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Cloud Gaming USA 2012

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Conference report. …

Conference report.
www.concept4web.com


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  • 1. SAN FRANCISCO, 2012REPORT FROM @JMARCHADIER
  • 2. DAY 1September 11th
  • 3. DIGITAL DISTRIBUTION POISED TO OVERTAKE PHYSICAL SALES 9:00 - 9:30• Socialgames, mobile games are big business. Smartphones and tablets have proliferated. Multiplayer and f2p are the norm. Packaged good sales are collapsing.• Social is the new arcade-style training wheels.• Old singleplayer game costs 2$/hour. Multiplayer 0.15$/hour• 2013-20120: content anywhere, packaged good still exists, consoles becomes multipurpose devices, f2p might go away, gamesbecomes services = growing audience
  • 4. HOW DIGITAL DISTRIBUTION WILL CHANGE THE CONTENT, ECONOMICSAND ECOSYSTEM OF GAMING9:30 - 10:10• EA invests 80$M on new platform developments, R&D• Where ever you play, EA will be there. No magic behind multi devices experiences, focus on player habits• Origin has been designed to push content to any device• F2p will continue as a unique model to boost wider audience• EA believes in cloud computing to stream tailored contents• Acceleration of shifting star wars MMO to f2p
  • 5. IS CLOUD GAMING AT AN INFLECTION POINT? 11:00 - 11:40• Platform companies multiple consumer devices: fragmentation• Ideal solution: one game, developed once, run as service from one place, btw you dont want piracy• True GPU clouds are mandatory• From 3 consoles and PC to tablets, tvs, stbs, ios, win8, android
  • 6. BUILDING A SOLID CLOUD GAMING MIDDLEWARE PLATFORM 11:40 - 12:10• 22% of Americans knows what cloud services are doing• Current competitors offers including gaikai and onlive: lack of focus, OTT delivery, poor virtualization, expensive, inflexible business model.• Ciinow focuses on software, not on services (+++value chain)• Cross-provider multiplayer and interactive spectating support
  • 7. MORE THAN SAVES: CLOUD SERVICES CHANGING THE WAY GAMES ARE MADE AND PLAYED 13:45 - 14:25• Startin the cloud: player service. Then game and configuration saves. Framework custom publish (screenshots). Workshop• Building games as frameworks (portal 2): lvl/coop in the cloud• Frameworks for community to emerge. And for game dev between players and devs. Steam Greenlight. Support ideas.• Founded to help any game genre and mechanics, as expected
  • 8. THE BUSINESS OF CLOUD GAMING: ALL-YOU-CAN-EAT OR MICRO-TRANSACTIONS 14:25 - 15:25• Xbox live is cloud: deliver social/content online capabilities. Customers wants all entertainment feeds at the same place• Cloud is only a channel: players expects new tech features• Gameforge focuses on web browser exp and then companion• No hard answer on companion, but it drives engagement/sales• Companion fills a gap only because the full promise of cloud gaming is not possible during those days• 1st the game must be good THEN at mid-dev include business model, not before
  • 9. FIXING CLOUD GAMING 16:15 - 16:45• Cloud gaming 1.0 is pixel streaming, and it cannot scale• Cloud paging (gaming 2.0 ): transmit virtualized code locally like drop box• Managing software behavior for better network performance• Using pc as the local proxy gpu at home for multiple devices
  • 10. BUILDING A CROSS-PLATFORM CLOUD ECOSYSTEM AND ENGAGING PLAYERS WITH NEW, UNIQUE EXPERIENCES 16:45 - 17:15• The Cloud technology revolution is similar in many respects to the Cable TV revolution. Cable was used primarily as a way to distribute existing content.• EVE has been designed as a sandbox, and this is why the community is still growing.• Dust514 - take people and bring them into the same sandbox, and connect the 2 games in Carbon : our cloud.
  • 11. DAY 2September 12th
  • 12. CHRONICLING THE EXPANSION IN CLOUD GAMING 9:00 - 9:40• G-cluster is a pioneer in cloud techs, before onlive. Scalable for interactive services: japan, finland and france. Ready for US• Partner with Orange, 226 millions of customers (net and tv)• Game on demand with SFR: monthly subscriptions from 4.99 to 14.99 euros, but also short and long rentals. Billing supports•9 euros ARPU, and 10% conversion from f2p to subscription
  • 13. FAIR & PARTLY CLOUDY 9:40 - 10:20• Need for the creators: a full support for built-in billing solution• With the cloud promise, game designers wont have to worry on leaving gamers behind, because everything is connected• Think game as something bigger, not only running locally• Beware of customer acquisition policy from publishers, there is a huge risk to split communities as no links are permitted between those systems (ps, xbox, apple)
  • 14. PUBLISHER PERSPECTIVES ON CLOUD GAMING 11:10 - 12:10• Cloud is the remote execution of games (companion/service)• AAA is sexy, but cloud should be also for family and kids• Should be a bridge tech, and deliver smartly content to players• Publishers a now reactively retrofitting, we need to pro-actively make games with cloud in mind• The games are now not only an experience, but a platform
  • 15. HOW ARE NETWORKS EVOLVING TO MAKE CLOUD GAMING EXPONENTIALLY MORE ACCESSIBLE? 12:10 - 12:50• Leveraging the video stream is the easy part. Biggest challenge will be on IPtv because of huge latency issues• Cloudservices is the perfect application in design, thanks to low cost and unique exchanges between gamers• Clientacquisition costs and operations costs are not accessible for the moment. Focus first on value proposition to optimize your ROI calculation.
  • 16. CLOUD GAMING IN CHINA 12:50 - 13:05• Market: 380M mobile, 400M tablets and 20M iptv• CouldUnion is the largest service in the country. Multiple terminal and OS support• Pricing: from free to single games, with 70% to publisher. We are running full games not demos. Including BI, smart bit rate.• Virtualization OS manages multiple game instances on a single machine. VOS tech does video/audio and inputs
  • 17. BUILDING A STRONG BRAND IMAGE IN CLOUD GAMING 14:40 - 15:10• Returning churn by taking action: Medio predictive analytics• Personalized experience drives lifts in usage and engagement• Plan: data+, acquire better users, be data-driven
  • 18. RAPID EXPANSION OF CLOUD GAMING: WHO ARE THE NEW PLAYERS? 15:10 - 15:30• Thisis dangerous to lower the quality of the game to be able to go through the cloud streaming service. For the moment, publishers focuses on new content delivery• Hybrid technologies is a good compromise, between cloud downloads and local game installs• The availability of high-speed internet is not good enough to switch fully from local to cloud pixel streaming games
  • 19. TECHNOLOGICAL ADVANCES IN CLOUD GAMING 15:30 - 16:00• Ray tracing: algorithm to create images, physically based on light rays, programming easier. Cloud gaming since 2004• Intel xeon phi prototype for ray traced (reference quake3 and Wolfenstein. Cloud setup, support for up to 8 cards / machine• Scalingto thin clients, linear dependent on screen resolution, and linear dependent on frames per second.• Voxel rendering: research from sven woop, millions of trees, billions of grass and plants. Photo realistic rendering.
  • 20. THANK YOU!Questions: @jmarchadier

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