Everything is an Xbox: Microsoft’s Cloud Gaming Crusade Is Coming for Your Car

For years, Microsoft’s strategy for Xbox has been clear: move beyond the traditional console and turn every screen into a potential gaming platform. This philosophy, encapsulated by the phrase “This is an Xbox,” has already seen the Xbox app come to smart TVs, PCs, and handhelds like the ROG Xbox Ally. Now, in a move that has surprised and amused the gaming world, Microsoft is taking this crusade to the next logical—or perhaps illogical—place: your car. In a new partnership with LG Electronics, Xbox Cloud Gaming is being integrated into select internet-connected vehicles, turning your car into a rolling entertainment hub and, in a sense, a new kind of Xbox.

Gaming on the Go: The LG and Microsoft Partnership

Announced at the annual IAA Mobility Show in Munich, the partnership with LG is a major step in expanding the reach of Xbox Cloud Gaming. The service will be available in cars that feature LG’s webOS Automotive Content Platform (ACP), which is already being used in a number of Kia models in Europe. This means that passengers in these vehicles will be able to stream and play a wide range of Xbox Game Pass Ultimate titles, including blockbuster games like Forza Horizon 5, The Outer Worlds 2, and even the upcoming Gears of War: Reloaded. All you need is an active data plan for your vehicle and a compatible Bluetooth controller.

The system is designed for a number of use cases. Whether you’re a family on a long road trip looking to keep the kids entertained, or a person waiting for your electric vehicle to charge, the service promises to make time spent in your car more enjoyable. Of course, all of this is being done in full compliance with driving safety regulations, meaning the gaming is restricted to when the car is stationary. This is a crucial detail that ensures the driver is not distracted. The fact that the partnership is with LG and not the car manufacturers themselves suggests that this is just the beginning and that Microsoft and LG are looking to expand this technology to other automotive brands in the future.

The “Everything is an Xbox” Philosophy in Action

The move to put Xbox in a car is the clearest and most literal expression of Microsoft’s “This is an Xbox” marketing campaign to date. The strategy is about making gaming more accessible by meeting players where they are, without the need for them to purchase a separate console. It’s a way for Microsoft to grow the Xbox ecosystem and increase its Game Pass subscriber base without the financial burden of selling hardware at a loss. As Christopher Lee, Vice President of Xbox Marketing, stated in a recent press release, “By adding vehicles to the mix, we’re giving players more choice than ever in how they enjoy their games.”

However, the announcement has been met with a mix of amusement and criticism from the gaming community. Many have questioned the necessity of the feature, arguing that it is an “unneeded gimmick” that distracts from the core goal of selling consoles and first-party games. Others have pointed out that most cars don’t have a built-in screen that is big enough or in the right position to make a good gaming experience. Still, the fact remains that this is a bold and ambitious move that demonstrates the scale of Microsoft’s vision for the future of gaming.

Conclusion: The Future is On the Road

The partnership between Microsoft and LG to bring Xbox Cloud Gaming to cars is a fascinating development in the gaming world. It’s a clear signal that Microsoft is not just thinking about the future of consoles, but the future of gaming as a whole. While some may see it as a silly gimmick, it is a crucial part of a larger strategy to make gaming a ubiquitous part of our lives, from our TVs to our phones and now, our cars. The idea of playing your favorite Xbox games on a road trip is no longer a futuristic fantasy; it’s a reality. So, the next time you’re stuck in traffic, just remember: you’re not in a car, you’re in an Xbox, and the open road to the future of gaming is just getting started.