Amazon has integrated its cloud-streaming platform, Luna, directly into Prime Video, allowing users to access titles like Fallout 4 and Hogwarts Legacy without jumping to another app. This move targets casual gamers already familiar with the Prime ecosystem.

The strategy is part of a broader push by Amazon to combine its gaming studios, Luna, and Prime Gaming under one roof, aiming for greater accessibility and leveraging the vast user base of Prime Video. Jeff Gattis, an exec at Amazon Games, hinted that more devices, countries, and games would be added in the future.

While this expansion mirrors moves by Netflix to offer streaming games, it also represents a significant shift for Amazon, which has struggled to establish itself as a major player in gaming. Gattis acknowledged this challenge but highlighted the potential of Amazon’s existing intellectual property like Tomb Raider and James Bond.

The Games tab within Prime Video is now more than just a section; it's a carefully curated space where tie-ins with popular shows and movies, such as Masters of the Universe: Legends or Arnold Schwarzenegger's upcoming holiday film, can be discovered. This could prove to be an attractive feature for casual gamers looking to dip their toes into the gaming world.