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The Cloud      Changing the GameJoe ZieglerTechnology Evangelistzieglerj@amazon.com     @jiyosub
How did Amazon Get into Cloud Computing?                     ?
Pay for  No Cap Ex                              Use              ElasticityFast Time                   Focus on   to      ...
Cost               Going Global       Four Areas of ChangeInnovation              Scale
Cost               Going Global       Four Areas of ChangeInnovation              Scale
Ga                me                  sZDuke Danger 1.0
Capacity                                traditional                                IT capacity                       Time ...
On and Off                  Fast GrowthVariable peaks              Predictable peaks    [            Usage Patterns:      ...
WASTEOn and Off                    Fast GrowthVariable peaks      Poor      Predictable peaks                    Service  ...
Capacity                              traditional                              IT capacity                       Time    E...
On and Off                 Fast GrowthVariable peaks             Predictable peaks    [            Usage Patterns:        ...
Resizable Compute Capacity           Amazon EC2  Reusable Templates  Amazon Machine Images (AMI)  Managed DatabasesAmazon ...
“In particular, Amazon RDS is areally good solution to reduce thetime and heavy-lifting involved indatabase management.”  ...
“We save hundreds of hours ofserver management time. Afterusing AWS, we don’t need to sendpeople to data centres every mon...
“With AWS, things are totallydifferent. We can create andlaunch instances from our owncustomised [Amazon MachineImage]. Af...
Cost               Going Global       Four Areas of ChangeInnovation              Scale
Ga                 me                   sZDuke Danger 1.1 KR
Regions
33+ Edge Locations
Scalable Storage      Amazon S3Content Delivery Network  Amazon CloudFrontOn-Demand DNS   Amazon Route 53Global Applicatio...
Amazon S3 GrowthTotal Number of Objects Stored in Amazon S3                                        1 Trillion             ...
“Now with AWS, we receive greateravailability, reliability, flexibility andare able to deploy our applicationaround the wo...
Cost               Going Global       Four Areas of ChangeInnovation              Scale
AWS is Open and FlexibleOperating Systems     Languages & Libraries
“Test fast, fail fast, adjust fast.”                              - Tom Peters                        “In Search of Excell...
Application Monitoring       CloudWatchAutomated Elasticity       AutoscalingBig Data & Analytics    Elastic Map Reduce
Cost               Going Global       Four Areas of ChangeInnovation              Scale
The scalability challenge                                                   Requirement: predictable,          Performance...
Highly Scalable NoSQL     Dynamo DBIn-memory Caching     ElastiCache
Unique users per month: 55MUnique users per day: 10MUnique users in peak hour: 1.5MHttp requests on one game in peak hour:...
"With AWS, scalability is never a problem, and we have survived—                        and profited—from massive spikes o...
Cost               Going Global       Four Areas of ChangeInnovation              Scale
aws.amazon.com/game-hostingaws.amazon.com/game-hosting
52
4 Categories1.Big Data & High PerformanceComputing2.Gaming                             aws..am                            ...
Thank You!Joe ZieglerTechnical Evangelistzieglerj@amazon.com    @jiyosub
The Cloud Changing the Game
The Cloud Changing the Game
The Cloud Changing the Game
The Cloud Changing the Game
The Cloud Changing the Game
The Cloud Changing the Game
The Cloud Changing the Game
The Cloud Changing the Game
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The Cloud Changing the Game

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The presentation to the guys at Games Solution Centre as presented by Joe Ziegler.

