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Samsung hosts immersive 'referee challenge' experience ahead of Euro 2020

Campaign 09 Jun 2021 02:50

Samsung KX, the electronics brand's flagship brand experience space in London's King's Cross, is hosting a referee challenge ahead of the Euro 2020 tournament, which kicks off this week. 

In the immersive gaming experience, football fans are given the opportunity to step into the shoes of a referee and have their say on video assistant referee (VAR) decisions.

Participants are able to review a number of simulated contentious VAR decisions, including handballs, offsides, penalties, dives and fouls. They can then log their decision on the touch screen provided.

The pop-up experience is located outside Samsung KX in Coal Drops Yard, King's Cross, and was unveiled by former Fifa referee Dermot Gallagher.

The dome-shaped experience uses Samsung’s NEO QLED 8K TV range designed to provide an ultra-detailed 8K viewing experience.

The campaign has been launched following research by Samsung KX that revealed 85% of football fans are baffled by the modern rules of football games, with the regulations governing offside, handball and VAR causing the most confusion. 

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