Google Stadia live streaming service makes 'games playable with the press of a button'

Not content with conquering the search, video and digital advertising realms Google has made a play for the multi-billion dollar video game industry with the unveiling of a digital-only streaming platform.

Stadia promises to deliver cutting edge performance direct to your computer, TV or phone without the need for any expensive hardware, with the only physical component being a custom controller – connected directly to the internet to minimise lag and allow footage to be shared on YouTube at the touch of a button.

Relying solely on a high-speed internet connection to deliver high-end gaming experiences in 4K resolution at 60fps, all processed remotely by Google’s own servers.

Lauding the new system Phil Harrison, Google’s newly installed head of gaming, said: “Data centers make Stadia possible, but what sets the system apart is how it works with other Google services. In a world where there are more than 200 million people watching game-related content daily on YouTube, Stadia makes many of those games playable with the press of a button.

“If you watch one of your favourite creators playing Assassin's Creed Odyssey, simply click the “play now” button. Seconds later, you’ll be running around ancient Greece in your own game/on your own adventure—no downloads, no updates, no patches and no installs.”

Pricing has yet to be revealed for the service but Stadia will launch across the US, UK, Canada and Europe later this year with ID Software’s Doom Eternal being among the first titles to be made available.

Current streaming services such as Microsoft's Mixer have been hobbled by a lag between controls and action on screen, deterring gamers from embracing the technology.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.