Cloud gaming platform PHȲND has appointed Magnite as its ad tech monetisation launch partner, bringing programmatic advertising to ad-supported, console-quality games streamed directly on smart TVs.
Under the agreement, PHȲND will use Magnite’s SpringServe ad server and programmatic stack to enable both direct and programmatic ad sales across its growing catalogue of games. The move allows advertisers to reach players across multiple Smart TV manufacturers and game genres, while keeping gameplay free to access and subscription-free.
The partnership positions ad-supported cloud gaming as a new extension of the connected TV advertising market, combining gaming inventory with established CTV buying workflows. Advertisers gain access to brand-safe formats designed to be non-intrusive, with targeting based on demographics, interests and play behaviour, according to the companies.
“PHȲND was built to expand the definition of gaming by removing friction for players and unlocking new possibilities for developers and brands,” said André Swanston, Co-Founder and CEO of PHȲND. “With Magnite as our ad tech launch partner, we’re bringing both direct and programmatic advertising into cloud gaming for the first time at scale.”
For Magnite, the deal adds gaming on the TV screen to its broader omnichannel portfolio, which already spans streaming TV and digital video. “Our deep omnichannel experience across both streaming TV and gaming makes us uniquely positioned to help PHȲND efficiently monetise their premium content,” said Sean Buckley, President of Revenue at Magnite.
PHȲND offers instant, cloud-based access to games on smart TVs without the need for consoles, downloads or subscriptions, relying instead on advertising to fund the service and support developers. By integrating Magnite’s programmatic infrastructure, the platform aims to scale monetisation while keeping games free for players.
According to the companies, the collaboration reflects the growing role of smart TVs as the central hub for entertainment in the living room, opening up a new channel for brands to engage audiences where gaming, streaming and advertising increasingly converge.
