The news: Samsung could popularize game streaming through its new platform, which will allow users to play video games directly on some 2022 models of its smart TVs without a game console, through Gamesindustry.biz.
- the Samsung Game Center The platform is produced in partnership with three game streaming companies: Nvidia, Utomik, and Google Stadia.
- Stadia Pro members will be able to stream games in 4K, but Samsung hasn’t said whether the gaming hub will require its own subscription.
How we got here: Game streaming is a promising technology that has grown in recent years but has failed to break through as a major force in the video game industry.
- In the beginning, game streaming services promised to increase access to blockbuster video games without the prohibitive cost of a console or gaming computer. Instead of running a game natively on a device , the service provider performs it, then plays a high-quality video stream on the user’s screen.
- But very early on, services like Google Stadia and Nvidia GeForce now ran into latency issues (even on single-player games) and lacked crucial multiplayer features that were standard on other gaming platforms.
- Stadia has also encountered problems developing exclusive games in an attempt to compete with the major consoles. It didn’t take long for Google to shutter game development arm of Stadia and instead focuses on refining the core functionality of its service.
The advantage of Samsung: While the Samsung Gaming Hub will be available at no additional cost to Smart TV users, it will introduce game streaming to the growing number of Connected TV (CTV) users.
- TVCs are quickly becoming a dominant force on television and the television screen of choice in all age groups. On two-thirds of the US population will be monthly CTV users by 2022, according to our estimates, with more than 80% of users aged 25 to 54 using TVCs.
- The Samsung Gaming Hub will make switching between video games and other functions relatively easy by supporting both Xbox and Playstation launch controllers, through The edge. It also won’t force users to pair their controllers every time when switching between devices.
- The new platform gives Samsung an edge over competing smart TV makers like LG, which have yet to consolidate game streaming deals. It could also grab the attention of advertisers keen to access detailed data on Samsung’s viewer behavior on the platform across apps and media.
What does that mean: Making video games easily accessible to users where they already are could put game streaming in the spotlight and could spark competition from other CTV makers looking to bring broader forms of entertainment to their platforms.