How real-time analytics are enticing entertainment companies to the cloud

Harriet Lubin
Jun 6, 2019 4:16:25 PM

2019 is clearly the year of 'The Cloud'. Entertainment companies are beginning to migrate their services en masse to a distributed architecture to enjoy streamlined and improved operations, but most importantly, so they can also have the flexibility of massive scaling and storage. In turn, this means huge benefits for both themselves and their customers. Gaming has been leading the charge on this so far - keep an eye on E3 2019 to see how exciting the cloud gaming scene is becoming - but others within the broader entertainment industry are also quickly following suit.

So why are entertainment companies switching to the cloud? One big reason they’re starting to make the switch is the power to access real-time analytics on all transactions and users at any given time, which has previously been less available and at a higher latency. With the ability to monitor behaviour data, such as gameplay and user responses to advertising, this extensive data mining provides an opportunity for huge increases in revenue. As a result, businesses can continually optimise ways to retain customers and increase multiple transactions.

PAF, a Finish gambling company, who have partnered with cloud-based machine data analytics company Sumo Logic, to help migrate to AWS, is a recent example of a business making this transition. It now relies on an increasingly distributed architecture and the move will allow it to run on a fully distributed model, merging its in-house management tools that it previously utilised. PAF has highlighted that a large reason for this move is to enable massive scaling, which has been a problem for them in the past when progressing its service. On top of this, it will allow them to greatly improve time efficiency and costs of their operations too.

The cloud is also proving a logical choice in other industries as well. German adult shop brand, Beate Uhse, has revamped the way it engages with customers, by creating personalised customer experiences on its new ecommerce website with the help of the flexibility of the SAP Cloud architecture, already reporting increased sales as a result.

Another interesting example of the cloud being used to integrate multiple features, is in the world of sports betting. Gaming solutions provider, Betinvest, has rolled out a new esports application called iFrame, which lets clients oversee betting margins and enables their customers to have increased wallet management and security. Moreover, the platform provides real-time data on users and products such as online casino betting, meaning they can capitalise on the value of this user activity.

The movement to the cloud continues to grow, and here at Hadean we are keen to see which other entertainment companies will make the transition next. More and more businesses are taking advantage of the ability to monitor and analyse their users choices and transactions in real-time, and the added benefit of having essential multi-device cloud support ensures that people have constant access to their service, to continue the data mining cycle.

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