J Allard, one of the co-founders of the Xbox project in 1999, has joined Amazon. The online retail giant has been making moves into the video gaming space since 2010, but its ambitions really began to be realized with the release of New World in 2021, which will be relaunching as New World: Aeternum on October 15. Amazon also has a number of other projects in development, both announced and unannounced, including an untitled Tomb Raider game being developed by Crystal Dynamics and a Lord of the Rings MMORPG being created in collaboration with Embracers Middle-earth Enterprises.