Lala.games and SoFast Forge Groundbreaking Partnership to Revolutionize Ad-Based CTV Gaming Across All TV Platforms

Lala.games and sofast Forge Groundbreaking Partnership to Revolutionize Ad-Based CTV Gaming Across All TV Platforms

TEL AVIV, Israel, April 29, 2025 -- Lala.games, the leading provider of H5 games for Connected TV (CTV) via Gameflix.TV, has announced a strategic joint venture with sofast, a global FAST (Free Ad-Supported Television) leader, to launch an innovative, ad-supported gaming experience across smart TVs worldwide. This partnership aims to make premium, interactive, free-to-play gaming widely accessible by integrating it directly into the world’s leading CTV platforms.

As CTV audiences continue to grow and demand more engaging, immersive content, the collaboration leverages cutting-edge gaming technology and advanced ad targeting to transform the living room experience. By combining SoFast’s expansive global distribution network with Lala.games’ interactive gaming ecosystem, the venture brings seamless, high-quality gameplay to any smart TV—no consoles, no downloads required.

“This partnership marks a major milestone in redefining how games are delivered on television,” said Sharon Malkiel, CEO of Lala.games. “We’re excited to work with SoFast to build an ecosystem where players can enjoy premium games for free, and advertisers can reach high-engagement audiences in entirely new ways.”

sofast, a leading FAST TV technology provider and global channel distributor, connects platforms to the world’s richest content catalog. With integrations across over 220 streaming platforms—including Samsung TV Plus, LG Channels, The Roku Channel, Pluto TV, and Xiaomi—sofast enables seamless creation, distribution, and monetization of FAST channels. Its turnkey white-label solution currently powers over 800 FAST channels, 500 premium channels, 160 interactive TV games, 100,000 VOD titles, and live sports coverage.

As part of the joint venture, sofast will integrate Lala.games’ interactive gaming solutions into its content ecosystem, allowing brands to engage millions of gamers via targeted CTV advertising. This collaboration not only increases audience engagement but also opens new revenue streams for developers, publishers, and media companies.

“This is the future of gaming and entertainment,” said Yanai Arfi, CEO of sofast. “We’re not just bringing games to TV—we’re unlocking a whole new world of ad-powered, interactive entertainment.”

The partnership is set to roll out across global TV platforms, ensuring viewers can enjoy free gaming experiences anytime, anywhere. As CTV continues to reshape the digital entertainment landscape, Lala.games and sofast are at the forefront of this evolution—blending technology, content, and monetization into one unified experience.