In an interview with Variety, Christoph Hartmann, vice president of Amazon's video game division, reveals a strategy focused on AAA games, iconic franchises and innovation. With eight titles in development, the e-commerce giant continues to position itself to become a major player in the sector.
While we had already tried to decipher Amazon Games' strategy a few months ago, this new interview offers us new insight into the group's ambitions in the video game industry. After several years of discretion, Amazon Games finally comes out of the shadows and officially reveals its ambitions. In an exclusive interview, Christoph Hartmann, vice president of Amazon Games since 2018, lifts the veil on the e-commerce giant's long-term strategy to establish itself as “one of the best game publishers in the world”.
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A patient and thoughtful approach
Unlike other players who have opted for a strategy of massive acquisitions, Amazon Games has chosen to take its time to develop its own projects and establish strategic partnerships. “The approach we have taken at Amazon is that of the long term”Hartmann explains. That patience is starting to pay off, with eight games currently in development and a release cadence that's expected to accelerate in the coming years.
Hartmann stresses the importance of focusing on two or three games a year at most, prioritizing quality over quantity. This measured approach is partly explained by the specificities of the video game industry, where the development of a title can take up to five years or more.
Highly anticipated AAA titles
Among the most anticipated projects are new adaptations of iconic franchises such as tomb Raider And The Lord of the Rings. Although Hartmann remains discreet about these titles, he assures that news will be communicated. “not too far in the future” and emphasizes the importance of maintaining a AAA quality level.
In the shorter term, Amazon Games is preparing to (D)launch two major games:
- Throne and Libertya free-to-play MMORPG developed by the Korean studio NCsoftwhich is scheduled for worldwide release in September on PC, PlayStation 5 And Xbox Series X/S. Throne and Liberty having of course already been released in Korea.
- New World: AeternumA “Action RPG” which will be released in October on the same platforms, which (obviously) is none other than the MMORPG New World.
These multiplatform releases mark a significant milestone for Amazon Games, expanding its presence beyond PC.
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An ambitious transmedia strategy
One of Amazon Games' major strengths lies in its ability to exploit synergies within the Amazon group, particularly with Prime Video. Hartmann cites the example of falloutwhose adaptation into a TV series on Prime Video has considerably boosted sales and streaming of the game on Amazon's platforms.
The goal is to create an ecosystem where different forms of entertainment reinforce each other, while preserving the creative integrity of each medium. “It doesn't necessarily have to be all mixed up, but it's really a brand that shows why transmedia is so important today.”Hartmann explains.
Innovation at the heart of the strategy
Despite the appeal of established franchises, Amazon Games has no plans to neglect the creation of new intellectual properties. Hartmann stresses the importance of continuing to innovate and take risks, even after success has been achieved: “We always want to create new things, and that's really the difference we want to make in the long term.”
This drive for innovation is also reflected in Amazon Games' approach to artificial intelligence. Without giving further details, Hartmann believes that AI will have a major impact on the video game industry, notably enabling advanced personalization of the gaming experience and facilitating access to complex games for new players.
A fair economic model
When it comes to monetization, Amazon Games is betting on a business model that is perceived as fair and equitable by players. Hartmann emphasizes the importance of offering real value for money and avoiding abusive practices: “I want people to always say, 'Maybe it wasn't exactly what I wanted, but they treated me fairly. I didn't overpay. They didn't try to exploit me.'”
This approach applies to both paid games and free-to-play titles, with a categorical refusal of “pay-to-win” mechanics.
However, Amazon Games' statements about the fairness of their business model should be qualified. The experience of Lost Arka game previously published by Amazon Games, has raised serious questions about the balance between gameplay and monetization. Additionally, as Throne & Liberty approaches its release, some observers are wondering about the consistency between rhetoric and practice. Indeed, the game will allow the purchase and sale of high-level equipment for Lucents, the game's premium currency, via the auction house.
Continuous expansion
Despite the waves of layoffs that have hit the industry recently, Amazon Games continues to grow. The company has opened a new studio in Bucharest And plans to expand operations in MontrealHartmann sees the current context as an opportunity to attract top talent and strengthen Amazon Games' teams.
A different positioning from Netflix
Asked about the comparison with Netflix, which is more focused on mobile games, Hartmann explained that the mobile market is already saturated and dominated by a few major players. Amazon Games prefers to focus on AAA games for PC and consoles, an area where the company can leverage the experience of its teams and where it sees more growth opportunities.
In conclusion, Amazon Games has clear ambitions: to become one of the best game publishers in the world by focusing on quality AAA productions, while exploiting synergies within the Amazon group. With “a patient approach, a desire for constant innovation and a fair economic model”the company appears well positioned to establish itself as a major player in the industry in the years to come.
Players can expect some major announcements in the near future, including the highly anticipated Tomb Raider and Lord of the Rings. In the meantime, the (D)The launch of Throne and Liberty in September and New World: Aeternum in October will provide a gauge of Amazon Games' ability to deliver on its promises and appeal to a broad audience on PC and consoles.
Despite Amazon Games' stated ambitions, some gamers (particularly on PC) remain skeptical about the company's practices. Criticisms focus in particular on the company's business strategies (already mentioned above) and the management of community relations. The most striking recent example concerns players of New Worldwho have been waiting for months for a “major announcement”only to find out that it was New World: Aeternum. This revelation was seen as disappointing by the entire community, creating a disconnect between the expectations raised by the developers and the reality of the project. These experiences raise questions about Amazon Games' ability to maintain a transparent dialogue and effectively meet the expectations of its players in the long term.