Amazon’s gaming chief says the next generation of players may never need to buy a console
Cloud gaming allows players to stream and play games online from a remote server using a phone, tablet or controller
Amazon gaming chief says rising console prices could drive shift to cloud gaming
Amazon’s gaming boss, Jeff Gattis, believes the increasing cost of consoles and gaming PCs will encourage more players to stream games online instead of buying expensive hardware.
Speaking to the BBC, Gattis said cloud gaming technology has improved significantly in recent years, making it a more practical option than ever before. While he acknowledged that many gamers will continue to prefer dedicated consoles, he expects more people to question whether they still need one.
His comments come as Amazon expands its Luna cloud gaming platform by integrating it into the Prime Video app, allowing users in the US and UK to access games through a new “Games” tab on Fire TVs.
Cloud gaming lets players stream games directly from remote servers to devices such as smartphones, tablets, or compatible TVs, eliminating the need for powerful gaming hardware.
Gattis said the opportunity extends far beyond traditional console owners, noting that while an estimated 2.5 to 3 billion people play video games globally, only a small percentage own dedicated gaming systems.
With hardware prices continuing to rise—including recent price increases from Sony and Microsoft—Gattis believes more consumers will consider cloud gaming as a cost-effective alternative.
Industry analyst Christopher Dring said cloud gaming could appeal to players interested in blockbuster titles like Grand Theft Auto 6 but unwilling to invest in costly hardware. However, he noted that challenges remain, including the need for controllers for many games and publishers’ reluctance to embrace subscription services over traditional game sales.
Cloud gaming has long been promoted as the future of gaming, but previous efforts have struggled to gain widespread adoption. Google shut down its Stadia service in 2023 after failing to attract enough users.
Experts also point to hurdles such as internet reliability, latency, and uncertain business models. NYU Stern professor Joost van Dreunen said gamers value convenience but are unlikely to pay premium prices for games that depend on stable internet connections and may suffer performance issues.
Still, with console prices climbing even late in their life cycles, van Dreunen believes cloud gaming adoption will continue to grow gradually, even if it doesn’t replace traditional gaming overnight.
