Samsung Smart TV owners of 2022 and newer models can now stream a library of console-quality games for free in the U.S., directly through the Samsung Gaming Hub. PHYND has launched its cloud gaming service in beta form on May 18, 2026, breaking down traditional entry barriers by requiring zero downloads, zero external consoles, and zero paid monthly subscriptions. You just connect a compatible game controller and start playing within a few seconds.
This initial rollout marks a strategic opening step for the Stamford, Connecticut-based firm. The company intends to use this beta run to scale its available game library, expand into future platform partnerships, and optimize the overall experience before opening up wider general availability. It’s establishing a fresh model for how games get distributed, discovered, and played on modern televisions.
Free gameplay library arrives directly on U.S. screens
Getting into a game doesn’t require an upfront investment. You don’t have to wait around for massive multi-gigabyte patches or installation screens to finish before jumping into the action. It’s built to match the simplicity of scrolling through standard television channels. The layout pushes instant accessibility to the forefront. If you own a supported Samsung TV, you don’t need any additional plastic boxes taking up space under your entertainment centre.
There’s a minor distribution window to keep in mind if you’re looking for the software immediately. The app takes up to 24 hours to fully populate across the main Samsung Gaming Hub interface, search functions, and home screen launch bars on individual televisions. If it isn’t visible right away, the background server distribution’s still processing across the region.
Global publishers populate the diverse launch lineup
The initial game collection features a curated lineup gathered from various global development studios and publishing teams. Teams like 34BigThings, Plug In Digital, Microids, Tate Multimedia, and Fishing Cactus provided games for the launch pool. New games will arrive on a rolling schedule to keep your choices expanding over time.
The current choices cover a broad spectrum of entertainment styles, ensuring you’ve got completely different options depending on your mood. The PHYND beta launch library includes puzzle games, arcades, arcade racers, platformers, and narrative adventures. Specifically, you can jump straight into games like Redout 2, Marsupilami: Hoobadventure, Inspector Gadget: MAD Time Party, and Garfield Kart 2: All You Can Drift. The PHYND beta launch lineup also includes The Smurfs: Dreams, Yono and the Celestial Elephants, Kao the Kangaroo, Survivor: Castaway Island, Samurai Academy: Paws of Fury, and Who Wants to Be a Millionaire?.
Advertising and developer partnerships drive the new business model
Eliminating the upfront purchase price means the platform operates on an entirely different commercial framework than standard ecosystem storefronts. This approach creates immediate value for everyday consumers who want to play without opening their wallets. At the same time, it opens up new ad revenue channels for brands looking for consumer reach. It also gives game creators an entirely new pathway to monetize their existing portfolios.
PHYND Founder and CEO André Swanston stated that the platform makes gaming as easy and accessible as watching television. Launching the beta on the Samsung Gaming Hub allows the company to begin bringing free gaming to millions of screens. The team plans to refine and expand the experience alongside its community and industry partners. This framework establishes a functional alternative to traditional closed ecosystems.
Samsung Director of Gaming Strategy and Business Development Isaac Sundsted welcomed PHYND to the Samsung Gaming Hub ecosystem. The integrated gaming hub makes content discovery straightforward, and this catalogue expansion gives screen owners instant access to more options at no extra cost.
PHYND waitlist registration opens for expanded device availability
Right now, this phase of the PHYND beta is only available exclusively in the U.S. on the Samsung Gaming Hub. If you are outside of the U.S. or don’t have a supported 2022 or newer Samsung Smart TV, there’s no reason to worry. The team at PHYND are actively working on future platform expansions to bring their cloud gaming service to as many screens as possible.
Going the ad-supported route simply builds a massive bridge next to traditional consoles and gaming PCs. It’s all about multiplying your options to play games without slapping a premium price tag on a new plastic box. Seeing global publishers get behind a fully free ad supported tier proves there’s a real appetite for freeing games from locked retail boxes. Honestly, that’s exactly the kind of consumer-first direction the industry needs right now.
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