Blacknut and LG Electronics have announced a new partnership that brings ad-funded cloud gaming to LG Smart TVs, starting with Asphalt Legends Unite by Gameloft. The initiative marks a major step toward making premium gaming more accessible. It introduces a model that removes subscription and hardware barriers while keeping gameplay uninterrupted.
This collaboration expands on the companies’ existing relationship through the LG Gaming Portal and reinforces the Smart TV’s growing role as a hub for connected entertainment. By integrating ads at precise moments called “point cuts”, the ad-funded version of Asphalt Legends Unite ensures smooth, seamless gameplay powered by Blacknut’s cloud infrastructure.
The announcement also builds on a year of steady momentum for Blacknut. Earlier, we covered Blacknut’s expansion into Thailand with Radian Arc and TrueID, their presence at Gamescom Asia x Thailand Game Show, and the milestone of surpassing 1,000 cloud games in their catalog. The company also extended its reach in the Middle East and is preparing for the 2025 APAC TV Summit in Bangkok, and will head to Africa Tech Festival 2025 in Cape Town this November to explore new opportunities in emerging markets.
Together, these milestones highlight Blacknut’s growing partnerships with global technology and media leaders. They continue to redefine how cloud gaming reaches more screens and audiences worldwide.
Rethinking Access Through Ad-Funded Cloud Gaming
The partnership between Blacknut, LG Electronics, and Gameloft represents a new approach to accessibility in cloud gaming. Instead of locking premium games behind subscriptions or downloads, this model uses carefully placed ads to make full access completely free. It’s designed to expand gaming’s reach while maintaining a smooth and uninterrupted experience.
For this first rollout, Asphalt Legends Unite has been reworked specifically for ad-supported play. Gameloft collaborated with Blacknut and LG to integrate “point cuts,” defined segments where ads appear between gameplay moments rather than during active racing. This approach ensures pacing and performance remain consistent, giving players an experience that feels natural rather than interrupted.
“Working with Gameloft allowed us to take ad-funded gaming to the next level,” said Olivier Avaro, CEO of Blacknut Cloud Gaming. “This isn’t just about adding ads; it’s about carefully integrating them into gameplay through technical development and strategic design. Our main goal remains accessibility—making it easier for players to enjoy premium gaming without barriers.”
Ad delivery is powered by Player-Won, an advertising and media company specializing in integrated ad experiences. Their platform ensures each placement is relevant and brief, mirroring the ad models used in film and streaming services. The result is a sustainable framework that supports both developers and gamers without disrupting gameplay.
This proof-of-concept launch could lay the groundwork for broader use across Blacknut’s full catalog of more than 1,000 games. If successful, it could become a blueprint for future ad-funded cloud gaming experiences, where quality titles remain accessible, and engagement helps keep the system sustainable.
Building on the Blacknut–LG Partnership
The collaboration between Blacknut and LG continues to show how Smart TVs are evolving into full entertainment ecosystems. By integrating cloud gaming directly into LG’s webOS and the LG Gaming Portal, both companies are redefining what users can expect from television-based gaming.
This new ad-funded rollout builds on several years of cooperation between the two companies. Blacknut’s cloud gaming platform has already been featured on millions of LG Smart TVs worldwide, offering instant access to hundreds of premium games. With Asphalt Legends Unite, the partnership now explores a model that combines accessibility, convenience, and sustainability within a single experience.
Users in the United States can access the game directly through the LG Gaming Portal. You can play using a standard controller or the LG remote. The Blacknut companion app also lets you use your smartphone as a controller. No downloads or installations are required, and the game streams instantly from the cloud with smooth performance and clear visuals. This rollout is currently exclusive to the United States, with future regional expansions yet to be announced.
Gameloft’s involvement further demonstrates how publisher partnerships can expand the possibilities for Smart TV gaming. “We’re pleased to see Asphalt Legends Unite featured in this collaboration with LG and Blacknut,” said Yann Fourneau, Executive Vice President at Gameloft. “It’s great to see our iconic franchise continue to shine through new partnerships, always delivering the high-quality racing experience our players love.”
Together, the three companies are testing a model that may soon extend to other titles in Blacknut’s library. If successful, it could redefine how premium games reach living rooms around the world. Making Smart TVs a cornerstone of the cloud gaming ecosystem.
A Sustainable Future for Accessible Gaming
This ad-funded launch reflects more than a technical experiment. It’s part of Blacknut’s long-term goal to make premium gaming experiences accessible to everyone, regardless of device or budget.
By working with LG and Gameloft, Blacknut is demonstrating how publishers, hardware makers, and cloud platforms can align around a shared model that balances accessibility with sustainability. The Asphalt Legends Unite project shows how well-placed ads can support free gaming without undermining quality or immersion.
The approach fits naturally within Blacknut’s global strategy. Over the past year, Blacknut has expanded its reach through telecom and media partnerships in Thailand, Kuwait, and the wider Middle East, while preparing for upcoming discussions at major events such as the APAC TV Summit and Africa Tech Festival 2025. Each collaboration strengthens the infrastructure needed for cloud gaming to thrive across new markets.
Looking ahead, the ad-funded model may extend beyond a single title. With more than 1,000 games in its catalog, Blacknut has the content base to test new ways of reaching audiences. The company’s consistent focus on accessibility and partnership-driven growth stands out. This could mark the start of a broader evolution in how cloud gaming is delivered worldwide.
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Blacknut’s latest partnership with LG and Gameloft points to a future where ad-funded access becomes a defining part of cloud gaming’s next chapter.
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