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By Samsung Newsroom
As the demand for exceptional sound grows, the role of audio devices is evolving. Speakers are no longer confined to simple playback, now acting as sculptural elements that shape the atmosphere of a space, offering not just pristine audio but also striking visual appeal and experiences designed for everyday living as design objects.
Samsung Electronics’ Music Studio, a wireless Wi-Fi speaker, was born from this evolution. Drawing inspiration from an orb and a dot, visual representations of how sound expands, its design stands out as a distinctive presence in any space. Meanwhile, its finely tuned acoustics flood a space with lush, immersive sound, elevating the fundamental value of audio.
▲ Music Studio 5 (left) and Music Studio 7 (right) feature an object-inspired design that visualizes how sound expands to complete the aesthetics of a space. Samsung Newsroom spoke with Jongmin Kim of the Product Planning Group, Jongbae Kim of the Sound Lab and Minsun Kang of the Product Design Group — all within the Visual Display (VD) Business Division — to explore how Music Studio redefines the boundaries between sound technology and design.
▲ (From left) Jongbae Kim (Sound Lab), Minsun Kang (Product Design Group) and Jongmin Kim (Product Planning Group), all from the VD Business Division
From Casual Listeners to Immersive Listeners: Tailoring the Listening Experience
The reasons people choose audio devices are more varied than ever, shaped by personal tastes and how they enjoy content. As immersive spatial audio from movies to games becomes a staple beyond just music, more listeners seek products that blend cutting-edge performance with inspired design.
Jongmin Kim explained the thinking behind Music Studio: “We focused on preserving the essence of sound while ensuring the product blends naturally into its surroundings, optimizing the overall user experience.” The decision to introduce two distinct models was based on in-depth consumer analysis. “We identified different needs between ‘casual listeners,’ who enjoy background music in their daily lives and ‘immersive listeners,’ who focus on the finer details of sound and fully engage with content,” Kim added. “Based on this, we differentiated the core value of each model to better serve each listening style.”
▲ Music Studio tailors the listening experience to user preferences, differentiating the core value of each model for optimized everyday use. Collaboration with global partners was also a key factor in expanding the listening experience. “To deliver meaningful value to users, we worked closely with our partners,” Kim said. “As a result, we were able to introduce Spotify Tap — a Wi-Fi-based feature that allows users to start music with a single button press without using a smartphone — to Music Studio for the first time globally, creating a differentiated user experience unique to Samsung audio products.”
Bringing Live-Like Immersion to Everyday Spaces With Music Studio 7
Creating an immersive audio environment requires highly sophisticated sound engineering. Designed specifically for spatial audio, Music Studio 7 underwent nearly two years of development and validation. At its core is a 3.1.1 Channel system that delivers sound in four directions — front, left, right and upward — along with advanced acoustic technologies that precisely control each channel.
▲ Music Studio 7 uses Waveguide and Pattern Control technologies that precisely control sound directivity, delivering immersive spatial audio reminiscent of a live performance. Jongbae Kim emphasized, “To create a sense of space from a single device, it is essential to control each channel so that sounds do not blend together. The ‘Waveguide’ and ‘Pattern Control’ technologies applied to Music Studio 7 are core technologies for spatial audio sound.”
The high-frequency range, which has strong directivity, can be easily controlled using the physical structure of the Waveguide. However, the mid-frequency range, which has relatively longer wavelengths, is difficult to narrow down in directivity using only the Waveguide. Pattern Control is a technology that suppresses specific sound areas using phase control signals. By inputting phase control signals based on Left, Right and Top channels into the front channel, it prevents the directivity of each channel from spreading unnecessarily. This enhances channel separation and delivers a more immersive sense of depth and 3D moving effects, even with a single speaker. Kim explained, “With these technologies, we have made it possible to clearly perceive the precise location and movement of sound using just one speaker.”
▲ With precise acoustic engineering that delivers distortion-free sound at both high and low frequencies, Music Studio 7 produces deep, rich, high-quality audio despite its size. To push performance even further, AI Dynamic Bass Control tackles the low-frequency distortion often found in compact speakers. This technology automatically analyzes and fine-tunes the woofer’s nonlinear movement, delivering deep, powerful bass from a surprisingly small package.
