Amazon Fire TV 4-Series and Omni QLED smart TVs now support Xbox Cloud Gaming, Microsoft announced today. The native Xbox app delivers console-free access to hundreds of Game Pass titles through compatible Fire TV devices.
The expansion brings native Xbox Cloud Gaming to Fire TV 4-Series and premium Omni QLED Series televisions. Amazon says it plans to bring the app to more Fire TV models "in the future," though specific timing hasn't been announced. This follows Microsoft's July 2024 rollout to Fire TV streaming devices including the Fire TV Stick 4K and Fire TV Cube.
Users need an Xbox Game Pass subscription starting at $9.99 monthly and a compatible Bluetooth controller. Microsoft's Xbox Wireless Controller, Sony's DualSense, and DualShock 4 controllers all work with the service. The Xbox app is available in 29 countries including recent launches in India and Brazil.
Microsoft's cloud gaming push coincides with declining Xbox hardware sales. Xbox console sales dropped 70% year-over-year in November 2025, according to market data. The company has shifted strategy toward subscription services and cross-platform accessibility rather than console exclusivity.
Amazon claims Fire TV customers are embracing cloud gaming in record numbers. The company offers its own Luna cloud gaming service with over 50 titles for Prime members, including Hogwarts Legacy and Indiana Jones and the Great Circle. Both services eliminate the need for dedicated gaming hardware.
Microsoft denied recent reports of a 30% profit margin target for its Xbox division. The company told CNBC the reported figure was incorrect, though it acknowledged setting ambitious financial goals. Typical gaming industry margins range from 17% to 22%, while Xbox reported 12% margins in 2022.
The Xbox app integration allows Fire TV users to stream purchased games through Microsoft's "stream your own game" feature. This extends beyond Game Pass titles to include previously owned Xbox content. Setup requires downloading the Xbox app from the Amazon Appstore and signing in with a Microsoft account.
Microsoft's broader device strategy includes support for PCs, mobile devices, and third-party handhelds like the ROG Ally. The company canceled several high-profile projects including Perfect Dark Reboot and Everwild amid cost-cutting measures affecting over 9,000 employees.
Amazon's Fire TV ecosystem now competes directly with Samsung and LG smart TVs that already offer Xbox Cloud Gaming. The service represents Microsoft's response to competing cloud platforms like Nvidia GeForce Now. Game Pass Ultimate subscribers gain access across all supported devices.
Industry analysts note the timing aligns with Microsoft's 25th Xbox anniversary in 2026. The company reportedly shifted funds from canceled features like Xbox Wrapped toward anniversary celebrations. Microsoft continues expanding its cloud infrastructure to support growing streaming demand.
