Microsoft has launched the Xbox app on select LG TVs, allowing users to play Xbox games without needing a console. This initiative, part of the "This Is An Xbox" campaign, targets LG's 2022 OLED and 2023 Smart TVs, as well as compatible monitors. With a Game Pass Ultimate subscription, users can stream games using various controllers. Phil Spencer, CEO of Microsoft Gaming, emphasizes accessibility, aiming to broaden their gaming ecosystem beyond traditional consoles. This strategy also aids Microsoft’s revenue growth amidst recent layoffs, underscoring their shift towards subscription-based gaming services.
"We want to increase the number of people playing on Xbox, but ‘playing on Xbox’ doesn’t strictly mean a dedicated Xbox console. It can be on various devices!"
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