Reflecting Gamescom 2026’s “The Heart of Gaming” theme, the booth brought these experiences together across Samsung’s latest displays and gaming technologies. On August 27, Samsung introduced its 2027 Odyssey lineup at its central event, “#PlaySamsung: The Next Era of Gaming Displays,” alongside new developments spanning gaming displays, HDR, and game content.

The audience’s excitement for the new Odyssey gaming monitors’ advanced display technology demonstrated the gaming community’s appetite for innovation tailored to every playstyle.

A New Generation of Odyssey Takes the Stage

At the heart of the booth was Samsung’s newest Odyssey lineup, with the Odyssey OLED G9 and Odyssey OLED G7 making their debut on stage during “#PlaySamsung: The Next Era of Gaming Displays.” The Odyssey OLED G8 and Odyssey G6 were also showcased through digital demonstrations, highlighting the range of screen formats and performance options coming to Samsung’s 2027 lineup.

Popular Twitch streamer Esfand (EsfandTV) joined the stage session to discuss how screen format can change the way players experience and follow action in a game.

“The clarity and contrast of Samsung’s new Odyssey lineup are so nice. Once you see the new monitors, you really notice the difference in how they fully immerse you in the game,” said Esfand.

Seeing More of the Action With Odyssey OLED G9

The Odyssey OLED G9 (G95SJ) is the world’s first 49-inch Dual QHD gaming monitor with a 360Hz refresh rate, giving players a broad view of the action across its ultra-wide screen.

At Gamescom, the expansive format put game environments, track layouts, maps, and activity at the edges of the screen into view, demonstrating how a wider display can change the way players follow fast-moving gameplay.

Pulling Worlds Closer With Odyssey OLED G7

Samsung also unveiled the Odyssey OLED G7 (G75SJ), the world’s first 42-inch 16:9 curved OLED gaming monitor.

With approximately 72% more screen area than a 32-inch model, the display gives games with detailed environments more room to unfold. Its 1000R curve brings the edges of the screen closer to the player’s line of sight, creating a format suited to games where maps, interfaces, and action extend across the display.

“The scale and curve of the new Odyssey OLED G7 create a whole new level of immersion. It’s great that Samsung designed the monitor with open-world environments in mind,” said a #PlaySamsung booth visitor.

More Options for Competitive and Multi-Mode Gaming

The new Odyssey lineup extends beyond large OLED formats, giving players additional options based on how they play.

The 32-inch Odyssey OLED G8 (G80SJ) gives players three display modes to choose from. Triple Mode supports UHD at up to 360Hz, QHD at up to 520Hz, and FHD at up to 680Hz.

The 27-inch Odyssey G6 (G60H) is the world’s first 1,100Hz gaming monitor. Its Dual Mode lets players choose between QHD at up to 600Hz for sharper detail or HD at up to 1,100Hz for the monitor’s highest refresh-rate setting.

“I’m excited about Samsung’s emphasis on frame rate. These monitors will be a game changer for competitive gaming,” said a #PlaySamsung booth visitor.

Together, the four new models show how Samsung’s Odyssey lineup is expanding across ultra-wide, curved, high-refresh-rate, and multi-mode formats, giving players more ways to match their display to the games they play.

HDR10+ GAMING Connects Game Development and Display Technology

During the stage session, Samsung shared plans to expand HDR10+ GAMING support as game developers look for more consistent HDR presentation across compatible displays. As part of this effort, Samsung is working with Activision Blizzard to bring HDR10+ GAMING to its upcoming title, Call of Duty^®: Modern Warfare^® 4.

Samsung plans to expand HDR10+ GAMING support to more than 20 AAA titles by the first half of 2027. The technology can support brighter highlights, deeper dark scenes, and accurate contrast across different game environments, while reducing the need for players to manually adjust HDR settings before starting a compatible game.

“There’s an entire ecosystem in gaming, from the developer to the hardware companies. Whenever these companies come together, the product is always going to be the best thing players can get,” said Esfand.

“Developers want their games to look consistent across different scenes and displays, without requiring players to adjust calibration settings. HDR10+ GAMING gives developers another way to preserve their HDR presentation while helping players see more detail across a range of environments,” said Pepe Dijkstra, Director of the European Visual Organization at Samsung Electronics.

The action continued on August 29 at the #PlaySamsung booth with the Samsung Odyssey Showdown: Call of Duty^®: Modern Warfare^® 4. The 6v6 combat match with gaming content creators Zyro, Rewinside, EloTRiX, and Rosemondy gave visitors an exciting opportunity to play the title ahead of its official October 23 release.

The experience showed how compatible displays can use scene-by-scene lighting and color information from the game to present its visuals. A dedicated Call of Duty^® photo zone recreated scenery and props from the game, giving visitors another way to step into its world.

From Realistic Adventures to Glasses-Free 3D

The gaming experiences continued across the rest of the booth, where Samsung connected its displays with titles spanning open-world adventures, glasses-free 3D, and TV gaming.

At Pearl Abyss, visitors got a closer look at Crimson Desert Enhanced, a new version of the open-world action-adventure featuring new cutscenes and dialogue that strengthen the story’s narrative flow. During the session, Rick van Beem, Senior Director of Marketing and Public Relations at Pearl Abyss Europe, highlighted how the Odyssey G8 brings the game’s environment to life with features including Dual Mode and HDR10+ GAMING support.

