Smart TVs have quietly moved from simple streaming boxes to entertainment powerhouses, and now they are taking another leap. LG says the motion-controlled dance game Just Dance Now is coming to its smart TV platform, according to LG Newsroom. That pushes smart TVs beyond passive streaming into interactive play.
Here is the part that changes the game. We are not talking about a tiny niche. More than two billion smart TVs sit in living rooms worldwide, research indicates, a scale that turns TV gaming from sideshow to main stage. With apps like Just Dance Now landing on big screens, the TV becomes an entertainment ecosystem, not just a window for shows.
The timing helps. Smart TVs have essentially replaced traditional dumb sets on store shelves, research confirms, which makes them the default for shoppers. Roughly 77% of US households and 63% of UK households use smart TVs, according to industry data. LG is stepping into a crowd that is already comfortable with app-based entertainment.
What this means for LG's Gaming Portal strategy
LG's Gaming Portal is getting a notable boost with this addition, though rollout details are still under wraps. The company says service and country availability will be shared later, as reported by LG Newsroom. That staggered approach hints at careful planning, probably licensing and technical work, region by region.
There is a tactical wrinkle too. Gaming Portal access depends on the TV model you own, according to the same source. That creates a tiered value pitch where gaming becomes a premium feature that can justify higher price tags, similar to how display tech or smart features separate models today. A reason to upgrade that is not just about inches or nits.
The Gaming Portal runs on webOS and sits on the home screen for quick access, an interface LG describes as intuitive for discovery and play, LG Newsroom reports. Treating gaming like a first-class app, not a buried option, signals that LG sees interactive titles as essential alongside Netflix or YouTube. A consistent webOS base also gives publishers one platform to target, which should help draw more games to TV.
Bottom line, LG is betting interactive gaming will sit next to streaming as a core use case. The only suspense is how quickly rivals follow.
How smart TV app prominence really works
Just Dance Now landing on LG highlights a behind-the-scenes truth most viewers never notice. The apps you see first are shaped by deals, not just design. Gaming is about to elbow into that space.
Major streamers like Netflix, Disney+, Amazon, Apple, and YouTube cut global prominence deals with TV makers such as Samsung and LG, research shows. Those agreements determine app position and remote shortcuts, and they are lucrative for manufacturers. Every shortcut button on a remote can be a revenue stream, while services get guaranteed visibility.
On tested TVs, launcher rows usually hold 10 to 23 shortcuts, according to the same research. Space is scarce, so placement is pricey. Think grocery shelves at eye level, only digital.
That system can sideline smaller providers that cannot pay for top slots, studies indicate. Which raises a discovery problem. If Just Dance Now sits inside LG's Gaming Portal, it gets a kind of built-in prominence that many games would normally have to buy. Platform partnership as a shortcut, not just pay-for-placement.
Geography tilts the board too. Remote shortcut buttons go to leading US apps 49% of the time, and to regional apps 7%, research demonstrates. No wonder some strong regional games struggle to break out beyond their home markets.
The reality of smart TV adoption and user behavior
Usage patterns tell a blunt story about what succeeds on the big screen.
More than a quarter of users never download any apps beyond what ships on the TV, studies reveal. For gaming, pre-installation or default inclusion matters more than a glossy app store listing. For a motion-controlled title, a spot in the platform can do more than a banner ad ever will.
Customization is another hurdle. Fewer than half of users know how to rearrange their launcher, studies show. If your game is not front and center, many people will never move it there, no matter how much they like it.
And not everyone approaches the interface the same way. Younger, educated, and affluent users are more likely to tweak their setups, research indicates. That could shape who engages most with TV gaming, not due to interest alone, but because of comfort with customization.
Even remote shortcuts have limits. Over two thirds of users have them, yet a significant minority rarely or never press those buttons, according to the same research. In that light, motion control can feel more natural than a maze of buttons for people who already avoid complex remotes.
Why this gaming expansion matters for cord-cutters
This is not just more entertainment. It makes the TV stickier for people who ditched cable.
For cord-cutters, the pitch just got stronger. Instead of a separate console for family play, motion-controlled games can run right on the TV. Low barrier, living room ready.
The behavior data above becomes an advantage. Since fewer than half of users know how to rearrange their app rows, studies show, a game that is preinstalled or surfaced through the Gaming Portal will be discovered and used simply because it is easy to find. With Just Dance Now getting home screen access, even non-gamers are more likely to try it.
There is a hardware angle too. Gaming Portal availability varies by TV model, which lets LG use gaming as a reason to buy higher tier sets. Consumers do the math, pay more for built-in gaming or grab a cheaper TV and add a device later.
The social layer makes it even more appealing. Games like Just Dance Now thrive on group play, which fits the shared living room vibe. Big screen, open space, laughter, a little friendly competition. That kind of party game can anchor the TV as the gathering spot.
Bottom line, smart TVs are becoming all-in-one hubs that cut down on extra boxes and cables. For people who already went streaming first, adding gaming sweetens the deal. The decision now is simple, upgrade for built-in play or stick to separate gear. LG is clearly betting that convenience wins.
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