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Ouya heading to Asia

Ouya to partner with Xiaomi to bring their content to the Asian market.
Photo by ChinaFotoPress/Getty Images

The U.S. based video game service may turning to Asia in hopes of capturing the growth that has eluded the start-up in its home territory. According to what an Ouya executive told Reuter's the Santa Monica based firm will secure a partnership with Xiaomi Inc that will take its games to Chinese living rooms via the smartphone maker's new streaming boxes and smart TVs.

Xiaomi is now China's top smartphone seller, even outshining Apple Inc and Samsung. Last year Xiaomi expanded into the TV and set-top business when it introduced the "MiBox" and "MiTv". Ouya chief executive Julie Uhrman said that the details are still being worked out, but it does look like Ouya will get a dedicated channel on Xiaomi software installed on those devices. This will allow gamers to purchase and download a selection of its independently developed games later this year.

Uhrman said that "Xiaomi will likely commit to marketing Ouya games". This could be an opportunity to bring new compelling content and developers to gamers and in a region that they have not access to before.

This Kickstarter startup began marketing its software as an app this year, allowing developers to sell games on other devices. Even with this at play the company has 40,000 developers and more than 90 games but very few sealed partnerships. So this opportunity to establish a relationship with Xiaomi is huge and it will give them the edge as far as reaching a new demographic.

China is the world's third largest gaming market. The government just started allowing Microsoft, Sony and Nintendo to sell their consoles . This move rejuvenated their interest in gaming hardware. So this puts Ouya in a perfect position to secure a consumer base in the region.

At this moment Ouya and Xiaomi are discussing launch titles, and according to Uhrman, the two companies will share the profits. However she did not delve further into the subject. What an awesome time to be in the industry, because i'ts always developing, there always new surprises and it's still just the beginning.