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NVIDIA Cloud Gaming

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NVIDIA Cloud Gaming

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Introducing GeForce NOW, a new game streaming service that is like Netflix for games. Learn about the benefits, technology and roadmap that will transform how video games are played.

Introducing GeForce NOW, a new game streaming service that is like Netflix for games. Learn about the benefits, technology and roadmap that will transform how video games are played.


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NVIDIA Cloud Gaming

  1. 1. Speaker, Date TITLE GOES HERE CLOUD GAMING 2015 READY TO LAUNCH Phil Eisler General Manager, NVIDIA Cloud Gaming
  2. 2. 2 OPPORTUNITY NETFLIX FOR GAMES 65M Movies Music TV Shows Games 15M 10M xxM
  3. 3. 3 TOTAL AVAILABLE MARKET GAME DISTRIBUTION Source: NewZoo 2017 Forecast Global Game Sales TV $30B Tablet $10B Phone $20B PC $40B $100B
  4. 4. 4 TARGET AUDIENCE Latent Gamers Streaming Enthusiasts Digital Families
  5. 5. 5 8 GB 8 GB 40 GB 40 GB Call of Duty World at War Assassin's Creed I Call of Duty Adv Warfare Assassin's Creed Unity STORAGE ANXIETY GAMES ARE GROWING 2008 2015 5x in 7 Years
  6. 6. 6 2+ Hrs 30 Sec Console Download Cloud Gaming PROMISE CLOUD GAMING Instant Infinite Play in 30 Seconds 100s of Games Online TimetoLaunch 500GB Console Hard Drive Cloud Gaming GameStorage
  7. 7. 7 GAME CHANGER 1080P 60FPS
  8. 8. 8 CLOUD CONSOLES GET BETTER AND BETTER 2015 2016 2017 Kepler Maxwell Pascal 3x 6x RelativeGraphicsPerformance 1.5x
  10. 10. 10 BROADBAND PLANS “ By 2015, 100 million U.S. homes should have affordable access to download speeds of 50 Mbps” “ Home broadband speeds double in two years as UK overtakes EU competitors” “ Germany is promising a national minimum of 50 Mbps by 2018” FCC Ofcom
  11. 11. 11 0 25 50 75 100 Korea Japan Sweden USA Russia UK Germany TREND GLOBAL BROADBAND Doubles Every 3 Years AveragePeakConnectionSpeedinMbps 2012 2013 2014 2015 1080p60 720p60 Source: Akamai’s State of the Internet Reports
  12. 12. 12 HOME NETWORKS
  14. 14. 14 HOME NETWORKS Ethernet 48% WiFi 5GHz 24% WiFi 2.4GHz 28%
  15. 15. 15 BETA FACTS 9 MONTH TEST 100k+ users 600k hours 2M+ sessions 181 countries 4.5/5 rating 15 mbps
  17. 17. 17 100 120 140 160 180 200 220 Toronto Stockholm Paris London Atlanta Los Angeles New York Seattle Tokyo San Francisco End-to-End Latency by City Minimum 50th Percentile 85th PercentileBETA RESULTS 0 5 10 15 20 25 30 35 120 140 160 180 200 220 250 300 SessionLength(min) Session Latency (ms) User Latency Tolerance
  18. 18. 18 GLOBAL REACH 100M Broadband Households 100M Broadband Households 50M Broadband Households Plus 200M Broadband Households in the BRIC Nations
  19. 19. 19 MOST POPULAR 3% 3% 3% 3% 4% 5% 5% 6% 6% 7% Red Faction Guerilla - Action Toybox Turbos - Family Orcs must die - Action Dirt 3 Complete Edition - Racing Batman Arkham City - Action Borderlands - Action Lego The Movie - Family Batman Arkham Origins - Action Lego Marvel Super Heros - Family Saints Row 3 - Action
  20. 20. 20 HAPPY USERS “ I LOVE NVIDIA GRID! this is awesome!!! 10 stars for you guys! This is an awesome game service!” “ This is the future of gaming. It is only natural to see the hardware that drives our gaming moved into the cloud” “ THIS IS PROBABLEY THE COOLEST THING EVER!! I'm playing full PC games via my NVIDIA shield flawlessly!!” “ Bar none!!!! I've tried other cloud gaming services and this has been the best I've experienced.”
  21. 21. 21 CONTENT GAMES AVAILABLE TODAY 300 Games Licensed for Cloud Gaming
  22. 22. 22 BUSINESS MODEL GAME RELEASE WINDOWS Game Price History Source: IsThereAnyDeal.com $59 $49 $39 $29 GameStore 0 3 6 9 12 15 18 21 24 GamePrice Months from Launch GamePack $19 Long Tail Revenue for Developers
  23. 23. 23 CLOUD GAMING ROADMAP FASTER AND MORE INSTANT Performance Time-to-Play Console Gaming 2014 GRID Pascal 2017 GRID Maxwell 2016 GRID Kepler 2015 3min 30sec 6X 1X 1.5X 3X 3hrs 3sec
  24. 24. 24