Music Studio 5 Balances Design and Sound Through Refined Aesthetics
Music Studio 5 offers harmonious sound wrapped in sculptural elegance and lifestyle-oriented design. Minsun Kang shared, “One of our biggest challenges was preserving Music Studio’s unique look while making sure it excelled as a speaker.”
A key influence was the collaboration with acclaimed furniture designer Erwan Bouroullec, which helped define Samsung Audio’s design language. Kang noted, “Blending Bouroullec’s artistic vision with Samsung’s practical approach, we crafted a look that feels at home as part of daily life.” Early on, the team experimented with bold forms to spark creativity, but turning these ideas into a high-performing speaker brought unique technical hurdles in arranging components and perfecting the acoustic structure.
▲ Music Studio 5 features a micro-perforated structure that balances object-like design and acoustic performance within an interior-friendly aesthetic. Kang shared, “To achieve both sculptural refinement and rich sound, we used a micro-perforated design on the front of the product. From afar, it stands out as a striking piece, but up close, its structure reveals the essence of audio.” In recognition of its design brilliance, Music Studio 5 was honored with the Gold Award at the prestigious iF Design Awards 2026. Kang added, “This achievement is the result of close teamwork with Bouroullec and the relentless dedication of our entire design team. We feel a special connection to this product, as it truly captures the meeting point of technology and aesthetics.”
In addition, Samsung’s proprietary Bluetooth audio codec, SSC (Samsung Seamless Codec), ensures stable, high-quality sound even without wires, perfectly uniting sleek design with top-tier performance.
Expanding the Sound Ecosystem With Q-Symphony
Rather than functioning as a standalone device, Music Studio offers an integrated entertainment experience through seamless connectivity and optimized sound synchronization across devices. As a Wi-Fi speaker with fully wireless connections except for power, it offers the flexibility to place it freely throughout the home. Jongmin Kim emphasized, “Regardless of where it is placed, Music Studio delivers sound optimized for the user’s listening environment, whether for music or video content.”
The Q-Symphony feature, which wirelessly connects with Samsung TVs, further enhances this experience. Supporting up to five devices simultaneously — including 2026 Wi-Fi speakers and soundbars — creates a more immersive surround-sound environment without limitations across product types.
Kim explained, “Users can freely configure the system to suit different spaces and use cases — for example, by connecting up to five Music Studio 7 units or pairing a Q-Series Soundbar with four Music Studio speakers. In such a configuration, the system supports up to 19.1.8-channel output, delivering dense, room-filling sound.”
He continued, “Our ultimate goal is to expand connectivity to a wide range of platforms — including partner products, TVs and mobile — so that users can experience optimal sound throughout every moment they engage with content.”
▲ Music Studio 7 (left) delivers immersive spatial audio, while Music Studio 5 (right) offers a refined, object-inspired design — together creating an integrated sound experience through seamless device connectivity. Going beyond the conventional speaker form, Music Studio sets a new standard for both performance and design. Samsung Audio’s innovation continues to enrich everyday spaces with immersive sound and refined aesthetics.
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By Samsung Newsroom
As visitors make their way through the line for ‘Safari World: The Wild’ at Everland, Korea’s largest theme park located in Yongin, Gyeonggi Province, a surprising encounter turns the wait into an extension of the safari adventure itself. On a display with true-to-life scale, realistic tigers and lions appear ready to leap out of the screen and into the queue, adding a heightened sense of excitement before the experience begins.
Samsung Electronics recently installed its glasses-free 3D display, Spatial Signage, at the newly renovated Safari World at Everland, adding a new dimension to the visitor experience. Powered by Samsung’s patented 3D Plate technology, the display delivers striking depth and realism without the need for 3D glasses — all within a slim 52-millimeter profile.
Samsung Newsroom visited Everland to see how Spatial Signage is making the wait more engaging and to hear firsthand how visitors responded to the immersive display.
