Lucra, the leading social competition platform, today announced a partnership with klyq, the next-generation shoppable TV platform from NBTV, to launch the klyq Arcade — a first-of-its-kind competitive gaming experience embedded directly into the living room. The integration marks Lucra's debut in the connected TV and v-commerce category, and its latest partnership built around Lucra Arcade, its fast-format mini games product, as the primary competition engine.
klyq is redefining how consumers discover and buy products from their televisions — connecting audiences directly to the brands they encounter on screen and turning passive viewing into active purchasing moments. Within the next month, klyq will be live on over 100 million Samsung televisions, creating one of the largest addressable audiences in connected commerce.
The klyq Arcade transforms that distribution channel into a two-screen competitive experience. Viewers can enter Lucra-powered mini games through a simple mobile handoff and compete for real cash or product discounts in seconds. The mobile handoff is used to enter the game — not to complete a purchase. klyq's patented Buy Bar™ enables viewers to purchase products directly through the television, without scanning a QR code, following a redirect, or navigating a traditional second-screen checkout.
Through Lucra's convert-to-credit functionality, cash winnings convert seamlessly into klyq spending credit, which viewers can redeem through Buy Bar™ the next time they see a product they love on screen. Discount winners can apply their prizes the same way, turning a 30-second game into a purchase driver that closes the loop between entertainment, competition, and commerce — with the purchase itself completed instantly on the TV.
"klyq has built the infrastructure to turn 100 million TV screens into a two-sided commerce platform, and the klyq Arcade is where that comes to life," said Dylan Robbins, CEO and founder of Lucra. "What makes this partnership different is that the game is the on-ramp. Instead of asking a viewer to download an app or remember a promo code, you give them something fun to compete at right now and the winnings are already loaded and ready to spend the next time they see something they want to buy. We have never seen that mechanic applied at this scale before, and it changes what competition infrastructure can do for a commerce business."
"At NBTV, we have always believed that the gap between watching and buying should be as small as possible," said David Nichols, President of NBTV Channels. "Lucra gives viewers a reason to engage in the moment, and Buy Bar™ closes the loop instantly, right there on the television. When a viewer can win real money in under a minute and spend those winnings on a product they just saw on screen without ever leaving the TV, you have created a commerce flywheel that is genuinely fun to use. That changes the relationship between the audience and the brand — and it scales across everything we are building at klyq."
The mobile handoff for gameplay launches via a web app, requiring no download and minimal friction for first-time players, with Lucra handling all identity verification, payment processing, compliance, and settlement automatically for the game itself. Winners can cash out or convert earnings to klyq credits redeemable through Buy Bar™ across klyq's growing portfolio of shoppable channels — creating a loyalty economy that keeps winnings inside the klyq ecosystem and drives incremental purchasing across every vertical the platform serves.
For Lucra, the partnership represents a meaningful expansion of where its competition infrastructure can live. Where previous integrations have embedded Lucra inside venue apps, fitness platforms, and sports leagues, the klyq partnership demonstrates how competitive gameplay can function as a customer acquisition and wallet-loading tool at the top of a commerce funnel — reaching audiences at home, in the moments when they are already primed to engage and buy.
The klyq Arcade will launch in conjunction with klyq's Samsung TV rollout, with expanded game formats and additional shoppable channel integrations planned throughout 2026.
About Lucra
Lucra is a plug-and-play SDK that integrates into apps or websites, enabling peer-to-peer competitions with real-money or rewards. It handles compliance, payments, fraud prevention, and settlement out of the box, so partners can instantly offer gamified experiences without building or managing complex infrastructure themselves. Top entertainment, hospitality, and consumer brands, including Five Iron Golf, Puttshack, Backyard Sports, ChessKings, TouchTunes, and more, use Lucra's white-label technology to power tournaments and challenges, build loyalty, and drive new revenue. Learn more at www.playlucra.com.
About Lucra Arcade
Lucra Arcade is a library of fast-format, skill-based mini games built for real-money and free-to-play competition — available as a standalone consumer app on the App Store and as an embeddable white-label offering within partner apps. Powered by Lucra's competition and compliance infrastructure, the platform handles all matchmaking, payments, fraud prevention, identity verification, and instant settlement out of the box. Each game plays out in roughly 90 seconds across three modes: PvP cash matches, tournament leaderboard play, and free-to-play practice. Winnings are delivered instantly and redeemable as cash or rewards from brand partners. For partners, the full game library embeds directly into existing apps and websites with minimal technical lift, connecting seamlessly to Lucra's wallet and rewards infrastructure. Download Lucra Arcade on the Apple App Store or learn more at lucrasports.com/arcade.html.
About klyq
klyq is a next-generation shoppable TV platform that connects consumers directly to the brands and products they discover on screen. Built by NBTV, the pioneer in direct-to-consumer v-commerce television, klyq is launching across over 100 million Samsung televisions and is redefining how people discover, engage with, and buy products from their living rooms. By combining content, community, and commerce in a single seamless experience, klyq is building the future of connected TV shopping. Learn more at klyq.tv.
Media Contact
Lindsay Linhart
Brand Strategist, Lucra
lindsay@playlucra.com
