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How Leading Mobile Game Companies
Leverage AWS for Success
Patrick Prendergast
Senior Business Development Manager – Gaming
Agenda – Three Questions
Who is Amazon Web Services?
• An Introduction to Amazon Web Services
How are Mobile Game Developers using AWS
• Common Mobile Game Design Patterns
Why are Game Developers embracing AWS?
• Customer benefits and case studies
Amazon Web Services
A Complete Cloud Platform
AWS Global Infrastructure
Application Services
Networking
Deployment & Administration
DatabaseStorageCompute
AWS Global Infrastructure
9 Regions
25 Availability Zones
42 Edge Locations and Growing…
Europe
Amsterdam (2)
Dublin
Frankfurt (2)
London (2)
Madrid
Milan
Paris (2)
Stockholm
Asia
Chennai
Hong Kong (2)
Mumbai
Osaka
Singapore (2)
Seoul
Sydney
Tokyo (2)
South America
Sao Paulo
North America
Ashburn, VA (2)
Dallas, TX (2)
Hayward, CA
Jacksonville, FL
Los Angeles, CA (2)
Miami, FL
Newark, NJ
New York, NY (3)
Palo Alto, CA
Seattle, WA
San Jose, CA
South Bend, IN
St. Louis, MO
Solving Problems for Game Companies Worldwide
Broad & Deep Services to Support Virtually Any Cloud Workload
Compute Networking Storage & CDN Database App Services Management
Amazon EC2
Amazon EMR
Amazon ELB
Amazon Route 53
Amazon VPC
AWS Direct
Connect
Amazon S3
Amazon Glacier
Amazon EBS
AWS Import/Exp
Amazon RDS
Amazon
DynamoDB
Amazon
Elasticache
Amazon RedShift
Amazon
CloudSearch
Amazon SWF
Amazon SQS
Amazon SNS
Amazon SES
Amazon Elastic
Transcoder
AWS IAM
Amazon CloudWatch
AWS Elastic
Beanstalk
AWS Cloudformation
AWS Data Pipeline
AWS OpsWorks
AWS CloudHSM
AWS Trusted Advisor
AWS Marketplace
AWS Premium Support AWS Professional Services AWS Training
AWS Service Launches and Feature Updates
More than 166 new Features,
Updates and Services as of
September 2013!
2013
Every day, AWS adds
enough server capacity to
power this $5B enterprise
$5.2B retail business
7,800 employees
A whole lot of servers
2003
AWS Scale
Elastic Compute
Cloud
Auto
Scaling
Amazon Elastic Block
Storage (EBS)
Amazon S3
DynamoDBAmazon RDS
Elastic Load
Balancer
Amazon
CloudFront
Amazon
CloudWatch
Amazon Route
53
Compute
Network and
Management
Storage
Database
DNS and
CDN
Amazon Elastic
MapReduce
Amazon ElastiCache Amazon Redshift
ec2-run-instances ami-b232d0db
--instance-count 3
--availability-zone ap-southeast-
1a
--instance-type m1.small
ec2-run-instances ami-b232d0db
--instance-count 5
--availability-zone ap-southeast-1b
--instance-type m1.medium
Programmatic….
….Or AWS Management Console
Common Mobile Backend
Design Patterns for Scale
Core Backend
Region
Availability Zone A
ELB
• Choose Region
• 9 Globally
• One Availability Zone
• Ok for Development
• No redundancy
• EC2 Instance
• Linux, Windows
• App server code
• Elastic Load Balancer
• DNS for App
• MySQL Database
• RDS or Build Your Own
Scale It Out
ELB
Availability
Zone A
Availability
Zone B
Region
S3
• Add Another AZ
• Redundancy (High
Availability)
• Load Balancing
• Add Slave Database
• RDS Multi-AZ
• Or Build Your Own
• S3 for Game Data
• Patches
• UGC
AutoScale, CDN + Caching
CloudFront CDN
ELB
Availability
Zone A
Availability
Zone B
Region
S3
• Auto Scaling Group
• Capacity on Demand
• Respond to Users
• ElastiCache
• Memcached
• Redis
• Or Build Your Own EC2 EC2
• CloudFront CDN
• DLC, Game Assets
Add NoSQL CloudFront CDN
ELB
Availability
Zone A
Availability
Zone B
DynamoDB
• DynamoDB
• fast, fully managed
NoSQL database service
EC2 EC2
Region
CloudFront CDN
S3
Add Analytics
CloudFront CDN
ELB
Availability
Zone A
Availability
Zone B
Region
S3
• Elastic MapReduce
• Managed Hadoop
• Parse Logs
• Parallel Aggregation
EC2 EC2
Elastic
MapReduce
Redshift
• Redshift
• Data Warehouse
• Column-Oriented
• SQL Compatible
DynamoDB
and GloballyScale Regionally
Why are Game Developers embracing AWS?
