- Amazon has announced the integration of its Luna cloud gaming service into the Prime Video app, allowing users to access games alongside shows and films.
- Jeff Gattis, Amazon's head of gaming, predicts a future without dedicated consoles, stating that rising hardware costs will drive players to cloud gaming.
- Microsoft has begun testing an ad-supported game streaming service for Xbox Insiders, allowing users to stream games they own for free with ads.
- Amazon has revealed plans to unite games, movies, and TV, with Gattis stating that the company has more games in development than ever before.
- Gattis noted that there are between two-and-a-half and three billion people who play games globally, but only a fraction own dedicated gaming hardware.
- He emphasized that as hardware becomes more expensive, more players will consider whether they need dedicated devices, predicting a gradual shift to cloud gaming.
- Amazon Luna is included in Prime subscriptions, which cost $14.99 per month, and aims to reach 10 to 20 million users quickly.
Amazon's head of gaming Jeff Gattis believes the rising cost of gaming hardware will push more players towards cloud gaming. He stated, "As hardware becomes more expensive, and as streaming technology continues to improve, I think you'll naturally see more people asking whether they actually need that dedicated device."26
Amazon's Luna service, now integrated into the Prime Video app, aims to reach a broader audience. Gattis noted, "There are somewhere between two-and-a-half and three billion people who play games around the world, but only a fraction of those own dedicated gaming hardware." The integration allows Prime subscribers to access Luna without needing a separate app, potentially increasing its user base significantly.5
Meanwhile, Microsoft is testing an ad-supported model for Xbox Insiders, allowing users to stream games they own for free with ads. This initiative aims to provide “more affordable ways to play” and could attract a wider audience to gaming. Gattis emphasized that Amazon is not competing with hardcore gamers but targeting those who want to play without investing in expensive hardware.
Luna currently has “millions” of users across the U.S. and 13 other countries, with a goal of reaching 10 million to 20 million users quickly. Gattis acknowledged that while the transition to cloud gaming may be gradual, the integration with Prime Video positions Amazon to capitalize on its existing customer base of “hundreds of millions” of Prime members.
The gaming landscape is evolving, and both Amazon and Microsoft are adapting to meet the changing needs of consumers.
“Jeff Gattis, Amazon's head of gaming, said Luna has 'millions' of users and aims to reach 10-20 million 'as quickly as we can,' also noting a 'huge untapped audience' beyond console owners. The integration places Luna under Prime Video's 'Games' tab on Fire TVs in the US and UK, giving hundreds of millions of Prime members direct access.”
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