David Perry, co-founder of cloud gaming technology company Gaikai told Gamasutra at E3 on Wednesday that Gaikai's service will be heading to family room televisions next year.
"I will promise you this: you will see Gaikai on digital televisions in 2012," he said, "and it will not require any big [partnerships]. I would expect it to be on lots of televisions."
Perry explained, "we're able to stream our [technology] into the TV without putting in any chip. That's a pretty big advantage, and there's been a lot of effort put into that. ... We can put the Gaikai app on the Vizio TV without modification of the Vizio TV."
Perry's promise comes as OnLive, another cloud gaming company that works on a different business model than Gakai, was showing off at E3 a line of Vizio-manufactured TVs that have OnLive technology built in.
Unlike OnLive, which acts as a cloud-based storefront that sells games to consumers, Gaikai implements a service-based, business-facing model that will make money by charging game publishers for the tech's ability to let web surfers click through an ad to play a free demo of a game instantly in a web browser with no download.
Currently, Gaikai is signed up with Electronic Arts as a partner, and recently premiered the service with a streaming click-through ad demo of Mass Effect 2. The company is currently working to seal deals with other major publishers.
Gaiaki chief strategy officer Nanea Reeves said the company's goal is to grow its affiliate network and hit 10 million monthly uniques by fall of this year.
She added, "We are focused on multiple devices, and you'll hear more from us on that."
Gamasutra will have more from Gaikai and OnLive in the coming days.