Microsoft has announced a significant new partnership that further distances the Xbox brand from reliance on physical hardware. The tech giant is teaming up with television manufacturer Hisense to integrate the Xbox Cloud Streaming service directly into the TV's operating system.
Console-Free Gaming on the Big Screen
This collaboration means owners of compatible Hisense TVs will soon be able to play a library of Xbox games without needing to purchase a separate Xbox Series X or S console. All that's required is a Bluetooth controller and a subscription to Xbox Game Pass Ultimate, which currently costs £22.99 per month.
In a statement, Microsoft emphasised its vision to make gaming accessible everywhere. "Our vision is to make sure your games, your community, and your achievements are always within reach," the company said. "Bringing the Xbox app to select Hisense TVs is another step toward making gaming available across a broad range of devices."
Details and Timeline Remain Unclear
However, the announcement comes with several caveats. Microsoft has confirmed that the integration will not be available immediately. The company stated that more information will be revealed "in the coming months," advising gamers not to buy a Hisense TV solely for this feature just yet.
It is also currently unknown which specific Hisense TV models will support the app. The service requires a certain level of processing power for smooth streaming and, crucially, Bluetooth connectivity for controllers. Hisense uses the VIDAA operating system, referred to as homeOS in the press release.
Part of a Broader Strategic Pivot
This move is a clear continuation of Xbox's strategic shift away from being defined by its console sales. The initiative began in late 2024 when Microsoft adopted the "This is an Xbox" tagline, promoting the idea that its games can be played on phones, tablets, PCs, and now, directly on TVs.
Samsung was the first TV maker to adopt Xbox Cloud Gaming, and Hisense now follows as an early adopter. Industry analysts suggest other manufacturers will likely follow suit, cementing cloud streaming as a central pillar of Xbox's future.
The push towards services like Game Pass is driven by economics. Consoles themselves are often sold with little profit, serving primarily to lock users into an ecosystem for game and microtransaction sales. A recurring subscription like Game Pass Ultimate represents a more consistent and lucrative revenue stream for Microsoft compared to one-off hardware sales.
This strategy appears increasingly vital as Xbox console sales in the UK fell by 39% in 2025, according to industry analyst Christopher Dring. This marked the brand's worst year on record for console sales in the region, underscoring the urgency behind Microsoft's cloud-first expansion.