The experience continued in a dedicated console area, where Crimson Desert was paired with Samsung’s 83-inch OLED TV S99H, named Best Gaming TV of 2026 by T3. The TV features a 165Hz refresh rate, Game Mode, and Ultimate Gaming Pack. Visitors could also take part in Crimson Desert quizzes and activities inspired by elements of the game for a chance to receive exclusive merchandise.

Meanwhile, newly supported titles, Cyberpunk 2077 and Cronos: The New Dawn, were featured on stage and at Samsung’s dedicated Odyssey 3D zone to demonstrate how Odyssey 3D can create depth and spatial perspective across detailed game worlds.

The glasses-free experience uses Odyssey 3D display technology to create depth and spatial perspective within the game, allowing visitors to experience the worlds from a different perspective without specialized glasses.

The booth also featured a cloud gaming area invited visitors to play through Samsung Gaming Hub on 48-inch OLED TVs, showing how gaming can be enjoyed directly on a TV。

From the queue areas to the gameplay stations and interactive activities, the different experiences connected the booth into one broader look at how players can engage with games across competitive shooters, open-world adventures, console gaming, cloud gaming, and glasses-free 3D.

More Choice Across Speed, Screen Size, and OLED Picture Quality

At Gamescom 2026, Samsung showed how gaming displays are evolving alongside the games and players they serve.

The 2027 Odyssey lineup gives players more choice across screen formats, performance settings and OLED picture quality — from the expansive Odyssey OLED G9 and curved OLED G7 to the high-refresh-rate Odyssey G6 and multi-mode Odyssey OLED G8.

Across the booth, partnerships and gaming experiences put those technologies into context, showing how Samsung displays can support different genres, platforms, and ways of playing.

Samsung has led the global gaming monitor market for seven consecutive years, continuing to expand its full-stack portfolio as gaming evolves across screens, formats, and communities.

The strong reception reinforces Samsung’s leadership in home entertainment, including 20 consecutive years as the global TV market leader[1] and 12 consecutive years as the global leader in soundbar brand.[2]

Here’s a look at what reviewers had to say.

Featured reviews (listed in alphabetical order):

• Micro RGB TV: Expert Reviews, Sound Advice, Techaeris
• Neo QLED 4K TV: Techaeris
• OLED TVs: AVForums (S95H), Expert Reviews (S95H), Sound Advice (S95H), T3 (S90H), T3 (S95H), Techaeris (S90H), Techaeris (S95H)
• Q-Series soundbars: Sound Advice (HW-Q990H), Techaeris (HW-Q990H)
• Music Studio 7: AVS Forum, Techaeris

Micro RGB: A New Standard in Picture Quality

Samsung’s Micro RGB TV (R95H) impressed reviewers with vivid color reproduction, immersive large-screen viewing and exceptional picture quality. Techaeris named the TV an Editor’s Choice 2026, praising its precise RGB light control technology and noting it achieves “a massive 100% of the BT.2020 color gamut, which is a level of vibrancy and accuracy that even the best OLEDs struggle to touch.”

Expert Reviews recognized the Micro RGB TV as a Best Buy, calling it a “triumphant debut for mainstream Micro RGB TVs” and highlighting its expanded color volume, precise local dimming technology and gaming features. Sound Advice also selected the TV as a 2026 Recommended product, describing it as one of the year’s best LCD displays.

Neo QLED 4K: Premium Everyday Viewing

Samsung’s 2026 Neo QLED 4K lineup, including the QN80H and QN70H, combines Quantum Mini LED and quantum dot technology to provide bright, balanced picture quality across movies, sports and games.

Techaeris named the QN80H a Top Pick 2026, calling it “maybe the best all-arounder for most users.” Powered by the NQ4 AI Gen2 processor, the TV uses AI Upscaling to enhance lower-resolution content. Motion Xcelerator supports refresh rates of up to 144Hz, while four HDMI 2.1 ports enable seamless, responsive gameplay with compatible consoles and PCs.

OLED: Cinematic Picture, Standout Gaming

Samsung’s 2026 OLED lineup, including the S95H and S90H, delivers cinematic picture quality and smooth motion. The flagship S95H features OLED HDR Pro for enhanced brightness and detail, while both models incorporate Glare Free technology to maintain consistent performance across a range of viewing environments.

Reviewers praised the S95H for retaining detail in both bright and dark scenes. AVForums honored the model with its Highly Recommended award, while Sound Advice recognized it as a 2026 Exceptional product.

Techaeris named the S95H as an Editor’s Choice 2026, citing its slim design, increased brightness and color performance. The publication also chose the S90H as a Top Pick 2026, describing it as “an excellent OLED TV for both gaming and home theater.”

T3 honored the S90H with its Platinum award and selected the S95H as Best Gaming TV in the T3 Awards 2026. The publication noted that “the gaming output could well be the best I’ve ever seen on any TV to date.”

Both models feature the Ultimate Gaming Pack including Motion Xcelerator with supporting for refresh rates of up to 165Hz, NVIDIA G-SYNC Compatible and AMD FreeSync Premium Pro to help minimize stuttering and screen tearing. Expert Reviews also recognized the S95H as a Best Buy, calling it a “stunning gaming display.”

Q-Series Soundbars: Immersive Home Audio

Samsung’s 2026 Q-Series soundbars deliver a more immersive home entertainment experience with clear dialogue, rich background music and impactful sound effects across movies, TV shows and games.

