Your next car could be the next "This is an Xbox" device

In a move that blurs the line between entertainment and mobility, Microsoft and LG have teamed up to bring Xbox Cloud Gaming (Beta) to internet-connected vehicles. Yes, you read that right—your car can now be an Xbox. This isn’t just a tech upgrade; it’s a cultural statement. And it’s powered by the ethos behind Microsoft’s bold “This is an Xbox” campaign.

When Microsoft launched the “This is an Xbox” campaign, it wasn’t just redefining hardware—it was redefining identity. The message was clear: Xbox is no longer confined to a console. It’s a platform, a service, a mindset. Whether you’re gaming on a smart TV, a handheld device, or now, the backseat of a Kia EV3, the Xbox experience travels with you.

This campaign wasn’t just marketing—it was a manifesto. It challenged the idea that gaming has to be tethered to a living room. It invited creators, commuters, and casual players alike to rethink what it means to “own” an Xbox. And now, with LG’s webOS Automotive Content Platform (ACP) integrating Xbox Cloud Gaming, that vision is accelerating—literally.

🚘 LG x Xbox: Gaming in Motion

The partnership between LG and Microsoft is more than a tech flex—it’s a strategic leap into the future of in-car entertainment. Here’s what it means:

Cloud Gaming on the Go: Passengers in select internet-connected vehicles can stream Xbox games via the Xbox app, accessing their Game Pass Ultimate library.
Bluetooth Controller Compatibility: Just pair your controller, log in, and play—no console required.
Safety First: All services are designed to comply with driving safety regulations, ensuring that gaming remains a passenger-only experience.

Kia’s EV3 is the first confirmed vehicle to feature LG’s ACP platform, but more models are expected to follow. This opens up a new frontier for gaming accessibility—especially for families, road trippers, and digital nomads.

Why This Matters?

Legacy Branding: Xbox is evolving into a lifestyle brand, not just a gaming brand. That’s a model worth studying for your own merch and editorial voice.
Bilingual Accessibility: As Xbox expands into new environments, the need for multilingual UX and content grows. This is a prime opportunity to advocate for Spanish-language support in automotive gaming interfaces.
Community Engagement: Imagine Twitch streamers doing road trip streams, or creators offering exclusive content for in-car gaming sessions. The possibilities for audience interaction are expanding.

🏁 Final Lap: “This Is an Xbox” as a Cultural Milestone

Microsoft’s campaign wasn’t just prophetic—it was performative. It dared to say, “If it streams Game Pass, it’s an Xbox.” And now, with LG’s help, that philosophy is parked in your driveway.

This isn’t just about gaming—it’s about redefining space, identity, and access. Your car isn’t just a vehicle. It’s a console. It’s a canvas. It’s an Xbox.