Prime Video is adding games.
Amazon is making a move to embed its Amazon Luna cloud gaming service within its Prime Video platform, enabling much easier discovery for the video game offering.
Games, including titles like Hogwarts Legacy, EA Sports FC 26 and Clue will be available starting today inside Prime Video, for users with an Amazon Fire TV device.
“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,” significantly expanding Prime Video’s content offering.
Amazon Luna has been strategic with the games it pursues, seeking out licensed titles that may be familiar or move the needle, paired with games based on Amazon IP or original fare, as well as casual family games.
The goal, Gattis says, is not to take on the Playstations and Xboxes of the world, but to reach that larger universe of casual gamers.
“Your PlayStations, your Xboxes, your Steam and PC players tend 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 offering pairs casual family games like Clue and Who Wants to Be a Millionaire with more fully featured but still simple games like Hogwarts Legacy. Gattis says that IP will be a theme as the service keeps building out.
“What we found is that big IP, familiar IP, approachable IP with relatively simple game mechanics is 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 almost certainly, in the future, include a certain British super 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 goal, ultimately, is to make Prime Video the ultimate entertainment platform, leveraging games to help grow the pie, and create new formats in the process (just look at Courtroom Chaos – Starring Arnold Schwarzenegger, which uses AI to let users have the action star resolve their silly 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 become a more important piece of the puzzle across streaming, with Netflix leaning hard into casual party games, and Peacock leveraging IP like Law & Order and Jeopardy! for new offerings. Prime Video, as one of the largest streamers, 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 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 research director for games at Ampere Analysis, in an email 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.”