▲ Spatial Signage installed in the waiting area of Everland’s Safari World
Spatial Signage Sets the Stage for a Safari Adventure
Even before the safari tour begins, visitors are greeted by animals brought to life on Spatial Signage. The vivid movement and “screen-breaking” three-dimensional effect deepen the sense of immersion, building excitement for the adventure ahead.
▲ Spatial Signage heightens anticipation for the safari adventure with its glasses-free 3D visuals. “Following Safari World’s reopening as a reimagined ecological space with enhanced animal welfare, we wanted to connect every stage of the guest experience — from entry and waiting lines to the safari bus ride — under a unified theme,” said Jiyeon Bae, Leader of Partnership & Alliance Group, Resort Business Division at Samsung C&T. “We saw Spatial Signage as the most effective way to lead guest into the safari adventure.”
Bae added, “To create the atmosphere of a wild expedition, we installed large-scale animal artwork featuring life-size bears, lions and tigers along the waiting route. Extending that visual experience with Spatial Signage, which gives the animals a vivid dimensionality, allowed us to further enhance visitors’ sense of immersion.”
Despite its large 85-inch size, the display also offers considerable flexibility in installation. “Taking into account the attributes of the waiting area, we created a custom frame that blends seamlessly with Safari World’s atmosphere,” Bae said. “This allowed us to position the display naturally within the queue without disrupting the overall environment.”
▲ Bae said watching young children stop to look at the animals on screen shows how Spatial Signage adds a unique element of fun to the waiting area. “Spatial Signage also plays an important role in building anticipation by giving visitors a preview of the animals they are about to see before boarding the safari bus,” noted Bae. “When young children stop in their tracks after spotting a bear or lion on the screen, their eyes often widen with excitement. It becomes clear that the immersive quality of the content is resonating with guests.”
Turning The Wait Time Into a Fascinating 3D Experience
Visitors on-site responded enthusiastically. In particular, the glasses-free 3D experience changed the mood of the waiting area, making it feel like more than just a place to stand in line. Rather than simply watching the screen, they interacted with the animals, took photos and treated the wait itself as part of the fun.
▲ Visitors take photos with the animals on Spatial Signage, turning time spent waiting into part of the overall experience. One visitor who came to Everland with family said, “It felt as if real animals were moving right in front of us. Taking photos with the kids while we waited made the time fly by.” The visitor added, “Seeing the children get excited even before meeting the real animals has made the trip especially worthwhile.” Students visiting on a field trip were equally impressed. “I thought you needed glasses to see 3D, but the tiger looked so real when it seemed to break out of the screen that it genuinely surprised me,” said one student.
▲ Visitors described the vivid movement of the animals on screen as strikingly lifelike. “Seeing the wild animals we are about to meet truly built the anticipation for the safari,” said a couple waiting in the queue together. “It feels like we have already stepped into the safari before even getting on the bus.” A group of tourists visiting Korea also shared their impressions: “The tigers, lions, and bears look so vividly real, as if alive. It makes the wait so much more enjoyable and helps lift spirits before entering the safari adventure.”
Where Technology Meets Space — A New Spatial Interface
▲ Jin, CEO of Klleon, the content development company, emphasized the role of Spatial Signage, serving as an innovative interface that enables visitors to experience the space itself. “Spatial Signage goes beyond simply delivering information — it serves as a spatial interface that enables visitors to directly experience the place they are visiting,” said SeungHyuk Jin, CEO of Klleon, which led the content development for Spatial Signage at Safari World. “We focused on capturing the natural movement of the animals and creating a sense of spatial depth so visitors are immediately immersed in the world of safari while waiting in line.”
At Everland’s Safari World, Samsung Spatial Signage helps shape the identity of the space and adds a new layer of immersion to the visitor journey. With innovations like Spatial Signage, Samsung continues to set the standard for immersive and engaging display experiences across industries.
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By Samsung Newsroom
Michael Najjar is a German artist and explorer whose work moves between the terrestrial and the cosmic, blending photography, digital construction and speculative vision. A future Virgin Galactic astronaut expected to fly aboard Virgin Spaceship Unity (VSS Unity) in 2027, he is set to become the first contemporary artist to travel into space. Najjar’s work charts a world shaped by technology, infrastructure and human ambition. Through his lens, space becomes both a visual subject and a tangible frontier, raising larger questions about perception, progress and the future.
