PHYND is heading back to Gamescom 2026 in Cologne, Germany, from August 26 through August 28. Vice President of Global Business Development Melody Yazdanyar and Director of Partnerships Lex Schofield will represent the company during the three-day visit.
They plan to meet publishers, platforms, and brands to discuss PHYND’s free, ad-supported cloud gaming service for Smart TVs. Those talks will include game discovery and how brands can measure advertising results tied to gaming.
PHYND Returns To Gamescom
PHYND returns to Gamescom with its Samsung Gaming Hub beta already live in the United States. The service launched on May 18, 2026, with 10 games on compatible Samsung Smart TVs from 2022 onward, so this year’s visit follows its first months in U.S. homes.
People can open PHYND through Samsung Gaming Hub, pair a compatible controller, and start playing from the television menu. Advertising funds the service, so a paid monthly subscription isn’t required. Brands are part of PHYND’s Gamescom plans because advertising supports that free access. Publishers and platforms are also among the groups the company wants to meet during its time in Cologne.
Earlier this month, PHYND reported that more than six million U.S. homes had downloaded its subscription-free cloud gaming app. That figure gives Yazdanyar and Schofield a current measure of PHYND’s household reach as they head into their Gamescom meetings.
PHYND Heads Into Gamescom 2026 With Industry Meetings Planned
PHYND announced its Samsung partnership at Gamescom 2025, confirming the United States as the service’s first market through Samsung Gaming Hub. One year later, PHYND is returning with the beta active in U.S. homes. Yazdanyar oversees the company’s global business development work, while Schofield handles partnerships.
Gamescom attendees can speak directly with the leaders responsible for PHYND’s business development and partnership work. Gamescom 2026 runs from August 26 through August 30. PHYND will hold meetings during the first three days, and attendees can request time with Yazdanyar or Schofield during the company’s visit to Cologne.
As always, remember to follow us on our social media platforms (e.g., Threads, X (Twitter), Bluesky, YouTube, and Facebook) to stay up-to-date with the latest news. This website contains affiliate links. We may receive a commission when you click on these links and make a purchase, at no extra cost to you. We are an independent site, and the opinions expressed here are our own.
