Amazon Adds Video Games Into Prime Video in Expansion Push
Amazon is integrating its Luna cloud gaming service directly into the Prime Video interface to increase user discovery. The company aims to target casual gamers rather than competing directly with dedicated console platforms like PlayStation or Xbox.
Why it matters
This move represents a strategic effort to leverage Amazon's massive Prime subscriber base to capture a larger share of the casual gaming market.
Amazon is making a move to embed its Amazon Luna cloud gaming service within its Prime Video platform, enabling much easier discovery for the video game offering.
Games, including titles like Hogwarts Legacy , EA Sports FC 26 and Clue will be available starting today inside Prime Video, for users with an Amazon Fire TV device.
“Amazon’s been kind of ticking away at the gaming space for over a decade now, I think with varying degrees of success, but really has never established Amazon as a gaming platform, a destination where people come to play games,” says Jeff Gattis, GM of gaming for Amazon. “From a business perspective, we’re just going to drive a ton more of discovery and awareness of this great benefit, and ideally at the end of the day, it’s getting more people playing video games .”
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