A display apparatus comprising: a display; a user interface; a memory configured to store information regarding an area of interest for each game type, and a representative light-emitting value for each of a plurality of pixel value ranges; a plurality of light emitting diodes (LEDs) provided on one area of the display and configured to emit light in various colors; and a processor configured to: based on information related to a game type being selected through the user interface, identify an area of interest corresponding to the selected game type based on the information stored in the memory, and control a light-emitting state of the plurality of LEDs based on red, green, and blue grayscale data of a pixel corresponding to the identified area of interest in a game image provided through the display, wherein the plurality of LEDs comprise a first LED and a second LED, each located in a different area of the display apparatus, wherein the processor is further configured to: identify a first range and a second range to which a pixel value of the area of interest belongs from among the plurality of pixel value ranges based on RGB grayscale data included in the area of interest, control a light-emitting state of the first LED based on a first representative light-emitting value corresponding to the first range, and control a light-emitting state of the second LED based on a second representative value corresponding to the second range, wherein the first range comprises a pixel value range to which most pixels belong, and wherein the second range comprises a pixel value range to which next most pixels belong. a display; a user interface; a memory configured to store information regarding an area of interest for each game type, and a representative light-emitting value for each of a plurality of pixel value ranges; a plurality of light emitting diodes (LEDs) provided on one area of the display and configured to emit light in various colors; and a processor configured to: based on information related to a game type being selected through the user interface, identify an area of interest corresponding to the selected game type based on the information stored in the memory, and control a light-emitting state of the plurality of LEDs based on red, green, and blue grayscale data of a pixel corresponding to the identified area of interest in a game image provided through the display, wherein the plurality of LEDs comprise a first LED and a second LED, each located in a different area of the display apparatus, wherein the processor is further configured to: identify a first range and a second range to which a pixel value of the area of interest belongs from among the plurality of pixel value ranges based on RGB grayscale data included in the area of interest, control a light-emitting state of the first LED based on a first representative light-emitting value corresponding to the first range, and control a light-emitting state of the second LED based on a second representative value corresponding to the second range, wherein the first range comprises a pixel value range to which most pixels belong, and wherein the second range comprises a pixel value range to which next most pixels belong. based on information related to a game type being selected through the user interface, identify an area of interest corresponding to the selected game type based on the information stored in the memory, and control a light-emitting state of the plurality of LEDs based on red, green, and blue grayscale data of a pixel corresponding to the identified area of interest in a game image provided through the display, wherein the plurality of LEDs comprise a first LED and a second LED, each located in a different area of the display apparatus, wherein the processor is further configured to: identify a first range and a second range to which a pixel value of the area of interest belongs from among the plurality of pixel value ranges based on RGB grayscale data included in the area of interest, control a light-emitting state of the first LED based on a first representative light-emitting value corresponding to the first range, and control a light-emitting state of the second LED based on a second representative value corresponding to the second range, wherein the first range comprises a pixel value range to which most pixels belong, and wherein the second range comprises a pixel value range to which next most pixels belong. identify a first range and a second range to which a pixel value of the area of interest belongs from among the plurality of pixel value ranges based on RGB grayscale data included in the area of interest, control a light-emitting state of the first LED based on a first representative light-emitting value corresponding to the first range, and control a light-emitting state of the second LED based on a second representative value corresponding to the second range, wherein the first range comprises a pixel value range to which most pixels belong, and wherein the second range comprises a pixel value range to which next most pixels belong.