Lack of games, convoluted pricing hamper Google’s new Stadia game-streaming service

NEW YORK — Google’s new game-streaming service Stadia demonstrates the possibilities of gaming from the cloud, but experts say it’s hindered by a lack of compelling video games and a convoluted pricing scheme.

Piers Harding-Rolls, head of games research at IHS Markit, called Tuesday’s launch more of a public beta test than an actual debut. He said the real test will come next year, when Stadia begins to compete with new video game consoles due out from Sony and Microsoft.

“It is not at the moment a challenger to console companies or PC gaming,” he said. “At this stage it is really about getting the product into market and into hands of consumers.”

Tech companies such as Google are trying to establish a foothold early — even with some kinks — before streaming becomes as established in gaming as Netflix is in video and Spotify in music.

But these tech companies have to compete with gaming stalwarts Sony and Microsoft, both of which have streaming ambitions of their own. Unlike Google, they also have decades of experience negotiating with game publishers and navigating the gaming industry.

Microsoft’s $10-a-month Xbox Game Pass lets players download more than 100 games on the Xbox console at no additional cost. Sony’s PlayStation Now, also at $10 a month, or $60 a year, lets users stream or download games.

Stadia, on the other hand, isn’t meant for the console. But it requires a PC with Google’s Chrome browser or a Google-made device — a Chromebook laptop, a Chromecast TV streaming device or a Pixel phone. It won’t work with other phones using the company’s Android operating system, or on iPhones.

The service will eventually cost $10 a month, but it’s currently available only to those who bought a $130 bundle that includes a three-month subscriptions. The service currently offers 22 games — most carrying a separate fee.

From a technological front, Stadia impresses, said Randy Nelson, head of mobile insights at analytic firm Sensor Tower.

But elsewhere, Stadia falls short. He said there is a disconnect between the hard-core gaming audience that Google appears to be targeting, and the few compelling games actually available.

“Gylt,” a fantasy horror adventure game, is the service’s only new exclusive title.

“It does seem to be a bit of a bare-bones launch to get this service out the door,” Nelson said. “Hopefully Google will expand it over time.”

Nelson said Google’s approach is odd because it targets hard-core gamers who probably already have a console or PC, as well as many of the games on offer, rather than trying to reach more mainstream or casual users who don’t want to invest a few hundred dollars in a console.

“There’s certainly a missed opportunity here to position Stadia as a gateway to console-style gaming for casual and mobile players,” Nelson said.

Also, consumers might be confused about pricing.

Google sold “Founder’s

Edition” bundles in advance, but is now offering a “Premiere Edition” bundle for the same price and benefits. Besides a three-month subscription, the bundle offers a Chromecast Ultra streaming device and a controller.

A stand-alone monthly subscription won’t be available until 2020. A free version will also be available then. And while games are sold separately, the price depends on which level of service the gamer has.

“It all stacks up to being a bit of a confounding offering from Google,” Nelson said. “They’re likely to struggle a bit initially getting traction due to a bit of misunderstanding part of consumers about what it is offering.”