Samsung Electronics has a massive global advertising ecosystem, spanning hundreds of millions of smart devices across TV, mobile, desktop, and beyond. Recently, the company has made strategic investments in gaming in order to engage users, add value to the owners on their devices, and to create new monetization opportunities across their surfaces.
They asked us to help them develop original gaming IP that could engage users on their Smart TV platforms, giving them a sticky, unique ad product to bring to market.
As the founding creative team behind HQ Trivia, we know the value of a hit gameshow format. But we also know that in order for a property to be valuable for advertisers, it must first be valuable to users.
So we worked closely alongside Samsung’s product development team during the summer of ‘24 to develop “The Six” – a unique quiz show built directly into Samsung Smart TVs that Samsung users can play with their TV remotes or on their smartphones.
Our process included beta testing and user feedback across dozens of formats, gleaning the user insights that eventually led us to The Six. The format is simple: Answer 6 questions in a race against time, and the faster you answer, the more points you get. This sticky mechanic gives players a strong incentive to play the game, and to invite their friends and family to play along. Questions are updated daily, and the game is quickly becoming a daily habit for anyone who has a Samsung TV and likes to play trivia.
“The Six” is currently available on all Samsung Smart TVs in N America, with plans to expand globally.
4 major brands have signed on to sponsor and co-brand "The Six" in the first 6 months since launch, with lots more to come (we unfortunately can't disclose non-public deals, but trust us: they're big).
Visit the Gaming Hub on a Samsung device to play "The Six" and try it for yourself!
