GoKawiilAmazon's head of gaming Jeff Gattis has told the BBC he believes the rising cost of tech means people will turn to streaming games online rather than buying new consoles.
He said the tech has developed a lot in recent years, making it more viable than it used to be - but accepted some people will still buy their own hardware.
While cloud gaming has long been billed as the future of video games, previous efforts have failed to gain widespread adoption - leading to the high-profile closure of Google Stadia in 2023.
Many firms already offer this as part of their subscription services, including giants Sony and Microsoft, but people continue to favour installing games on their own machines.
Gattis' comments come as Amazon has announced it is integrating its cloud gaming service Luna into the Prime Video app to sit alongside its shows and films.
Cloud gaming allows players to stream and play games online from a remote server using a phone, tablet or controller, rather than downloading and running it on a PC or console at home.
Gattis argued there was still a huge untapped audience beyond traditional console owners which Amazon was trying to reach.
"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," Gattis said.
He said streaming games could help people who do not want to spend hundreds - or even thousands - of pounds on a console or gaming PC.
"As hardware becomes more expensive, and as streaming technology continues to improve, I think you'll naturally see more people asking whether they actually need that dedicated device," he said.
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