According to GameSpot, Microsoft has announced a new partnership with Hisense to bring the Xbox app to TVs running the V homeOS (formerly VIDAA). The key announcement is that people will soon be able to play Xbox games on these TVs without owning a physical console, using Xbox Cloud Gaming which is included with Game Pass Ultimate and other tiers. Microsoft stated the goal is to make gaming available “across a broad range of devices,” but specific launch details won’t be shared until the coming months. This follows a similar 2022 integration with Samsung TVs. Microsoft Gaming CEO Phil Spencer has previously framed the strategy as increasing the number of people in the Xbox ecosystem, whether they play on Android, Switch, PC, or now, smart TVs.
The end of the console wall?
Here’s the thing: Microsoft isn’t just selling a plastic box anymore. They’re selling a subscription service and a platform. And every new screen that gets the Xbox app is another potential entry point for a Game Pass subscriber. Think about it. If you can get a solid gaming experience on the TV you already own, why buy a separate $500 machine? For a huge segment of casual or budget-conscious players, that’s a compelling argument. This isn’t about killing the Xbox console—hardcore fans will always want that dedicated power—but it’s about removing every possible barrier to entry.
Why this makes sense for Microsoft
So why is Microsoft so keen to give away the razor to sell the blades? Because, as the article hints, the real money isn’t in console hardware. It’s in the recurring revenue from services like Game Pass and the cut from game sales. A console sale is a one-time event. A Game Pass subscriber is a monthly paycheck. By embedding Xbox into TVs, PCs, and phones, they’re building a massive, resilient ecosystem that isn’t tied to a single device’s success or failure. It’s a hedge against the future. If the next console cycle stumbles, they’ve already built their audience elsewhere.
What it means for everyone else
For users, it’s pure convenience and choice. For developers, it’s a larger potential audience, but also the continued challenge of optimizing games for cloud streaming. And for competitors like Sony and Nintendo, it’s a direct challenge to the traditional console model. Microsoft is playing a different game entirely, one where the living room battle isn’t won by a box under the TV, but by an app on its home screen. The big question is whether the streaming experience can ever truly match local hardware, especially for fast-paced titles. But for many games, it’s already “good enough.” And in tech, “good enough” that’s convenient often wins.
