Amazon consolidates gaming division under Jeff Gattis, pivots to casual market and AI
Jeff Gattis, who joined from Xbox in March 2025, has merged Amazon’s gaming entities to streamline operations. The strategy emphasises Luna for casual play, generative AI development tools, and major IP such as James Bond and Tomb Raider, while maintaining a portfolio of AAA titles.
Amazon has restructured its gaming division, consolidating Prime Gaming, Amazon Game Studios and the Luna cloud platform into a single entity under the leadership of Jeff Gattis. The move follows a period of strategic shifts, including the relaunch of Luna with a focus on party games and a retreat from massive multiplayer online titles. Gattis, who joined the company in March 2025 after a long tenure at Xbox, stated that the previous groups were not working together and that the new structure aims to create a simpler, more focused approach.
The company is now targeting casual audiences via the Luna cloud platform, which offers a selection of games included with an Amazon Prime subscription and a premium tier for $9.99 per month. This strategy includes an AI-powered party game starring Snoop Dogg, which was developed in under a year. Gattis acknowledged that the core gaming market is well-served by competitors such as PlayStation, Xbox and Steam, but argued that Amazon, as one of the world’s largest consumer entertainment companies, has an opportunity to break into the number-one revenue segment by appealing to a broader audience.
Amazon retains creative control over future James Bond titles and expects the next game to be published by Amazon Game Studios. While IO Interactive self-published 007 First Light due to a pre-existing deal, Amazon holds a stake in the title and is discussing bringing it to Luna. Gattis described the franchise as a prime example of cross-platform synergy, linking Prime Video, video games and merchandise. The developer for any potential sequel has not yet been confirmed.
In the AAA space, Amazon is developing two Tomb Raider titles, Legacy of Atlantis and Catalyst, both scheduled for launch in 2027. The company is also producing a live-action Tomb Raider series for Prime Video starring Sophie Turner. Gattis noted that the line between television and video games is increasingly merging, suggesting that major intellectual property will require a video game component as part of its go-to-market strategy.
Amazon currently has 10 to 15 games in development, with 33 to 40 percent classified as AAA titles. The company employs generative AI as a development tool to accelerate production and enable new types of games, such as the Snoop Dogg title, without implementing workforce reductions. Gattis emphasised that the games are human-made but utilise AI to enhance development processes, a practice also acknowledged by Crystal Dynamics, the developer behind the Tomb Raider reboot.
