Samsung Opens Free-to-play Gaming Zone in Collaboration with Xbox at the Microsoft Experience Centre in London

April 19, 2023
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Samsung Collaborates with Xbox to Place Three Dedicated Gaming Areas Across the Microsoft’s Experience centre, Encompassing 21 Samsung Gaming Screens


LONDON, UK – 19th April 2023 – Samsung Electronics UK Ltd. has today unveiled a new free-to-play ‘Gaming Zone’ in collaboration with Xbox at the Microsoft Experience Centre in London. The three dedicated gaming areas across the Microsoft Experience Centre on Regent Street, include a whopping 21 Samsung gaming screens for everyone to enjoy – either as a seasoned gamer or those new to cloud gaming.


The Gaming Zone, with Samsung screens, which launches on the same day as Minecraft Legends – features three key areas:


  1. Cloud Gaming Zone – featuring 55” Neo QLED Smart TVs for game streaming via the Samsung Gaming Hub[1]. Samsung Gaming Hub[2] is the ultimate home for gaming on your Samsung Smart TV. Instantly play the biggest games from Xbox and other top gaming partners with no downloads, storage limits, or console required. Just switch on your TV and play.
  2. Living Room Zone – including 98” Neo QLED 4K HDR Smart TVs
  3. Tournament Zone – containing 12 x 24” inch Odyssey G3 Gaming Monitors for those feeling competitive to battle it out

In addition to this, those visiting the Microsoft Experience Centre every Saturday between 1-2pm can put their creativity, Minecraft knowledge and skills to the test in a fun Minecraft Build Challenge. Attendees will be given tasks along with instructive guidelines throughout to develop their own creative build in Minecraft including a Super Hero Base, Treehouse, Fairy Tale Castle and the Microsoft Experience Centre itself.


Gus Grimaldi, Head of Product, ESBO Samsung Services Group said: “We are very excited to be opening the Gaming Zone at the Microsoft Experience Centre in the heart of London, offering guests of all ages and abilities the chance to enjoy unlimited free play across Samsung’s latest gaming Smart TVs and monitors. With Samsung Gaming Hub, individuals can enjoy the best of gaming, all in one place and play instantly without a console.


Develop your skills in gaming, play against friends and even enter a tournament to battle against others for the ultimate gaming experience – from racing and sports to fun and strategy such as Minecraft Legends, there’s a game for everyone to enjoy.”



Minecraft Legends is a new action strategy game set in the Minecraft Universe. Players assume the role of a hero, tasked with leading allies in heroic battles to defend the Overworld from the destructive piglins. Minecraft Legends includes online campaign co-op and competitive multiplayer options so players can fight alongside or against their friends.


To register for the Minecraft Build Challenge, please visit:


Microsoft Experience Centre – London

253-259 Regent Street

London, England W1B 2ER


Opening hours:

Mon – Sat: 10:00 – 19:00
Sun: 12:00 – 18:00


[1] Internet connection required.

[2] 2021 Samsung Smart TV models above BU8000.

Press Resources > Press Release

Products > TVs & Displays


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