Samsung Display is targeting the quantum dot organic light-emitting diode (QD-OLED) monitor market by utilizing internet cafes in major Chinese cities. The strategy aims to expand consumer experience opportunities and secure demand for premium displays by establishing certification points in local internet cafes, which are key sales channels for gaming OLED monitors.
On November 5, Samsung Display announced its collaboration with six monitor brands, including AOC, ASUS, HKC, MSI, Titan Army, and ViewSonic, to operate 'QD-OLED certification points' in Chinese internet cafes (i-cafés).
The certification points will be set up in stores that have installed more than 30 QD-OLED monitors. Certification signs will be placed outside the stores, and dedicated promotional materials and interior designs will be applied inside. By the end of last month, Samsung Display had established 10 certification points in major cities such as Beijing and Shanghai, with plans to increase that number to 60 by year-end.
Chinese internet cafes account for approximately 30-40% of gaming OLED monitor sales. According to the Chinese Ministry of Culture and Tourism, the number of local internet cafes increased by 17% from about 83,000 in 2024 to 97,000 last year.
Internet cafes provide a unique marketing advantage, allowing consumers to experience the picture quality and response performance of high-end gaming monitors before making a purchase, differentiating it from traditional advertising.
The gaming monitor market in China is also rapidly growing. Market research firm IDC reports that total gaming monitor sales surged from 4.93 million units in 2023 to 11.12 million units last year. Notably, self-emissive gaming monitors, including OLEDs, saw an increase from 25,000 units to 560,000 units during the same period, marking a nearly 22-fold growth.
Through the operation of certification points, Samsung Display plans to promote the picture quality competitiveness of QD-OLEDs, particularly among young gamers and first-person shooter (FPS) game users. The company noted that some certification points have shown high utilization rates for premium seating equipped with QD-OLED monitors.
Jung Yong-wook, Executive Director of Samsung Display's Large Display Business Division, stated, "We will enhance local marketing to inform Chinese gamers about the gaming performance of QD-OLED and expand our presence in the premium market."
* This article has been translated by AI.
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