Microsoft has announced a strategic partnership with V (formerly VIDAA) to launch the Xbox app on select Hisense and V homeOS-powered Smart TVs starting in 2026. This integration will enable Xbox Game Pass subscribers—including Ultimate, Premium, and Essential tiers—to stream hundreds of games directly via Xbox Cloud Gaming without needing a console. The move significantly expands the Xbox ecosystem's reach into the living room hardware market, challenging competitors like Samsung's Gaming Hub and LG's cloud offerings.

By embedding its service directly into TV operating systems, Microsoft is accelerating its 'play anywhere' strategy, making high-fidelity gaming more accessible while driving Game Pass subscription growth. This partnership underscores the industry-wide shift toward cloud-first gaming and smart TV platforms as the new battleground for consumer attention.