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  • Technology innovation has always driven the growth of Amazon.com.  As Amazon expanded its product offerings for retail customers, the company also expanded customer segments. After over a decade of building and running a highly scalable web application, Amazon.com, the company realized that it had developed a core competency in operating massive scale technology infrastructure and datacentres, and embarked on a much broader mission of serving a new customer segment—developers and businesses—with a platform of web services they can use to build sophisticated, scalable applications.  In 2006, we launched Amazon Web Services and officially began offering businesses and developers access to the web scale computing services based on Amazon ’ s own back-end technology infrastructure. AWS gives any developer the keys to this infrastructure, which they can use to build and grow any business.  This makes it possible for any business to reach the scale of major internet players like Amazon.com, but without the expensive price tag they would have to pay to build and maintain such a reliable, secure, and scalable infrastructure.   “ It's not customers' job to invent for themselves. It's your job to invent on their behalf. You need to listen to customers. You need to invent on their behalf. Kindle, EC2 would not have been developed if we did not have an inventive culture. ” - Jeff Bezos, Founder & CEO, Amazon.com
  • We define cloud on the benefits to customers No Capital Expenditure. You do not have to spend capital expenses on servers or data centers. You get to turn capital expense to variable expense, which is a huge advantage for companies that either do not have a lot of capital or those who simply do not want to tie capital to infrastructure. Pay for what you use. There is no upfront fee, no contract or commitment. You only pay for what you actually consume and have the flexibilities to choose the pricing model that best meets your business requirement. True Elastic Capacity. You can scale both up and down, and not sit on unneeded, excess capacity. Also, a cloud allows your applications and your business to seamlessly grow as quickly as you need. When you no longer need that capacity you can shed it just as quickly. Fast Time to Market. You can move much more quickly with whatever projects you have. You can spin up large amounts of server capacity in minutes instead of waiting for days or weeks for capacity to be assigned to you. Focus on Your Core Competence. You can take scarce engineering resources and instead of applying them to running infrastructure which is undifferentiated for most companies, you can spend time on projects that add value to your customer offerings or areas that differentiate your business.
  • Costs, in terms of monitory and time. Undifferentiated heavy lifting I just want to get my game done. Infrastructure is friction.
  • Costs, in terms of monitory and time. Undifferentiated heavy lifting I just want to get my game done. Infrastructure is friction.
  • Cost and time to market
  • Cloudformation too!!
  • 2007 Gumi - 2M DAU - Social Gaming Companies 50 Million Page views Amazon RDS MySQL 5.1.38 Instances : Quadruple Extra Large DB Instance: 68 GB of memory, 26 ECUs (8 virtual cores with 3.25 ECUs each), 64-bit platform x 1 Using AWS, we do not have to be limited by the number of physical servers. For example, we can easily carry out distribution of traffic using memcached or tokyotyrant when the database load gets higher, and if traffic decreases, we can reduce costs by canceling those instances
  • Beijing based mobile platform for games. 8 Million users around the globe.
  • HK Base for Facebook Happy Harvest, My Fishbowl, Mall World, and Resort World.50 million monthly Used traditional servers rented from hosting providers Moved to AWS to take advantage of customised machine images Spin up and configure a machine in 2 minutes To upgrade they just destroy their old instance, and bring up a new one
  • Costs, in terms of monitory and time. Undifferentiated heavy lifting I just want to get my game done. Infrastructure is friction.
  • AWS Case Study: Twiitch The Business Challenges As a start-up, Twiitch faced major scalability issues, and needed to control its costs. Twiitch could not predict how many people would play its games and how much data it would amass, making it difficult to calculate the servers, storage and database resources that the fledging company would need. “ When it was time to build the backbone for our social platform, we wanted to choose a partner that could grow with and, more importantly, scale with our needs,” says Shane Stevens, Chief Technology Officer for Twiitch. Why Amazon Web Services Twiitch wanted a partner with experience in the gaming industry and regarded Amazon Web Services (AWS) as a major provider of services for video game developers. The gaming software company also liked the service level agreements (SLAs) and pricing structure that AWS offered. “Our games are designed to be played in real time,” says Stevens, “so we cannot afford any prolonged outages.” Twiitch uses Amazon Route 53 