Gamers who own Microsoft's Xbox 360 console can now get access to digital TV provider Sky's programming through the system.
The decision to introduce Sky Player to the Xbox Live online platform means that people no longer need to have access to a satellite to watch programming shown by the company.
Those with a Gold membership to the service and an existing broadband and TV deal with Sky get access to the content for free, although they will need to pay extra for access to sports and movie channels.
However, non-subscribers can also receive the service as internet-only from £15 a month. A special retail pack featuring Live Gold membership and subscription to Sky Sports is also being launched.
Neil Thompson, senior regional director of entertainment and devices for Microsoft, said the deal was "another significant step forward" for both Sky and Xbox 360.
It was recently announced that Sky Player is set to be launched via IP Vision's Fetch TV service from next year.