Ad TechStrategic PartnershipJuly 27, 2026

Lucra and klyq launch real-money gaming for 100 million Samsung TVs

Lucra and klyq have announced a partnership to integrate competitive mini-games into the klyq shoppable TV platform, which is slated for deployment on 100 million Samsung smart TVs. The collaboration leverages Lucra's competition engine and klyq's Buy Bar technology to facilitate real-money gaming and in-stream product purchases directly via the television interface.

Key Takeaways

klyq Arcade will be deployed to a base of 100 million Samsung smart TVs within the next month.
Integrated Buy Bar technology allow viewers to complete product purchases on the TV without QR codes or second-screen redirects.
Lucra's convert-to-credit functionality turns real-money competition winnings into klyq spending credits.
The system uses a web-app mobile handoff for gameplay, enabling Lucra to manage identity verification, payments, and compliance.
Partnership marks Lucra's expansion from fitness and venue apps into the connected TV (CTV) commerce funnel.

Why It Matters

This partnership represents a significant shift in CTV monetization by tightening the loop between entertainment, real-money gaming, and retail. By removing the friction of QR codes and app downloads, klyq and Lucra are transforming the television into a high-intent commerce engine rather than a passive discovery tool. As streaming services seek diversified revenue beyond traditional advertising, this native 'gamified commerce' model offers a blueprint for leveraging massive hardware footprints to capture direct consumer spending. Watch for the redemption rate of gaming credits against televised products as a key success metric for this integrated funnel.

Additional Context

The expansion into gamified commerce comes as Samsung aggressively builds out its Gaming Hub and advertising ecosystem. Per SammyFans and MediaPost (June 2026), Samsung secured a 31.3% revenue share of the global TV market in Q1 2026, marking its 21st consecutive year of market leadership. To capitalize on this hardware dominance, the company recently announced the launch of 'GameLoop' for Q3 2026, an ad-supported gaming channel for Samsung TVs that allows users to play titles without downloads or additional hardware. This follows the spring 2026 introduction of 'GameBreaks,' interactive ad formats on Samsung TV Plus designed to turn traditional commercial slots into brand-sponsored mini-games.

Beyond entertainment, Samsung is deepening its financial and commerce infrastructure to support native transactions. Per LVLONE (July 2026), the manufacturer launched the 'Samsung Galaxy Card' in partnership with Barclays, offering 5% rewards on company-owned services and 2% back on major streaming platforms like Netflix and Disney+. Industry data from RetailX (June 2026) suggests that 85% of consumers now access on-demand TV services monthly, facilitating a market shift where every screen is viewed as a potential storefront. This environment has led to major platform updates, including Samsung’s own mobile Gaming Hub refresh unveiled at CES 2026, which uses cloud streaming to eliminate download friction for over 160 million active users.

Competitive pressure in the shoppable TV space is also intensifying. Per Streaming Media (March 2026), Samsung Ads recently partnered with Amazon Ads to integrate 'Add to Cart' functionality directly into Samsung TV Plus via Amazon’s Interactive Video Ad (IVA) technology. By allowing viewers to purchase products featured in ads via their Amazon storefront using only a remote, Samsung is effectively competing with Roku’s Shoppable Ads program. The Lucra and klyq partnership adds a real-money gaming layer to this battle for the living room wallet, targeting the 15% of young adult viewers who, according to Innovid (February 2026), are now willing to complete purchases directly through interactive CTV features.

Read full article at seventysixcapital.com