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Amazon and Microsoft rethink cloud gaming with different distribution plays

Amazon plans to integrate Luna into Prime Video, while Microsoft will experiment with an ad-supported streaming model for games people already own.

Reported · Written up by our desk · Sectors

CNBC Markets reports that Amazon is adjusting its cloud gaming strategy by bringing its Luna streaming offering into the Prime Video experience.

In parallel, CNBC Markets says Microsoft will test an ad-supported streaming approach for titles that consumers already own, shifting how games are monetized and delivered.

The update highlights a split in strategy among major cloud players, with Amazon tying streaming access to its existing video subscription hub and Microsoft exploring advertising as a new lever for game playback.

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