According to Thurrott.com, Microsoft has announced Xbox Cloud Gaming is coming later this year to select Hisense smart TVs. The TVs run the company’s newly rebranded homeOS platform, which was formerly known as VIDAA. This follows the launch of the Xbox app on LG smart TVs just a year ago at CES 2024. Lori Wright, Microsoft’s Corporate Vice President of Gaming Partnerships, stated the partnership with V (the new name for Hisense’s VIDAA subsidiary) is about providing “freedom and flexibility for players.” The service is already on Samsung TVs, LG TVs, Amazon Fire TVs, and even some cars, with Microsoft reporting a 45% year-over-year usage increase in November. Xbox Cloud Gaming is now accessible in 29 global markets with all Game Pass tiers.
Microsoft’s screen-everywhere strategy
Look, the console war isn’t over, but Microsoft is clearly playing a different game now. It’s not just about selling Xbox Series X boxes. It’s about getting the Xbox experience, specifically Game Pass, onto as many screens as possible. Smart TVs are the ultimate living room real estate, and they’re a direct competitor to the console itself. Why buy a dedicated box if you can stream directly from the TV’s built-in app? This Hisense deal is another brick in that wall. They’re going after brands that have huge global reach, especially in markets where console penetration might be lower. It’s a smart, if somewhat defensive, play.
The good and bad for gamers
For users, this is pure convenience. More ways to play is rarely a bad thing. If you travel or have a second home, or just don’t want another device under your TV, this is a win. But here’s the thing: the experience is still heavily dependent on your internet connection. And while Microsoft recently added 1440p streaming for Game Pass Ultimate members, the lack of a true 4K option is starting to feel like a glaring omission. 4K is the standard for these smart TVs now. Streaming a blockbuster game at 1080p or even 1440p on a massive 4K panel? It’s not ideal. The convenience is awesome, but the fidelity trade-off is real.
Basically, Microsoft is betting that “good enough” streaming, available everywhere, will hook more people into the Game Pass ecosystem than selling them a premium, local hardware experience. And you know what? They’re probably right for a huge segment of the market. The 45% usage bump shows people are engaging with it. But for the core enthusiast who cares about visual quality and latency, the console or a high-end gaming PC isn’t going anywhere.
What this means for the industry
This continued expansion puts pressure on everyone. It pressures Sony to accelerate its own cloud and subscription plans. It pressures TV manufacturers to pick a side in the streaming platform wars. And it even pressures Microsoft itself to keep improving the underlying tech—better compression, lower latency, and yes, that 4K stream. The endgame seems to be turning Game Pass into a ubiquitous service, like Netflix for games. The TV is just the most logical next screen to conquer. So, is your fridge next? Don’t laugh. At this rate, I wouldn’t rule it out.
