This sponsored post is produced in association with Akamai Technologies.
We live in an all-encompassing digital age, and gaming is no exception. In a world where we spend as much time online interacting with people as we do offline, publishers need to be actively pushing ways to leverage this space in their releases, be it with multiplayer modes, downloadable content, or social networking components.
[aditude-amp id="flyingcarpet" targeting='{"env":"staging","page_type":"article","post_id":1601587,"post_type":"sponsored","post_chan":"sponsored","tags":null,"ai":false,"category":"none","all_categories":"business,dev,games,","session":"B"}']But it has become increasingly apparent that server issues at launch can kill the momentum of even the most prominent flagship releases. And although a smooth launch could be ensured by buying acres of server space, that’s often not the best or most efficient strategy.
Keep online connections fast, functioning and lag-free
More and more, Game publishers are relying on cloud computing companies to be a buffer when rolling out their online offerings. Acting as a sort of middleman for data, cloud computing is key for keeping crowded online connections fast, functioning, and lag-free regardless of the location. This is especially important considering Gaming titles no longer live exclusively in brick-and-mortar retail stores. Today PC and mobile games are almost exclusively found on online storefronts, and we buy and download more games via consoles and devices than we ever have before.
In addition, we’re seeing many online-intensive strategies and tools become the standard, such as publishers offering betas and use of sideloading — the practice of adding additional content through the game itself. Planning for all this while simultaneously needing to worry about ballooning game sizes and network security concerns can be challenging without the right tools and content delivery partners.
Anticipate traffic ahead of time
Prominent cloud computing company Akamai Technologies’ Chief Strategist Kris Alexander puts it best: “We focus on making it as easy as possible for the Game houses: getting the actual game to the users, getting game updates out as quickly as possible and also sideloading content.” Using crucial data like the number of preorders and worldwide release dates, cloud computing infrastructure provides a much needed cushion that prevents potential network overload hiccups by identifying high-traffic moments such as release day and compensating for the surge in activity.
The preload option
One option that publishers can utilize to ease download overload is letting customers preload their games ahead of release. “If you are a consumer and you preorder a game, then on the day and time of the actual release, you can start playing right away,” says Alexander. Not only does this allow publishers to stagger download activity and relieve network strain, but it also proves to be a very consumer-friendly feature. “The goal is – and should be – to get people to that ‘play now’ scenario as quickly as possible.”
Really, the important key to a successful cloud-based network strategy in any industry is the vast amounts of data and statistics gathered to create an increasingly superior network experience. Constantly collected data can determine how much capacity to reserve for specific regions of the world. This also predicts consumer expectations in those regions, allowing publishers to plan ahead to meet or exceed them.
Make the cloud work for you
Game publishers face more challenges than they ever have. They must launch fast and with the online space in mind, stay globally aware, and compensate for any limitations technology imposes on them to keep brand intact and to maximize revenue. Cloud computing makes this increasingly impossible challenge manageable.
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