Microsoft has announced their partnership with their long-term rival Sony on gaming cloud services. Despite their differences, Sony and Microsoft still have managed to pull resources together and fight back their potential threat to Google with their cloud gaming service, Stadia. Google launched Google Stadia in April; a cloud-focused gaming platform.

Cloud gaming is possibly the next big thing seeing the flocking of movie platforms like Netflix and other streaming services gaining big numbers each day. The two companies via the agreement documentation stated, “The two companies will explore joint development of future cloud solutions in Microsoft Azure to support their own game and content streaming services. Additionally, the two companies will explore the use of current Microsoft Azure datacenter-based solutions for Sony’s game and content streaming services.”

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The partnership may sound awkward, however, since Sony has its game-on-demand services likes of PlayStation Now, but this platform needs expansion to accommodate the coming wave of content-streaming services. To be able to keep up with the demand, Sony needed to up their game and cut on the implementation costs.

The partnership thus puts XBOX and PlayStation up their game against the emerging threats from Google Stadia. Sony and Microsoft, of course, are aware that tackling a rival as if Google will not be an easy thing keeping in mind their brand authority and presence. Google is everywhere, and when they launch any product, it reaches whenever they want it to. Since Google has a more significant hand on the search and brand authority in the world, it would be hard to take down a rival of this nature.

Google Stadia is not the only competitor; maybe Nintendo is part of the game to with their switch, but gaming wars are building up every day. Even mobile phone companies are also testing the market depths with Gaming focuses devices like the Razer Phone 2 and ROG phone from ASUS.

According to Sony President and CEO Kenichiro Yoshida, in the press release, stated that he believes their joint development of the future cloud solutions will contribute significantly to the advancement of interactive content.

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