Giants aren’t playing around in games shift

Google also unveiled a new controller and its own studio.
Apple says Apple Arcade games will redefine games and be curated based on originality, quality, creativity, fun and their appeal to players of all ages. 
Apple Arcade will give customers the freedom to try any game from its collection of titles that are all-you-can-play, have no ads, ad tracking or additional purchases, and respect user privacy.
The App Store has nearly 300,000 free and paid games. Free games, supported by advertising or in-app purchases, are enjoyed by hundreds of millions of players around the world. Paid games are often acclaimed and beloved by the people who play them, but competing with free material is hard, so even the best of these games have only reached a smaller audience. 
With the simplicity of a single subscription, Apple Arcade will bring games like these to the App Store's more than 1 billion gaming customers. Apple Arcade complements the popular catalogue of free games on the App Store.
Apple Arcade will introduce an innovative way to access a collection of brand new games that will not be available on any other mobile platform or in any other subscription service. Rather than pay up front for each game, a subscription to Apple Arcade will give players the opportunity to try any game in the service without risk.
 Since every game includes access to the full experience, including all game features, content and future updates, no additional purchases will be required. Every game will be playable offline, and many games will offer support for game controllers. 
Because subscribers can play Apple Arcade games across iPhone, iPad, Mac and Apple TV, they can pick up where they left off in a game, even if they switch devices. New games will be added to the service on a regular basis.
Apple Arcade will launch this year in more than 150 countries from a new tab on the App Store across iOS, macOS and tvOS.
 Google's Stadia platform will open to gamers later this year in the United States, Canada, Britain and other parts of Europe. For now, Google is focused on working with game makers to tailor titles for play on Stadia, saying it has already provided the technology to more than 100 game developers.
The Stadia tech platform aims to connect people for interactive play on personal computers, tablets, smartphones and other devices.
Google also unveiled a new controller that can be used to play cloud-based individual or multiplayer games.
Stadia controllers mirrored those designed for Xbox or PlayStation consoles, with the addition of dedicated buttons for streaming live play via YouTube or asking Google Assistant virtual aide for help beating a daunting puzzle or challenge.
Google's hope is that Stadia could become for games what Netflix or Spotify are to television or music, by making console-quality play widely available.
Yet it remains unclear how much Google can grab of the nascent, but potentially massive industry.
As it produces its own games, Google will also be courting other studios to move to its cloud-based model.
Google collaborated with French video game titan Ubisoft last year in a limited public test of the technology powering Stadia, and its chief executive was in the front row at the platform's unveiling.
A coming new version of blockbuster action game "Doom" tailored to play on Stadia was teased at the event by iD studio executive producer Marty Stratton.
The reliability and speed of Internet connections is seen as a challenge to cloud gaming, with action play potentially marred by streaming lags or other disruptions.
Google said its investments in networks and data centres should help prevent latency in data transmissions.
The US video game industry generated a record 
US$43.4 billion in revenue in 2018, up 18 per cent from the prior year, according to data released by the Entertainment Software Association and The NPD Group.