Google Attempts to Salvage Stadia with “Google Stream” Rebrand, Marketing Streaming Tech to Bungie, Capcom, and More

Google Stadia, the ambitious new platform for streaming games to users has suffered a colossal setback originally planned for 2019. Google’s plans have been criticized by industry experts as not being viable or financially sustainable, and that is was going to be too expensive to implement. The announcement of changes at play from ‘Google Stream’ rebranding…

Google has released a new version of their streaming platform, “Google Stream”. The new name is meant to attract more users by creating a brand that is more appealing. They have also rebranded the game “Metal Gear Solid Remaster” and are marketing it to Bungie, Capcom, and more.

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Google Stadia has basically turned out to be a failure, but the company is attempting to salvage the platform by rebranding it under a new name and selling its underlying streaming technology to some of the world’s biggest companies, according to a report from Business Insider. The outlet’s sources say that Stadia is now being marketed to partners under the name “Google Stream,” which happens to be Stadia’s original code name, and that Google has already tried selling it to companies such as Bungie and Capcom, both of which are evidently interested in setting up their own streaming platforms. Google has already closed a deal with AT&T, which is using Stadia technology to stream Batman: Arkham Knight via web browser.

EXCLUSIVE: Google is focussing on forging arrangements with Peloton, Bungie, and others under the ‘Google Stream’ brand to save its struggling Stadia gaming service. (Source: Business Insider)

Insiders say Google’s Stadia consumer platform has been deprioritized, with less interest in negotiating blockbuster third-party games. People familiar with the discussions indicated that the emphasis of leadership is now on winning commercial partnerships for Stream.
According to three individuals familiar with the negotiations, Google last year […] presented their technology to Bungie, the creator of the “Destiny” series, which was looking into creating its own streaming network. Bungie would manage the front-end experience and own the material, while Google would fuel the technology that beams the games to consumers’ screens.
Insiders say the firm has explored a similar partnership with Capcom, the publisher of the popular “Resident Evil” series, in which Capcom would use Google’s technology to broadcast demonstrations for new games on its website.