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Samsung Opens Free-to-Play Gaming Zones in Collaboration with Xbox at Microsoft Experience Centers in London, New York

Samsung and Xbox Team Up With Dedicated Gaming Areas Across Microsoft’s London and New York Experience Centers, Offering Unique Gaming Experiences on Samsung Screens


Samsung Electronics Ltd. introduced a new free-to-play ‘Gaming Zone’ with Samsung screens in collaboration with Xbox at Microsoft Experience Centers (MEC) in London and New York.

In June of 2022, Microsoft’s Xbox joined Samsung Gaming Hub1, the world’s first smart TV platform to include the Xbox App on Smart TVs2. With this partnership, Samsung Gaming Hub users are now able to stream over 100 high-quality games through the Xbox App by subscribing to ‘Xbox Game Pass.’

two people viewing Minecraft Legend on a Samsung monitor

Visitors can play the Minecraft Legend at the Cloud Gaming Zone in London

To bring the experience to more gamers, Samsung Electronics has teamed up with Microsoft to introduce a dedicated space where gamers can play their favorite Xbox games on the Samsung Gaming Hub. Multiple Samsung Smart TVs and gaming monitors have been installed in the MEC to provide an exciting and unique gaming experience.

The Gaming Zone in both London and New York City across the Microsoft Experience Centers on Regent Street and Fifth Avenue, now have three dedicated gaming areas incorporating a wide range of Samsung gaming screens3 for everyone to enjoy – either as a seasoned gamer or those new to cloud gaming.

three people on a couch playing a game on a 98 inch Samsung NEO QLED 4K TV

Players enjoy the games on a 98-inch Neo QLED 4K HDR Smart TVs

The three gaming areas are:

Powered by Tizen, the Samsung Gaming Hub is an all-in-one game streaming discovery platform bridging hardware and software for a better player experience. Instantly play thousands of games from Xbox, Amazon Luna, NVIDIA GeForce NOW and Utomik, with Antstream Arcade and Blacknut coming in 20234. The Samsung Gaming Hub is the new home for gaming and entertainment with Twitch, Spotify, and YouTube Gaming integration that gives players easy access to enhance their experience. No storage limits, no downloads, no console or PC required – all players need is a Bluetooth-enabled gaming controller and an internet connection to start playing.

Gamers at the XBox-Samsung Free-to-Play Gaming Tournament Zone

Gamers can compete simultaneously at the Tournament Zone

“It is a great pleasure to work with Microsoft to deliver the impressive experience of Samsung Gaming Hub to global gamers,” said Sangsook Han, Executive Vice President of the Visual Display Business at Samsung Electronics. “Samsung Gaming Hub has been incorporated into Samsung Smart TVs and monitors demonstrating the evolution of the Samsung screen experience. Samsung will continue to advance this incredible service to attract global gamers by expanding its partnerships and innovative technology.”

From London to New York, Samsung Gaming Hub is inspiring and connecting global gamers in new and exciting ways. In its collaboration with partners such as Microsoft, Samsung Electronics is helping to create next-level gaming experiences by leveraging its advanced Smart TVs and monitors in Microsoft Experience Centers.

Samsung monitors at Xbox-Samsung free-to-play Gaming Zone

Samsung Electronics introduced a new free-to-play “Gaming Zone” with Samsung screens in collaboration with Xbox at Microsoft Experience Centers (MEC) in London and New York

person looking at various game options on a Samsung monitor

Visitors can instantly play the biggest games from Xbox and other top gaming partners with no downloads, storage limits or console required

gamers with headsets at the Tournament Zone in London

Gamers at the Tournament Zone in London

1 Samsung Gaming Hub is only available in select countries: Brazil, Canada, France, Germany, Italy, Korea, Spain, the U.S. and the U.K. In other European countries, cloud gaming apps can be downloaded from the TV App Store and accessed through the Samsung Smart Hub. Service and content availability may vary by region and partners.
2 As of 2023 new models, Samsung Gaming Hub is supported by Samsung Smart TV models above CU7000, Smart monitors and Odyssey gaming monitors with smart features.
3 Installation products in London MEC include three 98-type Neo QLED 4K (QN90A), six 55-type Neo QLED 4K (QN95B), and 16 24-type Odyssey G3 (G32A). Two additional Odyssey Ark will be installed within May. Installation products in New York City MEC include one 85-type Neo QLED 8K (QN800B), four 55-type Neo QLED 4K (QN85B), and 10 27-type Odyssey G5 (G55A).
4 Service availability for partners may vary by region. Service subscription can be required by partners.

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