Phynd, the free cloud gaming platform that makes high-quality games instantly accessible on Smart TVs, has partnered with ex-Seahawks player and investor Marshawn Lynch to launch a bold, no-nonsense campaign ahead of the NFL’s Big Game.
Channeling Lynch’s famously candid press room persona (where he repeatedly answered he was there so he wouldn’t be fined), the campaign is an open invitation to gamers of all types to get Phynd: “No console. No cost. No BS.” With the new video, Lynch flips the script and says he’s there so he can “get Phynd.”
Titled “Gaming Without the BS”, the campaign kicks off the weekend of February 7 on Sinclair Broadcasting stations in more than 60 markets and will soon run across streaming inventory on Samsung and LG smart TVs, as well as on digital and social platforms. Created in collaboration with award-winning agency Quirk Creative, the campaign blends humor, cultural relevance, and a powerful product truth: gaming shouldn’t come with barriers.
Andre Swanston, CEO of Phynd, pointed out in an interview with GamesBeat that Super Bowl ads cost about $8 million to show one ad one time. But Swanston said that launching the Lynch ad ahead of the game with a character who is relevant to the Super Bowl is a more affordable way to grab attention. The ad will also air on broadcast TV in a wide variety of locations, getting more bang for the buck.
In a world where console and PC gamers are expected to shell out hundreds for hardware and subscriptions and casual gamers have few big-screen options, Phynd offers subscription-free streaming of games on the smart TVs people already own.
“I’ve always done things a little different and Phynd on that same type of time,” said Marshawn Lynch, in a statement. “No console. No downloads. No monthly subscriptions. Just turn on the tv and you’re in the game. No waiting. No wallets. None of that other BS, ya feel me. That’s how I get down.”
Launching with social teasers and a hero spot built around Lynch’s unmistakable presence, the campaign uses well-known barriers to gaming to spotlight a seamless, ad-supported way to play. As a driving force behind the Seattle Seahawks’ lone Super Bowl win to date in 2014, Lynch knows what it means to break through barriers—and now he’s bringing that same energy to Phynd. Through animated game characters and a clever twist on a famous Lynch moment, Phynd invites everyone—casual players, diehards, and first-timers—to discover what it means to game without the gatekeepers.
“At Phynd, we believe gaming should be as accessible as turning on your TV,” said André Swanston, Founder and CEO of Phynd. “The economics of gaming are broken – players spend more but somehow games studios make less. This campaign is our way of saying the future of gaming is on your screen.”
Phynd is riding a wave of momentum, including an oversubscribed $10M seed round and breakthrough partnerships with TV manufacturers, like Samsung and LG, and ad tech firms, like Magnite. With this campaign, Phynd turns its attention to consumers, seeking to engage sports fans and everyone who loves to play – especially those underserved by gaming consoles and subscription platforms.
“Phynd’s console-free, smart TV platform is a bit of a middle finger to the gatekeepers of gaming and we wanted the campaign to carry that same contrarian spirit.
Lynch was the perfect partner: a seasoned gamer, a comedic powerhouse, and a cultural icon whose legendary press moments gave us the perfect creative hook,” said Emily Draper, Creative Director, Quirk Creative. And with animated characters that reflect the full spectrum of today’s gamers, we hope people see themselves in Phynd, because when the barriers fall away, everyone can play, connect, and sometimes, win.”
Phynd will launch its ad-supported service first on Samsung TVs in early 2026, with LG TVs close behind and plans to announce more device partnerships throughout the year. By removing the financial and technical hurdles that have long limited gaming access, Phynd is redefining what it means to play, turning every living room into a launchpad for fun, connection, and discovery. Sign up for early access at phynd.games and experience gaming without the BS.
“We think this can resonate with people around the experience and we think it has legs. There’s more to come,” Swanston said.
He said the spot will have fun moments and try to broaden the appeal of gaming.
“It’s not just about the hardcore gamers. The female reporter who ends up playing with Marshawn is different. Marshawn is using a gamepad, but she’s playing with her smartphone as her controller. For somebody like me who grew up with Nintendo and Genesis, I need the tactile gamepad experience. I have to feel the joysticks and press the buttons. But Michelle, my wife, when she plays, she uses the smartphone. I think that just widens the opportunity for who you can reach.”
And for those not comfortable with smartphones, they can also use the remote control.
“Everybody knows how to use a TV remote,” he said.
The aim is not to compete with the likes of Xbox but to dramatically increase the total addressable audience of gamers, he said.
“That’s really the only way to fix the economics in the industry,” Swanston said.
Genesis of the ad
Lynch made history by only saying he was at the press conference because he didn’t want to get fined. Now it so happens that Lynch’s team, the Seattle Seahawks, is in the Super Bowl on Sunday, playing against the New England Patriots. This is a stroke of luck because Swanston thought of the idea for the ad about two years ago.
Swanston said that the team hired Quirk, an outside agency, to bring the commercial concept to life. Quirk Creative is an award-winning, woman-owned creative agency specializing in video-led campaigns across TV, digital, and social.
“We’ve had this ad campaign and timing for it planned for over a year, so we had no way of knowing that the Seahawks would be in this Super Bowl, but I can say that the last few weeks, I have found myself rooting for them to win, because, like, well, that would just be perfect, right?” Swanston said.Swanston had the idea for the ad as a concept in his pitch deck a couple of years ago.
“We pitched Marshawn and he jumped right into it,” Swanston. “It went from pitching him as a personality to him wanting to be more of an investor in the platform. So it worked out even better.”
Of the ultimate commercial, Swanston said, “It drives home the point that gaming can be for anybody, and Phynd is the right way to play without all the B.S.”
Regarding Lynch’s involvement, Swanston said, “We’re excited that he’s an investor in the platform. He’s the second big superstar athlete that we have investing in us. Jozy Altador, U.S. men’s soccer legend, invested in the seed round. And then now Marshawn has come on as an investor. So that’s exciting, but also he’s becoming a big cultural brand of himself. He’s an actor in movies. He’s in TV shows. He was just the face of the new Meta smart glasses campaign,” Swanston said. “He’s increasingly becoming one of those cultural icons that. Some people younger may not even know he was a star football player.”
The non-Super Bowl ad
“It’s not technically a Super Bowl ad because we are not running it on the Super Bowl. And what I would say is, if we can’t afford to buy an ad on the Super Bowl, if we’re going to let you play games for free, maybe if we were charging you a subscription fee, we could afford to run it on the Super Bowl.”
He added, “Instead, we’re running it, you know, during the week of the big game. But I would say it is Super Bowl ad quality, and it pokes fun at one of the most infamous media viral moments in Super Bowl history.”
“This is the start of us starting to transition into a consumer voice,” he said.
As for a real Super Bowl commercial, Swanston said. “Maybe next year. Maybe next year. We didn’t have the extra millions of dollars lying around because we’re letting people play games for free.”