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Cloud Keynote: Scaling global games in an accelerating landscape
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About the talk

COVID has changed the way studios are producing games -- and who is playing them. As game play has surged, it has attracted a wider, more diversified audience of new gamers. In this session, explore the lasting impact of an accelerated landscape and the opportunities created for gaming companies to create lasting enhancements for players and creatives with cloud technology. Learn more about:

- Using data and AI to nurture and engage audience, and protect new gamers from toxicity and security vulnerabilities

- Reaching new markets and transforming player experiences with edge computing

- Empowering your global developers and creatives to collaborate seamlessly with remote content development

About speaker

Rob Martin
Chief Architect at Google

Lead a global solutions team working with the world's top publishers and studios to design and build cloud solutions for worldwide gaming experiences. Ramblin Wreck (2x) - BS Computer Science, MS Analytics Georgia Tech. Multi-cloud certified - GCP Certified Cloud Architect , Cloud Developer & Data Engineer, AWS Certified Solutions Architect.

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Hello, and on behalf of Google Cloud. I'd like to welcome you to the Google for games developer Summit. And today is keynote. I'll be talking about gaming in a post covid world. I'm Rob Martin Chief Architect for gaming at Google Cloud. As you may know Google Cloud runs many of the world's largest and most popular games. Let's take a look at four key capabilities provided by Google Cloud that power these worldwide entertainment experiences. First game developers have come to rely on the vast reach

of Google clouds globally. Distributed data centers, and fiber-optic Network are 25 reasons and almost a hundred and fifty Network Edge points of presence and sure, truly world-class experiences to Gamers all around the world. As you know, Google is the world's largest data processor and a Google Cloud. We provide the same capability to store petabytes of data and query trillions of rows of data, every day to our customers including game developers around the world. The ability to

process data at planetscale, combined with Google's AI. Ml Solutions, enables game developers to unlock and sites offer recommendations and power predictions at massive scale to truly personalized. Gameplay, experiences. As you can imagine all these online capabilities require massive amounts of infrastructure. Many game developers are increasingly concerned about the carbon emissions generated by these huge online workloads. That was Google Cloud. There's

no need to worry. Google cloud is the only cloud provider which has been carbon-neutral since 2007, and it's been running on 100% renewable energy since 2017. So with these Planet scale capabilities at their fingertips. Are customers have been building. Truly awesome, worldwide, entertainment experiences. It's been fantastic to see the progress. But then in 2020, it all changed. Covid head. The world went into lockdown. Social distancing became a must. What would it all mean for the gaming industry as the world sheltered in place and went into

lockdown people? Turn to games for Community gaming experience, tremendous growth as players spent more time, online, playing and socializing, cross-platform surged, as families downloaded games, onto any device that would run and viewership of gaming content as streaming experience, record-breaking levels. And so the question I get asked all the time is, will this last once the world goes back to normal as we looked into the answer to that question. We noticed some really interesting

trends covid. That accelerated some fundamental changes to the very definition of who gamers are Gaming through covid is becoming more diverse and more casual. We're moving beyond the traditional definition of a gamer, the mainstream and family audiences. Just look at these growth metrics, all segments and gaming have experienced growth. But these segments are growing even faster than gaming and general women married couples and even grandparents are outpacing the growth in gaming by substantial margins, but it's not just the types of Gamers that are diversifying

emerging Gio's in places like the Middle East and a pack are joining the fun and outpacing the growth of gaming in general. So the question then becomes what can game developers do to continue to expand these growth Trends, post covid. With all these changes. We had Google Cloud believe. It's important to have a holistic strategy for continued expansion. In a post covid world. Game developers need to keep new Gamers engaged and retain them. Developers need to understand

the types of content. These new audiences desire, and how they prefer to be monetized and developers need to empower creative Zen developers to continue to create compelling content, wherever they want to work. And underlying it, all you need a secure Foundation to protect your players in your IP. So, let's talk about engagement first. One of the reasons developers love to work with Google as we have an incredible understanding of global preferences and interests and the data from Google. Search on gaming, couldn't be more clear.

Today's Gamers, want multiplayer, Rich, social, and competitive experiences. Google Cloud provides game developers with two key capabilities for multiplayer gaming. Matchmaking is more important than ever with increasingly diverse players, and widely distributed geographies. Game servers power, those competitive multiplayer matches your players crave. And with players all around the world. You need a robust solution for managing your Global Fleet open maps and Google cloud game

servers, provide the power you need for the world's largest multiplayer experiences. Now while it's true that many players want to compete, there's a growing class of players that want to create to build and express themselves and persistent worlds for these players. I'm proud to announce a new solution called open saves developed in partnership with 2K Games. Open save puts the power of Google's massively, scalable storage at the fingertips of persistent-world developers. All these open source Technologies, allow your

developers to build super engaging experiences. You need the power of Google clouds. Private fiber-optic Network unique to Google Cloud for truly Global reach. We're continuing to expand our footprint, having recently, added regions and gaming hotspots, like, soul and Jakarta with more coming in places like Doha and Santiago. But if you engage and reach these new players, it's more important than ever to protect against disruptions like DDOS attacks. Imagine being a first-time gamer.

