Amazon Integrates Luna Gaming into Prime Video with New Games Tab

The new strategy that Amazon gaming exec Jeff Gattis talked to The Verge about last month is getting clearer now that Prime Video has added a new Games tab on Fire TV devices. With Prime Gaming, Amazon Game Studios, and Luna now combined into one organization, it’s aiming at the more casual audience of people already using Prime Video to stream movies, TV shows, and sports, instead of trying to compete directly with “core” gamers playing MMOs and shooters.

Luna was already included in Prime, but now users in the US and UK can access it directly within Prime Video to play titles like Dispatch, Fallout 4, Hogwarts Legacy, EA Sports FC 26, and Clue. Amazon says that “details on additional devices, countries, and games” will be announced later.

The expansion is similar to Netflix’s recent additions of streaming games you can play on your TV, and in an interview with The Hollywood Reporter, Gattis admitted Amazon has “never established” itself as a gaming platform so far, and emphasized the key role Amazon IP like Tomb Raider and James Bond will have.

The Games tab is also a place for Amazon to promote tie-in games to people who watched its content on Prime Video, like the Masters of the Universe: Legends Unite co-op card battler game, or its “AI-powered party game” Courtroom Chaos: Starring Arnold Schwarzenegger ahead of his new holiday movie for Amazon later this year.