Notas do Editor

  • I was talking with Anoop Desai from EA before the conference and he said what most of us are thinking “that cloud gaming is inevitable.” Most of us are testing Cloud Gaming in our homes, and the convenience is of click and play gaming is so compelling that there is no going back to digital downloads. I enjoyed Michael’s story about converting his wife into a Gamer like he was bringing her to the dark side. But in my own home, it was no surprise that the kids to took cloud gaming instantly. But when my wife started playing Dirt 3, even I was shocked. If you make something easy, then they will come. So the question is not if, but when will cloud gaming take off?

    I’ve been working in computer graphics for 20 years, but the last 5 years in cloud gaming at NVIDIA. I’ve been fortunate enough to work with many of the pioneers in the industry. Including early systems from Gaikai, OnLive, G-Cluster, Playcast, Ubitus and others who are operating cloud gaming system around the world.

    Now here in 2015, we’re at a very exciting time. GPU technology has been improving at Moore’s Law rate of about 2x/year.

    Broadband internet has also kept pace. Comcast has increased my internet speed twice in that time frame from 25 to 75 Mbps.

    And so here in 2015, the conditions are right to move Cloud Gaming onto an exponential growth curve beginning with the Launch Second Generation systems.
  • The Opportunity before us looms larger than ever.

    Netflix has eclipsed 65M users and is still growing at 20% per year.

    Music is transforming, TV Shows and Sports like SlingTV following closely.

    Interactive Gaming as the largest entertainment media format of all is ready to capitalize on the convenience of streaming and a generation of users that are becoming more and more addicted to instant streaming.
  • And the market for gaming in general continues to grow pushed by great technology and content.

    The global games market will hit $100B in revenue.

    The $30B TV market is probably the low hanging fruit for cloud gaming, but it is also popular on integrated PCs—where GPU performance and compatibility especially on laptops is often an issue—and on the tablet where we see consistent usage.

    A decade from now, large portions of these markets are likely to switch to streaming.
  • Who wants a cloud gaming subscription?

    We focus on 3 target markets:

    A Netflix customer is a great qualifier. They already have good bandwidth and a propensity to pay for streaming services. We call them Digital Families. It’s only natural for them to understand and desire the convenient value proposition of Cloud Gaming. We need to cater to the family with our content, profiles, ratings and parental controls.
    Many of us may fall into the second category. The Latent Gamer. We remember the games that we enjoyed when we were younger, but find our lives too busy to maintain and install a PC. But what if the games we loved were just a click a way. I think that we’d all find that we’d play again. Convenience can expand the market.
    Streaming Enthusiasts. The millennial generation who grow up with Spotify, YouTube and Netflix. They don’t even understand why anyone would wait for a download.
  • One large problem that our industry faces is that games are growing rapidly in size as the expand their maps and improve the image quality. You may have heard of Range Anxiety for electric cars, but we’ve been creating storage anxiety for gamers.

    Modern games like CoD AW and AC U can now top 40GB, which is a 5x increase in the last 7 years. And there is now signs that this will slow down. The 100GB game is not far off.

    There are now over 5,000 games listed on Steam, but you can only fit 10-15 of these games on 500GB console hard drives, which means that gamers constantly have to manage storage space and delete old games to make room for new ones.

  • But the Great Promise of Cloud Gaming is that all of the games are stored in the cloud with 2 huge benefits.

