OnLive hardware deal to grow total addressable market by 75m

Cloud gaming service to achieve significant expansion through TV and Blu-ray manufacturers by year end

Cloud gaming service OnLive will add a total addressable market of 75 million consumers by the end of the year through hardware deals, according to CEO Steve Perlman.

Speaking to at E3 this week, the executive confirmed that partnerships with TV manufacturers - like the Intel deal inked last week - will see the OnLive gaming system stealthily added to Blu-ray and TV hardware.

"We expect, and given estimates from the manufacturers, about 25 million internet TVs and about 50 million Blu-ray players," said Perlman.

"Really every hardware manufacturer wants OnLive built in because it adds value, and the minute one of them has it they all feel that it's a potential reason not to buy a TV if they don't have it. And it adds no cost to their TV."

"There's a lot of TVs being built now with Intel silicon in them - every Google TV has Intel silicon built in," he added.

Although not discussing specific partners, he did say that deals with manufacturers for Europe and other regions were already in place, and he hopes when OnLive officially launches in the UK this autumn it will be available in TVs, as well as through the MicroConsole and other formats.

"Our expectation is that we'll launch in the UK and you'll be able to get the TV with OnLive built into it. Combine that with iPads and Android tablets, PC, Macs and the OnLive Game System, it becomes a pretty large total addressable market."

OnLive thinks more like a media business than games company, said Perlman, where it can bring triple-A PC games to a wider market of portable and home screens.

"If we were a TV network they would talk about 'TAM' - total addressable market. Because anything can carry a TV network - satellite TV, cable TV, broadcast TV or you can send it over the internet.

"But with video games when you talk about total addressable market, what you're always talking about is how many Xbox 360's or how many PlayStation 3's are out there. OnLive is different, it's much more similar to a television channel or Netflix or LoveFilm.

"People will begin to think of video games not as a type of software tied to a particular platform, but begin to think of video games as a type of media, in the same way they think about television, music or movies," he added.

Related stories

OnLive shutting down, Sony snaps up patents

Service will end on April 30, latest subscriptions to be refunded

By Rachel Weber

OnLive expands to Benelux territories

"A highly active and well-connected gaming audience"

By Rachel Weber

Latest comments (6)

Klaus Preisinger Freelance Writing 6 years ago
Talk about a platform to drown people in movie and TV license games, OnLive is still it. Games without any dependence on low input lag, such as Sims or Civ will also do great. I am still not sold on the hardcore full price fps model they are running.
0Sign inorRegisterto rate and reply
Alfonso Sexto Lead Tester, Ubisoft Germany6 years ago
People is still very attached to the phisical possesion of the disk. I'll need to do really well to call the atention of the people.
0Sign inorRegisterto rate and reply
Patrick Frost QA Project Monitor 6 years ago
Looking forward to experiencing this for myself. There are a lot of questions I have about how flexible the experience is but if you're like me and have lots of games to catch up on then the $9.99 pm subscription model is pretty damn sweet. I wonder if there is any small print that comes with that deal though... most likely based on play time.
0Sign inorRegisterto rate and reply
Show all comments (6)
Nick McCrea Gentleman, Pocket Starship6 years ago
If this is any way decent, and competitively priced, then colour me interested, because I'm sick and tired of the PC upgrade treadmill.

That said, the reason I bother to stay on the treadmill at all is because of PC exclusives and entire genres that don't appear anywhere else. Most of the OnLive catalogue I've seen so far doesn't really delve into the core of PC gaming, mostly it's multi-platform releases anyway. So maybe it's not the gaming PC-replacement I'd like it to be.

Edited 1 times. Last edit by Nick McCrea on 9th June 2011 9:26am

0Sign inorRegisterto rate and reply
Rick Cody PBnGames-Board Member 6 years ago
Nick, I'm in the states and I have OnLive. Klaus is exactly right, this game is awesome for games that tolerate low-latency lag, single-player games in general are totally fine. Some games, like Unreal Tournament 3, play pretty competitively online if you have a good connection. But many online shooters and sports games still need work. But their strategy is becoming increasingly brilliant. Universal controllers? Integration into TVs? Monthly subscriptions for unlimited play (somewhat like Netflix)?
It's becoming a competitor
0Sign inorRegisterto rate and reply
Mike Wells Writer 6 years ago
And do we honestly think that the US experience will translate over to the UK with its patchy, sub-standard broadband infrastructure?
0Sign inorRegisterto rate and reply

Sign in to contribute

Need an account? Register now.