## **Samsung Ads Launches Innovative GameBreaks Ad Format in the UK**
Samsung Ads is transforming the advertising landscape with the **launch** of its groundbreaking **GameBreaks ad format** in the UK. Following its successful debut in the US and Canada earlier this year, this new initiative promises to revolutionize how brands connect with audiences during their viewing experience.
### **What Are GameBreaks?**
GameBreaks are not your typical ad breaks. **Designed specifically for Samsung Smart TVs**, this innovative format revolutionizes the conventional ad slots on **Samsung TV Plus**—the ad-supported streaming service exclusive to Samsung Smart TV users.
#### **Engage While Watching**
Imagine this: instead of fast-forwarding through ads, viewers can now engage in **interactive games** that are seamlessly integrated into the first ad slot of premium commercial ad pods. This unique approach allows advertisers to capture attention in a more immersive and entertaining manner.
### **The First Game: The Six**
The first title in the **GameBreaks portfolio** to make its debut in the UK is the riveting game, ***The Six***. And that’s just the beginning—more exciting games are already in development and set to launch soon. This new format will be accessible for alpha testing to UK advertisers this summer, opening up new doors to capture audience engagement.
### **Proven Effectiveness**
According to independent research conducted by **MediaScience** in the United States, the GameBreaks ad format delivers impressive results. The study found a **53% lift in unaided brand recall** when using GameBreaks, significantly outperforming standard video ads by **1.5 times**. Even more compelling, **89% of viewers** expressed a preference for GameBreaks over traditional commercial breaks.
### **A New Era for TV Advertising**
Minai Bui, **Director of Product Marketing, Europe at Samsung Ads**, emphasized the shift in viewer habits. “The way viewers use their TVs is rapidly changing, and advertisers must adapt to this new reality. The TV of today is a **personalized, interactive entertainment hub** for the home. With GameBreaks, we’re redefining the traditional advertising landscape, placing **interactivity, brand effectiveness, and playfulness** at the forefront of the TV advertising experience.”
In alignment with this vision, **Alex Hole**, SVP and General Manager at Samsung Europe and MENA, stated, “Our goal is to evolve TV from a traditional entertainment medium into a comprehensive, **outcomes-driven platform**. The GameBreaks format is a unique tool that we are confident will bring added value to both advertisers and viewers.”
### **Join the Future of Advertising**
With Samsung’s innovative approach to advertising, the **GameBreaks** format represents an exciting evolution in the world of TV advertising. Advertisers looking to engage their audiences in fresh and compelling ways should keep a close eye on this development as it unfolds.
For further insights into innovative advertising trends, check out sources like [MediaPost](https://www.mediapost.com/publications/article/376384/samsung-ads-launches-innovative-gamebreaks-ad-for.html) and [Adweek](https://www.adweek.com) to stay informed on the latest advancements.
