Google Stadia Game Streaming Service Sees a Muted Launch

Google's new game-streaming service Stadia showcases gaming possibilities from the cloud, but experts say it's a compelling video game shortage and a complex pricing scheme.

Pierce Harding-Rolls, head of games research at IHS Market, called for more public beta test launches on Tuesday than an actual debut. He said the real test would come next year when Stadia would start competing with new video game consoles due to outbid Sony and Microsoft.

"It's not at a challenging time to console companies or PC gaming," he said. "At this stage, it is about getting the product into the market and into the hands of consumers."

He said that Google can learn from it and offer the service exaggeratedly and intensify competition.

Like movies and music, the traditional video-game industry is shifting from physical hardware and games to digital download and streaming. Such an approach allows gamers to play from a wide variety of devices, where they leave while switching, without having to buy expensive equipment.

Tech companies like Google, even with some kinks - are quickly trying to gain a foothold - before streaming becomes established in gaming as Netflix is ​​in video and Spotify in music.

Benefits go beyond membership revenue. Whereas Stadia will not contain advertisements. Google will try to connect Stadia with other services such as YouTube and its digital assistant. Finally, as more people use Google services, the company can collect more data on user habits and show more ads targeted to those interests.

But these tech companies will have to compete with gaming stalwarts Sony and Microsoft, both of which have their own ambitions. Unlike Google, he has decades of experience interacting with game publishers and navigating the gaming industry.

Microsoft's $ 10-month Xbox Game Pass allows players to download more than 100 games on the Xbox console at no additional cost. The company is also working on a streaming service, Project xCloud, although some details are available. Sony's PlayStation still allows users to stream or download games on their PlayStation 4 console or on a personal computer, at $ 10 a month, or $ 60 per year.

On the other hand, Stadia is not for consoles. But this requires a PC with Google's Chrome browser or a Google-made device - a Chromebook laptop, a Chromecast TV streaming device, or a Pixel phone. It will not work with the company's Android operating system or other phones now in use on iPhones.

The service will eventually be $ 10 per month, but currently, it is only available to those who have purchased a $ 130 bundle that includes a three-month subscription. The service currently offers 22 games - most charge a different fee. For example, the adventure game "Red Dead Redemption 2" starts at $ 60.

Apple is also joining the game-subscription business with Apple Arcade. The $ 5-month service lets users download a wide variety of games to play on iPhones and iPads. Games do not cost extra. Apple Arcade lets people play offline games to download, but Stadia does not.

Google is competing on this front, also with a separate membership called Google Play Pass. The $ 5-month service gives users access to about 350 games and applications on Android devices.

Video game streaming typically requires a stronger connection and more computing power rather than video streaming, as real-time interaction takes place between the player and the game. Google says it is tapping its vast data centers to power the system.

From a technical front, Stadia impresses, said Randy Nelson, head of mobile insights at analytical firm Sensor Tower.

But elsewhere, Stadia falls short. He said that there is a disconnect between the hard-core gaming audience that seems to target Google, and some attractive games are actually available.

"Guilt," a fictional horror adventure game, is the service's only new exclusive title. Other games available at launch include "Shad of the Tomb Raider," "Mortal Combat," "Just Dance 2020" and "Destiny 2" - but are also available on all other game platforms.

"It seems a bit of a bare-bones projection to get this service out," Nelson said. "Hopefully Google will expand this over time."

Nelson said Google's approach is heterogeneous because it targets hard-core gamers who already have a console or PC, as well as many games on offer, rather than trying to reach more mainstream or casual users Those who do not want to make an investment. A few hundred dollars in a console.

"Certainly there is a missed opportunity here for casual and mobile players to see the situation as a gateway to console-style gaming," Nelson said.

In addition, consumers may be confused about pricing.

Google has already sold "Founder Edition"

A stand-alone monthly subscription will not be available until 2020. A free version will also be available. And when the games are sold separately, the price depends on what level the gamer's service is.

"All of this is the reason for a tangle of what Google offers," Nelson said. "They may initially struggle a bit on traction due to a slight misunderstanding of consumers.

Google has not disclosed membership figures, nor do Microsoft and Apple. Sony said that PlayStation Now has 1 million subscribers.