In 2020, it is estimated that one in four people will play a video game at least once. From Candy Crush to Grand Theft Auto, there is something for everyone. It seems only natural, therefore, that Amazon wants a piece of the action.
On Monday, Amazon announced a new initiative – Prime Gaming, which the New York Times reminds us is “essentially a rebranding of its Twitch Prime service that provides exclusive game content.” Just over a month ago, the service pulled Crucible, a game with a considerable budget, following reviews which called it a “hollow and forgettable experience.”
Larry Plotnick, the service’s gaming director, noted that: “We felt very strongly that to support our game developers as partners, as well as to reach the most customers, the Prime Gaming brand creates a lot more value in that ecosystem.”
While he was unwilling to attach a member figure to the service, he did note that it was among the fastest growing parts of Amazon.
The gaming industry has seen considerable growth thanks to the pandemic, and conservative estimates suggest that gamers will spend some $160 billion this year alone.
Amazon is not alone in making a foray into gaming. Apple, Google and Facebook have all responded in kind, creating their own apps and streaming services to provide the requisite services.
The introduction of Prime Gaming is by no means the first time Amazon has tried to get into gaming. In 2014, the service bought Twitch for $970 million. The success of Prime Gaming is yet to be seen, but it is certain that the pandemic will help it on its way.