    #1 You don’t have to spend 2 hours to download a new game, install drivers, and update patches before you can play. It’s all managed for you in the cloud. Simply click on the icon and your game is loading in under 30 seconds.

    #2 Cloud gaming provides infinite game storage in the cloud. The storage expands as required as the game catalog expands so that 100s of games can be at your fingertips and only 30 seconds away. This creates new behaviors in gaming that we observe like game surfing where you try several before you settle on one that suits your mood and taste.

  • Unfortunately, we lost one of the early pioneers of cloud gaming—OnLive who started game streaming back in 2009 before the internet bandwidth and technology were ready. At that time streaming was just at 720p and the latency would often exceed 200ms.

    But this year based on NVIDIA’s GRID technology and updates to internet bandwidth, we started streaming at 1080p60fps that dramatically changes the experience to the point where we have caught up to the local console experience.

    The visual quality of 1080p is usually indistinguishable from local console quality and the 60FPS improves the latency to the point where most users don’t perceive a difference.

    This is a Game Changer for the experience of cloud gaming and makes it ready to move to the next level.
  • And the best part is that we are just getting started.

    With our Kepler generation of GRID GPUs we have about 1.5x the performance of an Xbox One.

    And as those consoles age and become obsolete, cloud gaming is going to continue to improve at the Moore's law for graphics at 2X/year so that by 2017 the cloud gaming performance will be 6x that of local consoles and deliver an experience that actually exceeds that of local gaming
  • I’ve been in the Computer Graphics industry for more that 20 years, and one truth that I know is that more performance is always translated into improved Image Quality.

    NVIDIA has a whole suite of tools for developers that translates performance into image quality in the pursuit of more life-like simulations.

    Included in the Suite is PhysX with things like particles and clothing simulations that improve things like Batman’s cape.

    VisualFX Effects like hairworks and flameworks used in many videl games.

    OptiX for specialized lighting effects.

    And advanced Shadowing and Antialiasing

    Combined it makes games look better on NVIDIA than other platforms, and now we can stream this experience to your home.
  • But to deliver all that goodness, we need great bandwidth to the home.

    Fortunately, the governments are on our side and pushing forward initiatives in all developed countries to deliver 50-100 Mbps to their citizens.

    If fact, they are competing with each other, and no one wants to be left behind on the information superhighway.
  • Of course it is private enterprise of the cable MSOs and telcos that actually deliver the bandwidth.

    Driven by the Docsys 3 cable modem standard and fiber deployments by telcos and Google they have doubled the bandwidth to the home over the last 3 years.

    In fact they are creating a Moore’s Law for internet where we can count on internet bandwidth doubling every 3 years.

    Comcast and Liberty global announced earlier this year that they are beginning trials of 2Gbps service using the Docsys 3.1 standard which provides plenty of headroom for doubling for some time to come.

    Another great trend this year is that many nations including Korea, Japan, Sweden, USA Russia and the UK are clearing an average service level of 50 Mbps which fully enables 1080p60 streaming at the highest quality level.
  • Unfortunately, the picture for home networks is not as pretty.

    While we can generate beautiful images in a SuperComputer a thousand miles away and stream it over the internet to your home, we can’t fix a 10-year old wireless router!
  • Therefore, it’s important that we educate users on the benefit of upgrading their router. Not just for Cloud Gaming, but for all streaming services in their homes.

    The 2.4 GHz channel is mostly busy and error prone in most homes, so that an upgrade to 5 GHz routers is usually required to get smooth streaming within the home.

    NVIDIA has started such a SHIELD-Ready program to qualify and recommend home routers.
  • And we’ve had some success with our education program in getting about ½ of SHIELD console users to plug into Ethernet next to their TV and about ¼ to use a 5 GHz router.

    We still have about ¼ on 2.4 GHz routers where we know their experience is less than optimal. We continue to improve our network testers to guide users to improve their home networks.
  • Next I’d like to share some data from our GRID Beta test that we ran for SHIELD owners.

    We launched with about 20 games in December and have been adding about a game a week to arrive at over 50 today.

    In total 100K users, 180 countries, 600,000 hours of testing. 4.5 rating, 2 M session and average of 15 Mbps.
  • Latency has been an issue with Cloud Gaming in the past, and so we were careful to design and measure it.