▲ Najjar undergoes zero-gravity flight training while photographing in microgravity. (Credit: Thomas Rusch) Now featured on Samsung Art TVs1 as part of the new Art Basel Hong Kong 2026 Collection, Najjar’s “europa” (2016) brings that expansive visual language into the home. Available exclusively on Samsung Art Store, the work extends the experience of Art Basel beyond the fair, revealing new layers of detail through Samsung’s display technology.
Samsung Newsroom spoke with Najjar about his visual language, the ideas behind his work and the role art can play in everyday environments.
▲ “europa” (2016) reflects Najjar’s fascination with space and human imagination. Archival pigment print, Alu-Dibond, Diasec, custom-made frame, 132 x 202 cm and 67 x 102 cm, edition of 6. (Credit: Michael Najjar)
Mapping the Contemporary Sublime
Q. Much of your work explores how we imagine and experience worlds beyond our immediate surroundings. What continues to inspire you about space as a subject?
I have had a lifelong fascination with space travel. As a young boy, Star Trek had a huge impact on me. Later, I read books by Philip K. Dick, Ray Bradbury and Arthur C. Clarke.
Films like Stanley Kubrick’s “2001: A Space Odyssey” and Ridley Scott’s “Blade Runner” remain constant sources of inspiration. Many of these visionary ideas are now turning into reality, which I find absolutely fascinating.
“We live in a time where experiences increasingly shift into virtual space.”
— Michael Najjar, artist and explorer
Q. Art and space exploration may seem like very different pursuits, but both have become central to your career. How did the path of artist and astronaut take shape in your life, and which came first?
I believe art and space exploration have been closely intertwined since the early Apollo missions — think of Robert Rauschenberg or Andy Warhol. When I began my “outer space” series in 2011, it was immediately clear to me that space exploration was entering a new phase, with a technological leap driven by the rise of private space companies.
In recent years, technological innovation has accelerated human activity in outer space, raising civilizational, ethical and geopolitical questions and calling for a new discourse on humanity’s expansion beyond our home planet. My series now includes over 80 artworks documenting the rise of the new space era.
Q. What feels most meaningful to you about presenting your work through Art Basel Hong Kong?
Art Basel Hong Kong connects global audiences with ideas beyond borders. Sharing my work here amplifies its reach and situates it within a broader dialogue about technology, space exploration and the future of human civilization.
A Visual Language of Technology and Space
Q. How do direct experiences like travel, expeditions and extreme environments shape the way you research and build an image?
We live in a time where experiences increasingly shift into virtual space. For me, physical engagement is essential: I develop concepts through dialogue with scientists, engineers and entrepreneurs, and by testing my own physical and mental limits in extreme conditions such as mountain climbing, glacier crossings and astronaut training. These experiences form the foundation of my artistic work. I like the expression “build an image” — that’s exactly what I do. The process, from the very first idea to the final artwork on the wall, can sometimes take more than a year.
▲ (From left) Najjar behind the scenes in Iceland and at work amid the dramatic Icelandic landscape that informs his visual language. (Credit: Michael Najjar)
Q. Technology has changed the way people create and experience art in major ways. Over the course of your career, how has that shift influenced your practice?
For me, technology has always been both a medium and a subject. I have always been fascinated by the impact of new technologies on society. Early in my career, it was about the digitalization of the photographic process; later, with the rise of the internet, interconnectivity and data flows became central. With AI, we are entering an entirely new universe, being propelled at light speed, with the risk of being swallowed by a vast black hole. What has truly changed over the past three decades is the speed of technological evolution — acceleration shapes every aspect of our human existence. Today, the focus is on the transformative power of artificial intelligence.
“It always makes a difference if you go somewhere to look at art or if you live with art.”
Q. “europa” feels closely connected to your interest in space and the unknown. Can you tell us more about the ideas behind the piece and the kind of response you hope it creates for viewers?
