Google to Enter Video Game Market with Streaming Service, Console

Posted on June 29, 2018 by Mehedi Hassan in Games, Google with 16 Comments

Google is getting ready to enter the video game market. The company’s been rumoured to be looking into entering the video game market in the past, but it seems to be full steaming ahead at this point in time. Kotaku recently reported some of Google’s plans, revealing what seems to be a bold strategy from the search giant.

The company is reportedly working on a streaming service, codenamed Yeti, that will allow gamers to stream games without actually installing them on their device. It will work much like Nvidia’s GeForce Now, which effectively offloads the compute-intensive tasks to its own servers, so you can play big games on your laptop with low-end specs.

For the streaming service to work, Google will need a lot of games, and publishers that make new games. The company has reportedly been in talks with multiple game studios, and it could be planning to make a number of large acquisitions. Moreover, it’s also been trying to get some game studios to sign-up for its streaming service, while continuing to approach others for potential acquisitions.

The game studios, combined with the streaming service, could be the two core building blocks of Google’s gaming hardware. It’s not clear what exactly the company is building, whether it’s a high-end console like the Xbox One X or a low-spec one that’s capable of offloading compute-intensive games to Yeti. That would give Google an edge over the current gaming consoles, but a lot of people don’t have access to good internet connections, which will most certainly constrain the platform’s potential.

It’s extremely hard to predict whether Google’s gaming platform will work. For one, companies have been trying to take on Sony, Microsoft, and Nintendo for years — and almost all of them have failed. And second, Google will need good games, a lot of big-name gaming studios, plus a solid platform and hardware for everything to actually work out perfectly. Even for a large company like Google, that’s going to be incredibly difficult to plan out, build, and grow.

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Comments (17)

17 responses to “Google to Enter Video Game Market with Streaming Service, Console”

  1. jrickel96

    If it's running on GCP, it won't work. I use GCP for limited back end work on games and it does not scale well. GCP is a distant fourth place in cloud revenue for a reason and the gap is growing.

  2. RM

    Since they are streaming, I look for them to use Chromebooks and run the stream through Chrome with lots of Ads! Maybe they will innovate and throw in a controller.

  3. lvthunder

    Yay more rumors with lots of could be's. Too bad. When I clicked this article I thought Google had actually announced something.

  4. Skolvikings

    The original article on Kotaku that this is article is based on has a lot of additional insights. For example, yes a lot of people don't have good internet connections. However, unlike the Amazon or Microsoft clouds, Google actually has real-world initiatives to solve that problem (e.g. Google Fiber). Google may actually be uniquely poised to bring a streaming game solution to the masses, from the endpoint all the way up the wires to the cloud.

  5. Martin Pelletier

    Who will be first to deliver this type of service? Microsoft or Google? I have yet to see how FPS handle inside a stream. For the type of games I play, majority strategy game, those will play well in that kind of service.

  6. Silversee

    Google: making the world safe for advertisers one industry at a time.


    Let's hope this enjoys the same success as Google+.

    • jrickel96

      In reply to Silversee:

      Not anymore. California's new privacy law basically makes it the law of the land now in order to comply with California law.


      If the law stands, Google is about to see their power dramatically curtailed - same for their profits.


      Based on data I've seen from GPDR implementation, Google could see their profits drop by over 50% as these laws are implemented. Non-targeted ads are worth less than 1/3 that of their targeted counterparts and Google needs data.


      Expect all of the subsidized services like G-Suite, GCP, etc to go up in price and marketshare to possibly decrease over time.


      The streaming service will have the same issues. Everything Google does is about collecting user data. Suddenly Android can't funnel as much to them. Have to wonder if they will even want to put as many resources in Android if they can't get as much data for Maps and Ads from the phones.

  7. dcdevito

    This is most likely going to be marketed as a casual and mainstream gaming platform. As with everything else Google offers, it will be a low cost entry/barrier into a market, and be an "80% solution for most gaming needs", as it has with Gmail and Docs, etc. I think Nintendo would be a bigger target than Microsoft here. Still could be a huge disruption to the industry, I can't wait.

  8. v_2samg

    Yeah, we love Scroogle ads! Google console anyone?

  9. nbplopes

    In terms of reach and modus operandi Google is the new MS, at it has been for some years now. This move puts this into more evidence (don’t understand what Google has to contribute in this field for now).


    The difference is that Google software products are perceived has free. The exchange is is letting them put “surveillance cameras” in your digital and by extension physical life. One can supposedly opt out by paying a subscription.


    Amazing trick, formidable.


    PS: Microsoft wants it both ways. I mean, pay for software while letting them put the “surveillance cameras” . Hehehe. Who will win.

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