Samsung unveils gaming experience zone at Selfridges London

Samsung Electronics Co., the world's largest chipmaker and a global electronics giant, announced on Sunday it will open a gaming simulator experience zone on Monday at Selfridges London, a luxury department store in England.

The experience zone, where Samsung's 55-inch 1,000-R curved gaming screen Odyssey Ark and 'Samsung Gaming Hub' were installed, was set up on the department store's first floor.

Customers visiting the experience zone can play racing games using a simulator that connects three Samsung Odyssey Ark screens.

The huge display was built to deliver cinematic experiences, superb gaming performance, and an interface offering highly optimized flexibility. It delivers a 165Hz refresh rate, 1 ms response time, and provides a range of features that allow gamers to adjust screen size and ratio for an optimal gaming setup.

Samsung says gamers playing on the Odyssey Ark screens can enjoy a more immersive experience, as if they are riding a real racing car or running on the road.

Gamers can also experience Samsung Gaming Hub, a game platform-linked service that Samsung launched this past summer, on select 2022 Samsung Smart TVs. The service allows TV owners to stream games straight to their devices without connecting, downloading, or devoting space to separate devices.

 "We are very happy to introduce innovative Odyssey Arks and Samsung Gaming Hubs to consumers at Selfridges, one of the most popular shopping malls in the UK," said Tom Morey, DTC Director at Samsung Electronics UK.

In September, shortly after the launch of Odyssey Ark, Samsung also displayed it on the fifth floor of Harrods, another luxury department store in London. Last month it opened a gaming suite in collaboration with the luxury-class W Hotel London.

Write to Ji-Eun Jeong at Jeong@hankyung.com