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INITIAL THOUGHTS ON GOOGLE'S STADIA

March 22, 2019

Stadia’s console-less model lowers the barrier to entry in terms of initial outlay of cost, thus potentially introducing a whole new audience to gaming, in the same way that smartphones and tablets have. Its offer of instantaneous gaming, plus seamless integration to viewing and streaming of video game content, means that gaming is going to be more immediate and omnipresent than it’s ever been. It will offer gaming experiences we have yet to see, for example, the capability to host tens of thousands of players in one instance - that’s incredibly exciting, further invigorating and diversifying the gaming medium. Of course, there are limitations and unknowns; whilst Stadia proposes a gaming experience across multiple devices, it needs a stable internet connection so it may not be able to offerthe necessity of a high speed connection will mean that Stadia can’t offer gaming to everyone, or provide a mobile experience. It will however, increase the digital transactions of video game titles, pressing retailers who rely on physical media to evolve. That said, as gaming media becomes more digital, the ever expanding gaming audience will want more tangible, physical, merchandise to covet - and that’s a huge opportunity for the Licensing Industry. Google’s bold move and huge investment shows that their message is clear: gaming is the future and in the future that Google see; everyone will be a gamer.

 

Stadia’s device-less model lowers the barrier to entry in terms of initial outlay of cost, thus potentially introducing a whole new audience to gaming, in the same way that smartphones and tablets did. Its offer of instantaneous gaming, plus seamless integration to viewing and streaming of video game content, means that gaming is going to be more immediate and omnipresent than it’s ever been. It will offer gaming experiences we have yet to see, for example, the capability to host tens of thousands of players in one instance. that’s incredibly exciting and further invigorates and diversifies the gaming medium. 

Of course, there are limitations and unknowns. Whilst Stadia proposes a gaming experience across multiple devices agnostic to the device capability, it relies on a stable internet connection to deliver this content. This reliance means that Stadia may not yet be able to offer the absolute gaming experience for all the different types of gamers and their requirements. For now it looks to open up new avenues for exploration, rather than replace the existing ones outright.

 

It will, however, increase the digital transactions of video game titles; pressing retailers who rely on physical media to evolve. That said, as gaming media becomes more digital, the ever expanding gaming audience will want more tangible, physical, merchandise to covet - and that’s a huge opportunity for the Licensing Industry. Google’s bold move and huge investment shows that their message is clear: gaming is the future and in the future that Google see; everyone will be a gamer.

 


 

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