Xbox: Cloud gaming is a "great alternative" to console, not a replacement
James Batchelor
Editor-in-Chief
Tuesday 12th July 2022
Microsoft
Samsung Electronics Co., Ltd.
Xbox
"No storage limits, no downloads. Just bring your controller."
That's the promise given by the sizzle reel for the Samsung Gaming Hub at its launch event in London on Monday, accompanied by action-packed footage from the likes of Halo Infinite, Forza Horizon 5, Red Dead Redemption 2, Fortnite and more.
The Hub is an area on Samsung's 2022 Smart TVs that offers users access to Microsoft's Xbox Game Pass, Nvidia's GeForce Now, Google's Stadia, Amazon's Luna and even PC subscription service Utomik, enabling them to stream games via the cloud.
In the communications around it, there are references to unlocking gaming for people without a dedicated device -- but what indication do these companies have that there is enough demand for such a service? Both Microsoft and Sony have repeatedly said that demand for their latest consoles is higher than any previous generation, so surely those who would enjoy the titles shown already own such a device (if not a PlayStation 5 or Xbox Series X|S, then likely one of their forebears)?
"From our side, we know there's three billion gamers out there around the world, and we know we are talking to the vast majority of those customers today," Pav Bhardwaj, senior global product manager at Xbox Game Pass, tells GamesIndustry.biz.
Pav Bhardwaj, Xbox
"For us, cloud gaming opens up our product and our service to customers around the world in different markets. There are different reasons why people don't buy dedicated hardware: affordability, accessibility, maybe they're lapsed gamers or already own devices for other platforms. We really think this is about accessibility and choice."
Gus Grimaldi, Samsung
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