Google is allegedly turning Stadia into a white-label streaming program, one licensed by the business and used under its own branding. This strategy is known internally as Google Stream. Potential clients include Bungie (though it’s unclear how Sony’s purchase of the studio will affect that), Capcom, and Peloton.
“While we won’t be commenting on any rumors or speculation regarding other industry partners, we are still focused on bringing great games to Stadia in 2022,” said Google spokesman Patrick Seybold. “With 200+ titles currently available, we expect to have another 100+ games added to the platform this year, and currently have 50 games available to claim in Stadia Pro.”
Current and former employees now estimate that “about 20% of the focus was on the consumer platform” and the rest is selling the tech and “proof-of-concept work for Google Stream.” Exclusive titles for Stadia are now “out of the question.” Perhaps, no wonder. At the end of 2020, Google had missed its target of one million active subs by around 25%, with one insider quoted saying “retention was a real problem.”
Google announced this month that it would re-focus on the underlying tech and shut down the Stadia Games and Entertainment studio. Stadia head Phil Harrison now reports to Google’s VP of subscription services Jason Rosenthal (previously, the through-line was to the VP of devices and services). While Google seems happy to keep the base Stadia service running as-is, there’s clearly no longer any real ambition to do anything with Stadia as a platform in its own right.
(All information was provided by PCGamer)