After Samsung, it’s LG’s turn to sign a partnership with Microsoft to integrate Xbox Game Pass into its televisions. Faced with Sony and its strategy focused on the sale of PlayStation consoles, Microsoft continues to bet on the dematerialization of Xbox.
Like every year, LG takes advantage of CES in Las Vegas to unveil new televisions. The Korean giant is placing emphasis this year on the brightness of its OLED models which, thanks to new technology, is soaring. The evo 2025 range also goes to 165 Hz, while introducing a new processor dedicated to artificial intelligence. Moreover, as with Samsung, LG’s new televisions integrate Microsoft Copilot and other generative AI services.
At the 30th minute of its press conference on January 6, LG made an unexpected announcement: Xbox Game Pass is coming natively to its televisions.
LG televisions have an Xbox… or almost
“This is an Xbox”, these are the words used by LG to define its new range of televisions.
LG deliberately exaggerates, but is not completely lying. This is indeed the desire displayed by Microsoft with its Game Pass subscription. The company dreams of transforming all devices into “Xbox”, even if it means relegating its consoles to the background. His ultimate dream is for everyone to use the Xbox service for gaming, turning their business into a service.
In 2022, Xbox signed an exclusive partnership with Samsung, before adding its Game Pass service to Amazon Fire TV devices. For 17.99 euros per month, it is possible to access almost the entire Xbox catalog in cloud gaming from your television, without having to make any downloads. Owners of LG televisions will also be able to purchase games unavailable on Game Pass, and play them with their emulated Xbox. The only conditions are:
- connect a controller via Bluetooth,
- have a good Internet connection.
In 2025, Xbox Game Pass will land on LG televisions, which are among the most popular alongside those of Samsung. The next step appears to be launching the Xbox service on Android TV, to reach most other major brands. Microsoft will undoubtedly come to this, with the risk of relegating its console to second place.
In comparison, Sony, its biggest rival, continues to focus on the sale of PlayStation consoles despite the introduction of a catalog of subscription games. Microsoft’s strategy has not yet paid off, but the arrival of Game Pass on many devices could one day reverse the balance of power. Remember that the acquisition of Activision allows Game Pass to offer the entire Call of Duty catalog.
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