Google Stadia Reportedly Rebranded As Tech Giant Moves To a Fresh Strategy

Google is planning to repurpose its Stadia technology by partnering with companies to white-label the tech that powers the tech giant’s streaming service, Business Insider reports.

According to the outlet, the new partnership will be rebranded from Stadia to “Google Stream.” Several companies, including Capcom and Bungie. Bungie, which is set to be acquired by PlayStation, is “exploring” its own streaming platform.

Google is also broadening its horizons and apparently talked to other companies, such as the exercise equipment company Peloton. Business Insider reports that conversations between the two companies include whether Peloton can be a “back-end” provider for games running on its line of fitness bikes. Last June, Peloton announced it intention to launch an in-app fitness game.

Google Stadia Review

This would not be the first time Google pivoted to licensing out its tech to other companies. Last October, AT&T was offering customers a chance to stream Batman: Arkham Knight, free of charge on Microsoft Edge or Google Chrome desktop browsers. IGN received confirmation from both AT&T and Google that the game was being powered by the technology that Stadia uses.

The announcement that Google is pivoting to licensing out the Stadia tech is an interesting approach for the company. Stadia launched in November 2019, though roughly three years later, the company’s cloud gaming platform has had a rocky road.

In 2021 alone, Stadia’s game director left to join Stadia Cloud, several employees left to join Haven Entertainment, and the head of Product left the company entirely. Additionally, roughly a year ago, Google shuttered its internal game studios.

Taylor is the Associate Tech Editor at IGN. You can follow her on Twitter @TayNixster.



Related Posts

Xbox Celebrates the Gaming and Disability Community for Global Accessibility Awareness Day

Global Accessibility Awareness Day (GAAD) is a great time to bring visibility to the importance of digital access and inclusion and to celebrate the over 400 million …

Read more

World of Warships: Legends Spring Update is Now Live

A whole new branch makes its appearance as early access ships. European destroyers sport powerful torpedoes and solid artillery, along with Repair Party consumable starting from Tier …

Read more

Check out May EA Play Member Rewards for Xbox Game Pass Ultimate Members

May continues to rain in new content for EA Play members! Whether players are running the pitch in FIFA 22 in their Inter Milan “Made in Milano” …

Read more

Xbox and 88rising: Music, Games, and Shared Experiences

Music and gaming have always been synonymous with each other, and when perfectly paired, the combo of audio and visual storytelling can often lead us to emotional …

Read more

Slipknot vs. Zeus: Legendary Metal Band Enters the Battleground of the Gods in Smite

The mosh pit is in mid-lane of the Battleground of the Gods, thanks to the all-new Slipknot crossover event. Smite has partnered with the world-famous heavy metal …

Read more

Scoping Out the Accessibility Features of Sniper Elite 5

With the launch of Sniper Elite 5 fast approaching — available on day one with Xbox Game Pass — we want to showcase the accessibility features you …

Read more

Leave a Reply

Your email address will not be published.