In November 2024, Xbox launched a new marketing campaign called This Is an Xbox. The idea behind the campaign is to let users know that there are multiple devices that can be used to connect to the Xbox ecosystem through Cloud Gaming. This means you don’t have to own an Xbox console to access Xbox games. The cloud is a service that Microsoft, and subsequently Xbox, has been investing heavily in. Xbox Cloud Gaming is currently in beta, but in some areas in the world, it’s very capable of playing most titles smoothly. Xbox has really turned its focus on the Game Pass subscription service, as the sales gap between PlayStation and Xbox consoles continues to widen.
Xbox has now announced a collaboration with LG Electronics so LG Smart TV owners can get access to the Xbox app later this year. Users will still need to have a Game Pass Ultimate subscription in order to access games. This is a great move, considering many consider LG’s lineup of OLED TVs the best for gaming, specifically its C series of OLED TVs. Expect to hear more of these types of announcements this year, as Xbox works hard to bring its Cloud Gaming service to as many devices as possible.
The company has also announced that Game Pass Ultimate subscribers can stream select games they own, outside the Game Pass catalog. That feature will also be heading to LG Smart TVs.
