Magnite and PHȲND have announced a partnership that will bring programmatic advertising to the growing cloud‑gaming market on smart TVs. The deal will use Magnite’s SpringServe ad server to deliver both direct and programmatic ads to players across PHȲND’s library of free, instant‑play games.
PHȲND’s platform is a subscription‑free, ad‑supported service that runs on a wide range of smart TVs. By integrating Magnite’s technology, PHȲND will be able to monetize its free games with brand‑safe, targeted ads, while Magnite gains a new inventory channel that reaches a highly engaged, on‑screen audience.
The partnership expands Magnite’s reach into cloud gaming, a high‑growth segment that complements its core connected‑TV (CTV) business. For PHȲND, the deal provides a scalable revenue source that can support the continued development of its free‑gaming library.
PHȲND launched its beta in 2025 and has secured a $10 million seed round led by Wellington Management. The platform differentiates itself from competitors such as Xbox Cloud Gaming, Nvidia GeForce Now, and Amazon Luna by offering a completely free, ad‑supported experience that targets casual gamers on smart TVs.
Magnite reported $194 million in revenue for Q4 2024, up 4 % year‑over‑year, and a contribution ex‑TAC of $180.2 million. The company’s CTV business grew 23 % YoY, and its SpringServe ad server has been positioned as a key driver of future growth through AI‑enabled ad optimization.
Andre Swanston, co‑founder and CEO of PHȲND, said the partnership “brings both direct and programmatic advertising into cloud gaming for the first time at scale, creating meaningful value for players and precise targeting for advertisers.” Sean Buckley, president of revenue at Magnite, added that the company’s “deep omnichannel experience across streaming TV and gaming makes us uniquely positioned to help PHȲND efficiently monetize their premium content.”
Ad‑supported cloud gaming on smart TVs represents an extension of the CTV advertising market, offering brand‑safe formats that can be targeted by demographics, interests, and play behavior. The high engagement of on‑screen gaming is expected to drive stronger ad recall and conversion rates compared to traditional CTV content.
The Magnite‑PHȲND partnership signals a strategic shift for both companies: Magnite is moving beyond traditional CTV into a new, high‑engagement vertical, while PHȲND is establishing a sustainable monetization model that can support its free‑gaming ecosystem and attract more developers and advertisers.
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