Gaming should be simple and fun for every player. Samsung builds seamless game streaming right into your TV and Mobile device. So you can just play. We partnered with the in-house Samsung Gaming team to develop a global brand that hardcore gamers would love while also being instantly accessible and easy to use for casual gamers.
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From a new custom controller and social stories to a vibrant, expressive motion language and voice – the design system flexes in volume to draw people in. It feels immersive, tapping into gaming vernacular while feeling distinct with clear brand attribution to the Samsung brand. High performance with accessibility and emotion.
With the experience baked into Samsung TV’s, the brand is dialled back – focussing on the games and curation. Away from the product, the brand dials up expression and customisation through avatars, merch and immersive stories on social.