By Kevin Tran
Google Stadia launched on Nov. 19, 2019. As a cloud-based gaming service allowing gamers to enjoy playing the games on various devices without needing to download them. Thus, eliminating the need for high-end personal computers and traditional gaming consoles. It offered instant access to top-tier games without downloads or installations.
Despite Stadia’s promising start, it struggled to maintain attention. In Jan. 2023, Google acknowledged the platform’s challenges and announced its closure. This leaves many questioning the factors that contributed to its abrupt end.
The reveal
Google first revealed Stadia at the Game Developers Conference in March 2019. With enthusiasm, they demonstrated Stadia’s ability to stream games in 4K resolution at a frame rate of 60 frames per second, along with HDR quality. At the time, competing services like Playstation Now offered streaming that capped at 1080p and 30 FPS, while GeForce Now’s beta supported up to 1080p at 60 FPS. Google’s dedication significantly raised expectations among gamers, setting Stadia apart as a next-generation platform
Following the reveal, Google quickly emphasized the aspects that make Stadia different from conventional gaming consoles or computer setups. Claiming to offer a cloud gaming experience requiring no hardware other than a controller and the Google Chrome web browser.
This allowed users to start up a game on one device and continue it on another without any loss in progress or performance. This cross-platform continuity was designed to appeal to the modern lifestyle where users switch between devices frequently.
This set the stage for Stadia’s market entry, with high expectations from potential users intrigued by the promise of next-generation gaming technology.
Launch
When Stadia launched in Nov. 2019, it had a lineup of 22 games, with plans to expand the library over time. Google’s goal while launching Stadia was to demonstrate the capabilities of cloud gaming. Additionally, the platform introduced a subscription plan known as “Stadia Pro” which had enhanced visuals and an additional library of free games for a monthly fee of $9.99 per month.
The initial reviews of Stadia were mixed. Although the technology impressed many with its ability to stream games smoothly under optimal conditions, the performance of the console heavily relied on if the user has fast and stable internet, a requirement that wasn’t feasible for everyone.
Furthermore, this ruined the full benefits of Stadia Pro such as 4K resolution and 60 frames per second, which were only achievable with a very high-speed internet connection. Many users, especially those who live in areas without access to internet speeds of at least 35 Mbps, with 50 Mbps or higher, could not fully experience Stadia Pro, leading to dissatisfaction and the feeling of not getting their money’s worth.
As Stadia continued to try to establish itself in the competitive gaming industry, there were still several issues that were undermining its potential.
Technical and market challenges emerge
Despite Google promising seamless gameplay, many users experienced lag and latency issues that detracted from the gaming experience, especially in fast-paced games where timing and precision are crucial.
Additionally, another major problem that Stadia had was charging full price for games. Despite being a cloud gaming service, Stadia requires users to purchase games at full retail price. This is a major point of contention because users felt like they were paying for something twice: once for the service (if they opted for Stadia Pro) and again for each game, which they could not resell or share.
Google Stadia also had little to no exclusive titles. Exclusive games are critical for the success of a gaming platform, playing a strategic role in attracting and retaining users. It serves as a major differentiator motivating gamers to buy a certain console because it has a game that a different console does not have.
Even with the limited number of exclusives Stadia had, most of them were mediocre games with many having mixed reviews, which couldn’t compete with exclusives other consoles had.
By January 2023, these compounded issues led Google to ultimately shut down Google Stadia completely. Although Stadia had a good vision by allowing users to play on any device with Google Chrome, it failed to meet the practical and strategic needs required to sustain and grow in the competitive gaming industry.
What are alternatives to Google Stadia that succeeded?
GeForce Now, unlike Google Stadia, allows users to stream games they already previously have on platforms like Steam, Epic Games Store and Ubisoft Connect. This is a highly appreciated feature as it lets users access a broader range of games without having to repurchase them for the cloud service.
With Google Stadia, you had to purchase your own games even if you previously had them on another platform, this was upsetting for users who might already own a significant library of games on another platform.
Another great cloud gaming service is Xbox Cloud Gaming, with an Xbox Game Pass Ultimate subscription, which allows users to have access to a vast library of video games. This extensive library is instantly available without additional purchase costs, and it continually updates with new titles including Xbox exclusives.
Although Stadia Pro had some free titles, they lacked the immediacy and breadth of new and popular titles compared to other services like Xbox’s offering. Furthermore, the library of games was not as vast as Xbox Cloud Gaming.
Conclusion
Google Stadia serves as a reminder of the challenges in pioneering new technologies in the competitive gaming industry. Despite its ambitious vision to transform how games are played and accessed, Stadia struggled to address key issues such as pricing strategies, game library appeal, and technical performance, which ultimately led to its downfall.