The flagship HW-Q990H features an expansive Dolby Atmos soundstage, while its compact dual active subwoofer adds deeper bass for action scenes and music. Techaeris named the soundbar an Editor’s Choice 2026, while Sound Advice selected it as a 2026 Exceptional product and praised “the phenomenal amount of power the speaker system manages to roll out, seemingly effortlessly, across all four of the components included in the package.”

Music Studio 7: Powerful Sound, Modern Design

Samsung’s Music Studio 7 Wi-Fi speaker delivers room-filling Dolby Atmos sound through its  3.1.1-channel audio system. Techaeris recognized it as an Editor’s Choice 2026 for its performance and versatility, calling it “an absolutely brilliant and impressive speaker for music and movies.”

AVS Forum also honored the Music Studio 7 as a Top Choice 2026, citing its balanced sound, powerful bass performance and minimalist design that blends naturally into modern living spaces.

With recognition from leading publications across a wide range of product categories, Samsung’s 2026 TV and audio lineup continues to set a new standard for next-generation home entertainment.

Please visit https://news.samsung.com/my/ for more information.

[1] Omdia, February 2026. Results are not an endorsement of Samsung.

[2] Futuresource, February 2026. Results are not an endorsement of Samsung.

S95H, the latest flagship OLED TV, recently earned Pantone Validated ArtfulColor certification, a designation awarded to TVs, displays, cameras and printers that reproduce color with a high degree of fidelity under controlled lighting conditions. That means stunningly precise colors when watching content and a realistic, museum-like experience when displaying art.

▲ 2026 OLED TV S95H has earned Pantone Validated ArtfulColor certification for faithful color reproduction. S95H displays The Pink Cloud by Henri Edmond Cross.

The certification is a particularly significant milestone for Samsung OLED, as S95H is engineered to deliver deep contrast, precise color expression and an unparalleled, distraction-free viewing experience. The TV’s deeper blacks and Glare Free technology help preserve textures and tonal variation, making art feel more immersive on screen.

To learn more about what this means for the art-viewing experience, Samsung Newsroom spoke with Ed Hattenberger, OEM Senior Color Scientist and Matt Knoll, OEM Technical Director, at X-Rite Pantone. They share how Pantone Validated ArtfulColor is evaluated, why color fidelity matters for viewing art and how display performance can shape the way artwork is experienced at home.

Q. Could you tell us a bit about your role at Pantone and the work you do?

Hattenberger: As an OEM Senior Color Scientist at X-Rite Pantone, I’ve spent more than 15 years specializing in Pantone color development standards and in bringing real-world colors into the digital realm. I also led the innovation of various digital color products at Pantone, including the Pantone Validated program.

Knoll: I’m an OEM Technical Director for X-Rite Pantone. I have more than 20 years of experience in hardware and firmware development at X-Rite, with much of my work focused on reflective color measurement and display calibration products.

▲ Pantone evaluates display performance under controlled lighting conditions as part of the Pantone Validated ArtfulColor process.

What Art Can Reveal About a Display

Q. What does Pantone Validated ArtfulColor evaluate and what does the validation mean for a display?

Hattenberger: Pantone Validated ArtfulColor evaluates the ability of displays to faithfully render on-screen colors to match an extensive range of physical Pantone Colors and Skin Tones under controlled lighting conditions. For displays, Pantone Validation means that a product’s color reproduction has been measured against Pantone’s reference color data and meets defined performance thresholds for color fidelity and consistency.

Knoll: Displays that earn ArtfulColor status reproduce the test colors with a high degree of visual accuracy, resulting in a close perceptual match between the on‑screen image and the physical color sample.

▲ Pantone ArtfulColor certification tests and confirms that the display can reliably reproduce real-world Pantone colors under controlled lighting conditions, similar to actual exhibition environments.

Q. What differences can viewers actually see when viewing a Pantone Validated ArtfulColor TV versus one that is not?

Hattenberger: A Pantone Validated ArtfulColor TV delivers more precise, trustworthy visuals, especially for artwork and photography. Viewers can expect cleaner neutrals, more lifelike skin tones and color saturation that better reflect the artist’s intent. These displays also preserve shadow detail, so every brushstroke and color appear more natural and consistent.

Q. Why does color fidelity matter more when a TV is used to display art and photography?

Knoll: In creative work, color is never incidental. Color, balance and slight variation all shape how a piece is experienced. That is why color fidelity matters so much. Even slight shifts can alter the mood, depth and overall intent of the original work.

▲ Pantone’s validation process measures how faithfully a display reproduces color under standardized viewing conditions.

The Science Behind Color Fidelity

Q. How does the ArtfulColor validation process work from start to finish?

Hattenberger: The process evaluates a display’s ability to match Pantone Colors under controlled lighting conditions. This involves measuring a set of Pantone colors and skin tones in a light booth, then assessing how faithfully the display reproduces them on screen under those same conditions.

Q. Why does controlled lighting matter when evaluating a display for art?

Knoll: Reproducing true real-world colors on screen depends on matching the light source, color sample and rendered content for the intended observer. Displays are typically measured against D65, an industry-standard white point that approximates neutral daylight, so it gives Pantone a consistent point of reference.

It also helps reduce the influence of warmer or cooler room lighting, which can change how white, contrast and color are perceived. Using controlled lighting helps ensure the display is evaluated as accurately and consistently as possible.

▲ By comparing digital images with physical color references, Pantone helps verify faithful color reproduction across a range of hues.

