The failure of Google Stadia was not inevitable

Google's cloud platform for video games, known as Google Stadia, was first introduced by Google during the GDC event in 2019, but Not long ago, it was officially announced that this cloud platform will end its work. Google Stadia will come to an end in January 2023, thus answering all the speculations of the last 4 years, who wanted to know whether Google could find a strong position in the video game space. Now we know that the answer is no.

BingMag.com The failure of Google Stadia was not inevitable

Google's cloud platform for video games, known as Google Stadia, was first introduced by Google during the GDC event in 2019, but Not long ago, it was officially announced that this cloud platform will end its work. Google Stadia will come to an end in January 2023, thus answering all the speculations of the last 4 years, who wanted to know whether Google could find a strong position in the video game space. Now we know that the answer is no.

If you have listened to the critics about Google Stadia in recent years, the news of Stadia's closure was probably inevitable for you. Google has a long history of launching new and interesting technologies, but the only thing it has done with them is to stop those technologies for a while. When you look at the company's track record, it's been a long time since they've launched a big new product and succeeded (remember when Google wanted to be one of the big players in VR?). .

With Stadia, Google had the opportunity to break this negative tradition, but instead history repeated itself. You might think this is a free labor market, but I just call it conservative mismanagement. Google has no one to blame for Stadia's failure but itself.

What did Google do right with Stadia?

After the introduction of this cloud platform, there were reasons to be somewhat optimistic about it. In the first place, the fact that the technology actually worked (even if it wasn't always perfect) is amazing enough in itself. We now know that cloud-based gaming platforms are in demand among consumers. Through this cloud platform, Google provided the experience of games such as "Assassin's Creed odyssey" or Doom through the Internet and with cloud technology on devices with weak hardware, which was a great technical achievement.

Obviously, it's not fair to judge Stadia's founders based on the information revealed to us in 2022, but we can at least applaud them for two ideas they got right:

  • Players want play high-quality games on weaker, cheaper systems.
  • Gamers are willing to pay for monthly subscription services to do so.
  • However, based on these two facts , Stadia also made two big mistakes:

  • Gamers are not interested in buying a weaker or cheaper system to run these games because they are now more concerned with their smartphones.
  • Gamers They don't want to pay for a full game after buying a monthly subscription.
  • Xbox Cloud Gaming G on Xbox Gameplay shows us exactly how players want cloud services and how they work. They can handle a little lag in games if it's not their primary way of accessing games, and they'll be happy to pay for a subscription service if the list of games available on that subscription service is wide and varied, as well as having exclusive and special offers.

    BingMag.com The failure of Google Stadia was not inevitable

    Of course, it is unclear whether Google could have designed Stadia to be a competitor to Gamepass and whether Was this decision successful or not? Because doing this could destroy Stadia. That's because Gameplay is an ancillary service to Microsoft's overall video game business, alongside Xbox Live and Xbox hardware. Also, Stadia needed more features to really differentiate itself.

    Google created this differentiation in Stadia by creating a business system to earn money for developers based on how long games are streamed in Stadia Pro. created and of course managed to get a special audience who wanted to play those games with Stadia. However, in the end it showed that it has no idea how to build its audience community and regain the lost trust of developers and players.

    What Google did wrong with Stadia Did?

    Ever since Google announced Stadia at GDC 2019, the Stadia team has always seemed to step on a series of endless loopholes that can only be rivaled by Sideshow in terms of mistakes. Bob (Sideshow Bob), one of the animated characters of The Simpsons, was considered. At E3 2019, Stadia failed to reveal more features or games that players can expect. Even when the device was released, Stadia lacked some of the features that had been promised in the previous months.

    Google made a good decision in hiring and hiring industry experienced people such as Phil Harrison, Jade Raymond, Alex Hutchinson and many others as key leaders of Stadia's internal game development department. . However, after a while, he decided not to invest heavily in game development, which led to the departure of people like Jade Raymond and Alex Hutchinson from Google, and Google stopped all internal game development. It seems that they realized a little late that the development of console games requires millions of dollars of capital and it is not an easy task to be successful.

    This caused a lack of domestic talent to develop exclusive games for this platform. . Even from a business perspective, this was bad enough. Beyond that, this decision meant that there would no longer be a developer who could improve the engineering of the Stadia platform by making content.

    BingMag.com The failure of Google Stadia was not inevitable

    Having given up the fantasy of direct competition with Xbox and PlayStation, we thought that Stadia executives were trying to best position the platform as an add-on to the cross-platform PC gaming market, or at least a way to encourage Google Play users. And attract them to computer and console games. However, it failed to do any of these things. Their biggest effort was to create the capabilities of Stadia in such a way that it looks like a white-label product and of course can attract players through timed test demos of the games.

    In the opinion It seems that there is still hope that Stadia can serve as a cloud platform as a powerful alternative for video games, but the point is that if the audience is already satisfied with a combination of their PC and consoles, why should they be attracted to a product that risks being delayed? And does it also cause interruptions while playing (because of the Internet)?

    Google's heyday in video games is over

    Very It's doubtful that Google will spend this much on video games in the future, if we assume that it will spend at all again! Google CEO Sundar Pichai has joined Silicon Valley CEOs in warning of an impending recession. Many of the remaining leaders in the company see the root of this failure in the lack of regulation of the market. Maybe they just see the video game industry as unstable and not worth investing in. Even if they are right about these things, they should look at themselves in the mirror and recognize where Stadia's problems started. The audience itself was the audience of Xbox and PlayStation when this generation of consoles (ninth generation) started. There might have been players who didn't want to spend more than $500 on new hardware. Many of them may have ignored the lack of access to exclusive Microsoft and PlayStation games such as Halo and Spider-Man.

    BingMag.com The failure of Google Stadia was not inevitable

    However, these possibilities are not exact solutions. On the other hand, Microsoft and Sony know the market well. Microsoft beat Google with its games and provided more accessible ways to experience its games than before, and Sony, as always, was able to achieve great success with its exclusive games.

    Did Google really think that it could directly And really compete with these powerful platforms that know how to play the game in this industry? Did they consider only one strategy in this dynamic market to compete with Sony and Microsoft? Why did they decide to launch Google Stadia's cloud platform without some of its key features? Why didn't they prepare themselves to be in the field of high-end game development? And finally, why did they only draw a narrow path to their success?

    The answer to these and other such questions is not in the instability of the video game market, but in the essence of the answer to these key questions in the Google headquarters. It lies in San Francisco.

    BingMag.com The failure of Google Stadia was not inevitable

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