to map its domains—Twiitch.com, the URLs that support KartWorld, and its analytics and testing domains—into the Amazon Elastic Compute Cloud (Amazon EC2). “We wanted to have all our domain name systems (DNS) under one roof, so if we made any changes, we could be sure they would be quickly and effortlessly propagated,” Stevens explains. “We use Amazon Route 53 to map and route the domain name into the AWS Cloud and Elastic Load Balancing to ‘pipe’ it out to machines.” Twiitch uses AWS Elastic Beanstalk to scale with demand. “We can allow for a minimum of 5 and a maximum of 50 machines, and can scale up and down within that range,” Stevens explains. “We can push a new version of our game and it will automatically deploy to all the different Amazon EC2 instances. That is incredibly useful for us. We would have to write software to do this if AWS Elastic Beanstalk was not available.” All the assets, user data, and developer logs associated with a game are stored in the same Amazon Simple Storage Service (Amazon S3) bucket, which currently holds about 2.5 TB of data. Twiitch can update all the data in one place and then push out changes to its delivery networks. The company’s analytics platform runs on Amazon SimpleDB and it uses Amazon DynamoDB for fast, scalable NoSQL queries. “The database also takes care of space partitioning, meaning that as our data volumes grow, it’s a natural fit for our use-case,” says Stevens. “Moving forward, we will transition completely to Amazon DynamoDB.” The Business Benefits “ When we first launched AWS services, we were seeing new users join KartWorld at a rate of one per second,” Stevens explains. “They typically continued to use the extended services as real-time players. That meant users were firing events at our analytics platform and storing gaming information in the database in real time. We were watching and the AWS infrastructure held up beautifully.” At first, Twiitch thought there was a bug because the performance graphs were all flat. “We quickly realized that it meant everything was ticking along and working well within parameters,” says Stevens. “When we saw lower CPU utilization, we realized that we didn’t need expensive large servers. We were able to scale our servers horizontally instead of scaling them up vertically and use inexpensive micro instances. Now we have a greater number of instances that are less expensive and works well with our custom server code.” “ The inherent flexibility of AWS gives us the ability to optimize the infrastructure and match it to our usage pattern,” he continues. “We were able to save approximately 75% in computing costs without affecting performance.” Stevens concludes, “What I really like about AWS is that the company listens to its customers and is constantly trying to expand its services.”
  • Based in China three million daily active users. Top seven game developers on Facebook with over three million daily active users. Europe, we are the top game developer on Hyves, the leading social network in the Netherlands. top three app leading German social network. Number one game in the Arabic version of Facebook.
  • Costs, in terms of monitory and time. Undifferentiated heavy lifting I just want to get my game done. Infrastructure is friction.
  • AWS is a language and operating system agnostic platform. You choose the development platform or programming model that makes the most sense for your business. You can choose which services you use, one or several, and choose how you use them. This flexibility allows you to focus on innovation, not infrastructure. 
  • In less than two years, wooga (world of gaming) has become the biggest developer of social games in Europe. Their engineering is guided by the philosophy that social games are a service – not products – and a keen focus on emotional characters, excellent usability, and effective localization in seven languages. By utilizing the social graph in game-play design elements, constantly testing and improving games, and releasing new updates every week, wooga has created some of the most popular games on Facebook. Monst er World , wit h more than 1.1 million daily active users (DAU), is a Ruby on Rails application with a MySQL/Redis backend that ’ s hosted on Amazon EC2 . Brain Buddies (2 00,000+ DAU) and Bubble I sland (another 1 million DAU) are both run on PHP with MySQL at Slicehost . Its newest game, Happy Hospital (already ov er 200,00 0 DAU), is a RoR app with a Redis backend hosted on dedicated machines at Hetzner .
  • Innovate and Experiment
  • Costs, in terms of monitory and time. Undifferentiated heavy lifting I just want to get my game done. Infrastructure is friction.
  • London - 2009 - Grew from 22M users to 55. Growth with social graphs Now purchased by EA (300M) 100% on AWS Utilised Rightscale
  • HK. 40 million global users.
  • Costs, in terms of monitory and time. Undifferentiated heavy lifting I just want to get my game done. Infrastructure is friction.
  • Transcript of "The Cloud Changing the Game"

    1. 1. The Cloud Changing the GameJoe ZieglerTechnology Evangelistzieglerj@amazon.com @jiyosub
    2. 2. How did Amazon Get into Cloud Computing? ?