Q. How does Pantone make sure the results apply to real artwork and photography, not just lab test patterns?

Hattenberger: Pantone goes beyond digital test patterns by using physical color samples that behave more like real artistic media. That helps verify whether a display can accurately reproduce gradients, subtle tonal transitions, textures and near-neutral tones across artwork and other visually complex content.

At the same time, the home viewing environment can influence how color is perceived compared with a controlled test setting. Ambient light, reflections, viewing angle and even wall colors can all affect perception, so while validation confirms the display’s underlying performance, the room still plays an important role in what people see.

How Samsung OLED S95H Helps Art Look Its Best at Home

Q. From Pantone’s perspective, what makes Samsung OLED S95H well-suited to display art with high color fidelity?

Knoll: OLED is particularly well-suited to high-fidelity art reproduction because its pixel-level luminance control delivers true blacks and very high contrast, preserving fine detail critical to art. S95H’s wide color gamut supports accurate reproduction of saturated pigments, paints and digital art colors, while stable viewing angles help color and luminance remain consistent across the screen.

▲ S95H displays Apples and Cloth by Paul Cézanne.

Q. Samsung OLED S95H features award-winning Glare Free technology that eliminates distracting reflections. How do glare and reflections affect the way art is seen on screen?

Hattenberger: Glare and reflections can interfere with the way art is seen on screen. They lift black levels and soften contrast, which can reduce depth and color fidelity, especially in darker parts of an image. They can also introduce color casts from the surrounding environment, affecting neutrals and shifting hues.

When people view art, they expect a clear, unobstructed image. Reducing reflections helps preserve tonal accuracy and the integrity of the work.

Q. How has Pantone’s validation approach evolved alongside newer display technologies like OLED, HDR and wide color gamut?

Knoll: Pantone’s evaluation approach has evolved with display technology itself. With OLED, that includes evaluating pixel-level luminance control, deeper contrast, wider color reproduction and consistency from bright highlights to near-black areas.

Q. When viewers see the Pantone Validated ArtfulColor mark on a Samsung TV, what does it say about the viewing experience?

Hattenberger: The ArtfulColor mark signifies that S95H has been carefully evaluated to confirm a high level of color fidelity, including consistent hue rendering, stable grayscale performance and repeatable color behavior under controlled lighting conditions.

Ultimately, it gives viewers greater confidence that the art they see on screen is being presented faithfully to the original work.

S95H newly joins The Frame Pro and The Frame in receiving the certification, as Samsung remains the only TV brand to offer Pantone Validation ArtfulColor and continues to expand Samsung Art Store[1] across more screens. S95H features the new FloatLayer Design, with a slim metal bezel that mounts flush to the wall for a floating effect. This gallery-inspired look makes the display a striking centerpiece, particularly when displaying art. For the first time on a Samsung OLED TV,[2] Samsung Art Store subscribers can access over 5,000 works by more than 800 artists, including exclusive collections from MoMA, Musée d’Orsay, Art Basel and others.

[1] Samsung Art Store is available only on select OLED models: S95H globally and S99H in Europe

[2] S95H and S99H only.

Now in its 15th year, the Tech Seminar brings together leading experts to experience Samsung’s newest technologies in a real-world setting. This year’s event focuses on how AI is reshaping the role of the screen — making it more adaptive, responsive and relevant in everyday life.

Across its 2026 lineup, Samsung is expanding AI-powered capabilities to all TV models, reinforcing its commitment to making intelligent, personalized viewing experiences more widely accessible.

▲ Sangmin Lee from Samsung’s Picture Quality Solution Lab introduces the enhanced brightness of the new OLED and its reduced power consumption.

Making the Screen More Helpful With Vision AI Companion

At the center of this year’s seminar is Vision AI Companion (VAC), Samsung’s integrated AI platform designed to make the TV more intuitive and context-aware.

▲ Steffen Greb from Samsung’s ECSO demonstrates the Art mode and explains the Vision AI Companion.

Working as an intelligent companion, VAC helps users engage with content more naturally — from surfacing real-time information about what’s on screen to supporting everyday activities such as discovering recipes or planning travel. By connecting entertainment with everyday utility, it extends the role of the TV beyond content into a more central part of the smart home experience.

Samsung’s AI TV lineup elevates movies, sports and gaming with real-time optimization. AI Upscaling Pro sharpens low-resolution content with enhanced clarity, depth and contrast. AI Soccer Mode Pro adapts picture and sound to match the speed and intensity of live play. AI Sound Controller Pro analyzes dialogue, background music and sound effects, letting users fine-tune elements like crowd noise and commentary for a more immersive experience.

Advancing Picture Innovation Across Premium Displays 

Samsung continues to expand its leadership in display innovation with its 2026 lineup. At the seminar, the company is showcasing its latest Micro RGB technology, delivering highly precise color control, deeper contrast and a more immersive visual experience.

▲ Olivia Lee from Samsung’s Picture Quality Solution Lab showcases Samsung’s latest Micro RGB technology.

Powered by the Micro RGB AI Engine Pro, the display continuously refines color and contrast in real time. It also achieves 100% color coverage of BT.2020, demonstrating highly accurate and lifelike color expression. A 75-inch model on display highlights the scalability of the technology, along with enhanced local dimming performance.

▲ Youngju Oh from Samsung’s Picture Quality Solution Lab introduces a new color evaluation method with the emergence of BT.2020 for 100% Wide Color Gamut Display.

