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| PHȲND’s cloud gaming interface running directly on a Smart TV |
By Jon Scarr
CES 2026 is continuing to blur the line between gaming platforms and everyday entertainment devices. PHȲND has announced a new partnership with Magnite aimed at scaling ad-supported cloud gaming directly on Smart TVs.
The deal names Magnite as PHȲND’s ad tech monetization launch partner, bringing programmatic and direct advertising into PHȲND’s cloud gaming catalogue. The goal is to support a growing library of console-quality games that can be played instantly on Smart TVs, without subscriptions, downloads, or dedicated hardware.
Instead of focusing on a single TV ecosystem, the partnership is designed to work across multiple Smart TV manufacturers. That gives PHȲND a broader footprint in living rooms, while giving advertisers access to players across different genres, from action and sports to casual and family-focused games.
A Different Monetization Path for Cloud Gaming
While many cloud gaming platforms have relied heavily on subscriptions, PHȲND is taking a different route. Advertising is positioned as the core driver that keeps games free to access, with Magnite’s technology handling targeting, delivery, and campaign management behind the scenes.
According to the companies, this setup allows brands to reach players based on demographics, interests, and play behaviour, while keeping ad formats designed for longer TV-based play rather than short mobile bursts. The focus is on maintaining a brand-safe environment that works for both advertisers and developers.
For developers, ad-supported cloud gaming offers another way to reach audiences who may never commit to a subscription or console purchase, especially on TVs that are already set up and ready to play.
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| PHȲND is expanding ad-supported cloud gaming directly onto Smart TVs |
Cloud Gaming’s TV-First Shift
This partnership fits neatly into a larger trend showing up across CES 2026. Smart TVs are increasingly being treated as gaming platforms in their own right, not just screens connected to consoles. As more cloud services move directly onto TVs, access becomes the selling point rather than hardware specs.
Ad-supported models lower the barrier even further. You don’t need to commit to a monthly plan or manage storage. You just open an app and start playing. For a lot of households, that’s a far easier entry point into gaming than buying another box for the living room.
PHȲND and Magnite’s collaboration signals how cloud gaming, advertising, and Smart TVs are starting to overlap in more deliberate ways, especially as living room gaming continues to expand beyond traditional consoles.
Jon Scarr
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