Google Teases Game Makers' Nerves - Age1983

On September 10, 2008, the American magazine *Forbes* revealed that Google was secretly improving its "Google Lively" virtual community service and had invited a large number of top game designers from North America to participate in the R&D project. Google once again began to tease the nerves of game manufacturers. If this internet giant were to sail into the uncharted waters of video games, it remains unclear whether it could claim even a fraction of the industry's $18 billion worth.

Everyone knows that survival of the fittest is the rule for white-hot market competition. Hence, the domineering Google started extending its tentacles in all directions. During the WEB 2.0 craze, Google took internal and external measures—first by acquiring YouTube, then beginning to build its own Social Networking Service (SNS) kingdom. And Google Lively has already come close to the hypothetical rival Second Life, but Google's true intention may not just be about creating a genuine virtual world—it's about gaming. In fact, as early as March 2007, Google laid the groundwork for its gaming ambitions by acquiring the game advertising company adScape for $23 million, which was just the beginning. Although, after that, the company always seemed too quiet, when the users of Google Lively began engaging in social activities with their avatars, people vaguely caught a glimpse of Google's flirtation with gaming.

In a certain sense, Google's entry into the gaming industry aligns with its strategy for an internet empire. Because when something grows strong enough, there will inevitably be a force to release it—GTalk, Gmail, Google Earth, Google Maps, etc., one product after another, each more innovative than the last, fully demonstrates Google's extensibility. The emergence of Chrome once again confirmed that phrase—"Google wants to be the all-around champion." Therefore, dipping its toes into gaming became a crucial strategic move.

If Google wants to gain more space in the gaming world, there are many feasible paths. It can use its financial muscle to acquire several game development companies and use Adscape to spread advertisements through the games it develops. Funding, for the cash-rich Google, is obviously an advantage that forces others to comply.