Microsoft and LG have unveiled a new partnership aimed at transforming select internet-connected vehicles into mobile Xbox gaming hubs. Announced on September 9, 2025, this initiative integrates Xbox Cloud Gaming into vehicles running LG's webOS Automotive platform, allowing passengers to stream games from the Xbox app directly while on the move.
To access this service, players will need an Xbox Game Pass Ultimate subscription alongside a compatible automotive data plan. This unlocks instant access to hundreds of games through Game Pass, supporting Microsoft’s growing push to make Xbox gaming available on a wide variety of devices without requiring a traditional console.
The first beneficiaries of this integration will primarily be electric vehicles (EVs) equipped with LG's webOS Automotive Content Platform (ACP), especially within Kia models. LG executive Eun Seok-hyun has projected that over 20 million vehicles capable of supporting Xbox Cloud Gaming will be on the roads globally by 2030. While the service currently has limited reach in the United States, its expansion will depend in part on evolving government policies regarding EV incentives.
A recent demonstration video highlighted rear-seat gaming experiences, emphasizing passenger entertainment while maintaining driver focus on the road. Games such as Forza Horizon 5 and upcoming titles like The Elder Scrolls 6 would be accessible through this service, illustrating the potential for high-quality gaming inside cars.
Xbox marketing executive Christopher Lee described this move as part of Xbox’s broader effort to reach gamers beyond consoles, extending to TVs, mobile phones, and PCs. This strategy aligns with Microsoft's “This Is An Xbox” campaign, reinforcing the company’s vision of Xbox gaming as a platform accessible anywhere, anytime.
Furthermore, Microsoft is preparing to launch the ROG Xbox Ally and ROG Xbox Ally X handheld gaming PCs on October 16, 2025, which will also support cloud gaming among other features. Although pricing details remain unconfirmed, rumors suggest the higher-end device could retail for up to $900, providing a portable gaming option alongside in-car experiences.
This partnership represents a notable convergence of gaming and automotive technology sectors, signaling a future where entertainment options within vehicles become more immersive and diverse. As cloud gaming continues to grow, Microsoft’s approach of creating flexible, device-agnostic experiences reflects changing consumer demands for mobile and versatile gaming solutions.
While the primary focus is entertainment expansion, this evolution occurs amid ongoing shifts in work and mobility patterns, including Microsoft's recent return-to-office mandates for Redmond-area employees. With gaming becoming an integral part of vehicle infotainment, users may find new ways to enjoy games during commutes and travel.
The collaboration between Microsoft and LG underscores the increasingly blurred lines between gaming, technology, and transportation industries as companies innovate to capture new market opportunities in 2025 and beyond.
