![]() Twitch's most popular streaming personalities gather those communities around them, making them a key part of how new games go from good idea to massive phenomenon. Gamers have long turned to each other for recommendations and advice on new games to buy, Frazzini says. "Games have always been about communities," says Frazzini. The wisdom of the crowdįrom Frazzini's perspective, Twitch's massive success - with over 100 million users every month and a reach that includes half the millennial males in America - taps into a current that's existed since there were video games. To that end, Amazon is exploring what Frazzini calls "two fascinating frontiers" with regards to games: "Crowd" and "cloud." Which is where Twitch and the $12 billion Amazon Web Services cloud computing behemoth come in, and where they play so well together. The big question at Amazon, he says, is "Who are our customers and how do we help them?" In the case of game developers, "they want to spend as much time as possible on creative and as little as possible on everything else." Things got murkier in late 2016 when Amazon announced that it was getting into the game business directly with three new PC titles, starting with multiplayer brawler "Breakaway."Īt the Game Developer Conference in San Francisco this week, Amazon Games VP Mike Frazzini tells Business Insider that it's all part of one big master plan - a plan that comes directly from the playbook of CEO Jeff Bezos, focused around the idea of being "customer centric," and a plan that's already underway. Why it would spend so much cash for Twitch was a real head-scratcher - live game broadcasts on the internet aren't exactly what you would call core to Amazon's retail business. (Amazon VP of Games Mike FrazziniGetty Images/Andrew Burton)Īmazon raised a lot of eyebrows when it bought the massively popular Twitch game-streaming service for $970 million in August 2014.
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