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.