AWS Launches Lumberyard and Gamelift to Attract Game Developers in Its Cloud

The Lumberyard is a new game engine that will help developers to build high quality cloud connected game play features and Gamelift will allow them to quickly scale their multi-player games.

AWS  Amazon Web Service announces the launch of the Lumberyard, which is a free service. This cross platform 3D game engine will enable the game developers to build high quality games and these games can be connected to the huge computing and storage of the AWS cloud, it will also engage fans of Twitch. One of the main benefits of the Lumberyard is that with the help of this service even non technical game developers will be able to connect their games with cloud in no time with the user friendly interface.

“Many of the world’s most popular games are powered by AWS’s technology infrastructure platform,” said Mike Frazzini, Vice President of Amazon Games. “When we’ve talked to game developers, they’ve asked for a game engine with the power and capability of leading commercial engines, but that’s significantly less expensive and deeply integrated with AWS for the back-end and Twitch for the gamer community.”

Amazon Web Service also announces the Amazon Gamelift. This new service is for installing, working, and scaling session-based multiplayer games. With Amazon GameLift, Amazon Lumberyard developers can speedily scale, high performance game servers up and down to meet player demand, without any extra engineering attempt or upfront expenses.

“Amazon has been a great partner and we are deeply excited about both Amazon Lumberyard and Amazon GameLift,” said Josh Atkins, Vice President of Creative Development, 2K Games. “The integration of a fantastic game engine with amazing cloud services presents a wonderful opportunity for both independent developers and established publishers.”

Amazon Lumberyard is free of charge and accessible today in beta for developers creating PC and console games. An edition for mobile and virtual reality (VR) platforms will be coming soon. GameLift is charged on a per-player basis, with fees at present $1.50 per 1,000 every day active users on top of the normal AWS service fees.

Amazon Lumberyard is the single game engine that provides developers a blend of free, feature-rich advanced technology, native integration with the AWS Cloud to formulate it easier for developers to build live and multiplayer online games, and native integration of Twitch features that assist developers join their games to the world’s most important social video stages and society for the gamers.

Microsoft’s Announces the Successful Experiment for Its Seabed Data Center Project

Microsoft releases the details of its pilot project of under the sea data center, which  will cut the power cost of operating data centers and it will use the sea water for the cooling purpose.

seabed data Project Natick is the name of Microsoft’s project, which join the underwater unit using huge steel tubes connected by fiber optic line, could also use turbines to exchange tides and currents into electricity to power the computing apparatus. The new seabed data centers could also improve cloud response times for users living close to the coastline.

Ben Cutler, the project manager who led the team behind this experiment said “We take a big whack at big problems, on a short-term basis. We take a look at something from a new angle, a different perspective, with a willingness to challenge conventional wisdom. So when a paper about putting data centers in the water landed in front of Norm Whitaker, who heads special projects for Microsoft Research NExT, it caught his eye.”

A prototype was positioned on the sea bed off the coastline of California in August 2015 as part of a study into the ecological and technical problems involved in this form of low power cloud service. Microsoft researchers trust that economies of scale through mass manufacturing would cut operation time from two years to ninety days. The project is the most recent program from Microsoft Research’s New Experiences and Technologies (NExT) which started investigating new ways to power cloud computing in 2014.

“We’re a small group, and we look at moonshot projects, As we started exploring the space, it started to make more and more sense. We had a mind-bending challenge, but also a chance to push boundaries.” Whitaker says.

In the 105 day testing an 8 foot thick steel container was placed 30 feet undersea in the Pacific Ocean near San Luis Obispo, California. The submarine system had 100 sensors to measure force, moisture, movement and other situations, but the system stayed up, which expectant the Microsoft to expand the test to run data-processing projects from Microsoft’s Azure cloud computing service.

In the next phase of the study, it will make an undersea data center system that will be three times larger. This will be constructed in partnership with a substitute power vendor. The name of the test partner has yet to be decided, but the commencement date is doubtful for 2017 at a location either in Florida or Northern Europe, where hydro power is highly developed.

Web Hosting and Domain Registration Go Daddy Changed the Advertisement Strategy for Super Bowl

Web Hosting and Domain Registry Go Daddy has participate in Super Bowl evening with two commercials that are shockingly tame.

Web Hosting Go Daddy Changed the Ad Strategy for Super Bowl

Web Hosting Go Daddy Changed the Ad Strategy for Super Bowl on Feb.4 2013:  Web Hosting and Domain Registration Go Daddy has moved to the next step of reputation by moved from sexualized ads to focus more heavily on specific services Go Daddy provides, said Barb Rechterman, the company’s senior vice president and chief marketing officer.

NASCAR driver and Go Daddy spokesmodel Danica Patrick has cameos in both commercials but is not the focus, as she often has been in the past. “What we see now is that we have tremendous brand awareness,” Rechterman said. “They (focus-group members) knew the name but didn’t know what Go Daddy does.”

That explains the first of this year’s Go Daddy Super Bowl ads, called “YourBigIdea.CO,” which encourages consumers to follow through on their online moneymaking ideas by purchasing a website through Go Daddy. The humorous, 30-second spot cuts to several men around the world, all sitting on couches with their wives, bragging that they have come up with a one-of-a-kind business idea. The joke is that they all have the same great idea, but none of them has capitalized on it.

The commercial ends with a couple drinking champagne on their private jet because the husband followed through on the idea and created a website. Rechterman said the ad is meant to celebrate people who take initiative. The second Go Daddy commercial, which was unveiled Thursday, has been causing the greater buzz, not because it is sexually explicit but because it includes a lingering, extreme close-up of two people French-kissing.

The ad, titled “Perfect Match,” features Sports Illustrated swimsuit model Bar Refaeli making out with portly, nerdy character actor Jesse Heiman for what some critics said feels like an eternity. The cringe-worthy kiss is meant to illustrate Go Daddy’s marriage of sexy and smart, Rechterman said. The Perfect Match ad does not specifically tout a particular Go Daddy service, but Rechterman said it fits into a larger marketing strategy to show the company’s customers, products and services in a positive light. “We’re redefining what Go Daddy believes is sexy,” she said.

This will be Go Daddy’s ninth consecutive year buying Super Bowl ads, which reportedly cost between $3.5million and $4million this year for a 30-second spot. Despite their high cost, Rechterman said the ads have helped boost Go Daddy’s market share from 16 percent to more than 50percent since 2005. “We’re going to do whatever works in advertising,” she said.