# Amazon and Microsoft Reshape Cloud Gaming Strategies The two giants are targeting different audiences in the cloud gaming market. - **Source:** [US Top News and Analysis](https://brifing.si/source/635540e9-943e-450d-ae52-ae0bfe3b67eb) - **Published:** 2026-07-23 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/109875db-da50-4f09-ab30-9ca2fe9cb939 ## New Moves in the Cloud Gaming Market Amazon and Microsoft are striving to stand out in the cloud gaming market with different strategies. Microsoft is testing an ad-supported game streaming model, while Amazon is integrating Luna into its Prime Video platform. These moves intensify the competition between the two companies in the cloud gaming market. ## Microsoft's Ad-Supported Model Microsoft has begun testing an ad-supported game streaming model on Xbox. This model aims to provide players with more affordable access. However, similar initiatives in the past have not been well-received by players. ## Amazon's Luna Integration Amazon is adding its Luna cloud gaming service to the Prime Video platform to reach a broader audience. This move boosts Luna's promotion and strengthens Amazon's presence in the cloud gaming market. ## Market Challenges The cloud gaming market faces technical challenges such as internet connection issues and latency. Both Amazon and Microsoft are working to overcome these challenges and attract players to cloud gaming. ## Target Audience Differences Amazon focuses more on casual players with Luna, while Microsoft targets a wide audience with its ad-supported model. These different strategies reflect the two companies' efforts to increase their market share. ## The Future of Cloud Gaming The moves by Amazon and Microsoft provide important clues about the future of the cloud gaming market. Both companies aim to contribute to the market's growth with their different strategies. ## Sources covering this story - https://www.cnbc.com/2026/07/23/amazon-microsoft-cloud-gaming.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._