Amazon’s new plan for games: James Bond and AI Snoop Dogg

Article excerpt

Amazon is overhauling its gaming strategy yet again, this time pivoting Luna toward party games playable on smartphones and licensing major franchises like James Bond. The company, which acquired Twitch and invested billions in live-service MMOs that largely flopped, is now leaning into casual gaming and celebrity partnerships, including an AI version of Snoop Dogg. The shift reflects Amazon's struggle to find its footing in gaming after nearly six years of Luna's existence and suggests the tech giant is abandoning its previous blockbuster ambitions for a more accessible, phone-friendly approach.