Microsoft will expand the Xbox Cloud ecosystem in the coming months by bringing the Xbox app to select Hisense and V homeOS-powered Smart TVs.

The company remains intent on convincing consumers that a myriad of electronic devices—including Smart TVs, VR headsets, handhelds, and smartphones—can be turned into an Xbox by leveraging cloud technology and Xbox Game Pass.

Microsoft rolled out a new 'This is an Xbox' marketing campaign in 2024 to underline that point, and has again reiterated that the future of Xbox will not revolve solely around console hardware.

"As we step into the new year, many of us are looking for fresh ways to play, connect, and explore. That's why we're excited to announce a new partnership with V (formerly VIDAA) that expands where your gaming adventures can happen: the Xbox app is coming to select Hisense and V homeOS-powered Smart TVs in 2026," read a post on the Xbox website.

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"This partnership is all about giving you more freedom and flexibility to play how you want. Xbox Game Pass subscribers—including Ultimate, Premium, and Essential subscribers—will be able to stream hundreds of games, from new releases to fan favorites, directly through the Xbox app on supported TVs via Xbox Cloud Gaming."

Xbox Cloud Gaming is currently available on select Smart TVs from Samsung and LG. A number of Amazon Fire TV devices are also supported.

Microsoft has bolstered the Xbox ecosystem in recent years with the launch of an Xbox-branded handheld device (built in collaboration with Asus) and ever-expanding support for Xbox Cloud Gaming.

Notably, the company has also released a range of Xbox Game Studios titles on PlayStation and Nintendo hardware—with Microsoft even noting that it became the top publisher on PlayStation for a period last year.

Microsoft has made its multi-platform push amid declining Xbox hardware revenue and widespread layoffs within Xbox Game Studios.