Transcript of a BriefingsDirect podcast on how SEGA Europe has moved to a more secure and scalable solution for worldwide development effort.

1. SEGA Europe Uses VMware Products to Standardize Cloud
Environment for Game Development
Transcript of a BriefingsDirect podcast on how SEGA Europe has moved to a more secure and
scalable solution for worldwide development effort.
Listen to the podcast. Find it on iTunes/iPod. Sponsor: VMware
Dana Gardner: Hi. This is Dana Gardner, Principal Analyst at Interarbor Solutions, and you're
listening to BriefingsDirect.
Today, we present a sponsored podcast discussion on how a major game developer in Europe is
successfully leveraging the hybrid cloud model.
We’ll learn how SEGA Europe is standardizing its cloud infrastructure across
its on-premises operations, as well as with a public cloud provider. The result
is a managed and orchestrated hybrid environment to test and develop games,
one that dynamically scales productively to the many performance
requirements at hand.
We’re joined by a systems architect with SEGA in London to learn more
about how the hybrid approach to multiple complimentary cloud instances is meeting SEGA’s
critical development requirements in a whole new way.
Please join me now in welcoming Francis Hart, Systems Architect at SEGA Europe. Welcome to
the podcast, Francis.
Francis Hart: Hi.
Gardner: We’re all very familiar with the amazing video games that are being created
nowadays. And SEGA of course is particularly well-known for the Sonic the Hedgehog franchise
going back a number of years and I have to tell you, Francis, my son
is a big fan of those games.
But I'm curious about how, behind the scenes, these games are
made. How they come into being and what are some of the critical
requirements that you have from a systems architecture perspective when developing these
games?
Hart: We’ve got a lot of development studios across the world. We're working on multiple
projects. We need to ensure that we supply them with a highly scalable and reliable solution in
order to test, develop, and produce the game and the code in time.
Gardner: And how many developers are you working with there at SEGA Europe?

2. Hart: We have a number of different development studios. We’re probably looking at thousands
of individual developers across the world.
Gardner: For those folks who are not familiar with the process, there is the creation of the code,
there is the test and debug, and builds. It's quite complicated. There's a lot going on, many
different moving parts. How did you start approaching that from your environment, from
building the right infrastructure to support that?
Targeting testing
Hart: One of the first areas we targeted very early on was the last process in those steps, the
testing, arguably one of the most time-consuming processes within the development cycle. It
happens pretty much all the way through as well to ensure that the game itself behaves as it
should, it’s tested, and the customer gets the end-user experience they require.
The biggest technical goal that we had for this is being able to move large amounts of data, un-
compiled code, from different testing offices around the world to the staff. Historically we had
some major issues in securely moving that data around, and this is what we started looking into
cloud solutions for this.
Gardner: How did you use to do it? What was the old fashion way?
Hart: For very, very large game builds, and we're talking game builds above 10 gigabytes, it
ended up being couriered within the country and then overnight file transfer outside of the
country. So, very old school methods.
We needed both to secure that up to make sure we understood where the game builds were, and
also to understand exactly which version each of the testing offices was using. So it’s gaining
control, but also providing more security.
Gardner: Clearly one of the requirements here is to manage large files rapidly across geographic
distances, but with security and management control, governance, and so forth. But as I
understand, you're also dealing with this sort of peak-and-trough issue about the infrastructure
itself. You need to ramp up a lot of servers to do the build, but then they sit there essentially
unproductive between the builds. How did you flatten that out or manage the requirements
around the workload support?
Hart: Typically, in the early stages of development, there is a fair amount of testing going on,
and it tends to be quite small -- the number of staff involved in it and the number of build
iterations. Going on, when the game reaches to the end of its product life-cycle, we’re talking
multiple game iterations a day and the game size has gotten very large at that point. The number
of people involved in the testing to meet the deadlines and get the game shipped on date is into
the hundreds and hundreds of staff.

