M&E Building For Scale GREE · Building for Scale When Inviting The World To Come Play! Fernando...

Building for Scale When Inviting The World To Come Play!Fernando Paulo!VP of Engineering!GREE International !

Copyright © 2004-2012 GREE, Inc. All Rights Reserved. Confidential! Copyright © 2004-2012 GREE, Inc. All Rights Reserved.

Founded �

Founder & CEO�

January 2011

Naoki Aoyagi!

Tokyo�

San Francisco�Founded �

December 7, 2004

Yoshikazu Tanaka

CEO�

International

Co-Brand

Co-Brand

May 2012!Acquired Funzio�

GREE Overview!

Copyright © 2004-2012 GREE, Inc. All Rights Reserved. Confidential! Copyright © 2004-2012 GREE, Inc. All Rights Reserved. 3

We Make Games!


San Francisco

London

Tokyo Beijing

Singapore

Amsterdam

São Paulo

Seoul

Dubai Osaka

Vancouver

We Are Global!


And a Mobile Platform!


San Francisco

London

Tokyo Beijing

Singapore

Amsterdam

São Paulo

Seoul

Dubai Osaka

Vancouver

GREE Overview!


2005! 2007! 2009! 2011! 2013!

（Millions）

500

600

400

200

300

100

SP!PC!

(E)

Sources: Morgan Stanley「Mobile Internet Trend」

Global PC and Smartphone Shipments �

Industry Trends: Mobile!


Sources: Morgan Stanley「Mobile Internet Trend」

Trend of Global Time Spent Online �

2007 ! 2008 ! 2009 !

10

15（%）

5

Social Media

Portal Media

2010!

Industry Trends: Social!


Platforms Bring Agility To Social Games!


User Acquisition, Retention, Engagement!

!App Discoverability!

Viral Features!Communication Tools!

!

Monetization Mechanics!!!

Virtual Goods Management!Cross Promotion!

Advertising!Player Analytics!

!

Scalable APIs!

Platforms and Game Profitability!


More Platform Features!


Platforms and Game Profitability!

SNS or Social PlaBorm

Game Economics

= f (!Life!

Time Value (LTV)!

Revenue Per User! ,!

Net

wor

k ef

fect

s!

Not

ifica

tions

from

fri

ends!

Req

uest

s fro

m

frien

ds!

Player!Engagement! ,! Cost Per!

Acquisition! )


Technology Ecosystem!

Social Games!(GREE)!

Social Games!(3rd-Party)!

GREE Platform!

Analytics!

Scalable Infrastructure!


Social Games Demand Scalability!


All backend services must be !designed to scale!

Design Principle #1!


(Shocker)!

All backend services must be !designed to scale!



Game Backend(*)

(*) The term “backend” here denotes all server-‐side dependencies of the game. Game and plaAorm services, asset repositories.

High availability Low server latency

Response Times Goal: <500ms

Great Game Play Requires Performance!


Optimizing end-to-end network performance directly increases

game profitability!



Thanks!!

Optimizing end-to-end network performance directly increases

game profitability!



Lessons Learned!(sometimes the hard way)!


Stay close to the player’s carrier network for great play experience

Reduce computing costs. Pre-process and cache for exceptional

performance

Design to handle 10x growth by only needing additional commodity hardware

Monitor costs closely and track game profitability

Lessons Learned!


Case: Scaling GREE Avatar!

Users pay for new styles!

Dynamically generated!

Heavy-traffic page!


Case: Scaling GREE Avatar!

Issues:!•  CPU-intensive!•  Serving costs!•  Content protection!


Edge Caching!

GREE Avatar: How Akamai Helped!

Short-lived URLs!


Lower computing costs!

GREE Avatar: How Akamai Helped!


Case: Global Coverage and Performance!

End-user Performance:!DNS lookup + !

Service Response Time +!Client-side Rendering Time!

Global Platform! Many geographies!

os.gree.net


Global Performance: How Akamai Helped!

AkaDNS returns closest DNS server!

Carrier network proximity!


Game Profitability: How Akamai Helped!

Control Center Reporting!


Where Gaming is Going!

High-production titles!

Native and HTML5!

Multiplayer!

Tablets!

Real-Time Analytics!


Thank you!!Any questions?!

[email protected]!

M&E Building For Scale GREE · Building for Scale When Inviting The World To Come Play! Fernando...

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