Inside Amazon's plan to unite games, movies and TV – including "more games in development than at any point in our history"

Amazon is consolidating Luna, Amazon Game Studios, and Prime Gaming under one gaming organization, with Luna now being integrated into Prime Video. Prime subscribers will be able to launch games from the video app, which Amazon sees as a way to remove friction and tap a much larger audience than the standalone Luna service ever reached.

Jeff Gattis, who now runs Amazon's gaming group, says the old setup left three separate teams working in parallel with little coordination. The new structure splits the business into two pillars: Luna as the platform and Amazon Game Studios as the development arm. Amazon is also leaning harder on its broader ecosystem, including Prime Video, MGM, AWS, Twitch, and Amazon.com, to connect games, shows, and merchandise around shared IP.

For developers, the big shift is Amazon's target market. Rather than trying to win over core players with another high-end platform, the company is aiming at the roughly 3 billion people who play games but don't own consoles or gaming PCs. That means approachable, session-based content, phone-as-controller experiences like GameNight, and recognizable IP such as Hogwarts Legacy, Indiana Jones, and Tomb Raider. Amazon says it has more games in development now than at any point in its history, spanning AAA projects, third-party licensing, and lighter social titles.

Amazon is also changing how it handles content deals. Gattis says third-party games will stay on Luna longer than the old month-long rotations, and exclusives will be decided case by case rather than avoided outright. The company is still publishing...