Citing the power of the cloud game on the market, Google launched its cloud gaming service, Google Stadia, back in 2019. Since then, the Mountain View giant has invested in its many resources to add new features and games to the Stadia.
However, the service did not start as the company had hoped. Google was forced to close its Stadia game development studio in early 2021 due to the rising costs of developing high-quality gaming. Now, the company is selling technology behind Stadia as “Google Stream” to many partners.
Google Sells Stadia Tech as “Google Stream”
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According to a recent (paid) report by Business Insider, Google has started selling Stadia technology as a service to select partners such as Bungie, Peloton, and a few others. The company calls its offering "Google Stream" and markets as a technology that other companies can use to power their games or build a similar platform.
While Peloton reportedly used Stadia technology to empower his sports-focused exercise bikes such as the "Lanebreak", Bungie had plans to build his own cloud broadcasting platform like Stadia. However, as Sony has recently received the latest, it is uncertain whether Google will be able to sell its streaming service to Bungie or not.
In addition, Google's business plan for service with the name Stadia follows a "content flight" strategy, as industry experts are familiar with the issue. Includes the idea of gradually keeping new indie games from existing publishers for distribution to customers.
"The important thing is that they will not spend millions on big titles, and the specialty will be out of the question," a source familiar with the matter in a statement of Business Insider.
Therefore, it seems that Google has stopped competing with industry-leading cloud gaming services like Microsoft's xCloud or Amazon's Luna. However, the company seems to be slowly transforming its Stadia stadium into service and has begun to expand it to support smart TVs from LG and Samsung.
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