Microsoft and Samsung join forces on Xbox One X Project

Efe Udin
Sep 6, 2017

Advanced gaming is definitely the perfect way of indoor relaxation for so many, however, the fun of gaming is lessened when the display output is not top-notch. To this end, Samsung and Microsoft are collaborating to initiate an exclusive marketing and retail partnership which would have Samsung QLED TVs as the preferred choice for the expected ultra-high definition 4K Xbox One X.

Eddie Combs, Vice President of marketing for Samsung Electronics America, told Marketing Daily.

“With the arrival of true 4K gaming this fall, the decision to team up with the Xbox One X team was an easy choice. As respective industry leaders in the consumer technology space, Samsung and Xbox are an unbeatable 4K gaming combination.”

No matter how advanced a console is, if the TV capabilities are low-end, it affects the consoles performance. Thus, Microsoft, the maker of Xbox One X intends to show off the games the way the developers intended by associating it with Samsung QLED TVs which are known for high picture quality, low-input lag, and game-specific optimization settings.

Xbox-One-X-Samsung-Tizen-TVFurthermore, the connectivity between the TV and the console will be seamless because the connection will be extended into Samsung’s Smart Hub operating system on the QLED TVs. This will enable the instant recognition of the Xbox One X console when connected and the remote will be programmed to identify a “Game Mode” which can be used to optimize different gaming settings which include volume, video, display etc.

Mike Nichols, Corporate Vice President and Chief Marketing Officer, Xbox, said

 “Xbox One X will bring true 4K gaming to console players for the first time with 40 percent more power than any other console. Samsung’s QLED 4K TV is our favorite way to play Xbox One X, and we’re thrilled to join forces with Samsung in the U.S. to deliver immersive 4K gaming experiences to our fans.”

This agreement which was first made public at the E3 2017 conference will custom Samsung TV to run around the launch of the Xbox One X and also through the marketing and retail activations this fall as well as during the holidays.

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