Prime Video brings cloud gaming to platform with Amazon Luna integration

MUMBAI: The next thing you binge on Prime Video may not be a series, it could be a game. Amazon is bringing its Luna cloud gaming service directly into Prime Video, adding a dedicated Games tab that allows users to discover and stream video games alongside films, TV shows and live sports.

The feature, which rolls out from Thursday, is initially available to Prime Video users with Amazon Fire TV devices. Players will be able to access a selection of games, including Hogwarts Legacy, EA Sports FC 26 and Clue, without leaving the Prime Video interface.

The move marks Amazon’s latest effort to position Prime Video as a broader entertainment destination rather than simply a video streaming service, while giving its cloud gaming platform greater visibility.

“We’re just going to drive a ton more discovery and awareness of this great benefit, and ideally at the end of the day, it’s getting more people playing video games,” Jeff Gattis, General Manager of Gaming at Amazon, said.

The update adds Games alongside existing Movies, TV Shows, Live TV and Sports tabs, significantly expanding the platform’s entertainment offering.

Rather than competing directly with traditional gaming platforms such as PlayStation, Xbox or high-end PC gaming, Amazon says its strategy is to attract the far larger audience of casual gamers.

Gattis noted that while there are around 3.5 billion people worldwide who play video games, there are only about 300 million consoles and gaming PCs, leaving a vast audience that prefers accessible gaming experiences without investing in dedicated hardware.

Amazon Luna has built its catalogue around recognisable franchises and easy-to-pick-up games, combining family-friendly titles with blockbuster intellectual properties. According to Gattis, games based on familiar brands with straightforward gameplay have resonated strongly with players.

He cited Hogwarts Legacy as one of Luna’s strongest-performing titles and said upcoming releases, including Tomb Raider, scheduled to launch in February, will continue that strategy. Amazon is also exploring games based on intellectual property from MGM, including potential future titles linked to the James Bond franchise.

Beyond gaming, Amazon sees interactive experiences becoming an extension of its streaming content. Gattis said the long-term ambition is to create experiences that complement films and television programmes, blurring the boundaries between watching and playing.

The move comes as streaming platforms increasingly turn to gaming to deepen user engagement. Netflix has expanded into casual mobile games, while Peacock has introduced titles based on franchises such as Law & Order and Jeopardy!.

Despite growing interest, cloud gaming remains a relatively small segment of the industry. According to Ampere Analysis, pure-play cloud gaming services, including Amazon Luna Premium, generated around $700 million in consumer spending during 2025, accounting for just 0.3 per cent of global spending on gaming content and services.

While the sector continues to grow, analysts believe it remains several years away from challenging the dominance of mobile, console and PC gaming. For Amazon, however, embedding Luna inside Prime Video signals a broader bet that the future of entertainment will be measured not just by what people watch, but increasingly by what they play.