adminAmazon Luna is being brought into Prime Video as Amazon reshapes its gaming strategy around a shared platform for games, film and television. The move is intended to make cloud gaming easier to discover for Prime members while connecting Amazon’s entertainment divisions more closely.
Jeff Gattis, general manager of Amazon Luna and Amazon Game Studios, outlined the company’s plans, including its approach to exclusive games, potential audiences and future links between interactive and screen-based entertainment.
Image credit: Amazon
Amazon Luna and a more connected gaming strategy
Amazon’s gaming operations previously worked across three largely separate groups: Amazon Game Studios, the Luna cloud gaming team and Prime Gaming. Amazon Game Studios focused on developing games, Luna worked on its streaming platform, and Prime Gaming offered benefits such as game content for Prime members.
After joining Amazon in March 2025, Gattis began bringing these areas together. The company now describes its gaming work as two main pillars: Luna as its gaming platform and Amazon Game Studios as its development operation. The change is designed to make the different teams and services work toward shared goals.
Luna will now be integrated into Prime Video | Image credit: Amazon
Games made by Amazon Game Studios are expected to be available on Luna. Amazon will also publish some titles for other platforms, including the upcoming Tomb Raider games Legacy of Atlantis and Catalyst. Gattis says exclusivity will be considered individually, while stressing that exclusive titles can help establish a gaming platform.
Amazon also has film and television properties through Prime Video and MGM Studios, alongside distribution and technology resources from Amazon Web Services and Twitch. Gattis sees closer coordination across these businesses as a way to support Luna and build a more distinctive games offering.
Amazon Luna’s opportunity beyond console and PC players
Gattis argues that the next wave of growth may come from people who do not own dedicated gaming hardware, rather than from competing directly for established console and PC audiences. He estimates that roughly 3 billion people play games worldwide, while around 500 million own consoles and PCs. Many others play primarily on mobile devices.
For Amazon, this points to an audience that may enjoy games but lack an easy way to play on a television. Luna’s cloud-based approach could make selected titles available without requiring players to buy a console or gaming PC. Integrating the service into Prime Video may also reduce the effort involved in finding and accessing it.
Amazon is publishing Tomb Raider: Legacy of Atlantis | Image credit: Crystal Dynamics
The company is looking at well-known franchises and games that are approachable for a broad audience. Gattis cited Hogwarts Legacy, Indiana Jones and future Tomb Raider releases as examples of titles with recognisable worlds and mechanics that are not overly difficult to learn. He says Hogwarts Legacy has performed particularly well on Luna.
Another part of the plan is GameNight, a collection of experiences designed for groups. Players can use a phone as a controller for trivia games and board-game adaptations, making it possible to play together without learning complex controls or committing to a long campaign. This format may suit households looking for a short, shared activity on a television.
Hogwarts Legacy has performed strongly on Luna | Image credit: Warner Bros. Games
Amazon says the Prime membership could help it reach customers in markets where the price of gaming hardware and software is a significant obstacle. The aim is to make more games accessible, including to people who may later become console or PC players.
Subscriptions, games and cross-media experiences
Payments and agreements for games on Luna vary by title, according to Gattis. He says Amazon is also working on longer-term licensing arrangements, rather than relying only on short availability windows. Longer access can give players more time to discover a game and may help make a subscription service feel more dependable.
Amazon also wants to connect games with its film and television catalogue. The wider industry is increasingly linking screen franchises with interactive experiences, and Gattis expects those connections to become closer over time.
The Fallout TV show has been a hit on Prime Video | Image credit: Prime Video
Examples include the Fallout television series and games, the Masters of the Universe: Legends Unite card game planned to align with the Masters of the Universe movie, and the Tomb Raider games and television project. Amazon’s longer-term concept is to make a franchise easier to explore across shows, games and related merchandise.
Amazon expects third-party games to account for a large share of the time people spend on Luna, while continuing to develop its own titles. Gattis says original games remain important to building a platform, and Amazon currently has more games in development than at any earlier point in its history. The projects range from larger productions to smaller GameNight-style experiences.
Amazon’s publishing plans and future projects
Amazon has not confirmed who will develop or publish a possible sequel to 007: First Light. The recently released game was developed and published by IO Interactive. Gattis says discussions about a follow-up have not taken place, while noting that a sequel could be a reasonable possibility after the game’s success. He also says Amazon intends to make decisions based on what best serves the game, rather than automatically bringing every project in-house.
Amazon has also ended its publishing agreement with UK studio Maverick Games for the driving game Clutch. Gattis says the company reviewed its portfolio and did not see a strong market fit for the project. Maverick Games is now self-publishing the title.
Clutch is now being self-published by Maverick Games | Image credit: Maverick Games
When Luna was relaunched in October with GameNight experiences, Amazon reported that active users increased fivefold, while noting that the service had started from a relatively small user base. Gattis described the change as an encouraging signal and pointed to the worldwide Prime membership as a significant potential audience.
What Amazon Luna’s strategy means for players
Amazon Luna’s direction combines cloud gaming, Prime Video access, familiar entertainment franchises and games designed for different levels of experience. Its success will depend on whether players find the service convenient, whether the available catalogue meets their interests and how well the games work for people without dedicated gaming hardware.
For potential users, practical considerations include checking which games are available in their region, what Prime membership includes and whether a stable internet connection is suitable for cloud gaming. Amazon’s broader ambition is to make games easier to access and to create closer connections between the titles people play and the stories they watch.
