A new free-to-play Samsung Gaming Zone in collaboration with Xbox has opened at the Microsoft Experience Centre in London.
It consists of three dedicated gaming areas across the Microsoft Experience Centre on Regent Street, including 21 Samsung gaming screens.
The Gaming Zone features a Tournament Zone with 12 24-inch Odyssey G2 gaming monitors, a Living Room Zone with 98-inch Neo QLED 4K HDR Smart TVs and a Cloud Gaming Zone. The latter has 55-inch Neo QLED Smart TVs for game streaming via the cloud gaming Samsung Gaming Hub.
Gus Grimaldi, Head of Product for 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.
“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.”
The Samsung Gaming Zone can be found in the Microsoft Experience Centre, 253-259 Regent Street, London, W1B 2ER.
Samsung also has a partnership with UK-based esports organisation Guild Esports, and in late 2021 Samsung and Guild Esports opened a pop-up experience at Selfridges London.
Samsung Gaming Zone opens as Minecraft Build Challenge gets underway
The Samsung Gaming Zone launched on the same day as Minecraft Legends, a new action strategy game set in the Minecraft Universe.
Those visiting the Microsoft Experience Centre every Saturday between 1-2pm can also take part in a Minecraft Build Challenge. Attendees will be given tasks along with guidelines to develop their own creative build in Minecraft including a Super Hero Base, Treehouse, Fairy Tale Castle and the Microsoft Experience Centre itself.
You can register for the Minecraft Build Challenge here.
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Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He has almost two decades of experience in journalism, and left Esports News UK in June 2025.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He also previously worked as head of content for the British Esports Federation.
