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How Cloud is Fueling Growth for Online Gaming? June, 2013

Blazeclan

Gaming Gaming Gaming … On Cloud

Cloud IT Better 2

1952 – First Computer Game Tic-Tac-Toe

1958 - First Video Game Tennis for Two

1972 – First commercial Video Game console

Gaming History

235 million active gamers

4.5 billion revenue

10 top games form 3 top publishing Companies

Social games on Mobile

Social Gaming

On-demand streaming of games onto a computer

2009 OnLive /Gaikai Cloud Platform

2012 – Sony Entertainment acquired Gaikai

Cloud Gaming / On-Demand

Blazeclan

Gaming Companies on Cloud

Cloud IT Better 3

Scaled to handle 10m daily active users, improved time-to-market, and lowered costs.

DevOps, Compute

Easily increased capacity to handle 6 million users during peak gaming times

Compute, CDN

Reduced operating costs by more than 50%

Cost Optimization, CDN, Storage

Study behavior of 35 million user per month.

Big Data

Scaled their 3D MMO game to handle 650,000 users.

Scalability, RDS

Restaurant City scaled to handle 4 million users in 8 weeks after launch

DevOps, Scalability

Blazeclan

Business Challenges

Cloud IT Better 4

Knowing gamers’ behaviors and playing patterns

Playing Pattern

Find design flaws And Fix

Design Flaws

Who to build the next game for ?

Next Game ?

Track user behavior for offers

Track geo-trends for sale

Transactional data analysis

Secure transactions

Monetization

Spikes in the usage pattern

Scale for Social Gaming

Streaming games directly on the device

On Demand Gaming

Blazeclan

Game Life Cycle - Matrix

Cloud IT Better 5

Retention

Virality

Monetization

Game Life Cycle (time / age of game )

User Acquisition

Acquisition and Virality Matrix

Engagement Matrix Monetization Matrix

Observe playing pattern, make sure retention is good for initial flow of users Analyze social media streams, Optimization of user acquisition etc.

Custom Matrix

Blazeclan

Matrix Analysis – A Solution

Cloud IT Better 6

Average Monthly Users

Churn-out Rate

Session time

Drop off Rate

Visit Rate

Daily Active Users

Engagement Matrix

Conversion Rate

User Acquisition Cost

Marketing Channel Analysis

Demographic Analysis

User Source Analysis

Geographic Analysis

Acquisition Matrix Number of sent invite / Daily Active Users

Acceptance Rate by type of invite

% of virally acquired users

Virality Matrix

ARPU / ARPPU

Payment Conversion Rate

Avg. transaction Value

Player Life time value

Monetization Matrix

Plan your next Game !!!

Blazeclan

Matrix Analysis – A Solution

Cloud IT Better 7

Average Monthly Users

Churn-out Rate

Session time

Drop off Rate

Visit Rate

Daily Active Users

Engagement Matrix

Conversion Rate

User Acquisition Cost

Marketing Channel Analysis

Demographic Analysis

User Source Analysis

Geographic Analysis

Acquisition Matrix Number of sent invite / Daily Active Users

Acceptance Rate by type of invite

% of virally acquired users

Virality Matrix

ARPU / ARPPU

Payment Conversion Rate

Avg. transaction Value

Player Life time value

Monetization Matrix

Plan your next Game !!!

Gives insight of Playing Pattern and helps identify design flows.

Blazeclan

Matrix Analysis – A Solution

Cloud IT Better 8

Average Monthly Users

Churn-out Rate

Session time

Drop off Rate

Visit Rate

Daily Active Users

Engagement Matrix

Conversion Rate

User Acquisition Cost

Marketing Channel Analysis

Demographic Analysis

User Source Analysis

Geographic Analysis

Acquisition Matrix Number of sent invite / Daily Active Users

Acceptance Rate by type of invite

% of virally acquired users

Virality Matrix

ARPU / ARPPU

Payment Conversion Rate

Avg. transaction Value

Player Life time value

Monetization Matrix

Plan your next Game !!!

Gives insight of Playing Pattern and helps identify design flows.

Gives insight on scale requirements and social behavior

Blazeclan

Matrix Analysis – A Solution

Cloud IT Better 9

Average Monthly Users

Churn-out Rate

Session time

Drop off Rate

Visit Rate

Daily Active Users

Engagement Matrix

Conversion Rate

User Acquisition Cost

Marketing Channel Analysis

Demographic Analysis

User Source Analysis

Geographic Analysis

Acquisition Matrix Number of sent invite / Daily Active Users

Acceptance Rate by type of invite

% of virally acquired users

Virality Matrix

ARPU / ARPPU

Payment Conversion Rate

Avg. transaction Value

Player Life time value

Monetization Matrix

Plan your next Game !!!

Gives insight of Playing Pattern and helps identify design flows.

Gives insight on scale requirements and social behavior

Gives insight of player behavior, social elements, marketing cost and impact.

Blazeclan

Matrix Analysis – A Solution

Cloud IT Better 10

Average Monthly Users

Churn-out Rate

Session time

Drop off Rate

Visit Rate

Daily Active Users

Engagement Matrix

Conversion Rate

User Acquisition Cost

Marketing Channel Analysis

Demographic Analysis

User Source Analysis

Geographic Analysis

Acquisition Matrix Number of sent invite / Daily Active Users

Acceptance Rate by type of invite

% of virally acquired users

Virality Matrix

ARPU / ARPPU

Payment Conversion Rate

Avg. transaction Value

Player Life time value

Monetization Matrix

Plan your next Game !!!

Gives insight of Playing Pattern and helps identify design flows.

Gives insight on scale requirements and social behavior

Gives insight of player behavior, social elements, marketing cost and impact.

Details about transactional behavior.

Blazeclan

Where is Data .. ? Gaming Data Sources • Playing patterns logs • Purchasing and monetizing patterns • Device usage logs • Game error logs • Cross-device game usage data • Social media streams • Transactional data • Geo-data

Cloud IT Better 11

Blazeclan

How AWS can help ?

Cloud IT Better 12

Simple Storage Service (S3)

Amazon Glacier

Storage

Elastic Compute Cloud (EC2)

Auto Scaling

Elastic Load Balancers

Compute and Scalability

CloudFront

Content Distribution

Elastic MapReduce (EMR)

Redshift

Big Data Analytics

Relation Database Service (RDS)

DynamoDB

Scalable Database

AWS OpsWorks

Cloud Formation

Infrastructure Management

Blazeclan

Gaming companies on Cloud – Case Study

Cloud IT Better 13

Better workload understanding . Hybrid model (AWS + zCloud) capable to provision 1000 servers on private Cloud.

AWS to Hybrid

250million monthly active users 10 Top games on Facebook 5 new players every second 0 to 100 m in 40 day (Cityville)

Scale

Moved to AWS as business growth quickly outpaced its capability to add infrastructure.

On-Premises to AWS

Blazeclan

Advantage BlazeClan

Cloud IT Better 14

Cloud Focus

Pre-build Solutions

Faster Time to Market

Thank you source: cloudtweaks

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