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I'm sure it's already been mentioned, but Amazon was reportedly in the process of developing a console of their own, which seems a bit odd, given that they have their Kindle line of tablets that are already used for games. So they're not in the traditional game space, but they have a platform.

I will say that unless they're planning on developing something like Ouya (how's that working out?) which would allow mobile games to be played on an entertainment center, I'm not sure I see much of a market for a 4th 8th gen console unless it offers something really compelling, to include some fantastic publishing deals with top development studios.

It would almost make more sense (couldn't say whether it would be a larger investment) to buy someone else's platform and hardware brand. There are members on MS board of directors that have soured to the Xbox division, so that's probably how these rumors started.