Samsung’s 2026 OLED lineup — including the S99H, S90H and S85H — offers expanded options across different viewing preferences, combining deep blacks, rich color and refined design. The flagship S99H features a FloatLayer Design for a lighter, more elevated presence, along with Pantone Validated ArtfulColor for more faithful color reproduction.

To improve viewing comfort across environments, Glare Free technology is now extended to the S90H, helping reduce reflections and maintain consistent picture quality in both bright and dim settings.

Extending Performance Across Gaming Displays and Lifestyle Audio

Samsung is also showcasing its display portfolio beyond TVs with new high-performance gaming monitors and lifestyle audio products. The gaming lineup on display includes the Odyssey G6 OLED gaming monitor (G60FS) with a 500Hz refresh rate, alongside the 32-inch Odyssey G8 (G80HS) featuring 6K resolution — delivering ultra-fast responsiveness and exceptional visual clarity for demanding environments.

In audio, Samsung is expanding its lifestyle portfolio with Music Studio 7 and Music Studio 5, combining immersive sound with design that blends naturally into modern living spaces.

▲ Jin Yoo from Samsung Research America Audio Lab showcases the new Wi-Fi speaker, Music Studio 5.

Music Studio 7 features a 3.1.1-channel configuration and enhanced Q-Symphony, enabling more synchronized and immersive sound across connected devices. Music Studio 5 offers powerful audio performance in a more compact form, supported by AI Dynamic Bass Control for deeper, more balanced low frequencies without distortion.

Expanding AI Across the Entire Screen Experience 

“This year, we are expanding advanced AI across our full lineup, from premium to more accessible models, while embedding Samsung’s distinctive AI capabilities throughout the entire screen experience,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By bringing innovation to picture quality, sound and connectivity, we are redefining what users can expect from AI-powered screens.”

Samsung has maintained its position as the world’s No. 1 TV brand for 20 consecutive years, driven by continuous innovation in picture quality, sound and connected experiences.

For more information, visit: https://www.samsung.com/my/

Samsung Electronics announced that its 2026 OLED TV lineup and next-generation Odyssey gaming monitors are NVIDIA G-SYNC Compatible, delivering smoother gameplay to meet the needs of gamers and display enthusiasts alike.

NVIDIA G-SYNC technology enables the display’s refresh rate to synchronize with the NVIDIA GeForce GPU’s frame rate, reducing screen tearing and stuttering for a more seamless visual experience. Models that are G-SYNC Compatible include the OLED S95H, S90H, and S85H, as well as the new Odyssey G6 (G60H, G61SH) gaming monitors.

“Our goal is simple: deliver a consistently great gaming experience, no matter what you play or where you play it,” said Kevin Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “With new innovations across OLED TVs and gaming monitors, we’re bringing more power, precision, and immersion to every kind of player.”

Pushing the Limits of Speed With Odyssey G6

The 27-inch Odyssey G6 (G60H model) sets a new benchmark for competitive gaming as the first monitor to achieve a 1,040Hz refresh rate, powered by Dual Mode.^[1] This feature enables players to toggle between ultra-high frame rates in HD resolution and native QHD performance at up to 600Hz—delivering the clarity, speed, and responsiveness needed for fast-paced, precision-driven gameplay.

For players who prioritize cinematic visuals along with performance, the 27-inch Odyssey G6 (G61SH model) features a stunning QD-OLED panel with QHD resolution and a 240Hz refresh rate, delivering rich contrast, vibrant color, and smooth, responsive performance. With a 0.03ms GTG^[2] response time and HDR10+ GAMING, the monitor is ideal for gamers who want immersive visuals without sacrificing speed.

Both monitors are NVIDIA G-SYNC Compatible, ensuring smoother, tear-free gameplay with reduced stuttering—whether players prioritize extreme frame rates, high resolution, or both.

Next-Gen OLED Gaming Meets Cinematic Picture Quality

Samsung’s 2026 OLED TVs are built for high-performance gaming. The S95H and S90H support refresh rates up to 165Hz, while the S85H supports up to 120Hz—delivering smooth motion and low latency for fast-paced gameplay. In addition to being G-SYNC Compatible, the new lineup^[3] also support AMD FreeSync Premium Pro, ensuring stable, tear-free HDR gaming performance across PC and console platforms.

This year’s OLED lineup also introduces HDR10+ ADVANCED, the next-generation HDR format that enhances brightness, contrast, motion, and color accuracy across all types of content. To support optimal viewing conditions, Samsung’s proprietary Glare Free technology is applied to the S95H and S90H models—reducing reflections without compromising OLED picture quality.

For more information, visit: https://www.samsung.com/my/

^[1] The 1,040Hz refresh rate is enabled only when operating in HD resolution. Native QHD supports up to 600Hz.

^[2] Gray to Gray.

^[3] Select sizes of S90H and S85H feature AMD FreeSync Premium.

The mark of true leadership, however, lies not only in picture quality itself but also in the overall viewing experience. Samsung’s 2025 OLEDs embody this with Glare-Free[1] and AI gamma-adjusting technologies, innovations that minimize distractions to deliver an optimal viewing experience. To uncover the details behind the TVs’ vivid visuals, Samsung Newsroom spoke with Mirae Shin from the Picture Quality Lab of Samsung Electronics’ Visual Display (VD) Business.

