Xbox testing ad-supported streaming, Amazon brings Luna to Prime Video
Microsoft's Xbox division is testing an ad-supported cloud gaming model to increase accessibility and lower costs for players. Simultaneously, Amazon is integrating its Luna cloud gaming service directly into Prime Video to improve visibility.
Why it matters
These moves represent a strategic shift by major tech companies to monetize cloud gaming through advertising and platform integration as they compete for market share.
Amazon and Microsoft have devised new ways to get people playing video games in the cloud.
Microsoft's Xbox division said Thursday that it will test an advertising-supported way of letting people stream video games.
Amazon , meanwhile, announced plans to add the Luna cloud gaming service to its Prime Video streaming platform. Amazon includes Prime Video in Prime subscriptions, which cost $14.99 per month. Amazon's adjustment will give Luna more front-and-center promotion on its website. Previously, Luna was only accessible through a dedicated website.
The two companies have succeeded in cloud computing but have stumbled as they have tried to get people hooked on games over sometimes unreliable internet connections, which can result in latency.
"Our goal is simple. Give more people more affordable ways to play," Xbox wrote in a blog post.
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