Prime Video Unlocks Access to All Free Games on Amazon

Amazon is making a significant shift in its gaming approach by integrating its cloud gaming service, Luna, directly into Prime Video.

As of Thursday, Prime members in the U.S. and U.K. can access Luna games through a new Games tab in the Prime Video app on Fire TV. This means eligible subscribers can dive into Luna’s rotating game library without needing to download extra software, using either a compatible controller or their smartphone as a gamepad.

For years, Amazon has aimed to position Luna as a viable cloud gaming option, but the service has faced challenges with visibility that extend beyond just having too many games. While Prime subscribers have had access to a curated Luna library as part of their membership, many may not even be aware of this perk, as noted by Amazon Games GM Jeff Gattis earlier this year.

“We had all these assets, but we weren’t using any of them,” Gattis remarked about Luna’s struggle to gain traction, even within Amazon’s own ecosystem.

The introduction of the Luna tab in Prime Video could be a pivotal moment for a service that has experienced ongoing challenges, yet it presents an appealing offer with a variety of free games for subscribers.

“I keep saying you could argue that we’re the largest paid gaming subscription in the world,” Gattis stated. “Nobody knows they have it.”

Whether this new tab in Prime Video will change Luna’s trajectory remains to be seen. This strategy mirrors Netflix’s decision to incorporate games into its streaming platform, an initiative that hasn’t drastically altered its gaming goals but continues to progress; Netflix’s critically panned FIFA revival reportedly performed well based on internal metrics, as did the low-key experimental release Unhinged from Night School Studio, the developers of Oxenfree.

For Amazon, ensuring Luna is front and center is crucial to competing in the “everything app” landscape. Now, we’ll see if Prime Video users can turn the AI-powered Courtroom Chaos: Starring Arnold Schwarzenegger into a genuine success.