This move comes after a year of momentum for PHȲND, and it highlights how the company is positioning itself within the fast-growing world of cloud gaming. So what exactly is PHȲND, and how does the Samsung deal fit into its broader plans?
What is PHȲND?
PHȲND has positioned itself as a Smart TV–first cloud gaming service. It runs on an ad-supported model, offering a curated library of games without requiring subscriptions, consoles, or downloads. The service is designed to work with TV remotes, smartphones, and standard gamepads, but its real distinction is its focus on the living room screen rather than mobile or PC access.
Earlier this year, the company raised $10 million in seed funding and brought in Melissa Kihara, formerly of Samsung, as Chief Product Officer. Those moves set the stage for broader partnerships, and today’s announcement with Samsung shows how PHȲND is executing on that strategy.
The company describes its mission as making gaming more accessible, removing barriers that often come with cost or hardware.
PHȲND on Samsung Gaming Hub
The Samsung deal is a major step for PHȲND. Starting later this year in the United States, millions of Samsung Smart TVs will gain direct access to the service through the Samsung Gaming Hub. The integration is powered by Tizen, Samsung’s all-in-one discovery platform that already hosts other streaming services.
For cloud gamers, this means PHȲND becomes part of the same hub that features Xbox Cloud Gaming, GeForce NOW, and Amazon Luna. The difference is that PHȲND is entirely free and supported by ads. With Smart TVs shipped in the hundreds of millions over the last five years, the reach of this partnership is significant.
The companies announced the collaboration at Gamescom 2025, positioning it as a way to make gaming as accessible as streaming video. By putting PHȲND in front of Samsung’s global Smart TV audience, the partnership extends cloud gaming further into the living room without the need for additional hardware.
Business and Advertising Angle
PHȲND’s business model is built around advertising rather than subscriptions. The company sees non-intrusive, audience-based ads and sponsorships as a major untapped revenue stream for big-screen gaming. Video and music streaming have long relied on ads, but large-screen gaming has lagged behind in this area.
To support its growth, PHȲND raised a $10 million seed round earlier this year, led by Wellington Management and Bessemer Venture Partners. That funding helped the company scale its platform and secure partnerships like the one with Samsung. With millions of Smart TVs in homes worldwide, the Samsung Gaming Hub deal gives PHȲND a direct path to test its ad-supported approach at scale.
Beta Launch Details
PHȲND will roll out in beta later this year in the United States, giving early users a chance to try the service ahead of a wider release. Those interested can join the waitlist at phynd.games or sign up directly from their Samsung Smart TVs once the beta becomes available.
Global expansion is already planned, with the company stating that more regions will gain access in 2026. The beta period will allow PHȲND to refine its Smart TV–first approach and gather feedback before scaling to a larger audience.
PHȲND’s Place in the Cloud Gaming Landscape
PHȲND’s arrival on Samsung Gaming Hub marks another sign of how quickly cloud gaming is expanding beyond consoles and PCs. By focusing on Smart TVs and an ad-supported model, the company is lowering the entry point for living room gaming. For cloud gamers, it adds another way to access content alongside services like GeForce NOW, Xbox Cloud Gaming, and Luna.
It also underscores a trend we’ve followed closely at Cloud Dosage: cloud gaming works best when it provides more options, not fewer. The ability to turn a Smart TV into a gaming device without extra hardware fits that vision. As PHȲND moves through its beta and into a global rollout, it will be worth watching how its free, big-screen focus resonates with both gamers and publishers.
What do you think of ad-supported gaming on Smart TVs? Would you try PHȲND once it arrives?
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