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The first-session gap has defined the ceiling for cloud gaming since the category emerged: to reach a new player, a service must clear the hardware prerequisite and the subscription decision before a single session occurs.
Amazon and Microsoft are now attacking that constraint from different directions, with Luna moving into Prime Video's established subscriber surface and Microsoft testing an ad-supported streaming option for titles its users already own.
The two moves point at the same distribution problem while targeting different user populations. Luna inside Prime Video: inheriting the subscriber layer The mechanism behind Amazon's move is stack compression.
Prime Video already operates inside an established subscriber identity and billing infrastructure.
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