Amazon's gaming ambitions extend far beyond the launch of 'Crucible', according to an industry expert.
The retail giant has just released the new big-budget video game title - but Wedbush analyst Michael Pachter thinks the company will release more titles in the future, regardless of whether 'Crucible' is well-received or not.
Pachter believes that Amazon is seeking to enter games distribution "in the same way that they got into books and music".
Speaking to CNBC, he explained: "If they go further into games, it makes sense that they will offer a streaming service, and they probably want 'exclusive' games for that service."
The industry expert claimed that, to some extent, the success achieved by 'Crucible' is irrelevant to the company's long-term ambitions in the gaming industry.
He said: "Games is a hard business, so it makes sense that it takes a while to develop a hit and [it] makes sense that they will tweak their model and headcount as they evolved.
"If they can't compete with 'Crucible', they'll try with 'New World'. If that doesn't work, they'll try again."