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With $1,000 Consoles On The Horizon, Amazon Games Boss Offers A Solution That Absolutely No One Asked For
The article discusses Amazon Games chief Christoph Hartmann’s suggestion that advertising could help offset the rising cost of video-game consoles, as next-generation systems are expected to approach $1,000. The proposal matters because it highlights the industry’s search for ways to keep hardware affordable, while also raising concerns that players could face more commercial interruptions in games.
Hartmann argued that higher component and development costs make the traditional console model increasingly difficult to sustain, and suggested advertising as one possible revenue source. The piece frames the idea sceptically, noting that gamers have not broadly called for adverts in paid console experiences and that the industry is already moving towards more expensive hardware, subscriptions and digital sales.
In short
- Amazon Games chief suggests adverts could subsidise increasingly expensive consoles.
- Next-generation consoles may cost around $1,000.
- The proposal risks further commercialising paid gaming experiences.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
The fundamental challenge is that hardware production costs keep rising—more sophisticated processors, memory, thermal systems—whilst manufacturers need to keep consoles accessible to broad audiences. Advertising-supported or hybrid models are already normalised in entertainment and mobile gaming without destroying user experience. Rather than forcing consumers to pay £1,000 outright, a tiered approach where consumers could access lower-priced hardware supported by ads, or pay a premium for ad-free experiences, offers genuine choice and keeps next-generation gaming accessible to price-sensitive households.
The case against
Gamers who spend hundreds of pounds on hardware and full-price games have made substantial financial commitments and reasonably expect ad-free experiences that prioritise their enjoyment, not advertiser interests. The industry's solution should not be adding commercial interruptions to products consumers have already paid for; instead, manufacturers could reduce unnecessary development bloat, maintain leaner profit margins, or pursue alternative revenue that doesn't degrade the core experience. Normalising advertising in premium gaming experiences sets a troubling precedent and exploits consumer patience rather than solving the genuine design and pricing problems the industry created.
Explained simply
Video game consoles are expected to become significantly more expensive in the coming years, with next-generation systems potentially reaching around £1,000 as hardware components and development costs rise. This price point would represent a substantial increase from current-generation consoles and creates a challenge for manufacturers trying to keep their products accessible to consumers.
Amazon Games chief Christoph Hartmann has proposed that advertising could be introduced into games as a way to help offset these rising hardware costs. The suggestion would allow companies to recover expenses through adverts shown to players, potentially keeping console prices lower than they would otherwise be.
The proposal highlights how the video games industry is searching for new revenue sources as costs mount. However, gamers have not generally requested advertisements in paid gaming experiences, and the industry is already moving towards higher prices, subscription services and digital downloads as standard business practices.