When UK – based online gaming operator, Bet 365, announced its cloud debut with the implementation of a private cloud in 2011, it raised several eyebrows. The cloud helped the company offer an in-play betting system that allowed punters to place bets during a match or event based on real time information. At the same time, it allowed the company to simultaneously receive and process incoming customer data; with data latency of less than two seconds.
Given the amount of data and the need for split-second decision making, the betting and gaming industry is an ideal candidate for implementing cloud computing. And the industry is waking up to this fact, slowly but surely.
More so now, as it has piqued the interest of several market leaders who are even willing to put their reputation on line to test the waters with cloud technology. (It’s about time really).
Thanks to back end cloud services, Sony can soon stream a library of older PlayStation releases to its PS4, even if the latest console cannot process the older games. Strategy Analytics, believes that Microsoft will also provide a similar service on the Xbox One. Nvidia, meanwhile, is offering a series of high-end PC games that can run on its new Shield tablets via its cloud service. In addition, Sony’s acquisition of 140 patents from popular Cloud Gaming Service OnLive, is just reiterating the company’s commitment to cloud in the longer run.
Cloud not only provides impelling technological empowerment but also bridges the gap between the service providers and the users.
It provides virtually unlimited computing resources – It provides anything from storage, bandwidth, and software suites to an entire deployment platform for the products offered. Also, the reliability of server clusters at data centers means little to no error at all.
It set new standards in data warehousing – With cloud comes greater opportunity for better business intelligence solutions. More importantly, it also puts hundreds of terabytes of information to good use.
Recently, one among UK’s leading gaming & betting websites was facing complications with a multi-vendor system (especially across the different browsers). Therefore, the company invested in a BI solution to standardize test processes and strengthen its infrastructure. In addition, the company also shortened its release cycles to retain customer attention. And all of it could be carried out seamlessly, thanks to the cloud (click on the link at the bottom to know more).
It enhances security & risk assessment – With the cloud, there is minimized exposure to fraud due to real-time monitoring of gaming data. The abundant automation capabilities make risk assessment that much easier in a fast paced business like gaming and betting. Issues can be identified and resolved in minutes.
It saves time and money – A prized feature among both vendors and gamers/bookmakers is the ability of the cloud to dramatically reduce the latency period (the time taken to access/process information and address issues). In fact, most self-service BI models are developed on the cloud, as they are not constrained by legacy issues.
How Cloud Gaming works
The advent of cloud is impacting the betting and gaming industry in many ways. To begin with, gaming on demand has dispelled the need for high performance devices (Bye, bye PlayStation). As the cloud server does the entire back end processing whilst connected to thin client devices, gamers are at the receiving end of smooth gameplay, with impeccable graphic quality on their PCs, TVs, mobiles and Tablets.
Boston based Strategy analytics has predicted that streaming of high-end games could become available to nearly 150 million people in 2015, thanks to the cloud. And in most cases, online gaming/betting sites will be enabled to feed their users with live insights, during matches and games to enhance customer experience. In addition, subscribers are open to the cloud library, to access new and old games.