Google is Gradually Deprioritizing and Rebranding Stadia
According to initial reports, Google is deprioritizing Google Stadia in stealth mode. The company is seeking new ways to integrate its streaming technology into other departments of its business.
Business Insider said that ever since Google has announced the closure of its internal studios in 2021, the firm has moved the focus of the Stadia division to complete white–label deals with various partners such as Bungie, Capcom, and Peloton.
The leading publisher claims that Google is offering the technology to partners under a new title: Google Stream.
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Google’s roadmap for Stadia
Looking at the current situation, Google is making attempts to reinstate the technology that enables gamers to stream different games such as Red Redemption 2, Destiny 2, and more at low latency.
Insider’s report suggests that the Stadia consumer platform has been deprioritized by Google. It also states that Google has decreased interest in negotiating blockbuster third-party titles.
Stadia’s white-label deals could revive interest in the technology
One of the key adopters of Stadia technology is fitness heavyweight Peloton, an area where Google is concentrating its efforts. This will enable Peloton bike users to play games while exercising on different machines.
Bungie, Google’s traditional gaming partner is also in talks with the company. One of the main parts of Google’s pitch was reportedly for Destiny to transform into an independent platform. However, it is not yet clear how Sony’s $3.6 billion acquisition of Bungie will influence the ongoing negotiations.
The publishers of Monster Hunter and Resident Evil, Capcom are also having discussions with Google to explore the different integrations with the Stadia technology. This will encompass demos for the much-awaited Capcom titles on its website.
Google’s plans to secure Stadia’s future
One of the biggest challenges for Google Stadia is player retention. According to Business Insider, Google Stadia’s executives had initially set a goal of reaching 1 million monthly active users by the end of 2020. The company missed it by around 25% as per an individual who is in the middle of these conversations.
Since Google Stadia was unveiled in 2019, Phil Harrison has been the face of the technology. Another hurdle for Google executive team is market consolidation. For instance, when Microsoft announced that it will acquire Elder Scrolls studio Bethesda, it led to a state of panic within the company.
As of now, Stadia’s team is roping in all efforts to secure Stadia’s future and cloud gaming. It is clear that Google is not entirely impressed with Stadia’s growth.
In 2021, Google announced that it will shut down internal game development to focus on forging partnerships with third-party studios. Since then, it has focused on providing Stadia access to YouTube premium subscribers.
The announcement was followed by an array of high-profile departures including names like former Stadia games leader, Jade Raymond.
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Feature Image Source: Google
