Gameloop, a live interactive gaming channel bringing free cloud games to connected TVs, announced that Kimmy Li has joined as CEO.
Li brings over 15 years of global experience in the gaming and technology industries with a strong focus on strategy, tech innovation, and emerging platforms.
“Connected TV (CTV) gaming reaches a new category of players who want accessible experiences on the biggest screen in the home,” said Zane Vella, chairman of Gameloop in a statement. “Kimmy’s experience across the gaming ecosystem, and her work in tech innovation, give her unique perspective as we scale this new distribution model and create opportunities for both businesses and players.”
In her new role, Li will drive Gameloop’s growth strategy, deepen partnerships, and accelerate adoption as CTV gaming gains momentum across the industry. Gameloop will soon expand distribution through Samsung Gaming Hub, where its hosted format creates unique discovery opportunities and provides publishers and developers with new monetization channels.
“Throughout my career across development, publishing, and platforms, the two biggest challenges I hear from the market are discovery and monetization,” said Kimmy Li, Gameloop CEO. “Gameloop addresses both needs through hosted discovery and ad-supported distribution, reaching families and players who want accessible gaming without downloads or subscriptions.”
Most recently, Li provided strategic consulting for Activision and indie studios, advising on China-focused double-A and triple-A game developer and publishing strategy, and overseeing game launches.
She served as CEO for Nekcom USA, leading international expansion and publishing strategy, and raised $8 million in a Series A funding to scale production and development.
Before that, she held leadership roles at Gaming Startups, Qihoo 360, and Verizon, building partnerships with major publishers and developers, and leading business and innovation in the emerging technology field.
Earlier in her career, Li spent nine years at Sony China managing digital marketing and communications for professional products, where she established the company’s first content co-creation platform.
Li’s appointment follows Gameloop’s recent hire of three-time Emmy Award winner David Preisman as chief creative officer at the company.
Gameloop is a smart TV gaming channel powered by Amazon GameLift Streams. It is creating a new distribution channel for developers and publishers, offering players instant access to free games with no console, downloads, or subscriptions required.
Gameloop raised $1.5 million from Formatlab, an incubator launched in 2022 by cofounder Zane Vella. Gameloop, based in Philadelphia but working remotely, is raising a new round of funding now. It has four full-time employees and is growing.
Gameloop’s leadership includes Chip Clofine, COO; Michael Gregor, CTO; and Zane Vella, chairman. David Preisman recently joined as chief creative officer.
Asked about the inspiration, the company said:
Gameloop grew out of the team’s experience building early Smart TV apps for platforms like Netflix, SHOWTIME, NBCUniversal, and Fubo. We watched Smart TVs evolve into powerful, always-connected devices with real graphics, compute, and distribution at massive scale.
At the same time, almost all of that capability was being used for passive video.In parallel, game discovery was being reshaped by creators and streamers. People were not just finding games through app stores or ads anymore. They were discovering them through personalities, live gameplay, and shared moments. Watching someone play became one of the most influential ways to decide what to play next.
The disconnect was obvious.
Smart TVs were becoming a primary screen for watching gameplay, but there was no direct path from discovery to play. You could see a game you wanted to try, but starting it still meant switching devices, downloading software, or owning the right hardware.
The insight behind Gameloop was that the combination of modern Smart TVs and cloud streaming infrastructure finally made that leap possible. TVs were powerful enough to host interactive experiences, and cloud streaming removed the friction of installs and downloads.
Gameloop brings those pieces together by making the TV a personality-driven, interactive place to discover and instantly play games. It treats gameplay more like live content, guided by hosts and creators, and turns discovery into something social, immediate, and playable on the biggest screen in the home.
Gameloop enters the new year following two November milestones: a game slate powered by Amazon GameLift Streams, marking the first multi‑publisher deployment of GameLift for Smart TV cloud gaming through Samsung Gaming Hub, and introducing adtech capabilities with Precise and PlayerWon alongside the Samsung TV launch.
That convergence of Smart TV platforms, cloud gaming, and creator-led discovery is what inspired Gameloop, and the team is focused on making the shift to CTV easier and more accessible for game developers and publishers.