Google giving up on Stadia claims report – will try and sell tech to other companies
Stadia is supposedly being deprioritised at Google, as reports suggest the tech will be licensed to companies like Capcom and Peloton.
It’s no secret that Google Stadia has struggled to find a foothold within the games industry. Despite allowing access to a library of streaming games without the need for any additional hardware, it clearly hasn’t been the bombshell success Google hoped it would be.
Only last year the company announced it wouldn’t be making any first party games for Stadia anymore. Now there are further rumblings of Stadia being deprioritised, with less than 20% of the Stadia team actually focused on supporting it.
Business Insider claims that Google has also lost interest in securing third party games for the platform and is instead looking into securing white label deals for its technology.
A white label deal involves removing the branding from a product and rebranding it at the request of whoever’s buying it. Basically, Google is now looking to sell its Stadia tech for other companies to use – which is something that was already hinted at after the closure of Stadia’s internal game development studios.
Supposedly, the plan is to rename the tech Google Stream and the company has already been in discussions with the likes of Capcom, as well as exercise equipment company Peloton – which would integrate the tech into its equipment so people can play games while exercising.
Google had also apparently made ‘considerable headway’ on a deal with Bungie, although Business Insider’s sources are unsure how/if Bungie’s acquisition by Sony will affect things.
So, does this mean the Stadia platform itself is nearing its end and will ultimately be shut down? Business Insider claims that player retention has been a major
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