He's just about to rack up your first harder. And when and a server is taken offline by a DDOS attack. That's a real threat to retention of new Gamers who aren't used to these types of disruptions, which are on the rise. Google, as part of its daily operations, fends off the largest DDOS attacks in the world. And the good news is that we're expanding that protection to include online gaming Services Cloud. Armour, Rd. Mitigation service that runs at Google's Network. Average is adding support for gaming friendly.

Protocols, including UDP. So you can protect all of your online services including game server. And weren't answering the service to include a response team and billing protection. Not talk about all the ways that you can engage and connect with your players. And there's no better example than Apex Legends with scaled from launch to 50 million unique players in just one month on Google Cloud. Would love to work with you to launch your next Global head. So now let's talk about understanding your

audience more deeply and how Google Cloud can help here. It's clear from our data that many of the gamers that have joined the fold intend to stay. And the great news is that these new Gamers spend an increasingly High rates. So it's critical to understand how to retain and grow these new audiences. With these new Gamers preferences for free to play and games as a service. It's critical to capture data about player experience and a very fine-grained of detail. Today's top-performing games,

generate hundreds of millions or billions of rows of data every single day. To capture all of this data. It's scale. Google Cloud provides bigquery a server list data warehouse. They can effortlessly scale to these levels. Bigquery is intuitive for developers because it's based on industry standard, ask you out, but big query goes far beyond simply allowing for data queries with SQL. With bigquery ML game developers can build and deploy powerful machine learning models without ever leaving. SQL

sub-query provides the capability to capture and process player experience data at scale. But the key for your creatives, producers, your marketing team liveops and Executives is to be able to quickly extract insights from all this data. How is our game performing in live operations? What are the results of our latest? A B test? How is churn? And retention looking with looker these types of insights are easy for your whole organization to access. So, with looker and big query, you have an end-to-end

platform for data and insights, but the data also reveals that there's a disturbing trend of disruptive behavior increasing and games harassment cheating toxicity. Season players might be somewhat immune from this Behavior. It presents a substantial retention risk for new more. Casual gamers, who just discovered your game. Google cloud is hard at work on an AI ml based solution to this problem using data collected from chat logs and in-game. Telemetry machine learning models, can identify and flag disruptive behavior with Google Cloud scale. Ml Ops and

infrastructure. These decisions can happen in seconds instead of hours or days would love to further explore the work. We're doing to protect players in this area with your team. So, with King, we have a truly Lighthouse example of capturing data at scale and utilizing the insights to improve player experience. 70 billion events processed every single day on behalf of 270 million players per month, truly incredible numbers. I'm so finally, let's talk about your developers and creative and how Google Cloud can help with your game development process. We've talked a lot about

opportunity and growth and gaming, but the situation for creatives and developers has been a really challenging during covid. I've talked to developers who had to drive workstations in trucks to their developers homes to keep the game development process going. I talked to other developers who can't buy gpus and have a room full of developer workstations that they can't complete building. At a time, when the demand for content is surging, this creates a really tough problem for the industry. I've been asked, you know, is it possible

to box up a game studio and deliver it remotely via streaming to any device in the world. That's exactly what we've been working on with multiple Global Studios. Virtual Studio deploys, the critical infrastructure of a game Studio including storage Version Control and even the developer workstations themselves in the cloud and delivers. This content via streaming over Google's, private and secure fiber-optic Network. This mitigates the need for expensive custom built desktops and laptops and allows you to Source the best talent, wherever you can find it in the world,

even in tax-advantaged GEOS. Protection of Ip with a virtual studio is incredibly important and Google's and tire. Virtual Studio solution is protected by the same layer methodology used to host sensitive financial services and Healthcare data. This includes purpose-built secure Hardware encryption by default multi-factor authentication and that's secure private Network for delivery. Epic games is utilizing. Google's virtual Studio solution to train and re-skill visual professionals around the world. In Unreal Engine

to unlock the value of the state-of-the-art 3D game engine more broadly and gaming but also across other verticals. And so is virtual Studio. Do you unlock the ability for your creative some developers to continue building amazing content? Remotely. The covid has also massively ramped up the need for your teams to collaborate virtually. Activision Blizzard is leveraging the power of Google workspace, male chat, docks in Hangouts to enable their globally, distributed team, the

seamlessly collaborate, through covid, and Beyond. So in summary covid has been a huge challenge for the world, but gaming has been a bright light for many during this difficult time is an industry. We've embraced our role in offering a safe place for people to socialize and have fun. We've had to adapt and learn to operate a new ways and have made many new friends and fans along the way. If we continue to extend, what we've learned in a post covid world, the future looks bright for gaming. So in today's talk,

I've emphasized, the many ways, the Google Cloud can help but there's one more way that we can help. And that's to bring together and integrate all of the value game developers, get from Google's many different product areas. Would love to chat more with you about one, Google Solutions or proud of the great work. We're doing together with our partners at top Publishers and studios around the world. And we look forward to connecting with you to learn more about the solutions. We discuss today. Check us out on the web and on GitHub. Thank you. And enjoy the

rest of the conference.

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