Amazon has officially added its Luna cloud gaming service directly into the Prime Video platform interface, offering it at no additional cost to its subscribers. This move is part of the company's fresh gaming strategy, which is now aimed at attracting a huge audience of viewers who launch the service daily to watch movies, TV series, and sports broadcasts.
Integration via the 'Games' Tab
A special tab called 'Games' has now appeared in the streaming service's interface. In the initial rollout phase, this feature has become available exclusively to Prime subscribers residing in the United States and the United Kingdom. You can play directly through Fire TV devices.
To ensure a comfortable gaming experience, users are offered a choice: favorite projects can be controlled using either a traditional game controller or a regular mobile phone. Amazon notes that details regarding the implementation of support for new devices and the expansion of the list of countries will be revealed a little later.
Large Library and Content Tie-ins
At launch, users get access to over 100 various gaming projects. Among the available hits, the following games are worth highlighting:
- Popular role-playing game Fallout 4
- Adventure project Hogwarts Legacy
- Sports simulator EA Sports FC 26
- Other interesting titles, such as Dispatch and Clue
The special gaming tab also serves as a successful platform for promoting video games directly related to the platform's content. Viewers can easily launch the cooperative card game Masters of the Universe: Legends Unite or try out the "AI-powered party game" Courtroom Chaos: Starring Arnold Schwarzenegger ahead of the release of the actor's new holiday movie for family viewing.
Updated Development Strategy
The company's management recently restructured, combining three previously autonomous gaming divisions — Amazon Game Studios, the cloud service Luna, and the Prime Gaming program — into a single large organization. This large-scale combined structure is headed by General Manager Jeff Gattis, who joined the team in March 2025.
Instead of entering into a direct battle for the attention of "hardcore" gamers who prefer complex MMOs or competitive shooters, Amazon is focusing on a casual audience. This approach is similar to Netflix's recent expansion, which also added video game streaming capabilities for TVs. According to Gattis, Amazon has not yet been able to fully establish itself in the market as a gaming platform. That is why the company's strong intellectual properties, in particular projects in the Tomb Raider and James Bond universes, will play a crucial role in the new attempt to conquer the industry.
By pooling resources and focusing on casual players, Prime Video gets a powerful tool for deeper immersion of the audience into the Amazon ecosystem. Further company announcements will show the scale of its ambitions in the global cloud gaming market.
