Citing the potential of cloud gaming in the market, Google introduced its cloud gaming service, Google Stadiain 2019. Since then, the Mountain View giant has invested a lot of its resources to add new features and games to Stadia. However, the service didn’t take off as the company expected. Google had to close its own Stadia game development studio early 2021 due to the exponential cost of developing high-end games. Now the company sells the technology behind Stadia as “Google Stream” to many of its partners.
Google sells Stadia Tech as ‘Google Stream’
According to a recent report (paywall) by Business InsiderGoogle has started selling Stadia’s technology as a service to select partners such as Bungie, Peloton, and a few others. The company calls its offering “Google Stream” and markets it as a technology that other companies can use to power their games or build a streaming platform very similar to its own.
While Peloton is reportedly using Stadia technology to power its fitness-focused exercise bike games like “Lanebreak,” Bungie had plans to build its own cloud game streaming platform like Stadia. However, with Sony recently acquired the latterit remains uncertain whether Google can sell its Stream service to Bungie or not.
In addition, Google’s business plan for the Stadia service follows a “content flywheel” strategy, according to industry experts familiar with the matter. It’s about the idea of gradually retaining new indie games from existing publishers to offer to customers. “The most important thing was that they wouldn’t spend the millions on the big titles, and exclusives would be excluded,” a source familiar with the case told Business Insider.
So it looks like Google is competing with leading cloud gaming services like Microsoft’s xCloud or . has given up Amazon’s Luna. Nevertheless, the company seems to be slowly transitioning its Stadia platform to a service and has begun to expand it to supported smart TVs from LG and Samsung.