Amazon Says Rising Console Prices Could Push Cloud Gaming Forward
Amazon’s cloud gaming strategy hinges on rising hardware costs, but Luna still faces content challenges.
BYProbaho Santra
28 JUL 2026, 08:30 AM
Highlights
- Amazon says $1K consoles could boost cloud gaming adoption.
- Luna targets players beyond traditional console owners.
- Players suggest that Luna needs a stronger game library to compete.
Amazon believes the future of cloud gaming could depend as much on hardware prices as technology. The company says if next-generation consoles approach the $1K USD mark, more players may choose streaming over buying dedicated gaming hardware.
Jeffrey Gattis, general manager of gaming at Amazon Games, shared the view in interviews with The Game Business and the BBC. He stated that cloud gaming has long been “a solution in search of a problem” because consoles have remained relatively affordable.
Amazon is now betting that higher hardware costs, combined with better streaming technology, will bring more players to cloud gaming. As part of that strategy, the company has integrated Luna into the Prime Video app on compatible Fire TV devices in the U.S. and U.K.
Amazon Sees an Opportunity Beyond Console Owners
Gattis pointed out that Amazon is not trying to replace consoles or gaming PCs. Instead, the company wants to reach people who play games but have never owned dedicated gaming hardware.
“Somewhere between two-and-a-half and three billion people” already play games worldwide, Gattis noted. He added that only a small fraction owns dedicated gaming hardware, creating an opportunity for cloud gaming to reach a broader audience.
He also mentioned that rising hardware prices could make consumers question whether they still need a console. Amazon believes streaming can remove the cost barrier by letting players access games on devices such as smartphones, Fire TV, and tablets.
Industry experts remain cautious. Christopher Dring, editor-in-chief and co-founder of The Game Business, said cloud gaming could attract players who want major releases like Grand Theft Auto VI (GTA VI)without buying expensive hardware. However, he noted that publishers still earn far more from traditional game sales than subscription services.
Meanwhile, NYU Stern professor, Joost van Dreunen, also stated that latency, inconsistent internet performance, and the lack of a proven business model continue to limit wider adoption, even as hardware prices rise.
Amazon Game Studios/Official Site
Amazon’s Luna Still Has Work to Do
Many players agree with Amazon’s broader argument. Reddit discussions suggest rising console prices are making cloud gaming more appealing. Yet, many users do not believe Luna is ready to benefit from that shift.
The biggest concern is its game library.
Amazon ended Luna’s integrated game store and third-party library integrations in June. Users can no longer buy individual games or access linked libraries. They now rely largely on the Prime Gaming catalog, despite Luna also offering titles such as EA Sports FC, Hogwarts Legacy, Indiana Jones and the Great Circle, and the upcoming Tomb Raider.
Many players believe Amazon must expand Luna’s catalog and improve purchasing options if it wants to compete with Xbox Cloud Gaming and GeForce NOW. Rising console prices may strengthen the case for cloud gaming, but Luna’s long-term success will also depend on offering a broader and more flexible gaming platform.
Probaho Santra
Probaho Santra is a content writer at Outlook India with a master’s degree in journalism. Outside work, he enjoys photography, exploring new tech trends, and staying connected with the esports world.
Probaho Santra
Probaho Santra is a content writer at Outlook India with a master’s degree in journalism. Outside work, he enjoys photography, exploring new tech trends, and staying connected with the esports world.
Published At: 28 JUL 2026, 08:30 AM
Tags:AmazonConsole
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