Get ready to see the Xbox cloud gaming service on smart TVs and streaming sticks.
On Thursday, Microsoft announced an ambitious plan to expand Xbox through game streaming, bypassing the need for consumers to buy the hardware console. “Xbox is working with global TV manufacturers to embed the Xbox experience directly into internet-connected televisions with no extra hardware required except a controller,” the company said.
For existing TVs, Microsoft added: “Xbox is building its own streaming devices for cloud gaming to reach gamers on any TV or monitor without the need for a console at all.”
The company’s cloud gaming service is currently bundled into Xbox Game Pass Ultimate, which charges $14.99 a month. The cloud gaming removes the need to play Xbox games on a console. Instead, you stream them on an Android phone, provided you have a fast enough internet connection.
To address PC users, the company has been beta-testing the Xbox cloud gaming on Windows 10 PCs and iOS devices through browsers, including Edge, Chrome, and Apple's Safari. On Thursday, Microsoft said the browser-based Xbox cloud gaming option will officially become available to all Xbox Game Pass Ultimate members in the “next few weeks.”
For Windows 10 users, Microsoft is also adding the Xbox cloud gaming option directly in the Xbox Game Pass app for PC. Expect it to arrive later this year.
The push for cloud gaming may shake up Microsoft's business model for Xbox. For years now, the company has been selling millions of Xbox consoles, although at a financial loss, to reach gamers. Now, Microsoft sees an opportunity to reach even more gamers, but this time through the cloud.
"We believe that Microsoft can play a leading role in democratizing gaming and defining the future of interactive entertainment," said CEO Satya Nadella. " There are really three key areas where we believe we have an incredible competitive advantage: First, our leadership in cloud computing. Second, the resources we have to build our subscription service, Xbox Game Pass. And third, our overall focus on empowering (game) creators.”
To improve the streaming times, the company is updating the hardware in Microsoft data centers that powers the cloud gaming experience. “This means gamers will see faster load times, improved frame rates, and experience Xbox Series X|S optimized games,” the company added.
If you think Xbox Game Pass Ultimate is a bit pricey, the company is considering lowering the cost. “Xbox is exploring new subscription offerings for Xbox Game Pass so more players around the world can experience the most immersive and fun games across devices, geographies, and financial realities,” Microsoft said.