Europa is an extraordinary icy world, its entire surface covered by a thick ice shell several kilometers deep. Solid scientific evidence now shows that beneath this shell lies a 100-kilometer-deep saltwater ocean, possibly containing more than twice the water on Earth. There is also a high probability that Europa has the right conditions to support life.
Bringing the Infinite Inside the Home
Q. “europa” is one of the works featured in this year’s Art Basel Hong Kong collection on Samsung Art Store. What makes it a compelling piece to encounter digitally at home?
The work “europa” visualizes the surface of Jupiter’s moon Europa, one of the most likely places to find life outside Earth. The visual composition — very much inspired by German painter Caspar David Friedrich — fuses landscape portraits photographed in a glacier region of Iceland with images of the surface of the Europa moon taken by the flyby Galileo space probe. The work also conveys humankind’s irrepressible urge to discover new worlds and learn more about the origins of human life.
“Staring at stunning artworks on a Samsung TV can be way more thrilling than binge-watching the latest streaming series.”
Q. Samsung Art Store makes it possible for people to discover and experience art as part of everyday life. What does that kind of accessibility mean to you as an artist?
Samsung Art Store is about making art more accessible, interactive and part of everyday living, rather than confined to physical spaces like galleries, museums or art fairs. The artwork reaches people unexpectedly, inviting reflection in daily moments. I really like that idea!
▲ Subscribers to Samsung Art Store can access “europa” through the Art Basel Hong Kong 2026 Collection.
Q. Does knowing that viewers may encounter your work at home change the way you think about how it is seen or experienced?
Well, many of my collectors have my artworks hanging at home. Knowing that people can now experience the work at home through Samsung Art TV adds a new dimension. It always makes a difference if you go somewhere to look at art or if you live with art.
Q. If someone encounters your work for the first time through Samsung Art Store, what do you hope they notice or take away from the experience?
I hope they realize that staring at stunning artworks on a Samsung TV can be way more thrilling than binge-watching the latest streaming series.
“Samsung Art Store is about making art more accessible, interactive and part of everyday living, rather than confined to physical spaces like galleries, museums or art fairs.”
Samsung Electronics serves as the official display of Art Basel and launches the Art Basel Collections on Samsung Art Store. These curated digital exhibitions are available exclusively on Samsung Art Store and feature artists showcased at four Art Basel venues — Hong Kong, Basel, Paris and Miami Beach. Samsung Art Store brings together more than 5,000 artworks in 4K from over 800 artists and 80+ partners in a single subscription service. Available across Samsung’s expanded 2026 Art TV lineup, it offers a new way to live with art through screens designed to fit naturally into everyday interiors.
Samsung Art TVs include all 2026 models with Samsung Art Store above the M80H, except S90H and S85H. ︎ View the full article
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By Samsung Newsroom
Samsung is calling all gaming enthusiasts worldwide to watch elite gamers compete during an upcoming hybrid EA SPORTS FC 26 Clubs event. Top gamers from four of Europe’s top footballing countries will battle for championship glory on March 27 during Samsung’s Virtual OLED FC tournament.
During the event, team captains will compete on stage in front of a live audience at Samsung KX in London, 7pm GMT, while remote players will compete and be able to watch all the action via the Samsung Odyssey Twitch channel. Whether attending in-person or joining remotely, fans will experience all the thrills of the game in stunning detail, through Samsung’s latest OLED display technology.
No Breaks, No Excuses: The OLED Advantage
Samsung’s latest OLED lineup will power every moment of the tournament. On the main stage, the 65-inch and 83-inch S90F TVs will deliver 4K at 144Hz with 0.03ms response time for ultra-smooth gameplay at lightning-fast speed, so every tactical movement will hit without delay.
The glare-free OLED panel and AI-powered picture and sound ensure spectators catch every critical detail whether it’s a defender positioning in the shadows, open passes, or all the angles that separate good players from championship players.
Meanwhile, competitors in the Gaming Bus area within KX will leverage the 27-inch OLED G60SF monitor. At 500Hz refresh rate with 0.03ms response time, the monitor redraws the image 500 times per second to deliver instant response when players make their moves.
