Gamescom 2025 in Cologne, Germany was a milestone moment for PHȲND as we announced our global collaboration with Samsung Gaming Hub, bringing our instant-play platform to millions of Smart TVs worldwide. The announcement came during the largest Gamescom ever, with more than 357,000 people in attendance, underscoring just how much energy and attention the industry is attracting right now. While our news was the highlight of the week, the event also surfaced bigger industry shifts that speak directly to our mission. From cloud gaming adoption to the rising cost of user acquisition and the role of AI across devices, here are three insights that stood out:

1. Cloud Gaming Is Winning on Conversion

Samsung Gaming Hub’s presentation at Gamescom highlighted just how powerful cloud gaming has become. Ads for cloud-based titles deliver 10x higher play rates than ads for traditional downloadable games, with half of users who click actually playing. Gaming Hub is also setting a standard with attribution tools that let publishers see exactly how campaigns translate into players. This kind of rapid, measurable engagement is exactly why PHȲND exists—to remove barriers and connect players with games instantly.

2. Rising UA Costs Are Reshaping Growth Strategies

With user acquisition costs up 60% over the last three years, publishers are rethinking their growth playbooks. Old models of pouring more money into ads aren’t sustainable, especially as efficiency becomes as important as scale. PHȲND offers a better way, driving discovery on the devices consumers use to access games and minimizing time-to-play. And because PHȲND is free, cost is no longer a barrier to adoption.

3. AI Is Powering Mobile and Smart TV Gaming

AI isn’t just transforming mobile—it’s also becoming central to the Smart TV gaming experience. On mobile, AI is driving personalized recommendations, adaptive gameplay, and smarter in-game economies. On Smart TVs, AI is enabling content discovery, voice navigation, and contextual recommendations that make finding and playing games easier than ever. For players, that makes games more accessible and intuitive; for publishers, it’s a powerful tool to improve discovery and retention. As Smart TVs become a primary gaming device, PHȲND is built to harness these AI-driven experiences to connect players with the right games instantly.

Conclusion

This year’s Gamescom underscored how quickly the rules of growth in gaming are changing. User-acquisition economics are demanding more efficient models, and cloud gaming is proving its ability to boost conversion rates. AI is transforming both mobile and Smart TV experiences. These trends validate PHȲND’s vision: a platform built for instant access, smarter discovery, and sustainable growth. Together with Samsung Gaming Hub, we’re excited to be at the forefront of this next chapter in gaming.