Amazon’s Game Business Struggles in Surprise Bid to Rival Steam
Amazon Game Studios made headlines on September 30, 2016, with ambitious announcements at TwitchCon. They revealed three games: Breakaway, Crucible, and New World, aiming to enter the competitive field of big-budget gaming. Fast forward to today, Amazon’s initial gaming ambitions seem to have crumbled.
Game Development Setbacks
Initially, the company showcased enthusiasm for its gaming endeavors. However, the reality turned out to be starkly different. Development halted for Breakaway in 2018 following mixed reviews and a lackluster alpha test. Crucible, although launched, was quickly ‘un-released’ within a month and ultimately canceled.
The most recent news points to the cessation of active development on New World, despite the fact that it had seen some success by Amazon’s standards. While Amazon has committed to keeping the game available for purchase until at least the end of 2026, expectations for the game’s future have dimmed.
Lessons from Amazon’s Gaming Ventures
- Breakaway: Development stopped in 2018 after disappointing early feedback.
- Crucible: Launched but canceled within a month due to poor performance.
- New World: Active development ceased, although it remains available until 2026.
These projects symbolize a broader issue within Amazon’s game development strategy. Despite grand ambitions, execution was lacking, resulting in multiple failures and recent layoffs at Amazon Games.
The Challenge of Competing with Steam
Former Prime Gaming Vice President Ethan Evans remarked that Amazon’s attempts to rival Steam have been ongoing for over 15 years. His assessment highlighted that the company had presumed its size and visibility would attract gamers.
Evans noted that, “We never validated our core assumptions before investing heavily in solutions.” The majority of gamers remained unaware that Amazon was even attempting to challenge Steam in the digital marketplace.
Key Takeaways from Amazon’s Journey
Amazon’s struggles reveal essential lessons in understanding customer behavior and market dynamics:
- Existing user habits are hard to change.
- Building superior products is key to attracting players.
- A clear understanding of market needs is vital before launching new platforms.
Despite setbacks, Amazon plans to pivot its gaming strategy towards smaller, innovative titles, such as an AI-powered game featuring Snoop Dogg. This shift aims to explore new avenues for engagement rather than compete head-on with established platforms like Steam.
