Honestly, the announcement on 28 October that New World would enter maintenance mode wasn't a big surprise. After all, since the launch of EVE Online's Havoc expansion in November 2023 the Amazon product was unable to achieve the same number of average concurrent users on PC that the 20-year-old Icelandic game did outside of China.
If I had paid attention to news affecting my Amazon Prime account I would have noticed the re-launch of something called Amazon Luna. Polygon covered the story at the beginning of the month.
Amazon's cloud-gaming platform is getting a big "rethink" in 2025, the company announced Wednesday, promising a "completely redesigned and reimagined Amazon Luna that combines innovative social party games with amazing blockbusters." In addition to streaming hits like Hogwarts Legacy, Indiana Jones and the Great Circle, and Kingdom Come: Deliverance 2, the new Luna will include GameNight, a collection of family-friendly social party games.
The first game announced by Amazon is something called Courtroom Chaos: Starring Snoop Dogg. The game is described as:
...a human-built, AI-powered, voice-driven improv courtroom game where players take turns inventing absurd characters, spinning wild stories, and doing anything it takes to defend their testimonies in front of Judge Snoop Dogg.
No, I did not copy this from Copilot. This is not an AI hallucination, although I wish it were. I'll include the launch trailer below.
Perhaps I had good reason not to pay attention to Amazon's video game offerings that come with an Amazon Prime membership. Let me continue on with Amazon's own description of Luna.
Luna (Included with Prime)
Included with Prime are titles like Hogwarts Legacy, Indiana Jones and the Great Circle, Kingdom Come: Deliverance II, and TopSpin 2K25, alongside a growing catalog of recent-release blockbusters, popular classics, indie gems, and more. (Games outside of the GameNight library on Luna do require a controller or mouse and keyboard to play.)
“We know that 95% of Prime households include someone who loves games, but there’s not always a straightforward path for many of them to play,” says Gattis. “Luna is purpose-built to remove the historical barriers to gaming. There’s no need to purchase costly, dedicated PC or console hardware. No downloads or installations required. And best of all, access is included within the same Prime membership enjoyed by more than 200 million paid members today.”
By the way, Amazon also offers a premium version of Luna that costs $9.99 per month. If Amazon really wanted my money, the company should have thought about how the launch was announced. But then again, I don't think I'm the target audience for the service.
In an effort to look at the issue rationally, I cranked Copilot up to eleven and asked about the closing of New World. The AI gave me a 13-page, 3900 word report with 27 references. I don't think I can argue with this explanation of why Amazon is moving away from triple-A games in general and MMORPGs specifically.
The strategic rationale for this pivot is clear: casual and party games can be developed more quickly and cost-effectively than AAA MMOs, align with Amazon’s broader entertainment ecosystem, and leverage the company’s strengths in cloud streaming and AI. By bundling Luna access with Prime, Amazon aims to drive engagement and retention across its core customer base, while differentiating itself from competitors focused on traditional console and PC gaming.
Now for my pie-in-the-sky take. I spend a lot of time on YouTube watching content about video games. Forget about AA games like Expedition 33. Indie games with small development teams like Ball x Pit, Escape from Duckov, Megabonk, and Slots & Daggers look like fun games that would fit in my schedule between sessions of games like Final Fantasy XIV. Below is a video by Veteran Joystick highlighting the types of games I think Amazon Game Studios would like to make.
AGS would clearly like to adopt the template developed by indie and double-A games to become successful. According to Veteran Joystick:
It's the same pattern. Tiny team, weird idea, massive success. So, what do all of these have in common? Innovation, risk, fun first, sales second. A clear vision from people who clearly love games.
I can't even say the formula would not work for AGS. After all, they failed miserably over the past several years trying to develop a successful MMORPG. Escape from Duckov, on the other hand, had a 5-person development team. Bilibili, a Chinese company sometimes referred to as “China’s YouTube for Gen Z” succeeded in making small development teams while being a large company. The internal Team Soda developed the game and Bilibili provided the marketing and publishing power to make the game a success.
Could Amazon build the same type of synergy with its new approach? Possibly. But given history, I can also imagine a continuous stream of slop, whether AI-generated or produced by humans. At least, as an Amazon Prime member, I won't have to spend any extra money to find out.






















