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Amazon games boss hopes Steam Machine and consoles “pushing well over $1,000” will drive more people to cloud gaming like Prime’s Luna
Amazon Games’ vice-president, Christoph Hartmann, has said increasingly expensive gaming hardware could encourage more people to use cloud gaming services such as Amazon Luna. He argued that if new consoles and Valve’s Steam Machine cost well above $1,000, playing games through a subscription without buying powerful hardware may become more appealing.
Hartmann’s comments reflect Amazon’s effort to position Luna as a benefit of Prime membership and a lower-cost route into games. Cloud gaming still depends on a reliable internet connection and may not suit every player, but Amazon hopes higher prices for traditional consoles and PCs will strengthen its case.
In short
- Amazon expects pricier hardware to boost cloud gaming interest.
- Luna is being positioned as a Prime membership benefit.
- Reliable internet remains essential for cloud gaming.
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The strongest fair case each way — we don't pick a winner.
The case for
The VP's argument has merit: as premium gaming hardware becomes increasingly expensive, cloud gaming services could offer a compelling alternative for price-conscious consumers or newcomers who wish to avoid large upfront capital expenditure. Cloud gaming can deliver quality experiences for most players and removes barriers to entry, potentially capturing a significant market segment that might otherwise be priced out of traditional gaming.
The case against
However, this argument overlooks significant practical and preference-based limitations. Consumers willing to spend £1,000+ on gaming hardware typically prioritise performance, graphics quality, and control over their experience—qualities that cloud gaming cannot fully match due to inherent latency and reliance on internet infrastructure. Price increases are unlikely to redirect committed enthusiasts toward cloud services; instead, cloud gaming serves a distinct market segment that already values accessibility over raw performance.
Explained simply
Cloud gaming allows people to play video games over the internet without needing to own expensive hardware, much like streaming films or television. Amazon Luna is Amazon's cloud gaming service, included as part of Prime membership, which aims to give players a cheaper way to enjoy modern games.
Video game consoles and high-end computers have become very expensive. If new consoles and computers cost well over £1,000, many potential players may turn to cloud gaming as a more affordable alternative.
Cloud gaming requires a good internet connection and is not equally accessible everywhere. Amazon's argument is that if traditional gaming equipment becomes too expensive, more people will choose to subscribe to Luna instead, making it a valuable feature of Prime membership.