Business & Economics Technology

Video Game middleware – the big opportunity

In this post we explore the notable and current business opportunities for Video Games middleware, and provide a teaser for what we are working on here at Fragwire.


  • There are emerging opportunities in producing middleware due to a paradigm shift in how games are made and played, resulting predominantly from the rise of cloud gaming as a credible alternative to traditional platforms.
  • Going forward, with games moving into the cloud, developers will face a new unique set of challenges in reducing latency (‘lag’) for the players, and also making best use of cloud technology to realise their creative ambitions.
  • We recognise cloud infrastructure is not quite there yet, but that there is a space in the market for middleware to take it to the next level.
  • We are creating a hybrid framework, which utilises the power of a local computer (or device) alongside the cloud, to allow game developers to take on larger workloads and better achieve their creative ambitions. We are also researching the capability to intelligently predict latency (‘lag’) spikes and adjust the games’ outputs to ensure a seamless experience for the end user.

This post will describe middleware, what it means in game development, and some examples of popular and niche middleware currently in the market. We will then explain the business opportunity before teasing what Fragwire is working on.

Business & Economics

The future of Google Stadia – an advertising platform?


  • Stadia was officially announced at GDC in 2019 and released at the end of the year. It has become a well-known Cloud Gaming platform.
  • Google did not have the best of launches for Stadia, games library and infrastructure being key reasons.
  • We were surprised to find no mention of video games or Stadia in Google’s annual accounts. However, by delving into the accounts we were offered an insight into the future direction for Stadia.
  • At the end of the day Google has one core purpose, to sell advertising. Stadia will need to move beyond being just a branding and intellectual challenge for Google, and demonstrate an ability to engage with advertising to remain strategic to the business.

At GDC 2019 Sundar Pichai, CEO of Google, announced Stadia. The keynote presentation lasted an hour and detailed how they expected to use their cloud technology and engineering prowess to solve one of gaming’s long-standing issues – streaming a game to a player via the cloud.