AMAZON ADDS LUNA CLOUD GAMING TO PRIME VIDEO APP

Amazon has integrated its Luna cloud gaming service directly into the Prime Video app on Fire TV devices in the United States and the United Kingdom. Users can now access games including Fallout 4, Hogwarts Legacy, EA Sports FC 26, Clue and Dispatch through a new Games tab without requiring a separate app or additional subscription. The games stream to televisions in the same manner as films and television programmes, with controllers connected via mobile phone or compatible gamepad. Amazon stated that details on additional devices, countries and games will be announced at a later date.

The integration represents a shift in Amazon's gaming strategy toward casual players already using Prime Video, rather than competing directly with core gamers playing massively multiplayer online games and shooters. Jeff Gattis, Amazon's general manager of gaming, told outlets that the company has "never established" itself as a gaming platform to date. He acknowledged that requiring users to actively seek out a dedicated Luna website and application created unnecessary friction points that discouraged uptake. The Games tab will also promote tie-in titles based on Amazon's own content, including Masters of the Universe: Legends Unite and Courtroom Chaos: Starring Arnold Schwarzenegger, ahead of a forthcoming holiday film.

The move mirrors recent expansions by Netflix into cloud gaming on televisions. A substantial library of games is included with standard Prime membership at no additional cost, though users can subscribe to Luna Premium for £8.99 per month for expanded access. Gattis stated that Amazon holds the position of "the largest paid gaming subscription in the world" by his assessment, though acknowledged that awareness of this existing benefit among Prime subscribers remains low.