1. VIDEOGAMES:
THE BIGGEST BIG DATA
CHALLENGE
Rajat Taneja, Chief Technology Officer, EA

2. 200M TO 2B CONSUMERS
CPU CPU CPU CPU CPU CPU CPU
Based on EA estimates for number of users of video game console devices in 2001 versus EA estimates for users accessing games via social, mobile, console and PC platforms in 2012 .

3. Every 15 min.,
BF3 players…
1TB+ data THROW
3.9M grenades
PER DAY
DESTROY
684K vehicles
50+ different C R E AT E
24M explosions
T E L E M E T RY E V E N T S
Multi-player shooter telemetry
tracks player performance (kills,
deaths, shots, explosions, etc.)

4. Players have…
SPENT
1.97B donuts
PLACED
7.36M Kwik-E-
150GB data daily Mart stores
4.5TB monthly 3.43M Krusty
Burger restaurants
120+ different
T E L E M E T RY E V E N T S
Mobile telemetry tracks game
progression and in-game
economy spends

5. DEEP GAMEPLAY
INSIGHTS
Live Feedback from Levels on
Game Events

6. GAMES ARE BIG DATA
2.5 275 50
BILLION MILLION TERABYTES
Monthly game Active registered Gross daily data
sessions users captured

7. WHAT’S CAUSING THE DATA SURGE
¥
£ €
$
Gameplay Micro- Time Price Payment
data transactions stamps points systems
In-game Virtual Real-time Content Multi-
advertising goods events updates player

8. LEGACY ARCHITECTURE
Mobile Social HD Web Marketing
DW DW DW DW DW
Latency:
1-3 Days

9. …BUT
THINKING
SOMETHING
DIFFERENT.”
- Albert Szent-Gyorgyi

10. FOUR GUIDING PRINCIPLES
Small Is the New Big Think Scale Out
Prediction Over Description Single True View

11. SMALL IS THE NEW BIG
Common, Consistent
Data Taxonomy &
Policies Finding the Best Data

12. SCALE OUT
Mobile Social HD Web Marketing
Latency:
DW Algorithms ~ Hours
Trends Analytics Profile Service Data Feeds Targeting Recommendations Reporting

13. PREDICTION OVER DESCRIPTION
Identify Trends Improved Monetization
Strategies
Game Preferences Lifetime Customer
Value
Accurate view of the customer across platforms

14. SINGLE IDENTITY – A TRUE VIEW

15. VIDEOGAMES ARE BIG DATA
1. Data Is Only a Means to an End
2. Focus on the Usage and Action of the Data First
3. The Right Data at the Right Time is More Valuable
than Bigger Data Sets
4. Use Data to Create Amazing Customer
Experiences
5. Single TRUE identity is the crucial glue that
connects the power of data insight to the
CONSUMER

16. MORE DETAILS
www.linkedin.com/in/rajatt/
www.ea.com/news