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{"id":3078480,"date":"2022-09-30T11:58:00","date_gmt":"2022-09-30T09:58:00","guid":{"rendered":"https:\/\/4players.fdpub.de\/allgemein\/stadia-kommentar_ein_fehlschlag_mit_ansage\/3078480"},"modified":"2024-05-03T13:10:55","modified_gmt":"2024-05-03T11:10:55","slug":"stadia-kommentar_ein_fehlschlag_mit_ansage","status":"publish","type":"post","link":"https:\/\/4players.fdpub.de\/news\/stadia-kommentar_ein_fehlschlag_mit_ansage\/3078480","title":{"rendered":"Kommentar:Stadia – ein Fehlschlag mit Ansage"},"content":{"rendered":"

Das war’s mit Google und Gaming! Stadia wird im Januar 2023 abgeschaltet \u2013 und damit die letzte intakte Br\u00fccke des Internet-Giganten zum Gaming-Markt in Brand gesetzt. Bereits Anfang 2021 wurde der Stecker bei den eigenen Studios gezogen, jetzt ist auch mit der eigenen Plattform Schluss. Damit verabschiedet sich einer der gr\u00f6\u00dften Internetkonzerne aus dem Spiele-Rennen und absolviert eine Bauchlandung, nur kurz nachdem er \u00fcberhaupt aus den digitalen Startbl\u00f6cken gestolpert ist.<\/p>

Stadia war ein Fehlschlag mit Ansage. Und das lag nicht an der Technologie, deren Erfolg Google zuletzt erneut herausstellte. Aber egal wie gut die Technik hinter Stadia auch ist, die f\u00fcr manch verw\u00f6hnten High-End-Gamer unzumutbare, technische Einschr\u00e4nkungen mitbrachte und f\u00fcr andere die einzige M\u00f6glichkeit darstellte, Blockbuster wie Cyberpunk 2077<\/a> \u00fcberhaupt zu erleben: Google ist an sich selbst gescheitert. Denn \u00e4hnlich wie Amazon hat man nicht so richtig verstanden, wie die Gaming-Branche wirklich tickt \u2013 und was f\u00fcr ein anspruchsvoller Kunde der Spieler an sich sein kann, wenn es nicht um Mobile-Games geht.<\/p>

Das Ende der “Gaming-Zunkuft”<\/h2>

Die gro\u00dfspurig als \u201eZukunft des Gamings\u201c angepriesene Plattform war f\u00fcr einen fiktionalen Markt konzipiert, in dem Spieler kein Interesse mehr haben ihre Spiele wirklich zu besitzen, gleichzeitig aber dazu bereit sind, trotzdem den Vollpreis zu bezahlen. Denn Stadia war eine doppelt teure Angelegenheit: einerseits muss ein Abo abgeschlossen werden, um den Dienst selbst in bester Qualit\u00e4t nutzen zu k\u00f6nnen \u2013 dar\u00fcber hinaus muss aber auch eine digitale Spielebibliothek zusammengekauft werden, die sich nur in Stadia selbst nutzen l\u00e4sst. Das hei\u00dft: Spieler mit hunderten Spielen bei Steam oder auf der Konsole m\u00fcssen sich im Zweifelsfall entscheiden, ob sie ihr Spiel auf einer dieser Plattformen oder bei Stadia kaufen wollen, wobei sie bei der Google-Plattform nicht mal die M\u00f6glichkeit haben, offline spielen zu k\u00f6nnen. Ihr Kauf findet ausschlie\u00dflich im virtuellen Raum statt. Ist das Internet weg, sind auch alle Spiele wie eine Wolke verschwunden.<\/p>

Und hier hat Google anscheinend einfach untersch\u00e4tzt, dass sehr vielen Spielern etwas daran liegt, auch ohne 24\/7 stabiles Internet in ihre Lieblingswelten einzutauchen. Diese Fehlannahme der eigenen Zielgruppe muss gigantisch gewesen sein. Denn man darf nicht vergessen: Stadia ist zum bestm\u00f6glichen Zeitpunkt \u00fcberhaupt gestartet. Kurz nach dem Launch folgten nicht nur die Corona-Pandemie und weltweite Lockdowns, die Menschen wie selten zuvor in die digitale Welt gezwungen haben. Der Stadia-Start ging auch mit einer Hardware-Krise einher, die die Spiele-Welt noch nie zuvor erlebt hat. Ende 2020 waren weder die aktuellen High-End-Konsolen noch aktuelle PC-Hardware verf\u00fcgbar \u2013 und trotzdem hat Google es nicht geschafft, Stadia als attraktive Alternative zu etablieren. Wenn viele Spieler eher bereit sind, 800 Euro f\u00fcr eine PS5 oder \u00fcber 1000 Euro f\u00fcr eine RTX 3080 zu bezahlen, anstatt maximal 100 Euro in Stadia zu investieren, dann l\u00e4uft geh\u00f6rig etwas schief. \u201eDer Business-Case stimmt nicht\u201c, wie ein H\u00f6hle-der-L\u00f6wen-Investor wohl sagen sagen w\u00fcrde.

