Samsung turns the streets of London into a racing arena
From 11 am to 7 pm on 26 September and 11 am to 5 pm on 27 September, Samsung will host a pop‑up gaming event at its newly opened Samsung KX space in King’s Cross. The focus? The debut of Asphalt Legends on the Samsung Gaming Hub cloud‑gaming platform.
The press release, posted on Samsung’s UK news portal on 24 September, frames the weekend as a hands‑on showcase where visitors can "jump behind the wheel" of the latest entry in the long‑running Asphalt franchise. Unlike a traditional console launch, the game is streamed directly from Samsung’s servers, meaning participants simply need a compatible Samsung device – no downloads, no waiting for patches.
What is Asphalt Legends?
Asphalt Legends is the newest title from the developers behind the popular Asphalt series, known for its high‑octane arcade racing, over‑the‑top tracks and a roster of real‑world cars. While the series has traditionally lived on mobile, console and PC, this iteration is being positioned as a cloud‑first experience. Samsung claims the game runs at 1080p with 60 fps on supported devices, leveraging the company’s 5G‑ready hardware to minimise latency.
How Samsung Gaming Hub works
Samsung’s Gaming Hub is a pre‑installed hub on recent Galaxy smartphones, tablets and even some of its Smart TVs. It aggregates a range of cloud‑gaming services – including titles from Ubisoft, Capcom and now Gameloft’s Asphalt Legends – under a single UI. Users sign in with their Samsung account, select a game, and the stream starts instantly. The service is free for Samsung device owners, with optional in‑game purchases.
For UK consumers, the platform offers a convenient alternative to subscription‑heavy services such as Xbox Cloud Gaming or Nvidia GeForce Now. Because the hub is baked into the device’s firmware, there’s no need to juggle multiple apps or accounts.
What to expect at the Samsung KX event
- Live racing tournaments – Attendees can compete in timed laps against each other, with leaderboards displayed on large screens throughout the venue.
- Pro driver challenge – A professional gamer will take on the crowd, giving participants a chance to measure their skills against a seasoned racer.
- Device demo stations – Samsung will showcase its latest Galaxy models (including the Galaxy S 28 Ultra and the foldable Galaxy Z Flip 5) to illustrate how the Gaming Hub performs on flagship hardware.
- Hands‑on cloud gaming – No need to bring a console or a high‑spec PC. The hub streams the game directly, so visitors can experience the fluidity of cloud play first‑hand.
The event is open to the public, and Samsung encourages anyone with a Samsung phone or tablet to drop by. No pre‑registration is required, but the company advises arriving early to avoid queues during the peak midday slots.
Why this matters for contract‑hunters
For readers who are in the market for a new Android phone on a contract, the launch underscores a growing value‑add for Samsung devices. The Gaming Hub is already part of the stock Android experience on most recent Galaxy phones, meaning you get a ready‑made cloud‑gaming gateway at no extra cost. When comparing carrier deals, the ability to stream high‑quality games without a separate subscription can tip the scales in Samsung’s favour.
Moreover, the event gives a rare opportunity to test‑drive the latest hardware in a real‑world scenario. If you’re considering a flagship like the Galaxy S 28 Ultra, seeing how it handles a demanding title like Asphalt Legends can be a useful data point before signing a 24‑month contract.
How to join the fun
- Head to Samsung KX – 5 St John Street, King’s Cross, London (nearest tube: King’s Cross St Pancras).
- Bring a Samsung device – Any recent Galaxy phone or tablet will work; the hub is pre‑installed.
- Show up during opening hours – 26 Sept 11:00‑19:00, 27 Sept 11:00‑17:00.
- Grab a demo slot – Walk‑up participants can queue for a racing station on the spot.
- Stay for the pro challenge – The schedule will be posted on‑site; keep an eye out for the head‑to‑head showdown.
If you can’t make it to London, Samsung notes that the same cloud‑gaming experience is available via the Gaming Hub app on all Samsung devices across the UK. Simply open the app, select Asphalt Legends, and start racing from the comfort of your own home.
The bigger picture
Samsung’s push into cloud gaming reflects a broader industry trend: manufacturers are using streaming services to differentiate their hardware. By bundling a free, ready‑to‑use platform, Samsung hopes to lock users into its ecosystem, much like Apple does with Apple Arcade. For UK Android shoppers, this could mean more value‑packed contracts that bundle premium hardware with exclusive entertainment features.
Whether you’re a die‑hard racing fan or just curious about the future of mobile gaming, the Asphalt Legends launch at Samsung KX offers a tangible glimpse of where cloud‑first gaming is headed – and a chance to try it out without a subscription.
For further details, Samsung directs queries to its media contact at seuk.pr@samsung.com or to the UK support page at samsung.com/uk/support.
