Digital radio service Pandora is finally showing some love to gamers today with the launch of a new application for Xbox One.
Despite being one of the largest streaming music services, the company has previously opted to devote its resources to building a HTML5 web app optimized for television screens rather than develop native apps for game consoles. Considering that consoles are among the most used for streaming services, that might seem like an odd decision, but it was part of Pandora’s strategy to focus less on platforms and more on building a cohesive user experience across many devices, as VentureBeat previously reported. Also, the new native app makes lots of sense because there’s a huge opportunity to extend Pandora’s advertising efforts from mobile devices to the living room (via connected TVs, set-top boxes, and smart home audio systems).
The Xbox One app itself, which is still HTML5-based, allows you to navigate through Pandora using motion gestures and voice commands via Xbox Kinect. The app will also let you continue playing music on Pandora while playing video games, which is actually really cool.
For Microsoft, on-boarding a native Pandora app helps make the Xbox One’s media capabilities more attractive than Sony’s PlayStation 4, which is currently outselling the Xbox One. Regardless, it’s nice to see that Pandora is staying conscious of game consoles beyond just the HTML5 app, which can be accessed through a console’s native web browser.