▲ Mirae Shin with the new 2025 Samsung S95F OLED TV

Enhanced Glare-Free Technology: Bright or Dark, Always Clear

OLED is renowned for delivering perfect blacks, vivid colors and ultra-fast response times — strengths made possible by its self-emissive design, which allows each pixel to generate color or block light without the need for a backlight.

Yet the high-gloss finishes often used to maximize these strengths are inevitably vulnerable to reflections from external light sources. While a theater-like setting that blocks all ambient light would be ideal, the viewing environments of TV users are rarely perfect. Sunlight streaming through windows during the day or the glow of living room lights in the evening can reflect off the screen, making it difficult to truly appreciate what’s on-screen.

This is where Glare-Free technology makes the difference. By effectively reducing reflections and glare, it allows viewers to experience OLED to the fullest in any environment.

Select 2025 Samsung OLEDs deliver an impressive Glare-Free performance with a specially engineered low-reflection layer that disperses external light and reduces internal light-scattering without distorting picture quality. Compared to previous models, it reduces reflections by more than 25%[2]. This performance has also been verified by UL Solutions, a global certification organization.[3]

“This year’s enhanced Glare-Free technology significantly lowers reflection rates and minimizes screen distortion, ultimately enabling the set to deliver outstanding picture quality in both bright and dark environments,” Shin explained. In practice, this means viewers don’t have to worry about washed-out colors caused by sunlight when watching movies or diminished details in dark game scenes under ambient lighting.

▲ Comparison: OLEDs with/without Glare-Free technology in a bright viewing environment. Select 2025 Samsung OLEDs minimize viewing interference from external light sources by leveraging a special low-reflection layer.

Bringing Hidden Details to Light With AI Gamma Technology

Samsung hasn’t overlooked software innovations, either. While Glare-Free technology provides a physical solution to reduce interference from external light sources, AI gamma adjustment adds another layer of refinement. 2025 Samsung OLEDs optimize content by using AI to adjust gamma values, which refer to numerical measurements that define the correlation between the brightness of an input signal and the luminance displayed on-screen.

Human vision is highly sensitive to subtle contrast differences in dark areas, but responds less acutely in bright areas. Gamma adjustment compensates for this, making contrast appear more natural to the eye. When effectively implemented, it allows viewers to perceive fine details even in shadowed scenes, all while delivering more vivid and lifelike visuals.

▲ 2025 Samsung OLED TVs offer an AI-based gamma adjustment feature to optimize each scene by content and ambient light.

“Our enhanced gamma-adjusting technology uses AI algorithms to analyze the average brightness of each scene in real time, then automatically adjusts the gamma value according to the surrounding lighting conditions,” Shin explained, outlining the fundamental principles behind the technology.

“For example, when watching dark content in a bright living room, the gamma value is adjusted so that shadowed areas on screen are brightened just enough to preserve detail, preventing them from being obscured by ambient light,” she said. “Conversely, when watching bright content in a dark room, the gamma value is adjusted to minimize glare in bright on-screen areas and enhance contrast.”

“When the environment suddenly shifts from dark to bright — like when the lights come on in a movie theater — shadowed areas on screen can temporarily disappear from view. Again, adjusting the gamma value in such cases makes those dark areas visible again. The key is to keep the viewing experience consistent by providing adaptive gamma values,” she added.

Brightness, Contrast and High Refresh Rates for the Ultimate Viewing Experience

Besides Glare-Free technology and AI gamma adjustment technology, the 2025 OLEDs also incorporate a range of signature Samsung innovations that maximize the strengths of OLED panels. For example, upgraded panels are brighter by about 30%[4] compared to previous models. “The brighter the TV display, the more accurately it can convey a filmmaker or content creator’s original intent,” said Shin.

Contrast ratio — the core strength of OLED — has also been enhanced. “OLED panels are made of self-emissive elements, allowing each RGB[5] pixel to be switched on or off individually,” Shin explained. “This means that when black content is displayed, each pixel can be entirely dimmed to produce perfect blacks.” The contrast between deep blacks and increased brightness heightens immersion not only in movies and dramas, but also in games with numerous dark scenes.

▲ Shin proudly notes that the new S95F OLED TV delivers unmatched immersion with enhanced brightness, perfect blacks and high refresh rates.

“Samsung’s 2025 OLED TVs are an attractive choice not only for content viewers but also for gamers,” Shin continued. “Glare-Free technology allows dark scenes in games to be enjoyed in crisp detail, even in bright environments. On top of that, the TV is the industry’s first to support a 165Hz refresh rate, delivering smooth, lifelike gameplay without any breaks in the action,” she added. “OLED’s strengths lie in pixel-level dimming and ultra-fast response times. By combining those with a 165Hz refresh rate, we’ve unlocked the full potential of OLED panels.”

Equipped with cutting-edge technologies, the 2025 Samsung OLEDs deliver the ultimate immersive viewing experience. With these new models, Samsung has once again proven its unrivaled leadership in OLED technology — not only advancing the state of the art, but pushing the very boundaries of what a TV can be.

[1] Applicable only to models featuring Glare-Free technology

[2] Based on internal studies

[3] UL’s verification certifies glare-free performance by evaluating the product against the Unified Glare Rating (UGR) test standards set by the International Commission on Illumination (CIE) (Reflected glare UGR ≤ 10, discomfort glare UGR ≤ 22, disability glare UGR ≤ 34).

