Google wants to break into the hyper-competitive gaming industry in part by targeting an audience sometimes overlooked by rivals: women.
On Tuesday, Google will launch Stadia, a way to stream and play console-quality games from a web browser or a smartphone. But one of the most innovative elements — however subtle — of the new gaming service is the design of the Stadia controller. Traditionally, gamer gear has been manly. Microsoft 's Xbox controller comes in colors like electric blue or firetruck red. Sony's controllers are available in black as well as various shades of neon and camo.
It also points to a possible secret weapon for Google as it pushes into an industry that Ernst & Young estimates will generate $152 billion in revenue in 2019."If Google has an advantage here versus Xbox or Playstation, it's that it doesn't have a pre-existing 'gamer culture' it has to appease," said Laine Nooney, assistant professor and historian of video games at New York University.
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