Amazon Enters Free Gaming Market via Ad-Supported Cloud Service

Amazon has made a surprise move into free gaming by partnering with startup PHYND to launch its ad-supported cloud-gaming service on Fire TV. The beta version of this service gives users access to streamed games without consoles, downloads or subscriptions. This partnership allows Amazon to expand its connected-TV ecosystem and make it more attractive to gamers who are increasingly shifting towards cloud delivery.

PHYND streams games directly to supported televisions and connected devices, generating revenue through advertising rather than monthly subscription fees. The company was co-founded by Andre Swanston, the former CEO of streaming-data firm Tru Optik, and raised $10 million in an oversubscribed seed round in February 2025.

The Fire TV launch represents PHYND's latest expansion beyond smart-TV platforms. The startup has already launched its service on Samsung Gaming Hub in May and on LG Smart TVs in July. For Amazon, the partnership adds another gaming use case to Fire TV without requiring the company to develop the content itself.

This model also lowers the barrier to entry compared with traditional console gaming because users can begin playing directly from their television without buying expensive hardware.