Amazon’s (NASDAQ:AMZN) empire is growing. On Wednesday, the online marketplace-turned-tech titan announced Fire TV, the company’s answer to the set-top streaming media devices offered by peers like Apple (NASDAQ:AAPL) and Google (NASDAQ:GOOG). The device, priced at $99 (comparable to Apple TV and the high-end Roku), offers users access to a competitive spectrum of content, ranging from Netflix to Pandora to ESPN, and will even have access to a collection of games, some of which will be exclusive to the device — and, of course, the device integrates with Amazon’s Cloud Drive.
The first game built from the ground up for the device is called Sev Zero. The game was announced on Wednesday, alongside the device, and costs just $7; it is free with the purchase of a $39.99 game controller. The average price of a paid game on Fire TV is $1.85, according to Amazon. It’s unclear how much traction Fire TV will gain with the gaming demographic, much of which is currently bogged down in a contest between the PlayStation versus Xbox, but there does seem to be an opportunity to capitalize on a casual-gaming audience uninterested in the high up-front investment involved with traditional consoles.
Amazon’s device will compete alongside Apple TV, Google’s Chromecast, and media players made by Roku. These devices have all experienced fairly robust success to date — Apple CEO Tim Cook revealed that the company earned more than $1 billion in revenue from Apple TV and Apple TV content sales in fiscal 2013.