    3. 3. Pay for No Cap Ex Use ElasticityFast Time Focus on to Core Market Competency
    4. 4. Cost Going Global Four Areas of ChangeInnovation Scale
    5. 5. Cost Going Global Four Areas of ChangeInnovation Scale
    6. 6. Ga me sZDuke Danger 1.0
    7. 7. Capacity traditional IT capacity Time Your IT needs [ Usage Patterns: Traditional IT ]
    8. 8. On and Off Fast GrowthVariable peaks Predictable peaks [ Usage Patterns: Traditional IT ]
    9. 9. WASTEOn and Off Fast GrowthVariable peaks Poor Predictable peaks Service [ Usage Patterns: Traditional IT ]
    10. 10. Capacity traditional IT capacity Time Elastic CLOUD capacity Your IT needs [ Usage Patterns: Cloud Computing ]
    11. 11. On and Off Fast GrowthVariable peaks Predictable peaks [ Usage Patterns: Cloud Computing ]
    12. 12. Resizable Compute Capacity Amazon EC2 Reusable Templates Amazon Machine Images (AMI) Managed DatabasesAmazon Relational Database Service
    13. 13. “In particular, Amazon RDS is areally good solution to reduce thetime and heavy-lifting involved indatabase management.” -Mr. Horiuchi, CTO of Gumi Inc
    14. 14. “We save hundreds of hours ofserver management time. Afterusing AWS, we don’t need to sendpeople to data centres every month,” - Qian Wenjie Co-Founder and CTO
    15. 15. “With AWS, things are totallydifferent. We can create andlaunch instances from our owncustomised [Amazon MachineImage]. After the instance launch,the only thing left to do is spendtwo minutes changing the servername.” - Cosmos Tong, System Administrator 6waves
    16. 16. Cost Going Global Four Areas of ChangeInnovation Scale
    17. 17. Ga me sZDuke Danger 1.1 KR
    18. 18. Regions
    19. 19. 33+ Edge Locations
    20. 20. Scalable Storage Amazon S3Content Delivery Network Amazon CloudFrontOn-Demand DNS Amazon Route 53Global Application ContainerAmazon Elastic Beanstalk
    21. 21. Amazon S3 GrowthTotal Number of Objects Stored in Amazon S3 1 Trillion 9 9 .9 9 9 762 Billion Requests: 999999 Peak 0,0 0+ 0 Du % 65 per s rability econd 262 Billion 102 Billion 40 Billion 14 Billion 2.9 Billion
    22. 22. “Now with AWS, we receive greateravailability, reliability, flexibility andare able to deploy our applicationaround the world so we are closerto our customers.” -Yitao Guan, CTO of FunPlus
    23. 23. Cost Going Global Four Areas of ChangeInnovation Scale
    24. 24. AWS is Open and FlexibleOperating Systems Languages & Libraries
    25. 25. “Test fast, fail fast, adjust fast.” - Tom Peters “In Search of Excellence”
    26. 26. Application Monitoring CloudWatchAutomated Elasticity AutoscalingBig Data & Analytics Elastic Map Reduce
    27. 27. Cost Going Global Four Areas of ChangeInnovation Scale
    28. 28. The scalability challenge Requirement: predictable, Performance consistent performance •Hardware provisioning •Data sharding •Data caching •Cluster management Reality: performance •Fault management degrades with scale Scalability
    29. 29. Highly Scalable NoSQL Dynamo DBIn-memory Caching ElastiCache
    30. 30. Unique users per month: 55MUnique users per day: 10MUnique users in peak hour: 1.5MHttp requests on one game in peak hour: 45MAnalytics events processed per day: 500MAnalytics data generated per month: 2TBPhysical gaming servers ever owned: 0
    31. 31. "With AWS, scalability is never a problem, and we have survived— and profited—from massive spikes of up to 5 million additional users a day without any problems…" Janakan Arulkumarasan, Director of Onoko International
    32. 32. Cost Going Global Four Areas of ChangeInnovation Scale
    33. 33. aws.amazon.com/game-hostingaws.amazon.com/game-hosting
    34. 34. 52
    35. 35. 4 Categories1.Big Data & High PerformanceComputing2.Gaming aws..am aws ama azon..com z on c om3.Consumer Applications /startup /s t art u p challlleng cha eng4.Business Applications eeProcess Prizes1.Submit business plans and •4 Grand prize winners receive $50,000technical uses of AWS in cash, $50,000 in AWS service credits, and more.2.12 finalists, San Francisco, Jan •8 finalists receive $10,000 in AWS23/24 credits. 20 semi-finalists receive $2,000 in AWS credits.
    36. 36. Thank You!Joe ZieglerTechnical Evangelistzieglerj@amazon.com @jiyosub

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