OnLive in talks with Sony, Microsoft, and Valve

Cloud gaming provider OnLive wants to be as ubiquitous as Netflix. Already, it has struck deals to integrate its game streaming service with televisions and other electronic devices. However, its biggest victory would come from partnering with the console providers, much like Netflix does. And, discussions are already happening, according to OnLive VP of Engineering Joe Bentley. "There are OnLive guys chatting [Sony and MS], but we'll see where it goes," he told CVG. "But it would absolutely work, we're ready to work with everybody."

Bentley also notes that the similarities between the PS3, Xbox 360 and OnLive controller make it easy to bring the service to one (or both) of the platforms. "Our controller is a hybrid between a PS3 controller and an Xbox controller. It's all compatible, it would just work."

But will either of the platform manufacturers be willing to open their platform to, essentially, a competitor? Right now, it seems like the most likely candidate would be Sony, who partnered with Valve to allow Steamworks integration into the PS3 version of Portal 2. Sony also allowed Vudu, a competing movie delivery service, on the platform, to directly compete with the PlayStation Store.

While OnLive will undoubtedly continue pursuing other avenues for penetrating the television market, the company may have found an unexpected partner: Valve. "Gabe [Newell] and his team really like what we're doing," Bentley added. "I can't go into specifics of any conversations we've had but we have had conversations with everybody in the industry. They really dig OnLive."