OnLive announced during E3 that it is expanding the Web and social aspects of its service in addition to offering on-demand games through smart TVs. The updated in-browser support makes it easier for partners such as publishers and retailers to integrate OnLive's service on their sites, giving gamers one-click access to titles inside a web browser without downloading any additional software, including OnLive's client.

"In just one click, gamers jump into a white-label gaming experience completely defined by the retailer or publisher's website, from startup to return dialogs to window skinning, utilizing OnLive features such as OnLive MultiView in-game live spectating, multiplayer, voice chat, touch support and secure transaction interfaces," the company wrote. Games are launched with a simple URL, so it should be easy to share them.

MultiView, also revealed today, is an improved social spectating feature that lets users watch three other games while continuing to play theirs. The company notes that MultiView isn't just about view others' games for entertainment, but the ability to keep tabs on three fellow gamers can add another dimension for coordinating tactics in co-op multiplayer titles. This feature is currently in beta and due later this summer.

Having originally launched at E3 2010, the latest expo marks OnLive's two-year anniversary. It initially opened with only 19 titles available via PCs and Macs over Ethernet. It now has hundreds of games from over 60 publishers available via TVs, tablets and smartphones over wired, wireless and cellular connections. The company has millions of subscribers and it claims to have had 100% uptime 24/7 since launching.

As part of that growth, OnLive has also announced a partnership that'll see its service added to LG's smart TVs, which are equipped with the outfit's L9 dual-core processor. LG G2 TV owners will have free access to spectating (including MultiView when it's available), Brag Clip video recording, Facebook sharing and hundreds of demos. Full games will require payment, naturally, and some will support LG Cinema 3D.

OnLive has confirmed the availability of several new games:

  • Aliens: Colonial Marines
  • The Cave
  • Darksiders II
  • Hell Yeah!
  • Hitman: Absolution
  • Inversion|
  • London 2012 – The Official Video Game of the Olympic Games
  • Metro: Last Light
  • Ravaged
  • Saints Row: The Third: Enter the Dominatrix
  • Sid Meier's Civilization V: Gods & Kings
  • South Park: The Stick of Truth