With casual games becoming an increasingly large slice of the industry's pie, Amazon is Interestingly, the service also gives would-be buyers the option to sample a trial version of any game for 30 minutes before deciding whether or not it's worth a purchase. As it stands now, it's definitely intended to be a service for casual games but Amazon could expand their reach in the future to perhaps even rival Steam. The decision to move into games is not at all surprising following Amazon’s acquisition of casual game developer and distributor Reflexive in October 2008.