Samsung is strengthening its position in the growing market for TV-based social gaming with the addition of new partners Volley, PHȲND, and GameLoop to its Samsung Gaming Hub. The company says the partnerships will expand casual and interactive entertainment options across Samsung Smart TVs and devices, furthering its effort to position the TV as a central hub for both streaming and gaming.
Expanding Social Gaming on Samsung’s Hub
The partnerships introduce a variety of interactive formats, the company says.
Volley, known for voice AI games such as Jeopardy! and Wheel of Fortune, brings its library of trivia and music-based titles to Samsung TVs.
PHȲND offers a free cloud gaming service with instant access to casual and multiplayer titles that can be played using a TV remote, smartphone, or gamepad. GameLoop introduces a host-driven model, allowing players to join live sessions and immediately access arcade-style, puzzle, and party games.
Samsung first tested the appetite for casual, instantly accessible games last year with its “GameBreaks” initiative, which it describes as download-free titles designed for short, drop-in play sessions using devices already in the home. The new partners build on this foundation by offering more social and competitive options that don’t require dedicated consoles or downloads.
Growing Platform for Core and Casual Gamers
While the latest announcements emphasize casual and social experiences, Samsung Gaming Hub continues to support premium game streaming services. Integrations with platforms like Xbox Game Pass, Amazon Luna, and NVIDIA GeForce NOW provide access to new blockbuster titles including Call of Duty: Black Ops 7 and The Outer Worlds 2.
Samsung notes that this range of content positions its Smart TVs as a single destination for both lighthearted social play and more intensive gaming experiences.
The company also highlights the appeal of Smart TVs as all-in-one entertainment platforms, pointing to their ability to offer not just gaming but also streaming video content from franchises such as Tomb Raider and Fallout. With the addition of these new partners, Samsung is expanding its vision of the television as an interactive centerpiece of the living room.
