Microsoft has unveiled a significant new partnership aimed at expanding the reach of its Xbox gaming ecosystem far beyond the traditional console. The tech giant is teaming up with television manufacturer Hisense to integrate the Xbox Cloud Streaming service directly into select Hisense TV sets.
No Console Required: The Future of Xbox Gaming
This collaboration means that, in the near future, owners of compatible Hisense televisions will be able to dive into a library of Xbox titles without ever needing to purchase a physical Xbox Series X or S. The service will be delivered via the cloud, streaming games directly to the TV. Players will, however, require an active Xbox Game Pass Ultimate subscription, which currently costs £22.99 per month, to access the streaming library.
In a statement, Microsoft emphasised its broader vision, stating the move is about making games and communities accessible across a wide array of devices. "Bringing the Xbox app to select Hisense... TVs is another step toward making gaming available across a broad range of devices," the company said. This follows the earlier integration of the service on Samsung smart TVs, positioning Hisense as another early adopter in the TV space.
Details and Caveats for UK Gamers
While the announcement is significant, Microsoft has cautioned that the rollout is not immediate. The company stated that more information on the integration will be revealed 'in the coming months'. Furthermore, it has not yet been confirmed which specific Hisense TV models will support the app, as the service requires a certain level of hardware capability for smooth streaming and Bluetooth connectivity for controllers.
This strategic pivot comes at a time when Xbox console sales are facing challenges. Industry analyst Christopher Dring reported that Xbox hardware sales in the UK fell by 39% during 2025, marking what he described as the brand's 'worst year on record' for console sales in the region. The move towards cloud and subscription services appears to be a direct response to this trend.
A Strategic Shift Away from the Box
This partnership is a clear component of Microsoft's long-term strategy to decouple the Xbox experience from a single piece of hardware. The initiative began in late 2024 with the 'This is an Xbox' campaign, promoting the idea that the platform exists on phones, tablets, PCs, and now, directly on televisions.
Consoles are traditionally low-margin products for manufacturers, with the real revenue generated from game sales, microtransactions, and services within the ecosystem. By pushing the £22.99-per-month Game Pass Ultimate subscription, Microsoft is pursuing a more consistently lucrative model than relying on intermittent console sales, which can cost around £450 per unit.
If the collaborations with Samsung and now Hisense prove successful, it is likely only a matter of time before other major TV manufacturers follow suit, further cementing cloud streaming as a central pillar of Xbox's future.
