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BLOG: How Google should approach an Android game console

Steven Max Patterson | July 2, 2013
If Google is going to get into the game console business, it won't look the same as Microsoft or Sony.

The Android game console may not really be anything like those built by incumbents. Giordano Contestabile, VP of Product Management and Revenue at Tilting Point, explained:

"It makes absolute sense for Google and Apple to enter and perhaps dominate the casual game console business with their strong brands and developer relationships. But the Android game console will likely not be a high-performance game console like the PS3 or XBox360. It would be much more logical for players to use smartphones and tablets to stream the game to the television using the Android game console."

Based on the insights of game industry experts, the Google game console and Apple's rumored equivalent will have little in common with the incumbent consoles. Developers and game players will be attracted to the Android game console as a new casual gaming platform with some new capabilities, such as a unified gaming experience on a single large screen. Google, in turn, will attract the cohort of casual gamers that is larger than the incumbent console game market. Google also will share in 30% of the in-app transactions.

The speculation about an Android game console and a second version of the Nexus Q is probably about a single product because the features needed for sharing streamed content using Spotify, Netflix and Amazon accounts isn't much different than sharing a casual game experience.

Google is counting on the casual game console business for television to strategically link smartphone and tablet users and its network of content and services in the living room to sell casual games and other types of content.


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