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Do you think you need to own the cloud to compete in cloud gaming? Or could someone "rent" the cloud and compete?

It seems like press that covers this topic take it as a foregone conclusion that Microsoft and either Google or Amazon will win in the space because of their cloud infrastructure.

I get that Google Stadia has stumbled so far and Amazon Luna doesn't seem like a home run either, but really no one is dominating the space yet because it's so new and US broadband deployment so poor.

Could a client of Microsoft or Google or Amazon leveraging their cloud infrastructures compete with the owners? Or is owning the cloud an absolute requirement to compete?



Lifetime Sales Prediction - 6/29/2013
Wii U - 38 million
XBOX One - 88 million
Playstation 4 - 145 million