Samsung, the consumer electronics giant, has teamed up with Illuvium, a popular web3 game, to promote its web3 television bundles. Announced on Aug. 9, Samsung Web3 TVs have integrated support for Illuvium’s NFTs, allowing users to view their in-game weapons, Illuvials, and suits from Illuvium’s three interconnected games. “This integration brings digital art to life on the big screen with stunning clarity, transforming the home TV into an immersive art display and pushing the boundaries of home entertainment.” Illuvium said. “The partnership with Samsung signifies a new era of digital convergence and immersive experiences... By leveraging Samsung's vast distribution network, Illuvium will be brought into the living rooms of millions.” Samsung will also announce its strategic partnership with Illuvium at the Gamescom convention in Sydney later this month. Illuvium will also feature prominently in Samsung’s booth at the event, allowing attendees to demo its three games: Overworld, Arena, and Zero. Participants will also have the opportunity to win prizes, including 10 of Samsung’s GEN3RATOR NFTs that are up for grabs. Users holding both GEN3RATOR and Samsung Gen3 Chip NFTs can exclusively access 2,000 digital artworks from partner projects. The price of Illuvium's ILV token is up 10% in the past 24 hours, according to CoinGecko. Samsung’s foray into web3 Samsung first introduced web3 applications for its smart TVs in May 2022 with the launch of its NFT Platform, allowing users to browse, purchase, and view NFTs from their televisions. Tokens featured on the platform were curated by Nifty Gateway, an NFT auction platform. Samsung followed up with the launch of its web3 TV bundle, GEN3GATE, in April of this year. The bundle is purchased by default alongside two of Samsung’s smart TV models, featuring a Ledger Nano X donning limited edition packaging and a GEN3RATOR NFT. Samsung describes the NFTs as a “digital tool” unlocking access to exclusive features as its web3 roadmap rolls out, including sweepstakes, discounts, events, and feature activations. Samsung Web3 TVs also feature an NFT Gallery allowing users to display NFTs from a digital wallet on their television screens. Several prominent web3 projects have teamed up with Samsung as part of its web3 partner network, including Illuvium, the World of Women NFT collection, the Polygon Ethereum scaling solution, and Belvedere Museum — an Austrian World Heritage Site and venue hosting contemporary art. “Our approach is designed to make diverse Web3 experiences easily accessible to everyone,” said Sven Greier, vice president of TV/AV at Samsung Electronics GmbH. “Together with our selected partners, we offer our customers a simple way to participate in various Web3 experiences.” Samsung first began exploring web3 in 2019 with the launch of the Samsung Blockchain Wallet App. The company followed up that same year with the Samsung Blockchain Platform SDK, a software developer development kit allowing web-based Ethereum applications to launch on mobile.