Apple, Google and Microsoft are all gunning to take control of the living room. 
 
 But now there's a new startup called OUYA that could give all three of them a run for their money. 
 
 OUYA is a $99 Android-powered box that's open to any developer for hacking. That means you can crack it open and play with the hardware and develop any kind of Android application for a television. 
 
 OUYA is starting as a Kickstarter project, looking to raise nearly $1 million to get it off the ground. Any extra money goes toward helping developers create games for the platform. 
 
 Given how open the platform is, it's sure to be a hit with developers who are always very appreciative when they find new hardware and software they can muck around with and turn into their own. 
 
 For example, when the Xbox 360's Kinect motion controller first came out, there were a bunch of hacks for it — though Microsoft didn't endorse them. 
 
 By embracing the hacker community, OUYA is making a strong, alternative play to the rest of the devices gunning for control of the living room. And with good developers come good apps and good hardware — and a better end-user experience. 
 
 In addition to running Android applications, OUYA is going to carry a ton of games that you can play for free. Developers, by default, have to make part of their games free to play. 
 
 We caught up with Julie Uhrman, CEO of OUYA, to find out just what's happening with the device. Here's what we found out: 
 
 It's built on Android, so it won't just be a gaming console. OUYA is starting with games, because that's typically been a good selling point — like for the Xbox 360. 
 
 You can crack open the hardware. OUYA encourages its developers to add new hardware and mess around with it, and they're considering releasing the hardware design specifications. 
 
 It looks great, and it's only $99. The design is done by Yves Behar, a designer picked by PayPal and Jawbone to produce great-looking products. It's about the cost of an Xbox 360 console on contract, but it's completely open. 
 
 Here's a lightly-edited transcript of the interview: 
 
 BUSINESS INSIDER: What is OUYA? 
 
 Julie Uhrman: It's a new game console, specifically for the TV that we think is really going to disrupt the market. We're bringing the openness of mobile internet platforms to console gaming. It's inexpensive, the games will be free to try, whether it's a level or demo or some amount of time. Developers can monetize the consumer any way they want — it can be micro transactions, a demo, it can be a paid app, or a $60 app. Our only requirement is some aspect has to be free to try. Any developer that wants to build a tv game can do so. 
 
 We're working with Yves Behar to build the project. It's gonna be beautiful, and we're putting a ton of attention on the controller and the rest of the design. We're all sort of feeling that the console industry has experienced a brain drain as gamers and developers are switching from console to mobile. The hardware is too expensive, nothing was announced at E3. All the creative and innovative games are coming from tablets, that's where developers are going. We believe tv provides the best experience, it shouldn't have to be this way. We want to bring games back to the living room. The greatest amount of dollars are being spent there. Some of the guys that have fled developing for mobile will come back. 
 
 BI: How are the games distributed? 
 
 JU: The games are going to be downloaded onto our console, but it is digital distribution to the extent that there's no disk drive. 
 
 BI: Do you expect this to just be a game console, or a media hub like the Xbox 360? 
 
 JU: We think the largest quantity of boxes in the living room are game consoles. The reason we're starting with games is because that's the reason to buy. All the other types of content you can get from another number of sources, including your DVR. One of the reasons we built this on top of android is that any application that's built off android would be able to use our box. Could Netflix be on this? Absolutely. The focus is games because the box needs to have a reason for someone to buy it, and that's having a great gaming experience. But as far as all types of content, that's based on Android. We're having those conversations right now and we're starting with developers. 
 
 BI: What are some of the technical specs? 
 
 JU: You're looking at a quad-core CPU, a Tegra 3 GPU, a minimum of 8GB of flash memory and 1GB RAM minimum. We're not streaming games like OnLive — it doesn't mean we couldn't support an application like OnLive, but the way this will function is a downloaded experience. We really believe we will have games that span all genres, role playing games to platforms. In addition to having your standard analog stick and directional pad on the controller, we're including a touchpad because that will bring anything that develops a gesture-controlled game to build on that. It allows gamers to build new types of games, how they can use the standard control functions and the inclusion of a touchpad, because we believe the controller is so critical to the experience. We want to make sure it has fast buttons and accurate sticks, it has substantial weight and feels really good in your hands. 
 