The QD-OLED provides vivid color and 300 nits brightness, so every scene comes alive in vivid detail. Samsung OLED Safeguard+ provides reliable protection for the monitor, minimizing the risk of burn-in during extended use, such as throughout a tournament.
OLED FC: Four Teams, Six Qualifying Matches, One Grand Final
All four teams will compete head-to-head in six qualifying matches, with points awarded for wins, individual performance, team play and more. The top two teams will advance to a best-of-three championship final.
Meet the Teams
Team UK: Bateson87 (Captain), AuzioMF, Shauna Games Team France: RockY (Captain), Thip, MaatM Team Germany: FeelGamingTV (Captain), Gamer Brother, FaroooYT Team Spain: Gravesen_1 (Captain), Daniel Perez, MaximoCuevas Team captains will compete on the main stage at Samsung KX, rotating from the side area where the Gaming Bus is positioned between matches. Remote team members will support their on-site team captain while co-streaming their gameplay on personal channels as part of the main Samsung Odyssey broadcast.
Two gaming stars will provide live commentary as the tournament unfolds: professional EA SPORTS FC 26 commentator Brandon Smith (BSmith) will co-host with Daniel Gaskin (Gaskin), who won Esports Color Caster of the Year in 2023 for his professional analysis.
Immersive Audience Experiences
Designated audience play areas at the venue will invite attendees to experience gameplay on the exact Samsung displays powering OLED FC. Between tournament rounds, selected audience members will be chosen to join friendly matches as additional team members, turning spectators into active participants in the competition.
Throughout the tournament, viewers will have the chance to win a 27-inch Odyssey OLED G6 500Hz monitor and an 83-inch OLED S90F Smart TV. The giveaway winner will be announced at 9pm, GMT.
To be part of the OLED FC tournament, tune in via the Samsung Odyssey Twitch channel: twitch.tv/samsungodyssey on March 27 at 7pm, GMT.
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By Samsung Newsroom
At the Game Developers Conference (GDC) Festival of Gaming 2026 from March 9-13 in San Francisco at the Moscone Center, developers, technical leaders and industry experts gathered to see how the latest display breakthroughs are reshaping the PC gaming experience.
During the event, Samsung Electronics also showcased its latest Odyssey gaming monitors and technologies at the San Francisco Marriott Marquis. Samsung brought together gaming industry leaders, enthusiasts and media to get a firsthand look at the Odyssey gaming monitor lineup and to play some of the hottest titles on PC, including Cyberpunk 2077 and Hell is Us.
▲ GDC 2026 was held in San Francisco. Running throughout the week, the Samsung Odyssey Gaming Lounge became a playground for PC visuals, complete with groundbreaking demos, unscripted reactions and candid conversations about what comes next for advanced gaming displays.
“Samsung has redefined 3D gaming — the technology is so sharp and crisp.”
— Floyd Broadnax, gaming content creator
Developers See What Glasses-Free 3D Can Do for Gameplay
The centerpiece of the showcase was Odyssey 3D. Using advanced eye-tracking and view-mapping technology, the monitor delivers a glasses-free 4K 3D display that adjusts depth in real time as players move in front of the screen. This delivers a completely new, immersive way to experience gameplay.
Developers, media and partners lined up to try the thriller Hell is Us from Rogue Factor in 3D on the 27-inch Odyssey 3D (G90XF), ahead of its public availability on Samsung’s 3D gaming library.
“Samsung has been the leading force for 3D gaming. I play everything from horror to FPS games, and the technology is really going to enhance my experience.”
— Ashley Rodgers, gaming content creator
Hell is Us drew a large crowd, with excited visitors eager to experience the game’s tight corridors, distant silhouettes and small environmental cues in glasses-free 3D. On Odyssey, visitors said it was easier to read where to go and feel the adrenaline and fear of each encounter without losing the game’s sense of mystery.
▲ The immersive details in Hell is Us on Odyssey 3D blew media away. Cronos: The New Dawn showcased a different side of 3D gaming through a launch trailer. The added depth on screen makes every moment feel more immersive and enhances the player’s sense of scale and atmosphere.
