The companies are teaming up to promote 4K gaming.
Samsung and Microsoft have announced a new US marketing and retail partnership. Under the exclusive agreement, Samsung's premium QLED Ultra HD TV lineup will be branded as the official 4K TV partner for the upcoming Xbox One X gaming console.
"The arrival of true 4K UHD gameplay on Xbox One X this Fall gives gamers the perfect reason to upgrade their television," said Eddie Combs, Vice President of Marketing for Samsung Electronics America. "If gamers are looking for a TV that delivers premium 4K HDR picture quality with industry leading design and smart functionality, then the QLED TV and Xbox One X are an unbeatable 4K gaming combination."
The partnership began at E3 2017 back in June when Microsoft demoed Xbox One X 4K HDR games on Samsung QLED TVs. Various Xbox and Samsung marketing and retail experiences are also set to kick off soon, along with a custom Samsung national TV spot highlighting the Xbox One X and QLED lineup this fall. Samsung's QLED TVs use new metal quantum dot technology to deliver wide color gamut support and 100 percent color volume. Likewise, the sets include HDR10 support and are among the first displays to include new HDR10+ support (but not Dolby Vision). In addition, the TVs feature a low input lag of less than 20 milliseconds.
"Xbox One X will bring true 4K gaming to console players for the first time with 40 percent more power than any other console," said Mike Nichols, Corporate Vice President and Chief Marketing Officer, Xbox. "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."