Amazon Luna boss thinks rising hardware prices could push more hardcore
gamers to cloud gaming 'You're going to see more people that are priced out of the market'

Date:
Thu, 23 Jul 2026 16:07:15 +0000

Description:
Amazon's GM of gaming thinks the rising cost of consoles and PC components could push more hardcore gamers towards cloud streaming.

FULL STORY ======================================================================Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Amazon's gaming boss thinks ballooning hardware prices could push more hardcore gamers towards cloud streaming services He argued that the price of consoles increasing by 'six, seven times' would mean some gamers become 'priced out of the market' He thinks the RAM crisis, and rising prices, will not be 'going away anytime soon' Amazon GM of gaming Jeff Gattis thinks the rising cost of consoles and PC components could push more hardcore gamers towards cloud streaming, via services such as Amazon's own Luna .

In a recent interview about the service, I asked whether Gattis anticipates cloud gaming becoming a more popular option for core players as traditional systems become much more expensive. "Yeah. I wouldn't have said that 18
months ago, and I will say our business model is not really predicated on
this this massive shift where everybody turns in their consoles and PCs and comes over to cloud" he said. Latest Videos From Watch full video here:

"But gosh, when you start to see the prices of the Steam Machine and the rumors of PlayStation and Xbox. As you get to $1,000, $1,500 hardware [...] you're going to see more people that are priced out of the market. They're going to consider other technologies".

Gattis, who previously led platform and subscriptions at Xbox, went on to share an anecdote to illustrate just how much prices have risen. You may like Former PlayStation boss says Sony needs 'more games for more people' to justify a $1,000 PS6 The price of MSI's Claw 8 EX AI+ is the most absurd
thing I've seen lately AMD's CEO predicts 'higher memory and component costs' later this year

"I was telling somebody the other day that when I was back at Xbox a couple
of years ago, we had our Series S console on discount [for a] holiday. I
think it was about $199. To think in a span of two to three years we've gone from $200 to what's likely going to be six, seven times that price.

"I understand it's a it's a RAM crisis, it's worldwide, but I don't think that's going away anytime soon." Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors By submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.

He was, however, careful to clarify that hardcore gamers moving to the cloud isn't a core part of Amazon's strategy: "It's not our strategy to accelerate that, but it's a nice tailwind if it does happen, and it's realistic to think that it might."

The comments come as Amazon rolls out a Fire TV update that gives Amazon
Prime subscribers the ability to stream games like Fallout 4 or Fortnite from directly within Prime Video via Luna in a bid to get more eyes on the
service. Follow TechRadar on Google News and add us as a preferred source to get our expert news, reviews, and opinion in your feeds. Make sure to click the Follow button!



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Link to news story: https://www.techradar.com/gaming/gaming-industry/amazon-luna-boss-thinks-risin g-hardware-prices-could-push-more-hardcore-gamers-to-cloud-gaming-youre-going- to-see-more-people-that-are-priced-out-of-the-market


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