TV Plus entry screen with “free” callout and 50+ channels—**setting the stage for launching interactive Game Break ads.

Game Break in action - a 90-second interactive experience that replaces traditional ads with engaging, branded gameplay

Methods:

Within-Subjects Experiment | Post-Exposure Survey | Behavioral Analysis

Challenge:
As Samsung explored gamified ads as a new model, the team proposed 90-second Game Breaks to replace traditional TV ads. We needed to test: Do these short games drive better engagement and recall—and which format works best? To answer this, we had to isolate each format’s impact on memory, perception, and enjoyment.

Process:
I led a within-subjects experiment comparing traditional ads with two Game Breaks—The Six and Ripplash. Participants viewed both formats (order randomized), followed by recall tests, engagement measures, and qualitative feedback. We used Chi-square and ANOVA to identify which game drove stronger memory and enjoyment. Insights from quotes and behavior informed product direction.

Solution:
Game Breaks outperformed traditional ads in recall and engagement. The Six was the top performer—users called it “fun” and “worth their time.” In contrast, Ripplash felt less game-like, lowering engagement. We recommended launching The Six first and refining Ripplash. The research validated gamified ads and helped shape Samsung’s interactive ad strategy.