Google’s game studio has encountered Waterloo. Why can’t it do games?


Tencent technology news according to foreign media reports, Google launched stadia in March 2019, promising to bring revolutionary changes to the game. Streaming Game was not a new idea at that time, but Google had the capital and strength to realize it, not to mention stadia games and entertainment, the first party game studio led by Ubisoft and jade Raymond, a veteran of Electronic Arts.
Less than two years later, however, the plan to develop the first-party stadia game failed: Google shut down the internal game studios before they released their games, and Raymond left the company. Phil Harrison, the new boss of stadia, said that stadia would continue to operate as a platform as usual with free and subscription based plans, but Google “would not invest further” in in-house game development.
A new report investigating the failure of stadia’s internal game studio shows that this result is almost inevitable, largely due to Google’s lack of experience and understanding of the differences between developing technology and developing games.
“Google is actually an engineering and technology company.” A stadia source said, “the types of characters needed to make content usually don’t exist in Google.”
From our point of view, the response of stadia when it was released was not enthusiastic. Some sources said that it also had serious internal problems. Developers are required to focus on demonstrating stadia technology, not the game itself. In April 2020, the new stadia game studio in California implemented a recruitment freeze even before it was fully staffed. A source said the developers saw this as “Google’s lack of commitment to producing content.”. Over time, some aspects of the process have improved, such as the use of development tools and the introduction of game oriented performance reviews, but the number of employees has never increased.
Despite these obstacles, Harrison said in late January that stadia game studio had made great progress in “building a diverse and talented team and a strong exclusive stadia game lineup.”. But, as reported earlier this month, just five days later, it terminated the entire program.
The report points out that Google’s stadia experience is similar to Amazon in many ways. Although Amazon has almost unlimited resources, it has yet to make progress in its video game business. Two sources said it would be better for Google to follow Microsoft’s example: buy studios, give them money, and then let them run their own businesses.
“I see that this can only be achieved if Google accepts our step-by-step approach,” one of the sources said. If Google is really interested in taking a place in this market, it is feasible to lose some money in the beginning to seize the market. ” (Tencent technology reviser / Lexue)