 BI: Can developers add any kind of hardware to the device? 
 
 JU: There are a couple things — the way the box is being built is, it will have Bluetooth capabilities so you can tether any additional peripherals. If you want to use your phone as a controller, we will allow that. We'll have a USB port to build additional peripherals. We've really embraced the idea of openness in all aspects, we've embraced Android for game developers to make it easy, seamless, financially less burdened. We've embraced openness from the hacker community, meaning when you think about the console and controller, we will have standard screws in them. You can open them up, boost the chips, add additional power, add additional devices. The circuit board will have documented test points, and if people are interested we'll publish the hardware design. Every console is a debug console, so you can root it without breaking your warranty. It's kind of funny — for the same price of becoming an iOS developer, we'll give you a console and you get the software development kit for free. When you get OUYA, you have all the tools necessary to build great games. 
 
 We invite experimentation. We want you to make it yours. The game industry, we believe, is increasingly entrenched in the business of running the business. There was a lot of talk around E3 that consoles are dead. We don't think consoles are dead, we just think it's time to rethink the business. It shouldn't be that difficult. We're trying to give a solution that allows anybody to be creative, anybody to be a developer, and a gamer to try every game. 
 
 BI: So this is running on Kickstarter? 
 
 JU: Yeah, we have a lot to do. It's gonna be one of the largest Kickstarter apps ever, between $800,000 and $1 million. The idea is that we went the traditional route, hardware products are difficult to get funded. What we've seen with Kickstarter, it's a phenomenal opportunity to get something off the ground. We really believe this is the people's console, we wanted to take it to Kickstarter so we could get their support and feedback as early as possible. The money will take us to production units, it will allow us to get the top developers, give us the ability to fund game development. If we blow through our goal, we want to help developers get access to our platform. When consoles originally launched, they had to build custom chips. We don't have to do that. Everything we need to build a great new console is available. 
 
 BI: Given that the Xbox 360 just had a price drop, do you think $99 is compelling enough? 
 
 JU: Price is incredibly important, especially when it comes to gamers. In reality, it's the last year of the cycle of the game consoles — they'll launch something next year. When you think about what they'll provide, they are adding more features and functionality. We think that our price will continue to decline because we make money off the software. Plus the other consoles, they are closed. This is open, we believe people will want to experiment and it's just much more accessible. It's easier now that it was in the '80s to be an independent developer working at home. The challenge is managing those processes and working with each of these platforms. ||||| Our Kickstarter campaign is over, but you can still get an OUYA. Head over to www.ouya.tv for more info and to place an order. 
 
 We just added game streaming through OnLive! Final Fantasy will be on OUYA...and we have an exclusive game! And VEVO has agreed to put their music videos on OUYA, XBMC adds a streaming media app, with TuneIn and iHeartRadio adding music! 
 
 We're honored by all of you who are backing us -- THANK YOU. We are focused on delivering for you, first come first served. We can only promise OUYA by March to our Kickstarter backers. 
 
 Engadget! PC World! Kotaku! The Guardian! Joystiq! Forbes! GameSpot! BusinessWeek! The Verge! Wired! IGN! The New York Times! Time! 
 
 We love console games. 
 
 There's something about a big HD TV and digital surround sound that fills up a living room. Shooters, platformers, sports games, arcade classics and experimental indie games just feel bigger on a TV screen. It's how most of us grew up gaming. 
 
 But maybe people are missing out. 
 
 We get it – smartphones and tablets are getting all the new titles – they're "what's hot.” The console market is pushing developers away. We’ve seen a brain drain: some of the best, most creative gamemakers are focused on mobile and social games because those platforms are more developer-friendly. And the ones who remain focused on console games can’t be as creative as they’d like. 
 
 Deep down, you know your best gaming memories happened in the living room. 
 
 You busted your ass just to find out the princess was "in another castle." You fought bosses that told you repeatedly how much "you suck." You taped a blanket to half of your screen so your friend couldn't see where you were. You traded the best players onto your team just so you could have the perfect season. And you did it all on the TV. 
 
 It's time to upend console gaming. 
 
 Let’s open this sucker up! It's time we brought back innovation, experimentation, and creativity to the big screen. Let’s make the games less expensive to make, and less expensive to buy. With all our technological advancements, shouldn't costs be going down? Gaming could be cheaper! 
 
