If Amazon Games hasn’t caused much trouble so far, according to the latest interview with the vice president, the situation could soon change drastically…

Amazon Games ( AG ) has operated under the radar in recent years. While competitors like Netflix have aggressively marketed their gaming businesses, Amazon has taken a different approach. Led by 2K co-founder Christoph Hartmann, AG is now gearing up to significantly impact the gaming industry with a series of high-end titles.

Christoph Hartmann, who joined Amazon Games in 2018 as vice president, emphasizes that quality takes time.

“The approach we took at Amazon is the long game,” explained Hartmann. Instead of acquiring several studios, Amazon focused on developing games internally and selectively on third-party games. This strategy has culminated in the eight games currently in development, with the goal of releasing two to three high-quality games per year.

This approach starkly contrasts the more aggressive acquisition strategies seen elsewhere in the industry. Hartmann points out that while studio acquisitions can sometimes be successful, many acquisitions do not produce the expected results.

Amazon Games is gearing up for the release of two major titles in the coming months. The free-to-play MMORPG “Throne and Liberty” will be released in September, followed by the action RPG “New World: Aeternum” in October. Both games will be available for PC, PlayStation 5, and Xbox Series X and S consoles. These releases represent a significant step forward for AG, demonstrating their commitment to delivering top-quality gaming experiences.

Change of strategy? Leveraging the Amazon Games ecosystem

Amazon’s approach to games is deeply integrated into its broader entertainment ecosystem. Joost van Dreunen, an NYU Stern School of Business professor, notes that Amazon’s transmedia strategy may be critical to its success.

By developing games that complement its other entertainment offerings, such as Prime Video, Amazon can create a unified and immersive experience for users.

Hartmann highlights the potential inherent in transmedia projects. He cites the success of the Fallout TV series as an example. While Microsoft’s Bethesda game studio has benefited from increased game sales, Amazon’s ability to create and use its own IP could bring similar success. The upcoming “Tomb Raider” game and the series, for example, are expected to reinforce each other, even though they are not directly related.

Focus on triple-A titles and innovation

Although Amazon has dabbled in various genres, it remains primarily focused on triple-A titles. Hartmann believes that the mobile game market is too saturated and difficult to penetrate, so high-end games are a strategic choice.

His experience at Take-Two and 2K has provided him with the expertise to steer Amazon Games towards producing high-quality console and PC games.

Amazon Games is also committed to innovation and new IPs. Hartmann emphasizes the importance of successful franchisees not becoming complacent. By continuously investing in new ideas and IPs, AG aims to stay at the forefront of an industry that values ​​creativity and originality.

According to Hartmann’s ideas, artificial intelligence plays a transformative role in the game industry. Unlike other forms of entertainment, games offer significant AI-driven customization and personalization opportunities. Artificial intelligence, for example, could help train new players. Thus, complex games would become more accessible and enjoyable. Amazon is well-positioned to take advantage of AI given its extensive resources and technological expertise.

How do industry layoffs affect the company?

As many gaming companies face layoffs, Amazon Games is expanding. They opened a new studio in Bucharest and are continuing to expand their studio in Montreal. Hartmann sees the current industry downturn as an opportunity to attract top talent. By investing in the workforce, AG is preparing for long-term success.

Amazon Games’ mission is to become a leading game publisher by focusing on quality, leveraging the entertainment ecosystem and embracing innovation. With “Throne and Liberty” and “New World: Aeternum” and a promising line of triple-A titles, Amazon Games could make a significant mark in the gaming industry.

Source: Variety