Amazon Gaming Head Jeff Gattis Forecasts Shift to Cloud Gaming Over Consoles

Amazon’s gaming director Jeff Gattis told the BBC that rising costs of gaming hardware are likely to push more players toward streaming games rather than buying new consoles or PCs. He highlighted that between two‑and‑a‑half and three billion people play games worldwide, yet only a small fraction own dedicated hardware, creating an untapped audience for cloud gaming.

Amazon plans to embed its Luna cloud‑gaming service into the Prime Video app, offering games alongside movies and series. Gattis noted the growing price of consoles from Sony, Microsoft and even Valve’s Steam Machine, and argued that as hardware becomes more expensive and streaming technology improves, more gamers will question the need for a dedicated device.

He referenced past cloud‑gaming efforts such as Google Stadia, which was shut down in 2023 after failing to attract users, and cited ongoing challenges like latency and business‑model sustainability. Nevertheless, Gattis believes Amazon’s integration of Luna can reach the large, still‑unserved segment of gamers.