Google Stadia may not be long for this world

A photo of the Stadia controller

The Stadia controller that could become a collector’s item one day with the way things are going.
Photo: Joanna Nélius / Gizmodo

Stadia may not have blossomed in the cloud game service that Google had hoped, bbut the technology behind can live by feeding other services.

Google Stadia was supposed to be a gamer’s dream: you can play games on any device without experiencing lag thanks to the power of Google’s cloud. But after several failures, Google reorients the orientation of its Stadia division to a new back-end service called Google Stream, according to Initiated. The company has worked on securing agreements with partners like Capcom and Bungie, both of which have leveraged its cloud technology to run their games in the browser. (With Sony buys Bungiewho can now be off the table.)

Google is also apparently courting Peloton, which has had its share of recent unrest and could likely use a marketable partnership to take the pressure off its dwindling bike sales. Platoon would work on a game for his bikes called Lanebreakwho uses google cloud services as a backend. Peloton bikes also run a version of Google’s Android operating system.

In a statement, Google spokesperson Patrick Seybold told Insider: “We announced our intention to help publishers and partners deliver games directly to players last year, and we’re working on it.” Seybold added that while Google doesn’t comment on rumors and speculation, it’s “still focused on bringing great games to Stadia in 2022.”

Technically, Stadia is not dead. You can still to log inpay a monthly subscription or buy a whole game and start play with a PlayStation, Xbox, or Stadia controller and a supported Android or Chromecast Ultra device. But there is no longer a team of game developers led by Google since the company firm its in-house game studios Stadia Games and Entertainment last February.

Google at least has an ongoing deal with AT&T similar to the one it offered Bungie and Capcom, though it doesn’t use the Google Stream brand.. AT&T customers can flux the game Batman: Arkham Knight directly through their web browser, which uses Google technology on the backend.

Google is clearly trying to salvage what’s left of Stadia by integrating its technology into existing products and platforms instead of directly suing consumers. Former and current Google employees told Insider that they estimated only 20% of Stadia’s business was consumer-related. The other big one focuses on “proof of concept work for Google Stream” and the kinds of deals mentioned above.

After the Insider report was announced, Google tweeted a statement to Stadia subscribers:

While this news may piss off Stadia subscribers, it’s not entirely surprising that Google is headed in this direction. His cloud is where he makes most of his money and where he puts a ton of resources. Of the society Q4 2021 earnings estimated Google’s cloud revenue growth at 45%, though it also lost $890 million.

Regardless of Google Stream’s new direction, there are still Stadia employees holding hope within. “There are plenty of people internally who would like it to continue,” an anonymous Google employee told Insider. “But they’re not the ones who do the checks.”

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