The ability to play video games without owning a physical console has gained traction in Brazil, particularly among owners of Samsung TVs equipped with the Gaming Hub. Introduced in 2022, this feature allows users to access Xbox Cloud Gaming, Microsoft’s cloud-based gaming service, directly through their television with just a compatible Bluetooth controller. While the convenience has drawn many fans, a persistent issue has frustrated Brazilian players: wait times that can exceed 10 minutes before a game starts. Now, Microsoft is signaling improvements to address this bottleneck and enhance the service’s performance in the country.
During an exclusive interview at Microsoft’s headquarters in Redmond, United States, Matt Booty, vice president of Xbox Game Studios, acknowledged the problem. He admitted that current queue times are longer than both the company and players would prefer. The delays stem from high demand and an infrastructure still being scaled up in Brazil, but Booty assured that efforts are underway to bolster server capacity. The goal is to significantly shorten wait times, though no specific timeline was provided.
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Samsung, meanwhile, has leveraged its partnership with Microsoft to set its TVs apart. As the only brand offering native integration with Xbox Game Pass—a subscription service providing access to hundreds of games—Samsung markets its televisions as “all-in-one” entertainment hubs. Combining live TV, streaming platforms, and cloud gaming, models like the older QN90B still deliver solid performance. However, the user experience continues to hinge on resolving these access delays.
Scaling up infrastructure in Brazil
Microsoft views Xbox Cloud Gaming as a cornerstone of its global gaming strategy. Expanding infrastructure in Brazil is not just a fix for user complaints but a move to strengthen its foothold in a burgeoning market. Brazil ranks among Latin America’s top gaming nations, with millions of active players across platforms. Enhancing local server capacity is a priority to meet this growing audience and attract new subscribers.
Booty emphasized that cloud gaming aligns with the company’s long-term vision. The aim is to bring Xbox titles to any device—TVs, PCs, or even smartphones. This expansion in Brazil mirrors a worldwide push by Microsoft, which has poured resources into streaming technology to rival services like Google Stadia and NVIDIA GeForce Now. For Samsung TV owners, the seamless Game Pass integration eliminates the need for extra hardware, making it an appealing option for those seeking simplicity.
User feedback in Brazil reflects a mixed bag. Online forums and social media buzz with praise for the graphics and game library, yet queues remain the top grievance. Tests on models like the Samsung QN85B show stable performance once a session begins, with minimal latency on high-speed internet. Still, the initial wait time continues to hinder broader adoption of the service.
Why queues persist
Several factors contribute to the delays Brazilian players face. Xbox Cloud Gaming’s popularity surged after its debut on Samsung TVs, but Brazil’s server infrastructure hasn’t kept pace. Unlike the United States or Europe, where Microsoft operates extensive data centers, Latin America relies on a smaller network, leading to congestion during peak hours. Internet quality also plays a role, though the core issue lies in remote processing capacity.
To tackle this, Microsoft has initiated upgrades. New servers are being deployed across strategic South American locations, with Brazil as a focal point. The expectation is that increased capacity will slash wait times to match standards in other regions. For now, the company suggests avoiding peak periods—like weekend evenings—to minimize delays.
- Factors impacting Xbox Cloud Gaming access in Brazil:
- High demand during busy hours.
- Limited local server availability.
- Variations in users’ internet quality.
- Gradual infrastructure expansion.
Samsung TVs’ unique edge
The Microsoft-Samsung collaboration has turned smart TVs into a gateway for cloud gaming. Since 2022, the Gaming Hub has been available on Samsung models from that year onward, including popular lines like Crystal UHD and QLED. With Xbox Game Pass integration, users can dive into titles like “Halo Infinite,” “Forza Horizon 5,” and “Starfield” without an Xbox console—just a compatible controller, such as the Xbox Wireless Controller, is needed.
This sets Samsung apart from competitors like LG and TCL, which lack native cloud gaming support from Microsoft. The strategy has paid off: sales of Gaming Hub-compatible Samsung TVs have risen in Brazil since the feature’s debut, driven by gaming appeal. The company has also extended the functionality to more affordable models, like the 2024 Crystal UHD line, broadening its reach.
Performance isn’t flawless, though. Beyond queues, some users note latency spikes on slower internet connections, an issue Microsoft is addressing through streaming optimizations. Nevertheless, playing top-tier games directly on a TV without pricey hardware marks a leap forward in Brazil, where consoles remain costly due to taxes and currency fluctuations.
Microsoft’s broader gaming ambitions
Cloud gaming is just one pillar of Microsoft’s plan to stay dominant in the industry. Booty stressed the need to meet gamers wherever they play—consoles, PCs, or mobile devices. The $68.7 billion acquisition of Activision Blizzard, finalized in October 2023, underscores this ambition. The deal brought franchises like “Call of Duty,” “World of Warcraft,” and “Candy Crush” under Microsoft’s umbrella, enriching its offerings beyond Xbox.
In Brazil, Game Pass subscribers have welcomed Activision Blizzard titles like “Diablo IV,” with more expected to roll out soon. The cloud gaming expansion aligns with this, aiming to deliver these games to Samsung TVs and, eventually, other platforms. Booty underscored accessibility as the goal, ensuring more people can enjoy Microsoft’s catalog without hardware constraints.
The mobile frontier is next. Microsoft is testing cloud gaming on smartphones, capitalizing on Android and iOS ubiquity. In Brazil, where mobile devices dominate internet use, this could be transformative—especially as 5G networks roll out, promising faster, more reliable connections.
Xbox Cloud Gaming milestones
The service’s evolution in Brazil follows a steady trajectory:
- 2022: Gaming Hub launches on Samsung TVs with Xbox Cloud Gaming support.
- 2023: Activision Blizzard acquisition completed, boosting Game Pass content.
- 2024: Initial server infrastructure expansion in South America.
- 2025: Commitment to shorter queues and enhanced access in Brazil.
Impact on Brazil’s gaming market
Xbox Cloud Gaming’s success in Brazil hinges on balancing infrastructure with demand. With around 90 million gamers, Brazil’s cloud gaming segment is small but growing fast. The Samsung partnership gives Microsoft an edge, though rivals like Sony’s PlayStation Now could capitalize if delays linger.
For consumers, shorter wait times could make cloud gaming mainstream. Playing without an expensive console—where an Xbox Series X exceeds $800—resonates in Brazil. Enhanced servers could retain Game Pass subscribers and draw newcomers, particularly Samsung TV owners.
Local conditions also matter. Brazil’s average urban broadband speed hovers at 50 Mbps, dropping lower in rural areas. Microsoft has tuned the service for 15 Mbps minimums, but broader internet improvements, including 5G, will shape cloud gaming’s future.
What the upgrades promise
Microsoft’s planned enhancements should transform Xbox Cloud Gaming’s usability. More local servers will cut latency, and queues—sometimes hitting 15 minutes during peak times—could shrink to seconds, mirroring mature markets. Mobile optimization is also in the works, potentially boosting adoption in Brazil.
Samsung continues to tout the Gaming Hub as a selling point. Its 2024 models, like the QLED QN85C, feature hardware upgrades that enhance cloud gaming performance. Paired with a growing Game Pass library, fortified by Activision Blizzard hits, this partnership positions both companies strongly in Brazil’s gaming scene.
- Expected benefits from the upgrades:
- Shorter wait times for players.
- Better stability across varying connections.
- Wider access to new Game Pass titles.
- Future integration with more devices.
