Amazon.com IncAdds free cloud gaming to Fire TV, boosting engagement without content development.

Amazon is adding a free, ad-supported cloud-gaming service to its Fire TV platform through a beta launch by startup PHYND. The service lets Fire TV users stream games without consoles, downloads, or subscriptions, while PHYND generates revenue through advertising rather than monthly fees. PHYND, co-founded by former Tru Optik CEO Andre Swanston, raised $10 million in an oversubscribed seed round in February 2025 and previously launched in beta on Samsung Gaming Hub in May and LG Smart TVs in July. The partnership gives Amazon another way to boost engagement on its connected-TV ecosystem without developing content itself, though questions remain about whether ad-supported gaming can cover the high computing costs of cloud streaming.
Amazon.com IncAdds free cloud gaming to Fire TV, boosting engagement without content development.
LG Corp
Samsung Electronics Co LtdPHYND's beta launch on Fire TV expands reach; raised $10M seed round.