameBreaks replace a standard commercial with a simple game that viewers control with their remote. The tactic appears to be working; Samsung noted a recent campaign with food media brand Tastemade reached nearly 15 million U.S. households.

• More ways to play: The programmatic expansion also introduces two new games, raising the portfolio to seven distinct options. 'Crosslink' is a time-based word puzzle, while 'Mix It Up' has players follow hidden objects in a classic digital shell game.

• Building the moat: The move is Samsung's latest play in the streaming ad wars. By leveraging its integrated hardware and software ecosystem, the company is building a competitive advantage—offering an experience that rivals without their own TVs will struggle to replicate.

Samsung is betting that making ads more engaging is the key to winning in the crowded CTV space, giving advertisers a direct path to "lean-in experiences" that promise better performance. The push for interactive ads is part of a wider industry effort to use AI-driven gamification to boost viewer loyalty. Beyond in-stream commercials, Samsung is also finding that ads on the TV home screen can increase purchase intent by 10%, showing innovation across its entire advertising platform.