Amazon relaunches its gaming platform - Luna
Amazon has announced a major relaunch of its Luna cloud gaming platform, in an effort to transform how mainstream audiences access and enjoy video games. With a fresh emphasis on accessible, social experiences and expanded benefits for Prime members, the “all-new Luna” marks Amazon’s most ambitious move into gaming yet.
Amazon wants to invite millions of non-gamers into mainstream gaming and deepen engagement across its services. Luna was repurposed based on user feedback, which showed traditional gaming models held too many barriers—expensive consoles, technical setups, and exclusive culture. By focusing on “party games” and making Luna seamless on devices like Fire TV and smart TVs, it is more accessible and inclusive.
Luna has a curated library of over 50 games to play for free, including high-profile blockbusters like Indiana Jones and the Great Circle, Hogwarts Legacy, and Kingdom Come: Deliverance II. Additionally, Luna’s new “GameNight” feature introduces a collection of family-friendly, social games, playable simply by scanning a QR code with a smartphone—no console needed. These experiences are designed for groups, letting everyone join in with just a phone, making gaming both intuitive and inclusive.
Luna’s relaunch adds a new dimension to Amazon’s advertising ecosystem. Integrating Luna with existing Prime benefits expands Amazon’s first-party audience reach, generating new opportunities for in-game advertising, branded experiences, and cross-promotion of products. Amazon will be able to offer targeted ads based on gaming behaviour and Prime engagement, driving deeper data insights for brands. Moreover, Luna opens space for innovative ad formats, potentially including playable ads and sponsored events within party games, blending commerce and entertainment like never before.
In summary, Luna is not only adding to the value of Prime members membership, it’s redefining the intersection of cloud gaming, social connectivity, and shoppable media. I can't wait to give it a try with friends!
