Samsung announces free-to-play Xbox Gaming Zone in London

Mike Wheatley

Samsung Electronics has agreed a one-year deal with Microsoft to create a new and free-to-play Gaming Zone that anyone can experience at the Microsoft Experience Centre in London. Open now, the Gaming Zone is powered by Samsung display technologies and is made up of three areas where visitors can test out new console and cloud-streamed video games.


The Microsoft Experience Centre is located on Regent Street and it’s entirely free to enter. Inside, visitors can engage in gaming sessions in three zones - the Cloud Gaming Zone, Living Room Zone and Tournament Zone. Each one is said to deliver a different experience.

For instance, the Cloud Gaming Zone is the place to test out the Samsung Gaming Hub in Samsung TVs such as its new Neo QLED smart TVs. It showcases how Samsung’s best TVs support cloud gaming, without needing to invest in a console or download massive files onto a PC.

The Living Room zone is the place to play highly immersive console games on a massive, 98-inch Neo QLED 4K display. Meanwhile the Tournament Zone is equipped with 12, 24-inch Samsung Odyssey G3 gaming monitors, where visitors can experience a taste of competitive gaming on the latest Xbox Series X.


Altogether, Samsung said there are 21 Samsung gaming TVs and monitors of various sizes available.

To make things even more interesting, Samsung said it will host a Minecraft Build Challenge every Saturday for the next year between 1 p.m. and 2 p.m. The challenge is designed for players who want to pit their knowledge, skill and creativity in Minecraft building against others. They’ll be asked to complete various tasks, such as building a Treehouse, Super Hero Base, Fairy Tale Castle and even a replica of the Microsoft Experience Centre itself, with instructive guidelines provided to help them get started.

The Minecraft Build Challenge is open to anyone aged 8+, but participants are required to register on the Microsoft Experience Centre website first.

The Microsoft Experience Centre is open from 10.00 a.m. to 7.00 p.m. on Monday to Saturday, and from 12 p.m. to 6 p.m. on Sundays.