{"id":101913,"date":"2026-07-28T15:13:08","date_gmt":"2026-07-28T15:13:08","guid":{"rendered":"https:\/\/www.europesays.com\/korea\/101913\/"},"modified":"2026-07-28T15:13:08","modified_gmt":"2026-07-28T15:13:08","slug":"phynd-expands-to-lg-smart-tvs-as-ctv-gaming-footprint-grows","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/korea\/101913\/","title":{"rendered":"Phynd expands to LG smart TVs as CTV gaming footprint grows"},"content":{"rendered":"<p>\tBecome a member of GB MAX to gain exclusive access to the industry and to the most influential global B2B leadership community in the business of gaming, entertainment, and tech. <a href=\"https:\/\/go.gamesbeat.com\/gb-max\/\" rel=\"nofollow noopener\" target=\"_blank\">Join now<\/a> and also get a VIP ticket to GamesBeat Next (Nov 2-3, SF).<\/p>\n<p class=\"wp-block-paragraph\">Gaming is more accessible than ever on LG smart TVs.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">On July 24, the cloud gaming platform Phynd launched in beta on LG smart TV devices, allowing owners of LG smart TVs manufactured in 2021 or later and running webOS 6.0 or higher to play games like Deathbound, Smurfs Kart, and Garfield Lasagna Party directly through LG Apps and the LG Gaming Portal.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">Since launching two months ago, Phynd\u2019s gaming app has been downloaded over 7 million times, according to Phynd chairman and chief executive officer Andr\u00e9 Swanston in an interview with GamesBeat. Phynd\u2019s app launched on Samsung smart TVs in May 2026, and the company is planning to launch a beta test on Amazon devices later this year. Showing up in LG\u2019s Gaming Portal gives Phynd access to an audience of \u201cmillions of users,\u201d per LG vice president Bo Moon in an interview with GamesBeat.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cBeta just means it\u2019s our first version of the launch of the platform across LG, and so we wanted to make it available to as many people as possible,\u201d Swanston said. \u201cWe\u2019re still adding features on, frankly, a weekly basis \u2014 we\u2019re adding more games every week \u2014\u00a0and so it\u2019s just letting people know we want to get their feedback.\u201d<\/p>\n<p class=\"wp-block-paragraph\">LG\u2019s Gaming Portal features a large library of experiences, including both cloud gaming services like Amazon Luna and Xbox Cloud Gaming and native casual games that run directly on the TV. A unique element of Phynd\u2019s rollout on the platform is that LG\u2019s Gaming Portal will list Phynd-served games as individual, standalone apps, with the goal of creating more discoverability for Phynd games.<\/p>\n<p class=\"wp-block-paragraph\">\u201cWe promote it very heavily, especially no-friction gaming experiences like what Phynd offers,\u201d Moon said. \u201cWe run promotions within our own ad inventory, but what we\u2019ll also do is, during events lik LG Streaming Week, which is a promotion where we put together a lot of offers to our customers, we\u2019ll also include many of our gaming partners\u2019 content in that promotion.\u201d<\/p>\n<p class=\"wp-block-paragraph\">Standalone apps are not the only way Phynd and LG are looking to make gaming more accessible on CTV devices. In January, LG collaborated with Razer to design a low-latency Bluetooth controller intended for smart TV play, and the company has incorporated controller elements like an internal gyroscope into its remote control devices to allow them to work as controllers for some games.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cWe definitely want to make sure that there\u2019s no friction,\u201d Moon said.<\/p>\n<p class=\"wp-block-paragraph\">LG\u2019s efforts appear to be paying off so far: Moon told GamesBeat that game usage hours and total sessions had all \u201cincreased dramatically\u201d year-over-year \u201cin a non-linear way\u201d since LG launched its Gaming Portal in early 2025, although he declined to share exact numbers.<\/p>\n<p class=\"wp-block-paragraph\">\u201cWe\u2019re excited to say it\u2019s accelerating in growth,\u201d he said. \u201cWe very strongly feel that gaming is a major focus as a key entertainment pillar, and partners like Phynd are really validating the idea that people are looking at the TV and the living room as a place for their next gaming experiences.\u201d<\/p>\n<p class=\"wp-block-paragraph\">Swanston told GamesBeat that Phynd doesn\u2019t have a \u201chard-and-fast timeline\u201d to move from beta into a full launch on LG smart TVs. At the moment, Phynd\u2019s goal is to increase the total addressable audience of gaming, per Swanston, who said households in many developing markets are more likely to have a smart TV than a dedicated gaming console.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cWhen we feel that we\u2019ve proven at scale that we\u2019re able to deliver the experience \u2014\u00a0and allow brands and sponsors to enhance that and monetize the audience for the players \u2014 I think that\u2019s when we would we would say that,\u201d Swanston said.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"Become a member of GB MAX to gain exclusive access to the industry and to the most influential&hellip;\n","protected":false},"author":2,"featured_media":101914,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[315,314,50596],"class_list":["post-101913","post","type-post","status-publish","format-standard","has-post-thumbnail","category-lg","tag-lg","tag-lg-group","tag-phynd"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts\/101913","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/comments?post=101913"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts\/101913\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/media\/101914"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/media?parent=101913"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/categories?post=101913"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/tags?post=101913"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}