Rising console prices could push more users towards cloud gaming, says Amazon executive

4 min readNew DelhiUpdated: Jul 27, 2026 02:51 PM IST Amazon Luna is the tech giant's cloud gaming service. (Image: Amazon)With AI-led demand sending memory chip prices soaring and making gaming consoles more expensive, cloud gaming service providers are betting that people will choose streaming games online over upgrading to new hardware. While some people will still buy their own consoles, many of them could turn to streaming games online because the technology has developed a lot in recent years, according to Jeffrey Gattis, who leads Amazon’s gaming business.“There are somewhere between two-and-a-half and three billion people who play games around the world, but only a fraction of those own dedicated gaming hardware. As hardware becomes more expensive, and as streaming technology conti