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Amazon says it wants to win gaming, but won’t be the next Xbox

Amazon has spent years throwing money at video games. It founded Amazon Game Studios in 2011. It bought Twitch in 2014. It launched the cloud-gaming service Stadia in 2018, shut it down and followed it with Luna in 2022, then fully rebranded that service in 2025. It has chased blockbuster MMOs, hired veteran developers, and signed deals around major franchises, most recently snagging Tomb Raider. And yet, if you stopped a random gamer on the street and asked what Amazon’s strategy actually is, you’d be hard-pressed to get a clear answer. According to Amazon Games GM Jeff Gattis, who spoke…

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