Amazon’s new gaming system: James Bond and AI Snoop Dogg

Amazon’s gaming strategy has never been clearer. It has been very active in space: get Twitchlaunching its Luna cloud gaming service about six years agoinvest heavily in MMOs during the lifetime risk, and have the opportunity to earn more money through Prime Video and MGM Studios library. Late last year, the company announced a major pivot, a relaunch Luna is interested in party games you can play with your phone as a controller – including an AI-driven game with Snoop Dogg as a referee – and really jump ship on MMOs.

At the time, it seemed like a comeback, but Amazon says it’s not. “The truth is that nothing could be further from the truth, but we’re not going to come out and say it,” said Jeff Gattis, GM of Amazon Games. Seaside. And while the company claims it has a new, more focused strategy, its gaming efforts are still spread across several different pillars.

One of these new features comes from a design change, as the company now has what it believes to be a simple process. “Luna is our game platform, Amazon Game Studios is our development and publishing platform,” says Gattis. He admits it’s “not really that different” from the Xbox system, which is part of the Xbox platform and Xbox Game Studios. And since Amazon is pushing cloud-based party games you can play only on your phone, Gattis knows the parallels of Netflix’s approach, too — which it has done. he also had his twists and turns. Until recently, Amazon has tried to target “core” gamers, but Gattis says that market segment is “well served” by products such as PlayStation, Xbox, and Steam. Amazon is not abandoning the group, but it also sees an opportunity to appeal to the general public.

Gattis joined Amazon in March 2025 after years as the head of Xbox. Gattis says he came to Amazon because he saw a lot of opportunity. “I, frankly, can’t accept that Amazon, as one of the biggest entertainment companies in the world, can’t be in the first category of consumer entertainment,” he says. Since joining, Amazon has combined its three separate gaming divisions – Prime Gaming, Amazon Game Studios, and Luna – into one entity. “None of the teams work together,” Gattis says.

For Luna, select games are included with an Amazon Prime subscription (including its GameNite party games) and you can pay $9.99 a month for Luna Premium, which includes more titles. As for Amazon Game Studios, its most popular game in the works is a remake Tomb Raider: Legacy of Atlantis and Tomb Raider: The Helpnew entry in the list. Both are due to launch in 2027. And Amazon’s involvement with gaming extends a live event Tomb Raider show it to Prime Video stars Sophie Turner as Lara Croft.

Amazon bet on placement Tomb Raider everywhere – there are also several titles available through Luna – shows where the company sees things going. “We really believe that the line between TV and video games is getting wider and wider” so much so that “I think every major IP should have a video game story” as part of its marketing strategy, says Gattis. He also points to Amazon’s rights to sports games like the NBA and NFL, saying there are “all kinds” of “peer-to-peer games” it could create.

Now that Amazon has creative direction for James BondThis seems like another obvious license for the company to build more games around, especially later victory about IO Interactive has released it recently 007 The Greatest Light. Self-published IO Interactive Very Bright due to an agreement that was made before Amazon took over the license, although Amazon has “a stake in the game” and the company is talking to IO about the timing of bringing it to Luna, according to Gattis.

“This is show A going to Prime Video, watching Bond movies, playing video games, shopping on (Amazon).com,” Gattis says. Amazon has the rights to “all future Bond titles” and “I think you can expect (the next Bond game to be) a game published by Amazon Game Studios,” says Gattis. They have yet to confirm whether IO will be producing any sequels. “When the dust settles on this one, we’re going to start scratching our heads and thinking, well, what does (the next Bond game) look like? Who’s the right protagonist? What’s the right story? All those things.”

Currently, Amazon has 10 to 15 games in development, according to Gattis, who says that “probably 33 to 40 percent” are AAA titles. But those big-budget games aren’t important to the new audience Amazon is going after with its new Luna game. Snoop Dogg’s game came together “in less than a year,” Gattis says. Amazon is a “big believer” in AI innovations both for AI-powered games such as Snoop Dogg’s headlining and how they can help with massive growth. “To be clear, this is a human-made game, but using AI as a weapon,” he says. “We didn’t cut people for AI. We’re just using it to try to speed it up and try to make different games.” (Crystal Dynamics, developing Tomb Raider reboot, he has agreed that it used “AI-assisted tools” during development.)

Scale is not a guarantee of success. Netflix has a very large subscription streaming business but has never made a big splash in gaming. And while Amazon seems to be more focused than ever, it seems that it’s trying a few things to see what sticks, and that will take time to play out. Gattis, however, is confident in Amazon’s path. “Don’t sleep on Amazon at this point.”