Roku is stepping outside its streaming stick comfort zone. The company announced two new projectors and a free update for its existing devices, all timed to coincide with the World Cup.

Roku Enters the Projector Market

The two projectors target different price points. One is a compact, portable model designed for casual viewing. The other is a higher-end home cinema projector with brighter output and sharper resolution. Both run Roku's operating system, meaning users can access streaming apps without an external player.

This marks a notable expansion for Roku. The company has long focused on small streaming devices and smart TV software. Entering the projector category puts Roku in competition with brands like BenQ, Epson and XGIMI. It also gives customers a direct path to large-screen viewing without buying a television.

Free Update for Existing Devices

Roku is also rolling out a free software update for its current lineup of streaming players and Roku TVs. The update includes features aimed at improving the live sports experience. Users will get a new sports-focused menu that surfaces games, scores and highlights more quickly.

The update also introduces a feature called Live TV Guide, which organizes over-the-air channels and streaming channels in one place. This is particularly useful for cord cutters who rely on an antenna for World Cup matches broadcast on local stations.

Why This Matters

The World Cup is one of the most watched sporting events globally. Roku is positioning its hardware and software to capture casual viewers and sports fans alike. For existing Roku owners, the free update adds value without any purchase. For new buyers, the projectors offer a simpler way to enjoy the tournament on a big screen.

The move also signals Roku's broader strategy. The company is no longer just a software platform. It wants to own more of the hardware that sits in living rooms. If the projectors succeed, Roku could become a legitimate player in the home theater space. That would put pressure on traditional TV makers and other streaming players to innovate faster.