    We measured a lot of TVs and found that many have “gaming” modes that turn off buffering and can display in 30ms.

    We focused on SHIELD devices with Tegra chips and Android operating systems. Many optimizations at the client level to get the client decode and render to 10 ms.

    We design a WiFi direct controller rather than Bluetooth to get below 10ms of controller latency.

    We started with a Round Trip Time budget of 30ms, but I’ll show you how that worked out in the field.

    We optimized the game render time and the encoder time with our on-chip hardware to just 10ms.

    We targeted 150ms end to end latency that was measured on local consoles.
  • Our results showed that we were able to achieve 150ms for most of the users with a large geographic reach from our 6 data centers. The chart shows best on the left ~120ms. I get ~10ms ping at my house in Cupertino. Median and 85th percentile.

    Some variability based on ISP and home networks.

    Another interesting trend was that users are more tolerant to latency than we expected. Granted these are not hard core gamers, but more mid-core and casual gamers. But we didn’t notice a significant roll off in their play time until 220 to 250ms.

    As long as the latency is consistent, users seem to adapt their timing.

    However, we still push to keep it below 200ms and we usually see below our 150ms target.
  • This extra room 30-60ms RTD gives tremendous reach from 6 data centers globally.

    Reaching 250million broadband homes in USA, Canada, Europe, Japan and Korea.

    And it’s easy to expand with our partner Amazon to other countries and regions or fill in latency gaps with more data centers much like the early days of cellular service.
  • Most popular games on the service are Action RPGs.

    Kids titles and racing.

    We’re able to generate fantastic statistics for publishers on who is playing what and when.

    Episodic titles that drive engagement do best. Binge playing can develop like binge watching.
  • The best news is that the users love it. And want more.

    High ratings of 4.5 and willingness to recommend.

    Our careful attention to raising the quality of the experience is paying off.

    They are satisfied with the streaming quality, love the convenient experience and just want more games.
  • Across the cloud gaming industry, PS Now, G-Cluster and Playcast/GameFly over 300 games have been licensed for the cloud so far. About 2x last year at this time.

    But compared to the 5,000 listings on Steam, we have a long way to go to license and on-board more of the worlds game catalog for the cloud.

    I expect the licensing to pick up steam this year now that the technology is exceeding good enough.

  • Because Cloud Gaming is a good business model for Publishers and Developers.

    It offers windowing capability with a long tail that previously belonged to Used Game sales.

    If you look at the pricing history of block buster games, they generally start at $59 and drop about $10 every 3 months.

    By about the 18 month mark, they have strong competition from used game sales, but with cloud gaming, they become very good targets for subscription packs where they can find new paying customers.

    And in the front end, we need day and date releases with other platforms. G-Cluster and Orange in Europe have proven that users will pay full retail if we make it easy.

    So my message to the Game publishers is that we can expand the market and offer new revenue potential without compromising existing pricing.
  • Lastly, I’d like to conclude with a Roadmap to an exciting future

    I see two vectors that are going to drive cloud gaming.

    On the one vector we talked about the GPU performance roadmap.

    We will see this double in 2016 and then again in 2017.

    Kepler already outperforms the latest console generation, but by 2017 the gap is going to be significant and very noticeable.

    The other vector is convenience. While click to loading in 30seconds is a huge improvement over 3 hour digital downloads, then we still have to load the game into memory and run any cut scenes or other set up screens before you can play.

    It can still actually take several minutes before you’re playing which can be an eternity for millennial streamers.

    Rich Hilleman from EA and other gaming industry luminaries have started an effort to reduce the trailers and other screens before game play. And NVIDIA is working on next generation server and game engine architectures that can pre-load your game.

    We’d like to eventually bring that click to play time down to 3 seconds, which is equivalent to the Zap time that the TV industry has used for years as the benchmark for channel changing user experience.

    Then we’ll truly have an experience that there will be no going back from.
  • And the next phase of our journey begins on Thursday when NVIDIA launches the production version of our Cloud Gaming service.

    Over 5 years in the making and after 1 year of testing, we’re really excited about what we call The New Way to Game.

    We believe that it’s the future of gaming.

    Thank you.