 We're handing the reins over to the developer with only one condition: at least some gameplay has to be free. We borrowed the free-to-play model from games like League of Legends, Team Fortress 2, Triple Town, and many others. Developers can offer a free demo with a full-game upgrade, in-game items or powers, or ask you to subscribe. 
 
 OUYA: The revolution will be televised 
 
 OUYA is a new game console for the TV, powered by Android. 
 
 We've packed this little box full of power. Developers will have access to OUYA's open design so they can produce their games for the living room, taking advantage of everything the TV has to offer. 
 
 Best of all, OUYA's world-class controller, console, and interface come in one beautiful, inexpensive package. All the games on it will be free, at least to try. 
 
 Great games come from great developers. 
 
 Developers can wave farewell to the roadblocks of bringing a console game to market. Anyone can make a game: every OUYA console is a dev kit. No need to purchase a license or an expensive SDK. It's built on Android, so developers already know how it works. 
 
 That doesn't mean OUYA is an Android port. You can create the next big title in your bedroom – just like the good old days! Who needs pants!? 
 
 OUYA could change AAA game development, too. Forget about licensing fees, retail fees, and publishing fees. 
 
 And developers agree: 
 
 "This has the potential to be the game developer’s console. It's about time!" -- Brian Fargo (founder of inXile) 
 
 “Who wouldn't want a beautiful piece of industrial design that sells for $99, plugs straight into your TV, and gives you access to a huge library of games?" – Jordan Mechner (creator of Prince of Persia, Karateka) 
 
 “If OUYA delivers on the promise of being the first true open gaming platform that gives indie developers access to the living room gaming market, yes that is a great idea. We will follow the development of OUYA and see how it resonates with gamers. I could see all current Mojang games go on the platform if there's a demand for it.” – Mojang (developer of Minecraft) 
 
 "I'm excited for OUYA! I am a firm believer that there is always room to challenge the status quo." -- Jenova Chen (thatgamecompany, creator of flOw, Cloud, and Flower) 
 
 “The prospect of an affordable, open console -- that's an idea I find really exciting.” -- Adam Saltsman (Semi Secret, creator of Canabalt) 
 
 
 
 "Our games will work so well on a TV, we just need an easy way to get them there. OUYA could be it." -- Marek Rabas (Madfinger Games) 
 
 
 
 "An open game console that gives independent game developers the flexibility to experiment with their games and business models on the TV, is something that's long overdue." – David Edery (Spry Fox, creator of Triple Town) 
 
 Design matters. 
 
 We believe a great console requires a great user experience. We are working with the award-winning designer, Yves Behar, and his firm fuseproject (designer of the Jambox). 
 
 We are designing the controller to be a love letter to console gaming. It will have everything you've learned to love: fast buttons, triggers, laser-precise analog sticks, a D-Pad – and it will have a touchpad for any games making the trek from mobile or tablet to the TV. It'll be just the right weight. We are working with select developers to play-test the controller through development. We call it 'the Stradivarius of controllers,' and we hope developers will be inspired to take gameplay to a new level with it. 
 
 Hackers welcome. 
 
 Have at it: It's easy to root (and rooting won't void your warranty). Everything opens with standard screws. Hardware hackers can create their own peripherals, and connect via USB or Bluetooth. You want our hardware design? Let us know. We might just give it to you. Surprise us! 
 
 Specifications: 
 
 Tegra3 quad-core processor 
 
 1GB RAM 
 
 8GB of internal flash storage 
 
 HDMI connection to the TV, with support for up to 1080p HD 
 
 WiFi 802.11 b/g/n 
 
 Bluetooth LE 4.0 
 
 USB 2.0 (one) 
 
 Wireless controller with standard controls (two analog sticks, d-pad, eight action buttons, a system button), a touchpad 
 
 Android 4.0 
 
 ETHERNET! (Announced by Muffi 7/18) 
 
 Standard OUYA Console 
 
 Limited-Edition Kickstarter Console 
 
 It's entertainment beyond gaming. 
 
 Because OUYA is based on Android, any app developer could publish their Android app to OUYA. The possibilities are limitless, and conversations with potential partners are already underway. Here’s our first: do you like watching StarCraft, or League of Legends? Watch Twitch.TV on your OUYA. 
 
