When Amazon officially released its Android-powered microconsole and digital media player—the Fire TV—back in April, there was a new kid on the videogaming block. However, this “kid” is the world’s largest online retailer and manufacturer of consumer electronics such as the Kindle e-book reader and the Kindle Fire tablet. So when the time came for Amazon to try its hand in the gaming market, it was pretty much a big deal. Okay, not that big of a deal, according to Ouya CEO Julie Uhrman. She criticized the Fire TV for not being gamer-focused. And she’s partially right; Amazon has said the Fire TV isn’t designed to compete in the console market. If that’s the case, then what’s the point for Amazon to integrate gaming into the Fire TV? In other words, why should the Fire TV matter?