IHS Analyst Says Google Will Need Exclusives and Studios to Make Stadia a Success

Piers Harding-Rolls thinks the only way for them to succeed is to swing for the fences.

Posted By | On 16th, Apr. 2019

Google Stadia

With Google stepping into the gaming business with their recently revealed Stadia streaming service, there’s been a lot of discussion and claims about what the service will mean for the future, including a healthy dose of skepticism due to the limited demoing Google has shown for the tech (including from rivals Microsoft, who doubt Google can provide the content).

Piers Harding-Rolls, IHS Markit’s Director of Research and Analysis of Games, speaking to MCVUK magazine (Issue 945), suggested something along the same lines about the content, which is why he says Google needs to start throwing around some massive money if they want Stadia to go anywhere. He thinks that Google should not only invest in first party studios, but also pony up the cash to buy timed exclusives from big third party companies.

“While its new first party studio is a step in the right direction for Google to build its own content exclusives, it will still need to negotiate timed exclusives with third parties to start to compete more significantly with those with major games portfolios,” said Harding-Rolls. “If Google is serious about competing, the likelihood that the company will acquire studios or even a publisher must be considered high.”

Given the massive funds Google commands, it’s no doubt a possibility, but since we still don’t have a lot of details on Stadia, or what Google’s ultimate goal with the service is, we’ll just have to wait and see what moves they plan to pull. But they do have a new first party studio being run by Jade Raymond, so Harding-Rolls may not be too far off the mark about what to expect.


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