Google Stadia Being Rebranded As Tech Giant Moves To a Fresh Strategy

Google is planning to repurpose its Stadia technology by partnering with companies to white-label the tech that powers the tech giant’s streaming service, Business Insider reports.

According to the outlet, the new partnership will be rebranded from Stadia to “Google Stream.” Several companies, including Capcom and Bungie. Bungie, which is set to be acquired by PlayStation, is “exploring” its own streaming platform.

Google is also broadening its horizons and apparently talked to other companies, such as the exercise equipment company Peloton. Business Insider reports that conversations between the two companies include whether Peloton can be a “back-end” provider for games running on its line of fitness bikes. Last June, Peloton announced it intention to launch an in-app fitness game.

This would not be the first time Google pivoted to licensing out its tech to other companies. Last October, AT&T was offering customers a chance to stream Batman: Arkham Knight, free of charge on Microsoft Edge or Google Chrome desktop browsers. IGN received confirmation from both AT&T and Google that the game was being powered by the technology that Stadia uses.

The announcement that Google is pivoting to licensing out the Stadia tech is an interesting approach for the company. Stadia launched in November 2019, though roughly three years later, the company’s cloud gaming platform has had a rocky road.

In 2021 alone, Stadia’s game director left to join Stadia Cloud, several employees left to join Haven Entertainment, and the head of Product left the company entirely. Additionally, roughly a year ago, Google shuttered its internal game studios.

Taylor is the Associate Tech Editor at IGN. You can follow her on Twitter @TayNixster.