Nelson Rodriguez, Senior Industry Marketing Manager, Games, Akamai Technologies
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The Role of Technology Infrastructure in Game Development — Nelson Rodriguez, Senior Industry Marketing Manager, Games, Akamai Technologies Роль инфраструктуры в разработке игр — Nelson Rodriguez, Senior Industry Marketing Manager, Games, Akamai Technologies The official conference website — http://wnconf.com/#home
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Nelson Rodriguez, Senior Industry Marketing Manager, Games, Akamai Technologies
- 1. POWERING the games industry online making it FAST, RELIABLE and SECURE Nelson Rodriguez – Sr. Industry Marketing Manager, Gaming
- 2. Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
- 5. Almost played for CKA Top 20 for all time NHL career wins 2010: traded to the NY Islanders Refused to Play Евге́ний Набо́ ков
- 6. Who Am I?
- 7. Games I’ve Helped Launch
- 9. AKAMAI DELIVERS HIGH-PERFORMANCE ON-LINE EXPERIENCES ON ANY DEVICE, ANYWHERE, SECURELY. ABOUT AKAMAI: • Delivering 15-30% of all daily web traffic • Defending against attacks of over 200Gbps • Enabling >$250 billion in annual e-commerce FOR THE GAMES INDUSTRY: • Market leader in game and software downloads • 150M mobile apps delivered daily • Used by 22 of the top 25 software companies
- 10. About Akamai
- 11. Let’s get back to Евге́ний Набо́ ков Almost played for CKA Top 20 for all time NHL wins 2010: traded to the NY Islanders Refused to Play?
- 14. Worst Attendance in NHL 2010
- 16. “I'd rather see a game somewhere else!” “You have to wait forever to exit the parking lot.” “The concourse is much too small – you cannot walk around.”
- 17. Вы Евгений
- 18. Slower pages = lower conversion rates
- 19. 48% 34% 31% 31% 26% 24% 21% 17% 11% 17% Lesslikely to usethemobileapp Switch to competitor’smobileapp Tell othersabout poor experience Lesslikely to purchasefrom that company Givethemobileapp alow rating Haveanegativeoverall perception of company Lesslikely to go to that company’ssite Would go to thecompany’smobilewebsite Contact company’scustomer service Announceon social media C onsum er reac tion to p oor m ob ile ap p exp erienc es
- 20. Geo Based Latency Is An Issue
- 21. 6Waves Business Challenge • Deliver a superior user experience • Support business expansion while avoiding infrastructure build out • Entice developers to publish their games with 6waves Business Benefits • Improved page load times between 15-45% • Accelerated large file download times by 85% • Gained the ability to quickly expand into new markets without having to deploy and invest in hardware or software • Ensured a high-quality online gaming experience for a growing user-base
- 22. “With Akamai’s leading technology, we are able to provide a fast, reliable, and high-quality social gaming experience to players around the world. This entices leading game developers to work with us, helping us maintain a competitive edge.” – Rex Ng, Chief Executive Officer, 6waves
- 23. PopCap Business Challenge • Improve global download performance • Support growth and scalability Business Benefits • Improved download performance in Europe by 250% • Increased global conversion rate by average of 15% • Seamlessly handled 85% increase in site traffic • Offloaded origin server by 75%
- 24. “Akamai allows us to confidently deliver our games around the world… and enables us to increase our redundancy and global reach on a level that we could never achieve on our own.” ─ Hans Reifenrath, IT Director, PopCap Games
- 25. Aeria Games Business Challenge • Accelerate game downloads • Gain better understanding of the user experience Business Benefits • Gained actionable insight into download behavior by geo • Improved game download completions by over 70% in key countries • Able to make better marketing spend decisions with improved download analytics
- 26. “Akamai’s technology actually helps drive business decisions.” ─ Terry Ngo, Chief Technology Officer, Aeria Games
- 27. Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
- 28. CAPACITY? “The concourse is much too small – you cannot walk around.”
- 29. FAR-AWAY FANS HAVE A WORSE EXPERIENCE? “You have to wait forever to exit the parking lot.”
- 30. COMPETITION? “I'd rather see a game somewhere else!”
- 31. Thank you
Editor's Notes
- Discovery, buying, downloading, playing
- Why did he refuse to play? I have an idea.
- How many people know Nassau Coliseum? I grew up 50 miles from here. Evgeny is on the list of top 20 winning goalies in the NHL. Nassau Coliseum, when Evgeny was signed to play there, was also on some top lists.
- Lowest attendance for thre entire league.
- Why such low attendance? The fans hate the coliseum.
- The fans had very strong opinions they shared on Yelp. Here are a few examples.
- You are Evgeny! You are skilled, and talented, and can deliver an exceptional game. But is your stadium ready? You may not think this is your problem, and I understand why you feel that way. Games are reviewed on graphics, on sound, on gameplay… and no review writes about download speeds… or update size… But the players know. The players remember.
- Walmart ran a study for a month, throttling their site load times to see if it impacted conversions.
- Forrester Research
- Hong Kong based social games company. As their player base grew, and the games became more popular, download speed started to suffer. (Ravenwood Fair, Resort World) + people in distant regions (US and Europe) had the worst experiences Two key needs: fast access to games for players, and a healthy ecosystem to attract developers Considered datacenters
- Bejeweled, Peggle, Plants vs. Zombies Trying to grow globally, but performance in Eurpe and Asia was awful, which made them consider investing in new data centers around the world. Not cheap, not easy.
- 20% paying players Problem: 30-50% of downloads stalled before completion + they couldn’t tell what was hapenning It’s easy to leave
- Nassau Colisuem is an old stadium, that has never been updated in any meaningful way. The concourse was a nightmare to walk around, making it hard to get to your seat, and hard to buy food and get back to your seat in time. It couldn’t manage the capacity. Sound familiar?
- Fans arriving by car faced multi-hour waits to park, and multi-hour waits to leave the parking lot. This meant that if you came to Nassau Coliseum from far away, the experience for you was awful.
- Nassau Coliseum sat within an hour drive of two other major hockey arenas. The NJ Devils and the New York Rangers were both viable options for frustrated Islanders fans. The other stadiums are much nicer. Right now, you’ve got more than two competitors for your players’ attention. In fact, if you’re free to play, the cost to abandon you is zero $ for the player.