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Damning Google Stadia Report Reveals Why It's Failing


BrownBear22
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In theory, Google Stadia, should be a big thing, but a new report from Bloomberg details why it has absolutely crumbled under expectations. Even with tens of millions of dollars backing it, Google is realizing that it can't just throw its bottomless wallet at game development to make it succeed. Even worse, Stadia went too big, too fast, accelerating its death since there were no games or players there to support it.

Google Stadia was set up to be the future of gaming and had quickly gained the help of publishers like Ubisoft, who helped prominently showcase the technology in its early days. The tech giant had repeatedly pitched it as a way to play the biggest games without investing hundreds of dollars into a console or PC, everything could simply be streamed right to a TV, computer, or even a phone. The service also promised bold features such as sharing game saves with other players, allowing someone else to pick up where another player left off. It had some technical hiccups, but in theory, Stadia could've been great. Even with key publishers signed on, the biggest hurdle was the extreme lack of games and the concern of players having to buy a game that exists on a server somewhere rather than owning an actual copy or file.

In a new report from Bloomberg, Google Stadia failed to meet sales expectations for both subscribers and controllers by hundreds of thousands, the company ended up giving away controllers for free. This all happened after internal teams suggested only launching the service in beta to allow time for feedback from consumers. Many felt that the company wouldn't be able to meet the standards necessary to compete with Xbox and PlayStation if it kept its 2019 release window, which it did. Trouble continued as Google dropped tens of millions into third-party titles, such as Red Dead Redemption 2. Of course, the service needed games, but pumping what would otherwise serve as a budget on other games into older titles probably wasn't the best move.

Earlier this month, Google ended up shuttering Stadia's first-party development team, canceling all exclusive games in the process. The team was reportedly shuttered due to Microsoft buying ZeniMax (parent company of Bethesda), which supposedly spooked the Google Stadia team. Now, the service will just allow users to stream games that are also on other, much more popular platforms. There's nothing else really driving the platform now, any potential games that could've been made with next to no hardware restrictions cease to exist. The grand endgame of the "future of gaming" is dead and has totally fizzled out.

Whether or not Google Stadia continues for more than a few years remains unknown, but it shows something very key. Making games is hard, but making a platform for games is even harder. Both Google and Amazon have both failed at this, shuttering gaming divisions, canceling games, and just having generally bad leadership. Although Google seems to have folded, Amazon remains committed and can hopefully turn it around.

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