 We've come a long way already. The user interface and industrial designs are far along. Our prototype is up and running. What we have left to do is simple, but it's expensive. (We’re looking at you Mark Cuban! Woz! Help us out.) 
 
 All we need is you. 
 
 With your help, we need to: 
 
 Convert our prototype to production-ready models and get all the regulatory approvals (yeah, we need these to sell them) 
 
 Deliver developer kits (for early developers so we can have games on day one, though every console will include an SDK once we launch) 
 
 Place our first production orders (we are working with a manufacturing firm with lots of game hardware experience, but we need to know how many to make!) 
 
 Ideally, fund some initial game development (i.e., 1st-party games) 
 
 And if you’re international, we want your help too…gaming is global, and we will get you OUYA. We still have a lot to figure out in regards to rights and countries, but it can be done. Look what we've accomplished already! 
 
 Show the world, through your numbers, that you're out there. 
 
 Show them you're ready to level the playing field. Enlist others. The more we raise, the more we can do. 
 
 OUYA: THE REVOLUTION WILL BE TELEVISED ||||| Sony and Microsoft are preparing to launch new versions of their video game consoles. But Sony’s recent acquisition of Gaikai raised the prospect of more games being played via streaming rather than via traditional packaged games. 
 
 But a new entrant is developing a console device, Ouya. The device, which will cost less than $100, is an Android-based console and controller that will have an open platform for developers. It’s designed by Yves Behar, who designed the Jambox, and the One Laptop Per Child laptop. There’s still room for another console, says Ouya founder and CEO Julie Uhrman. Ouya is launching its Kickstarter campaign today, targeting $950,000. The company expects it to be available for consumers in the first quarter of 2013. 
 
 “We don’t believe consoles are dead,” Uhrman says. “The price point of consoles is too high… TV is the best screen to play games, if you survey any gamer. Three out of four dollars spent on gaming are spent on TV. Nothing replicates the HD quality of TV or the earth-shattering surround sound.” 
 
 But will Ouya be earth-shattering in the console world? With Ouya, any developer can build on the platform, she says. All games on Ouya are required to be free-to-play. Developers can monetize them through virtual goods, subscriptions or purchasing after a limited time demo. The only requirement is that consumers can get their hands on the game for free for at least a certain period of time. Ouya will take a 30% cut of transactions, just as others like Apple do on their platform. “We’re providing the hardware to consumers as inexpensively as we can. We think we’re pricing Ouya at a price that’s compelling to own it.” 
 
 How will it make it so cheaply? Hardware is getting much cheaper to make, Uhrman says. Also Ouya is stripping out all the frills and focusing on a powerful chip set and graphics quality. There’s no gyroscope or accelerometer. Instead Ouya focuses on the game controller, which Uhrman calls the company’s “love letter to gamers.” The controller will have a touch pad so that games built for mobile touch-screen devices will be transferable to Ouya. 
 
 There’s a “braindrain” now as developers move from console games to mobile games, says Uhrman, formerly of IGN. “That’s a shame,” Uhrman says. “Games on TV are still a closed system and they cost so much more. We developed Ouya to be an open product for gamers and developers.” 
 
 Ouya will have a wide range of games from hard core to social games, including shooters, RPGs, racing and sports games.
– Video gaming is about to go indie. Running on Android, a new console will encourage developers to alter its software and hardware to suit their specifications. What's more, players will get lots of games for free, though developers can make money on things like virtual goods. OUYA is currently seeking donations on crowd-funding site Kickstarter, where it hopes to raise almost $1 million, Business Insider reports. With much innovation currently focused on mobile gaming, "we want to bring games back to the living room," says CEO Julie Uhrman. As such, the console is designed to be used with a TV as its screen. Users will download games onto OUYA, whose design is centered on a controller with traditional buttons and an analog stick, plus a touchpad. You'll also be able to "use your phone as a controller," Uhrman notes, and there'll be a USB port as well as BlueTooth for extra add-ons. And since OUYA uses the Android operating system, it'll be able to do much more than just play games. "Could Netflix be on this? Absolutely," Uhrman says. It should be available early next year, notes Forbes.