Validating Game Breaks as a New Ad Format
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
Focus:
Experimental Research | Ad Recall | Viewer Behavior
Approach:
Quantitative | Evaluative | Confirmatory
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 two 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.
Impact:
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.