Mobile Game Industry Trends
• Free to Play is here to stay
• Top Free does not equal Top Grossing
• Diversification of Game Genre
• Genre dictates monetization methods
What Can we conclude from this?
• Difficult to predict success – upfront costs are a risk
• Need to maximize users - Go Global
• User Acquisition is expensive – you need platform that can scale
rapidly
• Retention is critical for monetization – Data analytics matter
• Focus on the game
• Know your Monetization Strategy - Your Backend must be ready
But…..
No up-front capital
expense
Rapid
provisioning
Gam
e
Go global
Elastic
scalability
Focus on the game
Pay only for
what you use
AWS Benefits for Game Developers
Nexon chose AWS… No Up-Front Capital Expense
Ubisoft chose AWS… No Up-Front Capital Expense
No up-front capital
expense
Rapid
provisioning
Gam
e
Go global
Elastic
scalability
Focus on the game
Pay only for
what you use
AWS Benefits for Game Developers
FunPlus chose AWS …Rapid Provisioning
No up-front capital
expense
Rapid
provisioning
Gam
e
Go global
Elastic
scalability
Focus on the game
Pay only for
what you use
AWS Benefits for Game Developers
DevSisters chose AWS …Elastic Scalability
No up-front capital
expense
Rapid
provisioning
Gam
e
Go global
Elastic
scalability
Focus on the game
Pay only for
what you use
AWS Benefits for Game Developers
Supercell chose AWS …Focus on the Game
Amazon Web Services enables you to:
• Start small, no upfront capital costs, pay only for what you use, when
you use it.
• Experiment often and tune your environment for your games specific
needs.
• Gather data, measure, adapt and grow.
• Go Global
• Focus on the Game
Summary
Thank You
For questions,
please come to AWS Game Developer
Network Session @ COEX WizWit at
6:30 tonight

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KGC 2013 AWS Keynote

  • 1. How Leading Mobile Game Companies Leverage AWS for Success Patrick Prendergast Senior Business Development Manager – Gaming
  • 2. Agenda – Three Questions Who is Amazon Web Services? • An Introduction to Amazon Web Services How are Mobile Game Developers using AWS • Common Mobile Game Design Patterns Why are Game Developers embracing AWS? • Customer benefits and case studies
  • 4. A Complete Cloud Platform AWS Global Infrastructure Application Services Networking Deployment & Administration DatabaseStorageCompute
  • 5. AWS Global Infrastructure 9 Regions 25 Availability Zones
  • 6. 42 Edge Locations and Growing… Europe Amsterdam (2) Dublin Frankfurt (2) London (2) Madrid Milan Paris (2) Stockholm Asia Chennai Hong Kong (2) Mumbai Osaka Singapore (2) Seoul Sydney Tokyo (2) South America Sao Paulo North America Ashburn, VA (2) Dallas, TX (2) Hayward, CA Jacksonville, FL Los Angeles, CA (2) Miami, FL Newark, NJ New York, NY (3) Palo Alto, CA Seattle, WA San Jose, CA South Bend, IN St. Louis, MO
  • 7. Solving Problems for Game Companies Worldwide
  • 8. Broad & Deep Services to Support Virtually Any Cloud Workload Compute Networking Storage & CDN Database App Services Management Amazon EC2 Amazon EMR Amazon ELB Amazon Route 53 Amazon VPC AWS Direct Connect Amazon S3 Amazon Glacier Amazon EBS AWS Import/Exp Amazon RDS Amazon DynamoDB Amazon Elasticache Amazon RedShift Amazon CloudSearch Amazon SWF Amazon SQS Amazon SNS Amazon SES Amazon Elastic Transcoder AWS IAM Amazon CloudWatch AWS Elastic Beanstalk AWS Cloudformation AWS Data Pipeline AWS OpsWorks AWS CloudHSM AWS Trusted Advisor AWS Marketplace AWS Premium Support AWS Professional Services AWS Training
  • 9. AWS Service Launches and Feature Updates
  • 10. More than 166 new Features, Updates and Services as of September 2013!
