How Leading Mobile Game CompaniesLeverage 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…

EuropeAmsterdam (2)DublinFrankfurt (2)London (2)MadridMilanParis (2)Stockholm

AsiaChennaiHong Kong (2)MumbaiOsakaSingapore (2)SeoulSydneyTokyo (2)

South AmericaSao Paulo

North AmericaAshburn, VA (2)Dallas, TX (2)Hayward, CAJacksonville, FLLos Angeles, CA (2)Miami, FLNewark, NJNew York, NY (3)Palo Alto, CA Seattle, WA San Jose, CASouth Bend, INSt. 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 EC2Amazon EMRAmazon ELB

Amazon Route 53Amazon VPCAWS Direct

Connect

Amazon S3Amazon Glacier

Amazon EBSAWS Import/Exp

Amazon RDSAmazon

DynamoDBAmazon

ElasticacheAmazon RedShift

Amazon CloudSearchAmazon SWFAmazon SQSAmazon SNSAmazon SES

Amazon Elastic Transcoder

AWS IAMAmazon CloudWatch

AWS Elastic Beanstalk

AWS CloudformationAWS Data Pipeline

AWS OpsWorksAWS CloudHSM

AWS Trusted AdvisorAWS 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

DynamoDB

Amazon RDS

Elastic LoadBalancer

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

AvailabilityZone A

AvailabilityZone 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

AvailabilityZone A

AvailabilityZone B

Region

S3

• Auto Scaling Group• Capacity on Demand• Respond to Users

• ElastiCache• Memcached• Redis

• Or Build Your OwnEC2 EC2

• CloudFront CDN• DLC, Game Assets

Add NoSQL CloudFront CDN

ELB

AvailabilityZone A

AvailabilityZone B

DynamoDB

• DynamoDB• fast, fully managed

NoSQL database service

EC2

EC2

Region

CloudFront CDN

S3

Add Analytics

CloudFront CDN

ELB

AvailabilityZone A

AvailabilityZone B

Region

S3

• Elastic MapReduce• Managed Hadoop• Parse Logs• Parallel Aggregation

EC2

EC2

ElasticMapReduce

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 provisionin

g

Game

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

Case Study

Ubisoft chose AWS… No Up-Front Capital Expense

No up-front capital expense

Rapid provisionin

g

Game

Go global

Elastic scalability Focus on the game

Pay only for what you use

AWS Benefits for Game Developers

FunPlus chose AWS …Rapid Provisioning

Case Study

No up-front capital expense

Rapid provisionin

g

Game

Go global

Elastic scalability Focus on the game

Pay only for what you use

AWS Benefits for Game Developers

DevSisters chose AWS …Elastic Scalability

Case Study

No up-front capital expense

Rapid provisionin

g

Game

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

Case Study

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