Google Stadia to be rebranded as ‘Google Stream’
Google seeks to license its technology to other companies.
Business Insider reports that Google will rebrand the Stadia as Google Stream as it focuses on signing new partnership deals.
The move also shifts Google’s strategy by repurposing their streaming technology from first-party use to third-party licensing. Google plans to partner with a variety of game developers to utilize the Stadia’s streaming capabilities. Among the companies expected to use the service include Capcom and Bungie. With Sony’s recent acquisition of Bungie, the partnership could additionally aid PlayStation’s goals of developing its own streaming platform.
In addition, Google also plans to license its Stadia technology outside the gaming industry as well. One notable example is Peloton, an exercise equipment company. According to Business Insider’s report, the two companies discussed whether Peloton could be a “back-end” provider for games running on its line of fitness bikes.
Previously, Google also tested the new approach last October in a deal with AT&T. The partnership allowed AT&T to use Stadia’s streaming technology to allow people to stream Batman: Arkham Knight for free on Microsoft Edge and Google Chrome. With the news of Google Stadia’s full rebrand, it’s apparent this move was simply the first step in the company’s long-term goals.
The move to rebrand Google Stadia to Google Stream comes after a difficult three years for the platform. Although the Stadia launched in 2019, it faced multiple difficulties including the departures of key employees. Additionally, Google made the decision to shut down its internal game studios for the platform last year.
Are you excited to see other companies use Google Stream? What are your thoughts about cloud gaming in general? Let us know below!
Via IGN