[4] Based on internal studies

[5] Red, green, blue

Samsung Electronics Co., Ltd. announced that its 2025 OLED TV (S95F model) has been officially certified as a Real Black display by the Verband der Elektrotechnik (VDE), a leading electrical engineering certification institute in Germany.[1] By meeting the required standards to be genuinely considered Real Black, Samsung has proven that its OLED technology delivers a true black viewing experience.

The certification validates the OLED display’s crisp, reflection-free images with near-perfect blacks measured below 0.005 nits in dark environments, as well as black accuracy in sunlit rooms and even under direct sunlight. The result is crystal-clear visuals with rich, deep blacks in their truest form.

“Earning VDE’s Real Black certification is proof of our commitment to taking OLED technology to new heights,” said Hoon Seol, Vice President and Head of CE Division at Samsung Electronics Germany. “We look forward to bringing more customers the opportunity to experience world-class picture quality with the deepest blacks and color clarity.”

“VDE’s ‘Real Black’ certification is awarded only to displays that excel in our most demanding evaluations,” said Ansgar Hinz, the Chairman and CEO of VDE. “Samsung’s OLED stood out for its ability to maintain rich, accurate blacks across a wide range of lighting environments — from home theaters to brightly lit living rooms. This achievement reflects both technological excellence and a commitment to delivering consistent picture quality in real-world conditions.”

Meeting the Highest Standard for Real Black Validation

The flagship OLED TV series comes equipped with Samsung’s advanced Glare-Free 2.0. VDE’s certification affirms the exceptional performance of this proprietary technology, which preserves the depth and details of the OLED display’s black levels by minimizing reflections.

To earn this certification, Samsung’s OLED S95F series was evaluated on how “truly black” the display appears under various viewing conditions, with performance assessed through three rigorous tests:

• Ambient light impact in bright rooms: The display was evaluated for the level of distraction caused by light reflections for viewers while watching TV.[2]
• Black levels in dark settings: In a dark room test, the display’s black level performance was measured to ensure it met the standard of 0.005 nits or less.[3]
• Surface gloss level: Screen surface reflections were measured to determine the amount of glare of Samsung’s Glare-Free Technology.[4]

Exceptional Color for Gaming and Entertainment

The Real Black-certified OLED series delivers exceptional color clarity and contrast that brings every detail to life, whether in fast-paced games or cinematic scenes. The advanced OLED Glare-Free technology enhances this experience by preserving rich colors and deep blacks in any lighting conditions so that viewers can enjoy stunning, true-to-life visuals no matter the content.

Samsung has led the global TV market for 19 consecutive years,[5] a position built on its leadership in premium displays and leading-edge innovations in viewing experiences. In addition to the VDE Real Black certification, Samsung’s 2025 OLED TV lineup is the first in the industry to be certified with AMD FreeSync Premium Pro and has recently been validated as NVIDIA G-SYNC compatible, ensuring seamless performance and smooth gameplay.

To learn more about Samsung OLED TVs, visit https://www.samsung.com/my/

[1] All sizes of the 4K OLED TV S95F series (55’’, 65’’, 77’’ and 83’’) have received certification.

[2] Greyscale discrimination AVG ΔE2000 ≤ 5 in a bright room with 500 Lx.

[3] Black level ≤ 0.005 nits in a dark room (based on ITU-R BT.2100-3 under VDE’s dark room conditions).

[4] Samsung OLED: ≤ 15 Gloss Unit(GU)(ex. Mirror: 100 GU)

[5] Omdia, Feb-2025 (Results are not an endorsement of Samsung).

Samsung Electronics today announced that its 2025 OLED TV lineup will feature NVIDIA G-SYNC compatibility, delivering ultra-smooth gameplay, low latency, and enhanced responsiveness to meet the needs of gaming enthusiasts worldwide.

With NVIDIA G-SYNC compatibility, Samsung’s 2025 OLED TVs synchronize the TV’s refresh rate with the GPU’s frame rate, reducing screen tearing and stuttering for a seamless and immersive gaming experience.[1] Paired with Samsung’s Motion Xcelerator technology, which supports refresh rates up to 165Hz, gamers can enjoy exceptionally fluid visuals and sharp clarity during fast-paced action scenes.

“With the addition of NVIDIA G-SYNC compatibility and our most advanced gaming features yet, Samsung’s 2025 OLED TVs deliver elite-level performance for even the most competitive players,” said Kevin Lee, Executive Vice President of the Visual Display Customer Experience Team at Samsung Electronics. “By building on our leadership in display innovation and integrating real-time AI enhancements, we’re redefining what gamers can expect from a TV—on and off the battlefield.”

The new lineup also supports AMD FreeSync Premium Pro, ensuring broad compatibility and adaptive sync performance across a range of GPUs. Additional core gaming features include Auto Low Latency Mode (ALLM) to minimize input lag and deliver instant response.

To further elevate gameplay, the 2025 OLED TVs introduce AI Auto Game Mode, which intelligently analyzes game genres and scene content in real time to automatically optimize picture and sound settings—eliminating the need for manual adjustments. Gamers can also take advantage of the Game Bar, a pop-up interface that allows quick access to key settings without exiting the game.

While engineered for elite gaming, Samsung’s OLED TVs also deliver a premium cinematic and connected home experience as well. Features such as AI Upscaling, Glare Free screen technology, and SmartThings integration ensure immersive visuals and effortless control in any environment.

