Microsoft partners with Samsung to launch its Xbox TV app on June 30, letting Xbox Game Pass Ultimate subscribers play Xbox games without a console

Samsung's 2022 smart TVs will be the first to get the Xbox app — Microsoft is launching its Xbox TV app later this month …

The Verge 2022-06-09 Tom Warren

Context & Ripple Effects

Microsoft had already said it was pursuing a dedicated streaming device and TV-manufacturer integrations; the Samsung rollout turns that smart-TV Game Pass plan into an available service. A same-day hands-on found the app works with Xbox and PS5 controllers but depends on a high-speed connection, defining the practical limits of the launch.

First-order effects

Game Pass Ultimate subscribers with compatible 2022 Samsung TVs can access more than 100 Xbox games through the TV app rather than buying an Xbox console.
Samsung becomes Microsoft's first smart-TV distribution partner for Xbox Cloud Gaming, while Microsoft gains a direct living-room route to Ultimate subscribers.

Second-order effects

Microsoft's Game Pass proposition shifts more of the initial purchase decision from console hardware to subscription access, with Samsung's TV installed base serving as the entry point.
The reported need for a high-speed connection makes broadband quality and home-network performance immediate determinants of the experience Samsung and Microsoft are offering.

Third-order effects

If Microsoft extends the TV-manufacturer model, Xbox distribution increasingly centers on cloud access across third-party screens, while consoles become one route into Game Pass rather than the required route.
The launch tests a console-to-service model in which TV platforms can become subscription acquisition channels, linking Xbox's reach to partners' device ecosystems.

The trend: Xbox is moving toward a console-to-service flywheel, using cloud streaming and third-party TV platforms to make Game Pass accessible beyond dedicated hardware.

Discussion

Xbox Wire Will Tuttle on x
Xbox is Building the Gaming Platform for the Next 20 Years
purexbox.com Ben Kerry on x
Xbox Game Pass Is Coming To Smart TVs, Starting With Samsung
Gameranx Ophelie Castelot on x
Xbox App Now Available On Samsung Smart TVs
@zhugeex Daniel Ahmad on x
Disappointing news from Samsung today that Xbox Cloud Gaming will only work on their Smart TVs but not their smart fridges
@wario64 @wario64 on x
-Xbox App coming to Samsung Smart TVs on June 30th -Xbox Cloud Gaming expands to Argentina and New Zealand -features coming to Game Pass Ultimate members (play games they own in Cloud & new curated demos of upcoming games) -more features for PC gaming https://news.xbox.com/... ht…
@nibellion @nibellion on x
Microsoft is announcing Project Moorcroft which allows Game Pass members to play “new, curated demos” of upcoming games Rolling out next year https://news.xbox.com/... https://twitter.com/...
@xbox @xbox on x
Stream Xbox games directly on your TV, no console required Enjoy over 100 cloud games with the Xbox app on your Samsung 2022 Smart TV: https://news.xbox.com/... https://twitter.com/...
@nibellion @nibellion on x
According to Samsung's press release their Smart Monitor series will get access to the Xbox App as well (since it'll be part of their Gaming Hub) https://news.samsung.com/... https://twitter.com/...
Xbox Wire Xbox Wire on x
Xbox Gaming on Your Samsung Smart TV; No Console Required
@brandolightshed Brandon Ross on x
Samsung / Xbox lowering the barrier to entry for “console” gaming https://www.theverge.com/...
@tomwarren Tom Warren on x
what does the new Xbox TV app feel like? “almost like the real thing” says @camfaulkner who got to try out the Xbox TV app early. This is a big milestone for Xbox Cloud Gaming. Check out our hands-on here: https://www.theverge.com/... https://twitter.com/...
purexbox.com Ben Kerry on x
Xbox Cloud Gaming Will Soon Work Outside Of Game Pass
@nibellion @nibellion on x
According to Microsoft's Sarah Bond, Project Moorcraft sounds like a E3 showfloor demo experience at home Also: developers get financial compensation and access to statistics & data of their demo https://www.theverge.com/... https://twitter.com/...
@tomwarren Tom Warren on x
Xbox Project Moorcroft 👀 Microsoft is trying to bring back the excitement of E3 game demos, and Project Moorcroft is designed to let developers put early game demos on Xbox Game Pass. Full details here: https://www.theverge.com/... https://twitter.com/...
@russellbrandom Russell Brandom on x
Disappointed to learn that something called “Project Moorcroft” is neither spooky nor English https://www.theverge.com/...

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