Samsung Display is moving to target China’s gaming display market. Samsung Display said on Thursday it will take part for the first time in Bilibili World 2026, held at the National Exhibition and Convention Center in Shanghai, China.

Bilibili World is an annual event that China’s content platform Bilibili has held since 2017 and has established itself as a leading games expo in Asia. Samsung Display set up a large 90-pyeong booth and opened an interactive exhibition where visitors can play major Chinese games on smartphones, laptops and monitors equipped with Samsung OLED and QD-OLED. It said it designed the entire booth around the concept of the new game "Honor of Kings: World" in cooperation with Tencent, the world’s largest game company.

"Honor of Kings: World", an open-world action role-playing game based on China’s national mobile game "Honor of Kings", is an AAA-class game made with a large production budget and features realistic graphics and flashy battle scenes. Samsung Display also displayed LCD products in the experience zone so visitors can directly feel differences in gaming immersion and win rates depending on display performance.

A Samsung Display exhibition official said the booth was designed in a circular structure like a colosseum by shaping it after Jixia Square, a key setting in "Honor of Kings: World". The official said people will be able to enjoy games on OLED and QD-OLED in a space shaped after the game’s setting and feel immersion and exhilaration that are truly lifelike.

Samsung Display unveiled for the first time its OLED brand for gaming laptops, OBLYX, at the exhibition. OBLYX is named after obsidian, a natural glass with deep and perfect black colour, and symbolises OLED’s black 표현력, design competitiveness and gaming performance. Samsung Display plans to target the gaming market with an OBLYX lineup in various screen sizes and refresh rates.

China’s gaming market is the world’s largest, with about 680,000,000 users, and is growing on demand for mobile games and the spread of high-quality games. According to market research firm Omdia, the compound annual growth rate of China’s gaming OLED laptop market was 1,449 percent from 2023 to 2025, topping the global market growth rate of 405 percent.

Jung Yong-wook (정용욱), head of Samsung Display’s IT Strategic Marketing Team and an executive director, said demand for differentiated gaming displays is rising in China as growth in the country’s game industry combines with the spread of high-spec content. He said Samsung Display will communicate directly with Chinese gamers through exhibitions such as Bilibili World while further expanding cooperation with IT customers in Greater China to strengthen its position in China’s fast-growing gaming display market.