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News and Innovation from Oracle UK and Ireland

3 Business Truths from the World of Gaming

Richard Smith
Senior Vice President, UKII, ECEMEA & South Clusters for Technology

Key Takeaways:

  • Compare a customer experience to a gaming experience: for it to be seamless and get you to the next stage, large amounts of raw power and data need to be working together in the background.
  • Business should have “quick reflexes”, minimising reaction time, in the same way gamers react live to any insight in their game.
  • Security and traceability are key for both gamers and businesses. Without identity and network security, gamers cannot enjoy a safe playing environment. In the same way, businesses rely on security to thrive.

 

What can the world of gaming teach companies about the cloud? More than creating enthralling customer experiences. As businesses continue to adopt cloud-based systems, their needs increasingly mimic those of modern gamers, and indeed of most customers. Whether hoping to complete a mythical quest or roll out innovative customer experience, data-fuelled power, speed, and security are the pillars of a successful approach.

By some estimates, the gaming industry will be worth more than $196 billion by 2022 worldwide. This level of adoption is in part down to games hosted on the cloud, which have blown the global market wide open and laid the groundwork for more interactive, personalised entertainment. The cloud also helps gaming companies to meet evolving demands from customers, who crave more power and speed with each new release.

Businesses are in a similar position as gaming companies. Cloud technology and integrated data allows them to roll out new services quickly for a massive or changing audience. For leaders looking to address evolving needs, the gaming world is the perfect place to find inspiration. In both the business and gaming worlds, huge amounts of data are required to inform decisions and power machines, so the three factors that matter so much to gamers are also crucial to the modern customer:

1. Raw power gets results

The most popular games—titles such as FIFA Ultimate Team and Fortnite—offer rich, immersive experiences that make players lose themselves in the moment. This requires incredibly smooth frame rates and data analyses, which in turn demands serious computing horsepower.

The same goes for businesses. Now more than ever, customers expect companies to understand their new needs and respond with seamless experience across every channel. And that’s just not possible without integrated data operating behind the scenes. That is why retailers such as Australia’s National Pharmacies use powerful autonomous databases to better understand their customers, and why healthcare providers such as Smiths Medical have consolidated systems on the cloud to simplify processes and dedicate more time to the patient experience. It’s also why e-gaming provider Optima Gaming uses machine learning and AI to predict potential issues in its applications—a move that has cut escalations to its first-line support team by a staggering 90 percent.

2. The need for speed

Every second counts in the heat of a game. Whether navigating an alien world or preparing for an epic battle, the smallest delay can mean the difference between life and death. In cloud-based games, every move must be rendered simultaneously on every player’s screen, with no stuttering echo.
Speed is equally crucial for businesses, which don’t have the luxury of extra lives to spare. Both employees and customers are time-poor and need to act quickly. Consider the utility operator that must run constant network analyses to prevent outages, or the banking customer traveling abroad who needs instant access to funds for an emergency purchase.
Today’s connected cloud-based systems take the latency out of new services, updates, and data analysis, so companies can keep up with customers.

3. Protection is essential

Security and traceability are paramount when gaming online. Players share payment details to make all forms of in-game purchases from new clothes, to guns, to ammo. Developers can in turn track all of this activity directly within the game’s economy, but they also need to protect people’s information. That requires a combination of powerful analytics and powerful security.
Automation and autonomous databases are proving hugely valuable in this regard. As Accenture Chief Technology and Innovation Officer Paul Daugherty says, “The holy grail of security is that you want it to be automatic, predictive, and self-healing…That's what autonomous capabilities are getting us to”.
Much like the world’s most advanced games are programmed to evolve constantly and learn from players, autonomous systems are built to evolve each day and stay one step ahead of business needs.

 

 

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