Xbox, Wii and Playstation, meet Android, your newest video gaming competition.
According to a recent report from the Wall Street Journal, Google is developing an Android-based video gaming system. Building on the success of its popular Android software, Google is moving to diversify itself beyond the smartphone and tablet marketplace, in order to better compete with key rival Apple.
Google’s venture into the gaming marketplace makes financial and strategic sense. According to market researcher PwC, gamers spent $24.9 billion worldwide last year on game consoles. Google is not the first company, however, to develop an Android-based gaming device.
The Android-based gaming console Ouya went on sale in May, powered in part by a $8.6 million Kickstarter campaign. At less than $100 per console, Ouya is competitively priced and already making a major dent in the gaming marketplace. The gaming console sold out within one day from major retailers.
Key Lime Pie
The Android gaming console rumors come amid Google’s plans to release a new version of Android later this fall, widely referred to by industry analysts as “Key Lime Pie.” Ahead of its next Android release, Google has moved aggressively to use the operating system in everything from computers to refrigerators. Google has also been developing a low-cost Android-based smartphone, which analysts say will be tailored for sale in developing countries.
More than 900 million devices are powered by Android worldwide, says Google’s head of Android, Sundar Pichai. That’s more than double the number of devices from one year ago (400 million) and a nine-fold increase from 100 million devices two years ago, the Wall Street Journal notes. Android now powers 75 percent of all smartphones and 56.5 percent of all tablets, according to market research firm IDC. Google currently allows mobile device manufacturers to use the operating software for free in their smartphones and tablets.
Google TV
Google TV is also under development, although it was barely mentioned at Google’s I/O 2013 developer exposition. When first announced three years ago, Google TV was built without the Android OS; the latest Google TV update is based on Android version 4.2.2. Unlike Apple – which embraced the Apple TV name – TheVerge.com notes Google is wary about the term “Google TV” and prefers “Android: As Seen on TV!”
However, analysts say that Google TV still needs considerable development work to bring Android to the big screen. Companies including Hulu and NBC blocked Google from accessing their content when Google TV first launched. Analysts report that deals with these companies are now coming together. And unlike Apple TV, Google TV will work with existing satellite and cable providers. Because of this, popular retailers, such as GetDirectTV.org, may support Google’s television development efforts.
Google is also working on Google Fiber, which would bring connection speeds 100 times faster than today’s current broadband for lightening fast Internet connections and crystal clear high-definition television. The Google fiber TV box, however, is separate from Google TV.
From low-cost smartphones and gaming consoles to watches and television, Google is continuing to challenge Apple by expanding its Android operating system. While some devices like the Nexus Q home entertainment system were missteps, Google’s upcoming Android software release will create new opportunities and further expand the company’s market share.
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