  • 11. 2013 Every day, AWS adds enough server capacity to power this $5B enterprise $5.2B retail business 7,800 employees A whole lot of servers 2003 AWS Scale
  • 12.
  • 13. Elastic Compute Cloud Auto Scaling Amazon Elastic Block Storage (EBS) Amazon S3 DynamoDBAmazon RDS Elastic Load Balancer Amazon CloudFront Amazon CloudWatch Amazon Route 53 Compute Network and Management Storage Database DNS and CDN Amazon Elastic MapReduce Amazon ElastiCache Amazon Redshift
  • 14. ec2-run-instances ami-b232d0db --instance-count 3 --availability-zone ap-southeast- 1a --instance-type m1.small ec2-run-instances ami-b232d0db --instance-count 5 --availability-zone ap-southeast-1b --instance-type m1.medium Programmatic….
  • 16. Common Mobile Backend Design Patterns for Scale
  • 17. Core Backend Region Availability Zone A ELB • Choose Region • 9 Globally • One Availability Zone • Ok for Development • No redundancy • EC2 Instance • Linux, Windows • App server code • Elastic Load Balancer • DNS for App • MySQL Database • RDS or Build Your Own
  • 18. Scale It Out ELB Availability Zone A Availability Zone B Region S3 • Add Another AZ • Redundancy (High Availability) • Load Balancing • Add Slave Database • RDS Multi-AZ • Or Build Your Own • S3 for Game Data • Patches • UGC
  • 19. AutoScale, CDN + Caching CloudFront CDN ELB Availability Zone A Availability Zone B Region S3 • Auto Scaling Group • Capacity on Demand • Respond to Users • ElastiCache • Memcached • Redis • Or Build Your Own EC2 EC2 • CloudFront CDN • DLC, Game Assets
  • 20. Add NoSQL CloudFront CDN ELB Availability Zone A Availability Zone B DynamoDB • DynamoDB • fast, fully managed NoSQL database service EC2 EC2 Region CloudFront CDN S3
  • 21. Add Analytics CloudFront CDN ELB Availability Zone A Availability Zone B Region S3 • Elastic MapReduce • Managed Hadoop • Parse Logs • Parallel Aggregation EC2 EC2 Elastic MapReduce Redshift • Redshift • Data Warehouse • Column-Oriented • SQL Compatible DynamoDB
  • 23. Why are Game Developers embracing AWS?
  • 24. Mobile Game Industry Trends • Free to Play is here to stay • Top Free does not equal Top Grossing • Diversification of Game Genre • Genre dictates monetization methods
  • 25. What Can we conclude from this? • Difficult to predict success – upfront costs are a risk • Need to maximize users - Go Global • User Acquisition is expensive – you need platform that can scale rapidly • Retention is critical for monetization – Data analytics matter • Focus on the game • Know your Monetization Strategy - Your Backend must be ready
  • 27. No up-front capital expense Rapid provisioning Gam e Go global Elastic scalability Focus on the game Pay only for what you use AWS Benefits for Game Developers
  • 28. Nexon chose AWS… No Up-Front Capital Expense
  • 29. Ubisoft chose AWS… No Up-Front Capital Expense
  • 30. No up-front capital expense Rapid provisioning Gam e Go global Elastic scalability Focus on the game Pay only for what you use AWS Benefits for Game Developers
  • 31. FunPlus chose AWS …Rapid Provisioning
  • 32. No up-front capital expense Rapid provisioning Gam e Go global Elastic scalability Focus on the game Pay only for what you use AWS Benefits for Game Developers
  • 33. DevSisters chose AWS …Elastic Scalability
  • 34. No up-front capital expense Rapid provisioning Gam e Go global Elastic scalability Focus on the game Pay only for what you use AWS Benefits for Game Developers
  • 35. Supercell chose AWS …Focus on the Game
  • 36. Amazon Web Services enables you to: • Start small, no upfront capital costs, pay only for what you use, when you use it. • Experiment often and tune your environment for your games specific needs. • Gather data, measure, adapt and grow. • Go Global • Focus on the Game Summary
  • 37. Thank You For questions, please come to AWS Game Developer Network Session @ COEX WizWit at 6:30 tonight