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The Cloud Changing the Game
 

The Cloud Changing the Game

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

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.

The Cloud Changing the Game The Cloud Changing the Game Presentation Transcript