When the streaming platform Google Stadia was announced, it showed promise. However, like many Google projects, it has since been declared a failure and the company is in the process of shutting it down. Though Stadia is built on a good idea, it may be too ahead of its time, and it fails to feature anything to convince gamers to depart from their usual platforms.
The death of Stadia likely doesn't mark the end of cloud gaming, though there is a lot to be learned from Google's mistakes. Cloud gaming will play an increasingly larger role in the industry with developers like Kojima Productions already leaning into its capabilities. This also doesn't mark the end of Google's foray into gaming, as it can still make use of this experience and the technology developed for other projects.
Google Stadia's Beginnings
Google Stadia presented a pretty ambitious idea of enabling gamers to play their favorite titles without the need for a console or a high-spec PC. Instead, users access games via the cloud, making hundreds of titles playable on mobile, PC, and Android TVs. Ideally, the experience should be no different from playing directly off hardware, and Stadia claimed to offer 4K gaming at 60 FPS, as well as HDR support.
Like most other gaming platforms, Stadia has a subscription service called Stadia+ that unlocks higher-streaming quality capabilities and allows subscribers to access a library of games for free. The spectator aspect of gaming is important too, hinted at by the platform's name being the Latin pluralization of stadium. Stadia is integrated with YouTube, making it easy to stream a gaming session or watch someone else play online.
Google is certainly not the first company to dabble with cloud gaming. Sony once offered PlayStation Now, which has since been integrated into PlayStation Plus, and Microsoft has Xbox Cloud Gaming. However, a giant as large as Google can innovate and introduce new ideas to the field. Since its release, it has managed to grow a fairly sizable library that includes free-to-play titles as well as hit AAA titles like Red Dead Redemption 2 and Rise of the Tomb Raider. Google even brought on developers to create games exclusively for Stadia.
Why Stadia Failed to Stick
Cloud gaming has potential, and companies are investing in it because it will likely form a huge part of the medium's future. However, Stadia may suffer from being too ahead of its time. What it promises is compelling, but the platform has struggled to reach the idealized form of itself for several reasons. Among these reasons are technology not being advanced enough, and the Internet speeds required for streaming games not being widespread. As a result, many reviewers complained that even with good Internet speeds, Stadia is susceptible to lag and poor image quality. It appears the time is not right for cloud gaming to be a genuine replacement for traditional gaming.
Another important issue is that Stadia was entering a market filled with big players like Sony, Microsoft, and Nintendo. Gamers already have their favorite platforms, and Google needs something special to convince them to leave their comfort zone for something new. The easiest way to do this would be via good exclusives, but Stadia's library doesn't have a Super Mario or God of War that hit mainstream "need to play" status.
Google will shut Stadia down on January 18, 2023, and a lack of traction with players has been cited as the reason. This could potentially cause issues for those who have hours of gameplay hours on the platform, though Ubisoft says it will allow players to transfer their purchased games to PC via Ubisoft Connect.Stadia's shutdown will be a sad day for gaming, but its short lifespan provides a few lessons on how understanding the market is vital before investing in it.