Xbox has revealed a new collaboration with TV manufacturer Hisense to introduce its cloud gaming service on Hisense TV platforms. This partnership will allow Hisense TV users to access Xbox Cloud Streaming and play Xbox games without needing to purchase the console.
Microsoft expressed its vision to ensure gamers have easy access to their games, community, and achievements. The addition of the Xbox app to select Hisense and V homeOS-powered TVs is a step towards enabling gaming on a variety of devices, making it convenient for players to enjoy games wherever they prefer.
Although the integration of Xbox Cloud Streaming onto Hisense TVs is not immediate, more details are expected to be provided in the upcoming months. Potential buyers are advised to wait for further updates before making a purchase solely for Xbox Cloud Streaming.
The specific models of Hisense TVs compatible with the app have not been disclosed yet. Xbox Cloud Streaming demands a certain level of hardware capability for smooth game streaming and the ability to connect to a Bluetooth controller.
Samsung was the pioneer in incorporating Xbox Cloud Gaming into its TVs, allowing users to stream Xbox games without a physical console connection.
While an Xbox console is not necessary for streaming games, players will need an active subscription to Xbox Game Pass Ultimate to utilize the service. Game streaming is limited to titles available on Xbox Game Pass, unless players opt to buy games separately from the Xbox Store.
This move aligns with Xbox’s strategy to shift away from reliance on physical consoles. The shift began in late 2024 with Microsoft’s adoption of the slogan ‘This is an Xbox,’ emphasizing the flexibility of playing Xbox games on various devices such as phones, tablets, TVs, and portable PCs.
Earlier this year, Xbox introduced its portable Xbox console, the Xbox ROG Ally, though its commercial performance remains undisclosed.
Typically, console sales do not generate significant profits for manufacturers but serve as a gateway to an ecosystem where players spend on games and additional content.
Microsoft emphasizes the Xbox Game Pass subscription, essential for accessing Xbox Cloud Gaming, as a more lucrative model compared to selling individual consoles. Priced at £22.99 monthly, the subscription model offers a more sustainable revenue stream for Microsoft.
Xbox console sales have declined notably compared to the PlayStation 5, with industry analyst Christopher Dring reporting a 39% drop in UK console sales in 2025, marking Xbox’s weakest sales performance on record.
With physical console sales facing challenges, Xbox is betting on game streaming as the future of gaming. As Samsung and Hisense embrace this technology early on, it is likely that other TV manufacturers will follow suit soon.