Samsung, Microsoft to partner on games

NEW YORK ― Microsoft and Samsung Electronics announced on Thursday that they have formed an alliance to introduce high-definition technology to the video game industry. Samsung will be Microsoft’s exclusive high-definition TV, or HDTV, partner for its next-generation Xbox gaming platform, the first time Microsoft has incorporated a consumer electronics technology partner with the Xbox console and games. The announcement was made during the Home Entertainment Expo at the New York Hilton. “Samsung is a natural partner to showcase the richness of the next-generation Xbox,” said Peter Moore, corporate vice president of worldwide marketing and publishing for Xbox at Microsoft. “Samsung HDTVs will provide Xbox enthusiasts with the truest high-definition gaming experience available.” As a result of the partnership, the next-generation Xbox gaming platforms will be sold with Samsung TVs. Microsoft’s first high-definition game will incorporate Samsung-branded products as well as the Samsung logo as part of the overall HD gaming experience. Also, to promote the concept of high-definition gaming, the companies plan to place more than 25,000 Samsung high-definition televisions in Microsoft Xbox retail kiosk locations across the globe. “Gaming has become a primary force for innovation in the entertainment and technology industries,” said Peter Weedfald, a consumer electronics and corporate marketing executive at Samsung’s U.S. headquarters. “Samsung is proud to expand the Microsoft relationship and stand with them at the forefront of the HD gaming century.” The alliance is the latest in collaborative technology efforts between the two tech giants. Microsoft already uses Samsung technology in its Xbox system, and Samsung Smartphones incorporate the Windows Mobile platform. The two companies are also working together in a marketing program, “Samsung’s Hope for Education,” which involves providing technology and software products to U.S. elementary, junior high and high schools. by Shim Sang-bok, Wohn Dong-hee