Google Stadia 2022

Abstract

The case analyses the Google Stadia project from its conception at Google until the August of 2022. Ever since the first announcement Google had stressed the importance of this new platform for the future of the company and had gone great length to ensure its success, since, with the growth of the live-game services, or Games-as-a-Service, the potential for this new business was incredibly attractive. The first step was hiring Phil Harrison, an expert who had a long history in the industry working for both Sony and Microsoft, to create a winning strategy for Stadia. As soon as their service was launched, though, obstacle after obstacle the platform slowly saw all of its advantages and favour among the public slowly fading. The causes for this slow decline have to be researched not only in the external dimension, that means in the increasing competition in an increasingly saturated market, but mostly internal with Google being almost incapable of understanding the steps and changes necessary to survive in this new industry. This case is thus particularly aimed at achieving a profound understanding of the issues and challenges that companies face when deciding to venture in new businesses that are well beyond their typical area of expertise and that require a completely different type of support at corporate level to operate efficiently and eventually succeed.

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