<\/p>

Die Ignoranz des Silicon Valley<\/h2>

\u00a0<\/p>

Klar – Spiele verkaufen Plattformen, dar\u00fcber k\u00f6nnte Sony vermutlich eine ganze Ratgeber-Regalwand verfassen, wenn nicht jede freie Sekunde in die Produktion der immer noch vergriffenen PlayStation 5 flie\u00dfen m\u00fcsste. Aber selbst ohne First-Party-Blockbuster h\u00e4tte Stadia ein Erfolg werden k\u00f6nnen. Denn es ist viel mehr die arrogante Ignoranz, mit der das Silicon Valley der Gaming-Branche gegen\u00fcbersteht, welche die Weltkonzerne auf diesem Feld regelm\u00e4\u00dfig scheitern l\u00e4sst. W\u00e4hrend Amazon nach wie vor Geld ohne Ende verbrennt, um wenigstens einem ihrer unheimlich mittelm\u00e4\u00dfigen Spieleprojekte (New World<\/a>) zu Erfolg zu verhelfen, scheint Google sich im Vorfeld kaum Gedanken gemacht zu haben, wie die eigene Marktmacht geschickt eingesetzt werden kann, um Spieler langfristig f\u00fcr das Projekt Stadia zu begeistern. Wer erst gro\u00dfe Namen engagiert, gro\u00dfspurige Mega-Spiele-Projekte ank\u00fcndigt und sie dann nur ein Jahr sp\u00e4ter spektakul\u00e4r implodieren l\u00e4sst, der wei\u00df augenscheinlich nicht, wie langfristig moderne Spieleproduktionen aufgestellt sein m\u00fcssen. Das ist unheimlich fahrl\u00e4ssig, wenn man nachhaltig an einer der gr\u00f6\u00dften Boom-Branchen innerhalb der Techwelt partizipieren m\u00f6chte. Games brauchen einen langen Atem \u2013 den Google mit vielen seiner internen Projekte traditionell nicht hat.<\/p>

Dass das Thema Cloudgaming auch erfolgreich gestaltet werden kann, zeigt ein ganz anderes Tech-Schwergewicht: Microsoft. Denn in Redmond scheint man nach qu\u00e4lenden Jahren der Orientierungslosigkeit endlich begriffen zu haben, wie man sein quasi unendliches Windows-Cash geschickt einsetzt, um Spieler an den Xbox-Kosmos zu fesseln, in dem die Konsole selbst nur noch ein Baustein von vielen ist. Der Game Pass ist ein \u00fcber Jahre gewachsenes Killerargument f\u00fcr das gr\u00fcne \u00d6kosystem mit dem X-Logo. Und der XCloud-Dienst, der am Ende gar nicht so anders aufgestellt ist als Stadia, ist tats\u00e4chlich eine m\u00f6gliche Zukunft des Gamings. Microsoft wird mit seinem gigantischen Studio-Verbund und dem g\u00fcnstigen Mega-Abo Game Pass in wenigen Jahren der Fixstern des Spiele-Universums sein, dessen Gravitationsfeld Sony und Co. wohl nur unter gr\u00f6\u00dften Anstrengungen entkommen k\u00f6nnen. Denn Phil Spencer & Co. haben nach dem Xbox-One-Debakel augenscheinlich verstanden, dass man wohl doch erstmal die eigene Kernzielgruppe mit starken Diensten, Hard- und Software versorgen muss, bevor man nach und nach neue Technologien implementiert und die downloadfreie Zukunft vorbereitet.<\/p>

Tsch\u00fcss Stadia, meine Trauer h\u00e4lt sich in Grenzen.<\/p>

In der ersten Version des Artikel hie\u00df es, dass man jederzeit ein Abo f\u00fcr die Stadia-Nutzung br\u00e4uchte. Dies ist aber nur f\u00fcr die 4K-Nutzung n\u00f6tig. Das haben wir korrigiert.<\/em><\/h6>","protected":false},"excerpt":{"rendered":"

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