On Friday, Samsung took over London’s 3D Piccadilly Circus screen, to live stream its gaming event in a world first.

In partnership with creative agency Cheil, the telecoms giants showcased a 15-minute gameplay featuring two gaming influencers @ApparentlyJxck and @Vatira5 as they battled it out for the title of Samsung Gaming Hub Champion.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

Ocean Labs and Ocean Studio designed a 3D animation of a Samsung Smart TV, to create the Piccadilly Lights show.

As a result, it presented the game as if OOH spectators were watching it on their own TV sets.

Audience members also had the opportunity to share their reactions and support, using their mobile phones to scan a QR code to access a microsite and select an emoji reaction which instantly appeared on the big screen.

Samsung Electronics Head of Product, Gus Grimaldi said: “We are pushing the boundaries to create engaging customer experiences, showcasing our Gaming Hub capabilities in an incredible 3D display on London’s Piccadilly screen.

“We want to encourage people to enjoy and embrace gaming, whether you’re a novice or pro-level – gaming is for everyone. Our Gaming Hub provides thousands of games at your fingertips, and we’re delighted to bring this to life on such an iconic London landmark.”