3. Gardner: How has virtualization and moving your workloads into different locations evolved
over the years?
Hart: We work on the idea of having a central platform for a lot of these systems. Using
virtualization to do that allowed us to scale off at certain times. Historically, we always had an
on-premise VMware platform to do this. Very recently, we’ve been looking at ways to use that
resource within a cloud to cut down from some of Capex loading but also remain a little bit more
agile with some of the larger titles, especially online games that are coming around.
Gardner: Right. So we’re seeing a lot more of the role-play games (RPG) types of games,
games themselves in the cloud. That must influence what you're doing in terms of thinking about
your future direction.
Hart: Absolutely. We’ve been looking at things like the hybrid cloud model with VMware as a
development platform for our developers. That's really what we're working on now. We've got a
number of games in the pipeline that have been developed on the hybrid cloud platform. It gives
the developers a platform that is exactly the same and mirrored to what it would eventually be in
the online space through ISPs like Colt, which should be hosting the virtual cloud platform.
Gardner: So if the end destination for the runtime, or the operational runtime, for the game is
going to be the cloud, it makes sense to live "of, for, and by" the cloud, I suppose. It’s more
complementary. It’s always going to be there, right?
Gaining cost benefits
Hart: Yes. And one of the benefits we're seeing in the VMware offering is that regardless of
what data center in the world is the standard platform, it also allows us to leverage multiple ISPs,
and hopefully gain some cost benefits from that.
Gardner: Francis, tell me a little bit about the pilot project. No one is going to jump up and put
their mission-critical activities into a cloud environment, especially a hybrid environment,
overnight. So the crawl-walk-run approach seems to be the most prudent way. Tell me a little bit
about what your goals were and what you've been able to attain even in a pilot setting?
Hart: Very early on we were in discussions with Colt and also VMware to understand what
technology stack they were bringing into the cloud. We started doing a proof of concept with
VMware and a professional services company, and together we were able to come over a proof
of concept to distribute our game testing code, which previously was a very old-school
distribution system. So anything better would improve the process.
There wasn't too much risk to the company. So we saw the opportunity to have a hybrid cloud set
up to allow us to have an internal cloud system to distribute the codes to the majority of UK
game testers and to leverage high bandwidth between all of our sites.

4. For the game testing studios around Europe and the world, we could use a hosted version of the
same service which was up on the Colt Virtual Cloud Director (VCD) platform to supply this to
trusted testing studios.
Gardner: When you approach this hybrid cloud model, it’s one thing to be able to technically do
that to have the standardization and to have the products in place that will support the workloads
and the virtualization continuity, the similar environment. But what about managing that? What
about having a view into what’s going on so that you know what aspects of the activity and
requirements are being met where? It must involve quite a bit of management?
Hart: Yes. Also the virtual cloud environment of vCloud Director has a web portal that allows
you to manage a lot of this configuration in a central way. We’re also using VMware Cloud
Connector, which is a product that allows you to move the apps between different cloud data
centers. And doing this allows us to manage it at one location and simply clone the same system
to another cloud data center.
In that regard, the configuration very much was in a single place for us in the way that we
designed the proof of concept. It actually helped things, and the previous process wasn’t ideal
anyway. So it was a dramatic improvement.
Gardner: Well, let’s dig into that a bit. What were some of the metrics of success even on your
pilot bases? I understand that you’re going to be expanding on that, but are there data points that
we can look to whether it’s reduction in cost for servers, operation, security, time to development
and test? What were some of the salient paybacks of doing development in this manner?
Hart: One of the immediate benefits was around the design process. It's very obvious that we
were tightening up security within our build delivery to the testing studios. Nothing was with a
courier on a bike anymore, but within a secured transaction between the two offices.
Risk greatly reduced
Also from a security perspective, we understood exactly what game assets and builds were in
each location. So it really helped the product development teams to understand what was where
and who was using what, and so from a risk point of view it’s greatly reduced.
In terms of stats and the amount of data throughput, it’s pretty large, and we’ve been moving
terabytes pretty much weekly nowadays. Now we’re going completely live with the distribution
network.
So it’s been a massive success. All of the UK testing studios are using the build delivery system
day to day, and for the European ones we’ve got about half the testing studios on board that build
delivery system now, and it’s transparent to them.

