Samsung has unveiled its Gaming Hub Challenge, the first-ever live-streamed gaming event on London’s 3D Piccadilly Circus screen.

At 4pm today [15 December 2023], Samsung, in partnership with creative agency Cheil, will launch a 30-minute 3D broadcast, including live gameplay from Samsung’s King’s Cross store, and ad breaks featuring game-related Samsung products.

According to the mobile phone giant, it is aiming to connect with gamers and non-gamers via the live stream, which will see influencers ApparentlyJxck and Vatira5 battling it out to win the title of Samsung Gaming Hub Champion.

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The live event is also being amplified with activity across Facebook, Instagram, Twitch, YouTube and S.com, supported by PR.

Samsung Europe Gaming Service Product Manager, Anita Luo said: “This amazing world-first event with 3D and live streaming in Piccadilly Circus showcases the innovative new ways Samsung is bringing gaming to our customers’ screens. We want gaming to be exciting and accessible to everyone.

“The Samsung Gaming Hub is a new way to play games on your TV. With over 3,000 games and no console required, gaming has never been so easy.”

Cheil Head of Business Donna Buckingham added: “We’re incredibly proud to be partnering with Samsung to launch the first-ever live-streamed gaming event on the iconic 3D Piccadilly Circus screen.

“Whether watching online or visiting the Piccadilly screen, fans can enjoy cheering on their gaming hero, experiencing a first-of-its-kind event that positions the Samsung Gaming Hub as the heart of gaming.”

The news follows Samsung recently opening a two-week pop-up skatepark in London in celebration of its Galaxy Z Flip5 foldable device.

The “Drop in with Samsung Flip Park”, which runs from 30 November to 16 December, has been developed in partnership with global creative network Iris, to create an event which gets as many people as possible “hands-on” with the new Galaxy Z Flip5 in the run-up to Christmas.