The NVIDIA G-SYNC compatibility feature will be available on Samsung’s flagship S95F model and will subsequently roll out to additional models in the 2025 OLED lineup.

For more information on Samsung OLED TVs, please visit : https://www.samsung.com/my/tvs/oled-tv/highlights/

[1] NVIDIA G-SYNC compatibility requires connection to a compatible NVIDIA graphics card and may require enabling VRR settings in both the TV and GPU driver settings. Performance may vary depending on system configuration.

According to market research firm Omdia, Samsung achieved a 28.3% market share in the global TV market in 2024, maintaining the number one ranking it has held since 2006. This continued success is driven by the company’s commitment to premium and ultra-large screen innovation, as well as the introduction of cutting-edge, AI-powered TVs.

“Samsung’s 19-year reign as the global TV market leader has been made possible by the trust and support of our customers,” said Hun Lee, Executive Vice President of Visual Display Business at Samsung Electronics. “We will continue to shape the future of the TV industry with innovations like AI-powered TVs, delivering products and services that meaningfully enrich people’s lives.”

▲ Samsung Electronics secured its position as the global leader in the TV market for the 19th consecutive year (Source: Omdia , Feb-2025. Results are not an endorsement of Samsung)

Dominance in the Premium and Ultra-Large TV Segments

Samsung solidified its leadership in the high-end TV market, particularly in the premium ($2,500+) and ultra-large (75-inch and above) segments:

• Premium ($2,500+) TVs – Samsung captured a 49.6% market share, accounting for nearly half of the global premium TV market.
• 75-inch and above – Samsung led the ultra-large category with a 28.7% market share.

QLED and OLED TV Success

Samsung also maintained its leadership in the QLED and OLED segments, reinforcing its dominance in the premium TV industry:

• QLED TVs – With 8.34 million units sold, Samsung commanded a 46.8% market share, further strengthening its leadership in this category. The global QLED market also saw significant growth, surpassing 10% of total TV sales for the first time.
• OLED TVs – Samsung’s OLED sales reached 1.44 million units in 2024, securing a 27.3% market share. This marks a year-over-year (YoY) increase of 42% and 4.6% in unit sales and market share, respectively, reflecting strong consumer demand for Samsung’s OLED innovations.

Transforming Home Entertainment with AI and Art

At CES 2025, Samsung unveiled Vision AI, a breakthrough in AI-powered screens that extends beyond traditional entertainment. By analyzing user preferences, intent and habits, Vision AI delivers a seamlessly personalized viewing experience that shapes the future of smart home displays.

Samsung is also expanding its Samsung Art Store — originally available exclusively on The Frame — to Neo QLED and QLED models this year, providing more consumers with access to a personalized digital art experience.

For more information, please visit: https://www.samsung.com/my/

Motion Clarity with Motion Xcelerator 144Hz

Precision matters in gaming. The Samsung OLED S95D, equipped with Motion Xcelerator 144Hz[1], offers ultra-smooth visuals and unmatched motion clarity, so every frame is crisp and each movement fluid.

Traditional TVs often struggle with motion blur and judder, which can affect gameplay, especially in high-speed or action-packed games. Samsung’s Motion Xcelerator 144Hz technology significantly reduces these issues, allowing you to react faster, aim with greater accuracy, and experience gameplay as developers intended. Whether you’re dodging an enemy attack or making a split-second turn, the Samsung OLED S95D makes you not miss a beat.

Optimised Gaming Settings with AI Auto Game Mode

Different games require different display settings, and manually adjusting them can be a hassle. The Samsung OLED S95D eliminates this challenge with its AI Auto Game Mode[2], which intelligently optimises the TV’s settings based on the game genre.

This feature, powered by Samsung’s NQ4 AI Gen2 Processor[3], detects what type of game you’re playing; whether it’s an RPG, FPS, or sports game and automatically fine-tunes the visuals and performance for peak gaming efficiency. Expect deeper contrasts for cinematic storytelling, enhanced brightness for competitive play, and seamless frame rates for a lag-free experience.

Why Gamers Will Love the Samsung OLED S95D

Beyond speed and AI-powered enhancements, the Samsung OLED S95D offers deeper blacks, vibrant colours, and a glare-free display for uninterrupted gaming, regardless of lighting conditions.

Additionally, EyeComfort Mode helps reduce eye strain by automatically adjusting the display’s brightness based on the time of day, ensuring a more comfortable viewing experience during marathon gaming sessions. Whether it’s day or night, the S95D optimizes visuals for peak performance and comfort, transforming your setup into a professional-grade battleground.

Limited-Time Valentine’s Day Promotion!

From today until 16 February 2025, elevate your gaming and entertainment experience with Samsung’s Ideal Match, True Love promotion[4]. Pair your Samsung OLED TV with selected soundbar and enjoy double the benefits[5], including:

• Savings up to RM5,000 on OLED TVs
• Savings up to RM800 on selected soundbars
• Trade Up rebate worth up to RM1,600
• 2x Samsung Rewards Points
• Free Basic Installation worth RM180

For more information, please visit: https://www.samsung.com/my/offer/2025-oled-festival/

[1] 4K 144 Hz is only available with PC connected games that support such specifications (PC graphic card required). Performance may vary.

[2] Availability may vary according to game content and format.

[3] Viewing experience may vary according to types of content and format.

[4] While stocks last. Terms and conditions apply.

[5] Promotion is on first come first served basis and while stocks last. Terms & conditions apply.