5. Gardner: Francis, in moving to a hybrid environment, when you got into this in practical terms,
was there anything that appeared, that crept in, that you weren’t anticipating? Was there
something about this that caught you by surprise, either good or bad?
Hart: Not particularly. VMware was very good at allowing us to understand the technology and
that's one of the benefits of working with a professional services reseller. In terms of gotchas,
there weren't too many. There were a lot of good surprises that came up and allowed us to open
the door to a lot of other VMware technologies.
Now, we're also looking at alternating a lot of processes within vCenter Orchestrator and other
VMware products. They really gave us a good stepping stone into the VMware catalogue, rather
than just vSphere, which we were using previously. That was very handy for us.
Gardner: I’d like to just pause here for a second. Your use of vSphere -- and I believe you’re on
4.1 if my notes are correct -- has gotten you to a fairly high level of virtualization. That must
have been an important stepping stone to be able to have the dynamic ability to ramp up and
down your environments, your support infrastructure, but also skills. I imagine there must have
been a comfort zone with virtualization that you needed to have in order to move into the cloud
too.
Hart: Absolutely. We already have a fair footprint in Amazon Web Services (AWS), and it was a
massive skill jump that we needed to train members of the staff in order to use that environment.
With the VMware environment, as you said, we already have a large amount of skill set using
vSphere. We have a large team that supports our corporate infrastructure and we've actually got
VMware in our co-located public environment as well. So it was very, very assuring that the
skills were immediately transferable.
Gardner: Let’s get back to what you’re going to be doing, now that this pilot has been
successful. You’ve had some success with meeting your requirements, also getting some benefits
that you weren't anticipating and that all important security control and governance aspect.
What’s the next step? Where did you go with your initial stepping stone into hybrid cloud? How
are you going to get into that run mode now that you've sort of walked and crawled?
Game release
Hart: As I mentioned before, the first part was dealing with the end of the process, and that was
the testing and the game release process. Now, we’re going to be working back from that. The
next big area that we’re actively involved in is getting our developers to develop online games
within the hybrid environment.
So they’re designing the game and the game’s backend servers to be optimal within the VMware
environment. And then, also pushing from staging to live is a very simple process using the
Cloud Connector.

6. Gardner: Well, that sounds a lot like what we know in the business as platform as a service
(PaaS) where you are actually accomplishing much if not all of the development, test and deploy
cycle, the life-cycle of the applications in the cloud.
Hart: Absolutely. We're restructuring and redesigning the IT systems within SEGA to be more of
a development operations team to provide a service to the developers and to the company.
Gardner: Great. I really appreciate your sharing your story with us, Francis. Now that you've
done this a bit, any words of wisdom, 20/20 hindsight, that you might share with others who are
considering moving more aggressively into private cloud, hybrid cloud, and ultimately perhaps
the full PaaS value?
Hart: Just get some hands-on experience and play with the cloud stack from VMware. It’s
inexpensive to have a go and just get to know the technology stack.
Gardner: Thanks. You've been listening to a sponsored podcast discussion on how a major game
developer, SEGA, is leveraging the hybrid cloud model using the VMware cloud stack.
I’d like to thank our guest, Francis Hart, System Architect at SEGA Europe based in London.
Thanks again so much, Francis.
Hart: Thank you.
Gardner: This is Dana Gardner, Principal Analyst at Interarbor Solutions. Thanks to our
audience for joining us,
Listen to the podcast. Find it on iTunes/iPod. Sponsor: VMware
Transcript of a BriefingsDirect podcast on how SEGA Europe has moved to a more secure and
scalable solution for worldwide development effort. Copyright Interarbor Solutions, LLC,
2005-2011. All rights reserved.
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