Amazon expands gaming ambitions: "We're not solely focused on MMOs"
The introduction of King of Meat might initially seem out of line with Amazon's previous gaming pursuits. While their involvement with UK-based Glowmade, the creator of King of Meat, had been previously established, Amazon's gaming interventions since 2014 have largely centered on targeting dedicated gamers, particularly those in the MMO sector.
Efforts to captivate this audience included multiplayer endeavors like Breakaway, which was discontinued in 2018, and Crucible, halted in 2020. Contrarily, Amazon has witnessed substantial success with its latest MMO projects, including New World in 2021 and Lost Ark in 2022, and is currently developing another MMO based on Lord of the Rings.
The style and nature of a whimsical co-op dungeon crawler focused on player-created levels bring about questions of its alignment with Amazon's strategic direction.
Jon Rosenblatt, EMEA publishing director, asserts to GamesIndustry.biz, "Our primary aim is to craft and release top-tier games." He notes Amazon's expansion into more diverse domains, stating, "It's not solely about MMOs. We've broadened our spectrum, visible with recent announcements such as the collaboration with Maverick and the engagement with Crystal Dynamics for Tomb Raider, along with a MOBA being crafted in our Montreal hub. Rapid diversification is our path forward." He regards King of Meat as a unique chance to collaborate with a skilled group from Guildford, intending to evolve the game beyond its original scope.
As part of its platform expansion, Amazon continues to broaden its outreach, with the company previously emphasizing PC but now also progressing into consoles. New World is set for release on PlayStation and Xbox later this year, with King of Meat being their first offering on the Switch, alongside versions for PC, PS5, and Xbox Series X|S.
"We're not focused necessarily on genres or regions. When we see the right game at the right time, we want to be in with a shout of signing it"
Jon Rosenblatt, Amazon Games
Amazon is not adhering to specific genres or areas as it diversifies its gaming catalog. The company remains open, valuing core aspects such as innovative technology, a visionary team, and an IP ripe for exploration. Rosenblatt expresses, "When we identify a fitting game, our goal is to be prepared to sign it." The concept is not to cultivate a specific Amazon games identity but to ensure an enjoyable gaming experience for users.
Rosenblatt explains the enthusiasm around Amazon Games, especially during events like Gamescom in Cologne where Amazon held numerous meetings for potential deals. He notes a marked increase in developer interest, spurred by the success of Amazon's MMOs, leading to more firms approaching Amazon for partnerships.
He elaborates that developers see Amazon's global publishing capacity and additional benefits — like Prime Gaming and AWS — as enticing. This vast ecosystem attracts developers seeking more than just publishing support. "They recognize our capacity to develop and market outstanding games," Rosenblatt highlights, emphasizing the broader suite of services Amazon can offer.
The initial announcement of Amazon and Glowmade's partnership took place in 2021. Despite the prolonged collaboration, King of Meat was unveiled without a specific launch date, a decision stemming from Amazon's philosophy of allowing developers the necessary time to refine their projects.
Rosenblatt underscores the privilege of not being constrained by the financial pressures typical of other developers. He shares Amazon's commitment, as directed by Christoph Hartmann, VP of Amazon Games, to afford both internal and external teams ample time to perfect their products. The goal is for all teams to develop captivating and high-quality gaming experiences, and thus, release timelines can be flexible to ensure this quality.
