Samsung Game Launcher lets you play mobile games over cloud without downloads

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Samsung is launching an open beta today for the Samsung Game Launcher, which lets you play mobile games on Samsung devices using Samsung’s mobile cloud gaming service.

Jong Hyuk Woo, vice president and head of gaming services at Samsung Electronics, said in an exclusive interview with GamesBeat that the launcher helps get rid of friction when it comes to digital commerce with games. The new beta service of the Samsung mobile cloud gaming platform will be available in the U.S. and Canada, and it can be included as an update for an existing game launcher already used by as many as 150 million monthly active users on Samsung Galaxy devices, Woo said.

Right now, there are seven games available from partners including Playrix and Snow Print Studios. A wide variety of games will be eventually supported. Woo said the tech works across 4GLTE, 5G and WiFi.

Normally, you might see an ad for a game on a smartphone and then click on it. The ad can take you to a game download, which could take a minute or so to download if you have a good connection. Then it might ask you to register as the game starts loading.

But Woo said that about 90% of users who have this experience will probably quit sometime during the process and forget about playing the game. Even with free-to-play games. Other companies have called this playable ads, but Samsung has some advantages as a device maker.

Woo said the company looked at other cloud gaming companies from a business model standpoint, as well as server and