GIANTX joins forces with Samsung for ONE TAP campaign

Multinational esports organisation GIANTX has announced a partnership with electronics manufacturer Samsung to collaborate on an in-person activation.

Taking place at this year’s EGX Comic Con, the activation will see the two parties showcasing a range of products at a themed booth.

The booth, created by both parties, will feature a range of Samsung products including its mobile devices and TVs with game streaming platform Samsung Gaming Hub built-in. In addition, event attendees can win prizes while playing games.

According to a release, the partnership aims to ‘enhance gamer experiences’ and ‘shape the future of interactive entertainment.’ At the booth, GIANTX and Samsung will also promote the latter’s Odyssey range of gaming monitors, which already supports a number of esports organisations including GODSENT.

GIANTX has managed to establish itself as one of Europe’s largest esports organisations following the merger of Giants and EXCEL Esports in 2023. In April 2024, it renewed its existing deal with Hot Wheels while May saw it extend its deal with HSBC UK.

Samsung remains one of the largest non-endemic brands involved in the esports industry. Earlier this week, it partnered with XSET to collaborate on initiatives focused on empowering women. In August, Samsung partnered with Web3 company Illuvium to integrate games into the company’s TVs.

Luis Garcia, Commercial Director of GIANTX, spoke on the deal: “We are delighted to welcome Samsung to the GIANTX family.

“We look forward to activating together at EGX Comic Con 2024, bringing a unique experience to fans from the UK and beyond, showcasing the latest of Samsung technology to our captive audience of gaming and esports enthusiasts.”