What has happened?
Rupert Murdoch’s News Corporation Australia, requested the effective separation of Google’s digital advertising business to the ACCC, in an effort to limit the search giant’s market dominance. “Google enjoys overwhelming market power across online search and ad tech services, … abusing its dominant position to the detriment of consumers, advertisers and publishers,” News Corp. says in its latest submission to the competition regulator’s inquiry into digital platforms
The submission was made public just days after US Senator Elizabeth Warren, a candidate for the Democrats 2020 presidential elections, announced her own plans for big tech companies to be broken up on competition grounds.
Despite pressure to diversify Google, Google is not slowing down. Recently announcing plans to up-end the $140 billion video game industry with new cloud-based streaming service, Stadia, at the Game Developer’s Conference in San Francisco. Considered the Netflix of gaming, Stadia will allow people to play high-end games without purchasing expensive consoles or computers.
The Media Store Take
There’s no questioning Google’s market dominance. Though worth noting giant tech companies don’t succeed in every venture, like Google+ predicted to overthrow Facebook, failing to take off and due to officially shut down next month.
Google has an opportunity to thrive in the video game industry via Stadia being heavily integrated into its existing products such as YouTube and Search.
With little doubt game streaming services will eventually be the norm, it might be a few years before we see the true outcome of these movements and impact on consumer behaviour to shift from owning games outright. Meanwhile Google and others like Microsoft and Sony seem confident streaming will revolutionize how gaming is consumed.