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Microsoft is getting ready to open the floodgates for Windows 10 apps on the Xbox One, and some of the company’s first partners are entertainment industry heavyweights: Nickelodeon, Hulu and Dailymotion all will launch Windows 10 Universal Windows Platform apps on the game console later this year. Nascar will also be part of these launch partners, according to a Microsoft news release (hat tip to PC World).

Universal Windows Platform is a cross-device technology that Microsoft first introduced with Windows 10. The platform allows developers to build apps once, and then have them run on Windows PCs, Surface tablets, Windows Mobile phones and soon also the Xbox One.

Microsoft has struggled to get a foothold in the mobile space, which is squarely dominated by Apple’s iOS and Google’s Android mobile operating systems. However, the company has sold an estimated 18 million Xbox One game consoles. Opening up the game console to Universal Windows Platform apps could help to get more developers interested in building apps for the platform, which in turn could also benefit Microsoft’s phones, tablets and Windows PCs.

Publishers on the other hand could also benefit from the move, as it should make it a lot easier to get their apps and services on the game console. Xbox users already spend more time watching video than playing games with the device, and building an app for it could prove to be one more avenue to the living room TV for video providers.