Building for Scale When Inviting The World To Come Play!Fernando Paulo!VP of Engineering!GREE International !
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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!
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We Make Games!
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San Francisco
London
Tokyo Beijing
Singapore
Amsterdam
São Paulo
Seoul
Dubai Osaka
Vancouver
We Are Global!
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And a Mobile Platform!
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San Francisco
London
Tokyo Beijing
Singapore
Amsterdam
São Paulo
Seoul
Dubai Osaka
Vancouver
GREE Overview!
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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!
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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!
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Platforms Bring Agility To Social Games!
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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!
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More Platform Features!
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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! )
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Technology Ecosystem!
Social Games!(GREE)!
Social Games!(3rd-Party)!
GREE Platform!
Analytics!
Scalable Infrastructure!
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Social Games Demand Scalability!
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All backend services must be !designed to scale!
Design Principle #1!
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(Shocker)!
All backend services must be !designed to scale!
Design Principle #1!
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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!
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Optimizing end-to-end network performance directly increases
game profitability!
Design Principle #2!
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Thanks!!
Optimizing end-to-end network performance directly increases
game profitability!
Design Principle #2!
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Lessons Learned!(sometimes the hard way)!
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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!
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Case: Scaling GREE Avatar!
Users pay for new styles!
Dynamically generated!
Heavy-traffic page!
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Case: Scaling GREE Avatar!
Issues:!• CPU-intensive!• Serving costs!• Content protection!
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Edge Caching!
GREE Avatar: How Akamai Helped!
Short-lived URLs!
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Lower computing costs!
GREE Avatar: How Akamai Helped!
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Case: Global Coverage and Performance!
End-user Performance:!DNS lookup + !
Service Response Time +!Client-side Rendering Time!
Global Platform! Many geographies!
os.gree.net
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Global Performance: How Akamai Helped!
AkaDNS returns closest DNS server!
Carrier network proximity!
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Game Profitability: How Akamai Helped!
Control Center Reporting!
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Where Gaming is Going!
High-production titles!
Native and HTML5!
Multiplayer!
Tablets!
Real-Time Analytics!
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Thank you!!Any questions?!
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