▲ Media got a close-up look at Cronos: The New Dawn on Odyssey 3D. “Samsung knows games and the brains of the developers, and that is something hardware companies don’t often know.”
— Jonathan Jacques-Belletête, Creative Director, Rogue Factor
▲ Jonathan Jacques-Belletête, Creative Director at Rogue Factor, demonstrated Hell is Us on Odyssey 3D.
Next-Generation Displays Draw Attention From Technical Leaders
HDR10+ GAMING quickly became a talking point in the room. Instead of relying on trial-and-error calibration screens, developers watched the game feed send scene-by-scene information to the monitor so highlights, shadows and color stayed closer to what they see in their own builds.
▲ Samsung’s EVP of Customer Experience Kevin Lee welcomes media to the Odyssey Gaming Lounge at GDC 2026. Developers and media also gravitated toward the 32‑inch Odyssey G8 6K (G80HS), testing how higher resolution affects UI and environmental detail. In busy scenes with dense 4K UHD elements, the extra pixels helped keep fine elements sharp without forcing changes to the game’s core art style.
On the 27-inch Odyssey G6 (G60H), the focus shifted to speed. With a 1,040Hz refresh rate, visitors looked at how fast camera pans, aiming and rapid inputs felt onscreen, and what that might mean for future competitive and high-performance titles.
“With our proven track record in hardware and software innovation, we’re partnering with global gaming studios to chart a clear path forward on compatibility. Ultimately, that’s about delivering an exceptional gaming experience our customers deserve.”
— Kevin Lee, EVP of Customer Experience, Visual Display (VD) Business, Samsung Electronics
A separate roundtable brought together leaders from across the industry, including Jakub Knapik, VP of Art and Global Art Director of CD Projekt RED; Yves Bordeleau, Founder and Head of Studio at Rogue Factor; Jonathan Jacques-Belletête, Creative Director at Rogue Factor; Piotr Babieno, Founder and CEO of Bloober Team; and Samsung’s EVP of Customer Experience Kevin Lee.
▲ Panelists Yves Bordeleau, Founder and Head of Studio at Rogue Factor, Jonathan Jacques-Belletête, Creative Director at Rogue Factor, Kevin Lee, Samsung’s EVP of Customer Experience, Jakub Knapik, VP of Art and Global Art Director of CD Projekt RED, and Piotr Babieno, Founder and CEO of Bloober Team, discuss innovations in gaming. Up-and-coming studios spoke about using new display technology to experiment and take creative risks, while larger publishers focused on setting standards that can scale across multiple genres and platforms. The group compared how they roll out new display features across engines and franchises — from integrating HDR10+ GAMING and 3D to deciding which features make sense for competitive games versus story-driven titles.
▲ Jakub Knapik, VP of Art and Global Art Director of CD Projekt RED, showcases Cyberpunk 2077 on the 32-inch Odyssey G8 6K. “I honestly think HDR10+ is a major milestone in color reproduction, one that we’ve all been waiting for. Thanks to it, players will be able to experience our true artistic intent — not to mention a far more immersive high dynamic range.”
— Jakub Knapik, VP of Art and Global Art Director, CD Projekt RED
For industry leaders, seeing their own content firsthand on Odyssey gaming monitors turned abstract specs into real trade-offs they could see and judge on screen. Samsung’s GDC 2026 showcase made it easier to evaluate which combinations of glasses-free 3D, HDR10+ GAMING, resolution and refresh rate will matter most for the games developers are building now.
Samsung’s gaming momentum shows no signs of slowing. With Hell is Us and Cronos: The New Dawn joining a library that already spans 60+ titles, including The First Berserker: Khazan, Stellar Blade and Lies of P: Overture, the company is on track to double its 3D game portfolio to over 120 titles by the end of 2026.
▲ Samsung Odyssey 3D was front and center at the Game Developers Concert on March 10. As developer partnerships deepen and consumer interest accelerates, Samsung is positioned to lead next-generation gaming through its comprehensive suite of monitor technologies, from 3D depth and dynamic HDR10+ GAMING to high-resolution 6K capability.
▲ Members of the media and content creators enjoy the Samsung Odyssey Gaming Lounge. View the full article
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