Google is making considerable changes to Google Stadia – its proprietary gaming streaming service considered an utter failure by the gaming community. However, Google plans to give Stadia a new future as a backend of other streaming platforms.
According to the r/GamingLeaksAndRumours subreddit, Google may be attempting to rebrand Stadia as a white-label service for other companies to buy and rebrand for their own streaming services. This news comes from a job listing for a Project Manager position for Stadia, posted by Google. Of course, the job listing itself wouldn’t be nearly as interesting were it not for the fifth paragraph, which states that Google wants to make its gaming system’s infrastructure and tools available to partners who wish to build their own interactive streaming platforms.
But what could that mean for a gaming service that’s supposed to be the next big thing but is now, as stated by the majority of gaming community members, as good as dead? Well, white-labeling Stadia will allow Google to provide a white-label version of the product and its tools to parties and company’s interested in building their own interactive gaming platforms, offering their services under a different name or brand. As a theoretical example, Google could provide a white-label version of Stadia to Netflix, which is currently racing towards gaming, allowing Netflix to sell it to their customers as their proprietary-branded cloud gaming service – perhaps through Netflix’s monthly subscription.
This means that Stadia’s future was paved by its initial failure. First, let us remember that Google promised Stadia would revolutionize gaming by allowing users to stream games without needing a powerful PC or a console – something that’s currently cooking in Xbox’s kitchen. So what happened? How did Microsoft frog-leap Stadia?
Well, according to the gaming community, Google Stadia failed due to its extreme lack of gaming titles, many of which would cost Google tens of millions of dollars – something Google was happy to pay. However, even with the enormous funds backing it up, Google realized that throwing a bottomless wallet at games developers doesn’t always mean that the game would be developed faster or that it would be a financial success. That didn’t stop the company investments from pouring into a service that went too big, too fast. In fact, reckless investments seemed to accelerate Stadia’s demise since there were no games and no players there to support the service. So, Stadia tripped and fell while Xbox followed their thought-out plan at a steady and secure pace. That’s how it goes sometimes for tech companies. It’s apparently a problem even an experienced one like Google can’t avoid.
Google already closed its in-house Stadia Games & Entertainment studios earlier this year, causing many to wonder what the future holds for Google’s game streaming service. Apparently, Google’s plans are now shifting towards upgrading its own service and offering Stadia as a backend for other streaming platforms. Not a wrong business move, considering that the number of prominent game developers looking to invest in proprietary game streaming services continues to rise. It would seem that game streaming is, indeed, the future of gaming.