Amazon's Bezos pushes Prime Video redesign focused on AI
- On Thursday, Amazon integrated its cloud gaming service Luna directly into Prime Video, adding a new Games tab accessible to Prime subscribers on Fire TV devices in the U.S. and U.K.
- Amazon gaming General Manager Jeff Gattis noted that many Prime members remain unaware Luna is included with their subscription; embedding the service within Prime Video directly addresses this persistent discoverability problem.
- Separately, founder Jeff Bezos is pushing a broader Prime Video overhaul called Lighthouse to emphasize AI-driven personalization, with executives exploring AI-generated suggestions like 'action movies from the 1980s' and 'Christmas rom-coms.'
- The integration positions games alongside movies, TV shows, and sports within a unified entertainment hub, mirroring Netflix's strategy of combining streaming with casual games to drive platform engagement.
- Amazon plans to leverage intellectual property like Tomb Raider and Masters of the Universe to create interconnected 'fandom' experiences, envisioning a future where every film and TV show includes an interactive game extension.
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66 Articles
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