Amazon Prime Video Provides Video Games to Bundle By way of Luna

Prime Video is including video games.

Amazon is making a transfer to embed its Amazon Luna cloud gaming service inside its Prime Video platform, enabling a lot simpler discovery for the online game providing.

Games, together with titles like Hogwarts Legacy, EA Sports FC 26 and Clue might be accessible beginning immediately inside Prime Video, for customers with an Amazon Fire TV system.

“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.”

The change will see a “Games” tab added alongside “Movies,” “TV Shows,” “Live TV” and “Sports,” considerably increasing Prime Video’s content material providing.

Amazon Luna has been strategic with the video games it pursues, in search of out licensed titles which may be acquainted or transfer the needle, paired with video games based mostly on Amazon IP or authentic fare, in addition to informal household video games.

The objective, Gattis says, is to not tackle the Playstations and Xboxes of the world, however to succeed in that bigger universe of informal avid gamers.

“Your PlayStations, your Xboxes, your Steam and PC players tends to be really well served already. I might even argue over-served, where they’re largely just competing for the same pool of players and trying to take share from one another, and it’s a pool that’s really not growing in terms of console install base,” Gattis says. “When we step back a little bit and just looked at the overall gaming market, there’s three and a half billion people in the world who play video games. There’s only about 300 million consoles and gaming PCs out there, so you don’t have to do heavy math to realize there’s a lot of people that love to play games, but are not necessarily playing in the highest fidelity environment on their TV or on their desktop computer. So that was where we started to see some real opportunity.”

The providing pairs informal household video games like Clue and Who Wants to Be a Millionaire with extra fully-featured however nonetheless easy video games like Hogwarts Legacy. Gattis says that IP might be a theme because the service retains constructing out.

“What we found is that big IP, familiar IP, approachable IP with relatively simple game mechanics are really resonating with our players,” he says. “Hogwarts Legacy has done incredibly well in the service. It’s a game that obviously everybody loves the IP, but it’s not a very complicated game to get into and start playing. Same thing I’d say for Indiana Jones, and we have Tomb Raider coming to Amazon and to the broader market in February, and so we’re excited about that. I think we’re finding a type of game that really resonates, and so we’re going to double down on that type of content.”

That will virtually actually, sooner or later, embody a sure British tremendous spy.

“Obviously, we’ll have the rights to the next [James] Bond game, if there is a sequel of the Bond franchise, there’s a bunch of MGM IP that we’re looking at right now,” Gattis says. “That’s a big part of making sure that we’ve got a really representative set of Amazon first-party content to complement the big third-party IPs that we’ll go out and license for the service.”

The objective, in the end, is to make Prime Video the last word leisure platform, leveraging video games to assist develop the pie, and create new codecs within the course of (simply take a look at Courtroom Chaos – Starring Arnold Schwarzenegger, which makes use of AI to let customers have the motion star resolve their foolish disputes).

“I think there was this shared belief we had inside of Amazon that you need more on Prime Video, thinking of it more as an entertainment platform versus strictly a streaming video platform,” Gattis says. “Going forward, though, what I get excited about, and we’re not quite there yet, but I think you’re going to start seeing a lot more: I’ll call them games or interactive experiences that are really designed to complement or extend engagement with video IP, so I’m excited about creating new types of video games that feel a little more experiential.”

Games have turn out to be a extra vital piece of the puzzle throughout streaming, with Netflix leaning arduous into informal occasion video games, and Peacock leveraging IP like Law & Order and Jeopardy! for brand new choices. Prime Video, as one of many largest streamers, doesn’t need to be omitted, particularly with Luna already within the Prime ecosystem.

“Ampere data shows that pure-play cloud services including Amazon Luna Premium generated around $700m in consumer spending in 2025. That represented around 0.3% of global spending on games content and services, so cloud gaming services have a long way to go to challenge the established device categories of mobile, console and PC,” says Piers Harding-Rolls, senior analysis director for video games at Ampere Analysis, in an e mail to THR. “There is certainly room to grow as the business is nascent. While cloud gaming has been around since the 2000s, services have become more prevalent in recent years and companies such as Amazon, who are better placed than many due to its AWS and large scale subscription businesses, have entered the market. The sector is growing strongly but is years away from becoming a more mainstream activity.”