If we buy Microsoft’s recent ad campaign logic that any Game Pass-running device is an Xbox, it’s time to congratulate LG smart TV owners: You’ll soon own an Xbox. (Yippee!!) Microsoft announced Monday that the Xbox app will arrive on LG’s latest smart TVs later this year,

It’s teaming up with LG’s television division to prove it, announcing a partnership that will bring Xbox games, via Microsoft’s cloud gaming platform, to select LG TVs. That’s in addition to some Samsung TVs that already support the service, plus Apple, Amazon Fire and Android devices that can tap into cloud gaming via their respective Xbox apps.

That's thanks to a new year team-up between Xbox and LG, bringing support for Xbox Cloud Gaming to LG Smart TVs later this year. As shared on Xbox Wire, these LG TVs will soon allow players to browse and play Xbox games through the Cloud via the upcoming Gaming Portal app.

Xbox’s move to partner with LG aligns with its broader strategy to expand cloud gaming services and reach audiences beyond consoles. Past collaborations have seen Xbox Cloud Gam

Chances are that, like me, you've been unable to escape the chorus of 'This is an Xbox.' This insistent marketing campaign touts the cloud-based future Microsoft is striving for with Xbox, moving away from the console-based core of yore towards a platform that can play with almost any stage.