Prime Video is adding games.
Amazon is making a move to include cloud gaming service Amazon Luna within its Prime Video platform, allowing for much easier discovery of video game viewing.
Games, including titles like Hogwarts Legacy, EA Sports FC 26 and an idea It will be available starting today within Prime Video for users who have an Amazon Fire TV device.
“Amazon has been in the gaming business for over a decade, and I think they’ve had varying degrees of success, but they’ve never really established Amazon as a gaming platform, or a destination where people come to play games,” says Jeff Gatiss, Amazon’s general manager of gaming. “From a business perspective, we’re just going to stimulate more discovery and awareness of this great benefit, and hopefully at the end of the day, get more people playing video games.”
The change will see the addition of a ‘Games’ tab alongside ‘Movies’, ‘TV Shows’, ‘Live TV’ and ‘Sports’, significantly expanding Prime Video’s content offering.
Amazon Luna has been strategic in its gaming pursuits, looking for licensed titles that might be familiar or move the needle, paired with games based on Amazon IP or original fare, as well as casual family games.
The goal, Gatiss says, is not to beat the Playstations and Xboxes of the world, but to reach this larger universe of casual gamers.
“Your PlayStation, Xbox, Steam players, and PCs tend to be really well served. I would argue they’re overserved, as they’re largely competing for the same pool of players and trying to take share from each other, a group that’s not really growing in terms of console install base,” says Gattis. “When we step back a little bit and look at the overall gaming market, there are three and a half billion people in the world that play video games. There are only about 300 million gaming consoles and PCs, so you don’t have to do heavy math to realize that there are a lot of people who love to play games, but aren’t necessarily playing in a high-definition environment on their TVs or desktops. And that’s where we’re starting to see some real opportunities.”
View casual family game pairings e.g an idea and Who wants to become a millionaire With more full-featured but still simple games like Hogwarts Legacy. Gattis says IP will be a topic as the service continues to build.
“What we’ve found is that big IP, familiar IP, and accessible IP with relatively simple gameplay mechanics really resonate with our players,” he says. “Hogwarts Legacy He did an incredibly good job of serving. It’s a game that obviously everyone loves the IP, but it’s not a very complicated game to get into and start playing. The same thing I would say about him Indiana JonesAnd we have Tomb Raider Coming to Amazon and to the broader market in February, so we’re excited about that. I think we’ve found a type of game that really resonates, so we’re going to double down on that type of content.
This will almost certainly include a British super spy in the future.
“It is clear that we will have the right to the next stage [James] “With Bond, if there’s a sequel to the Bond franchise, there’s a bunch of MGM IP that we’re looking at now,” Gatiss says. “This is a big part of making sure that we’ve got a real representative set of first-party content from Amazon to complement the big third-party IPs that we’ll be taking out and licensing to the service.”
The goal, ultimately, is to make Prime Video the ultimate entertainment platform, leveraging gaming to help grow the pie, and creating new formats in the process (just look at Courtroom Mayhem – starring Arnold Schwarzeneggerwhich uses artificial intelligence to allow users to get an action star to resolve their silly disputes).
“I think we had this shared belief within Amazon that you need more of Prime Video, thinking of it as more of an entertainment platform than just a streaming video platform,” Gattis says. “What I’m excited about, though, is that we’re not there yet, but I think you’ll start to see more: I’ll call them interactive games or experiences that are really designed to complement or expand interactivity with video IP, so I’m excited about creating new types of video games that feel more experimental.”
Gaming is becoming a more important piece of the puzzle across streaming, with Netflix leaning heavily into casual party games, and Peacock leveraging IP like Law and order and risk! For new offers. Prime Video, as one of the largest streaming companies, doesn’t want to be left out, especially with Luna already in the Prime ecosystem.
“Ampere data shows that pure-play cloud services including Amazon Luna Premium generated about $700 million in consumer spending in 2025. That represents about 0.3% of global spending on gaming content and services, so cloud gaming services have a long way to go to challenge established device categories like mobile, console and PC,” Piers Harding-Rolls, senior research director for gaming at Ampere Analysis, said in an email to Ampere. THR. “There is definitely room for growth as the business emerges. While cloud gaming has been around since the 2000s, services have become more mainstream in recent years and companies like Amazon, which is better positioned than many companies due to Amazon Web Services (AWS) and its extensive subscription business, have entered the market. The sector is growing strongly but is still years away from becoming a more mainstream business.”
