Amazon Adds Video Games Into Prime Video in Expansion Push - The Hollywood Reporter

What the report says

The Hollywood Reporter says Amazon is adding its Luna cloud gaming service directly into Prime Video, expanding the streaming app beyond movies, shows, live programming and sports. The change, announced in THR’s July 23 report, brings a new “Games” area to Prime Video and is available starting immediately for users watching through Amazon Fire TV devices.

According to THR, the lineup includes titles such as Hogwarts Legacy, EA Sports FC 26 and Clue. Amazon gaming executive Jeff Gattis told the outlet the company wants Prime Video to become a broader entertainment hub and expects the integration to make Luna easier for subscribers to notice and use. Luna had already been part of Amazon’s wider Prime offering, but placing it inside Prime Video is intended to put games closer to where customers already spend time.

The report frames Amazon’s approach as focused less on competing directly with PlayStation, Xbox or PC gaming and more on reaching casual players and families. Gattis pointed to familiar intellectual property and accessible gameplay as priorities, citing the performance of Hogwarts Legacy and future opportunities tied to Amazon-controlled properties, including MGM-related franchises.

THR also notes that streaming companies are increasingly experimenting with games, with Netflix and Peacock among those using casual or IP-based offerings. Ampere Analysis’ Piers Harding-Rolls told THR that cloud gaming remains a small part of the global games market, though Amazon may be comparatively well positioned because of AWS and its large subscription base.