Microsoft recently launched a bold new addition to their growing catalogue of features on Xbox – a new Xbox app for the Amazon Fire TV stick, which lets users play Xbox games even without an actual Xbox console.

The newly released Xbox app for Amazon Fire TV stick is available on both the $59.99 Fire TV 4k Max stick and its entry level $49.99 Fire TV Stick 4K variant came alongside a new marketing campaign where Microsoft what would’ve been unthinkable years ago – they say you can play Xbox games without an Xbox console.

It’s worth pointing out that the new Xbox app on Amazon’s various Fire TV sticks will still require an Xbox Game Pass Ultimate subscription – the only way to get cloud gaming access, a new recent change Microsoft confirmed alongside a price hike for the entire platform. You’ll also need a Bluetooth-enabled controller like the Xbox Wireless controller or if you’re an unwashed heathen, the PlayStation DualSense controller.

Here’s a look at the new advertisement:

For those who haven’t tried out Xbox Cloud Gaming, it’s a big push for the platform holder alongside their main Xbox Game Pass offerings – and it includes over 400 titles to play entirely by streaming from both Xbox and Windows PC.

It’s not a shock that Microsoft is doubling down on their push beyond the traditional game console space, though hardcore gamers may relent such a future may be in store for the industry. Microsoft is trying to tap into the global market with billions of gamers beyond the couple hundred million that only play on consoles.

Microsoft made big strides to bring some of their first-party games to other platforms beyond Xbox earlier this year with titles like Obsidian Entertainment’s shrunken adventure game Grounded, Obsidian’s medieval adventure game Pentiment, Tango Gamework’s music action game HI-FI RUSH, and even the popular pirate MMO Sea of Thieves.