Galaxy AI Arcade: Level up Your Knowledge About AI

A recent study by Samsung revealed a surprising insight: while 90% of consumers are aware of AI’s rapid advancements, only 15% know how to use it to their advantage. This knowledge gap presents a growing challenge for Samsung — a global leader in integrating cutting-edge AI across its product ecosystem, from smartphones and TVs to wearables and home appliances. To truly drive adoption, Samsung needed more than innovative features — they needed users to experience the value of their Galaxy AI in their everyday lives.

In partnership with Cheil Germany, Samsung introduced the Galaxy AI Arcade: a series of six interactive mini-games that showcase the everyday benefits of AI on Samsung devices. Rather than simply explaining functionality, the games allowed users to experience AI in action —through intuitive challenges and easy-to-achieve winning conditions that mirrored real-life scenarios.

Launched alongside one of Samsung’s biggest annual promotions, the Galaxy AI Arcade ran for 26 days across 26 European countries via the Samsung Online Shop. Each game was tied directly to specific AI-powered features, and successful players were rewarded with instant discount codes — creating a seamless journey from gameplay to purchase. Additionally, the experience extended beyond the Online Shop, becoming a centrepiece of live commerce shows where influencers competed on a custom-built arcade machine, generating excitement and boosting visibility.

With this campaign, Samsung and Cheil Germany didn’t just close the AI knowledge gap — they made AI tangible, fun, and accessible. The result? Record-breaking sales and Samsung’s most successful European promotion to date.