The report details the plans and the failures that Google has experienced with Stadia. One of the main ones being that Google wanted to bring original content to the cloud gaming service. So, Google started "hiring hundreds of game developers and starting studios in Los Angeles and Montreal."
However, if you have been following our blog, you would know that Google has recently shut down all internal game studios.
Another main issue with Google Stadia was the player base, or lack thereof. If you know anything about Google, you know that they love to release brand new products. If they grow and become popular, they stick. If the platform struggles to gain traction, the service is axed.
Stadia, on the other hand, had a different launch. The cloud gaming service was hyped up with multiple press conferences, events, and teasers. Multiple advertisement campaigns were done to try and build up the hype for the 2019 release.
Stadia seemed more like the platform was still in beta at launch, "[offering] fewer than 80" games. Bloomberg mentions that many did not like the business model of Google Stadia either. Google Stadia "required customers to buy games individually rather than subscribe to an all-you-can-play service à la Netflix or the Xbox's Game Pass."
Other cloud gaming services like GeForce Now and Shadow allowed you to play the games you already own, while services like Luna and Xbox Cloud Gaming gave you access to an extensive library of games for a monthly rate.
Out of all the available Cloud Gaming platforms, Google Stadia felt more like a console that you did not physically own. This did not sit well for many, causing Stadia to miss "its targets for sales of controllers and monthly active users by hundreds of thousands, according to two people familiar with the matter, who asked not to be identified discussing private information."
However, sales figures were not the only disappointing data shared. Google also reportedly spent tens of millions to secure AAA game ports on Stadia to attract users. This includes games from Ubisoft and Take-Two.
With all the money that Google spent on getting Google Stadia up and running and "attractive" to gamers, they did make an enormous mistake. They effectively limited their audience at launch due to the service requiring the Stadia Controller and a Chromecast.
On top of that, almost none of the promised features were available at launch, leaving many to wonder what Google was thinking.
It is interesting to see just how much Google has spent on Stadia, and although the cloud gaming platform has had a different than usual Google-style launch, the Stadia team needs to get it together. If things keep going the way they currently are, Stadia may be the next service Google kills off.
We will continue to see changes and adjustments to how Google runs Stadia. With the recent closure of their internal game studios, it will be interesting to see if Google Stadia will continue to be a cloud gaming platform or shift its focus to providing cloud gaming technologies to other companies that want to start their own services.