Amazon Adds Video Games to Prime Video in Expansion Push

Amazon’s decision to integrate its Amazon Luna cloud gaming service into Prime Video marks a strategic move to expand its reach beyond traditional streaming content. By embedding games within the platform, Amazon aims to tap into a vast market of casual gamers who may not be invested in high-end gaming experiences.

The addition of games like Hogwarts Legacy and EA Sports FC 26 to Prime Video is a calculated effort to create a seamless user experience. According to Jeff Gattis, general manager of gaming for Amazon, there are three billion people worldwide who play video games, but only around 300 million use consoles or PCs. This disparity presents an opportunity for cloud gaming services like Luna to reach underserved markets.

By positioning itself as a gateway to the gaming world, rather than a direct competitor to established players like Sony and Microsoft, Amazon is taking a safer approach. Gattis notes that there are “a lot of people who love to play games but are not necessarily playing in the highest fidelity environment.” This concept resonates with the idea of cloud gaming as a democratizing force.

Amazon’s expansion into gaming also raises questions about the nature of entertainment itself. As interactive elements become increasingly integrated into traditional streaming models, there may be a shift towards more experiential forms of storytelling. The company’s foray into games is not merely about filling a new revenue stream but about redefining what constitutes an “entertainment platform.”

The move can be seen as part of a broader trend in the industry, with other streaming services like Netflix and Peacock already experimenting with casual party games and licensed offerings. Amazon’s emphasis on leveraging big IP and familiar game mechanics to create an appealing user experience is also noteworthy.

Cloud gaming has a long way to go before challenging established markets, but there is certainly room for growth. According to Piers Harding-Rolls from Ampere Analysis, consumer spending on pure-play cloud services like Luna Premium generated around $700 million in 2025, representing only 0.3% of global game content and services.

Amazon’s push into gaming may seem audacious, but it is a carefully calculated move to expand its influence within the entertainment industry. By leveraging its existing user base and AWS capabilities, Amazon is well-positioned to capitalize on the growth of cloud gaming without shouldering the risks associated with traditional console or PC development.

As Amazon continues to explore new formats and interactive experiences that complement video IP, it may witness a seismic shift in the way entertainment is consumed and created. One thing is certain: Prime Video’s foray into gaming marks the beginning of an exciting new chapter in the evolution of the entertainment industry.

The cloud gaming market has been around since the 2000s, but recent years have seen services like Luna gain traction with companies like Amazon and Google entering the fray. The sector is growing strongly, albeit from a relatively small base. With only around 300 million consoles and gaming PCs in use worldwide, while three billion people play video games, there is a significant opportunity for cloud gaming services to reach underserved markets.

Amazon’s move into gaming raises important questions about the future of entertainment itself. As interactive elements become increasingly integrated into traditional streaming models, there may be a shift towards more experiential forms of storytelling. The concept of an “entertainment platform” is evolving to include not just video and audio content but also interactive experiences that blur the lines between passive consumption and immersive engagement.

One key aspect of Amazon’s strategy is its emphasis on leveraging big IP and familiar game mechanics to create an appealing user experience. By pairing casual family games like Clue with more fully-featured offerings like Hogwarts Legacy, the company is creating a platform that appeals to a broad range of gamers. This approach also speaks to the growing importance of licensed titles in the gaming industry.

As Amazon presses forward with its cloud gaming ambitions, one thing is clear: the future of entertainment will be shaped by a complex interplay between video content, interactive experiences, and emerging technologies. The implications are far-reaching, with potential consequences for traditional streaming services like Netflix and HBO as well as established gaming players like Sony and Microsoft.