Millions of players consume or create content related to EA’s video games every day. For EA, managing this content using traditional content management systems and databases had become increasingly difficult. The environments in which this content was created, stored and consumed kept growing in number and complexity. EA’s ability to reliably connect individual players with the content that mattered most to them remained elusive. In response EA has set about changing its approach to the creation, classification and distribution of digital content. This has entailed structurally modelling and semantically describing EA's digital content. This approach has allowed EA to forge an entity-based understanding of available content to provide the right information to the right player at the right time. This SEMANTiCS 2017 keynote presentation, delivered by Eamonn Glass and Aaron Bradley, describes how this journey was initiated at EA, the challenges encountered and how they were overcome, and how linked data will play a key role in EA's digital future.

1. SEMANTICS AT PLAY
E L E C T R O N I C AR T S ’
L I N K E D D ATA J O U R N E Y
EAMONN GLASS
@eggman51
AARON BRADLEY
@aaranged
SEMANTiCS 2017
12 September 2017, Amsterdam

2. We strive to be
THE WORLD’S GREATEST GAMING COMPANY
We exist to
INSPIRE THE WORLD TO PLAY
Electronic Arts CEO
Andrew Wilson

3. About EA
• Video games: 1,100+

4. About EA
• Video games: 1,100+
• FY17 net sales: $4.94B
• Indexed web pages: 7.7M
• Players: lots

5. About EA
• Video games: 1,100+
• FY17 net sales: $4.94B
• Indexed web pages: 7.7M
• Players: lots

6. 6

7. THE INHERITANCE
LEVEL 0

8. “
”
OH WHAT A TANGLED WEB WE
WEAVE, WHEN FIRST WE PRACTICE
TO DECEIVE
SIR WALTER SCOTT, FROM THE ROMANTIC POEM “MARMION” (1808)
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 8

9. P L AY E R V I E W O F B AT T L E F I E L D C O N T E N T E C O S Y S T E M C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 9
COMMUNICATIONS MARKETING STUDIO
???

10. B E H I N D T H E S C E N E S B AT T L E F I E L D C O N T E N T E C O S Y S T E M C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 10
WORD
PRESS
DRUPAL ADOBE
ANOTHER
WORD
PRESS

11. AN D T H I S E X I S T E D AC R O S S F R AN C H I S E S AN D L AN G U A G E S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 11

12. “
”
ANY ORGANIZATION THAT DESIGNS A
SYSTEM WILL PRODUCE A DESIGN
WHOSE STRUCTURE IS A COPY OF
THE COMMUNICATIONS STRUCTURE
OF THE ORGANIZATION
MELVIN CONWAY, CITED IN “THE MYTHICAL MAN MONTH” (1967)
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 12

13. TO P I C AL C O N T E N T AT E A, C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 13
1. Published document metadata incomplete,
inconsistent or missing

14. 1
4

15. TO P I C AL C O N T E N T AT E A, C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 15
1. Published document metadata incomplete,
inconsistent or missing
2. Primitive and non-interoperable classification of
documents

16. 1
6

17. TO P I C AL C O N T E N T AT E A, C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 17
1. Published document metadata incomplete,
inconsistent or missing
2. Primitive and non-interoperable classification of
documents
3. Localization reliant on content duplication
4. Limited publishing endpoints supported
5. Multiple content management systems and
associated processes

18. L I B R AR I A N > W E B D E S I G N E R > S E AR C H M AR K E T E R
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 18

19. A P O S T- S T R U C T U R AL I S T E D U C AT I O N
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 19

20. P I O N E E R S O F AP P L I E D S T R U C T U R E D D ATA
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 20

21. E A W E B D E V S U M M I T, AP R I L 2 0 1 4

22. E A W E B D E V S U M M I T, AP R I L 2 0 1 4

23. E A W E B D E V S U M M I T, AP R I L 2 0 1 4

24. E A W E B D E V S U M M I T, AP R I L 2 0 1 4

25. “
”
LINKED DATA IS ESSENTIAL TO
ACTUALLY CONNECT THE SEMANTIC
WEB. IT IS QUITE EASY TO DO WITH
A LITTLE THOUGHT, AND BECOMES
SECOND NATURE.
TIM BERNERS-LEE, LINKED DATA (27 JULY 2006)
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 25

26. B AT T L E F I E L D H AR D L I N E N E W S

27. W H O I S E AM O N N G L AS S ?
• Canadian born – Vancouver
• Irishman – citizenship from parents
• Masters degree in Holland – Utrecht
• Made complete by a Croatian – married 20 years
• Have two daughters – equality is important
• Worked in motorsports, logging, fishing,
healthcare, utilities, ecommerce, start-ups,
Fortune 500 – diverse background

28. W H O I S E AM O N N G L AS S ?
• Been a gamer since the very first consoles
• In 2012 on my ideal path to early retirement
• I realized this would bore me to an early death

29. W H O I S E AM O N N G L AS S ?
• Joined EA as a consultant in 2012
• Joined full time in 2014
• Director, Online Platform Strategy
• Still dumb enough to tackle the big problems
• Still a passionate gamer

30. THE CONTENT SERVICE
LEVEL 1

31. S TAR T W I T H W H Y
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 31
Our v1 Why?
To enable “in game” as a
channel for our marketers to
reach our players.

32. T H E C O N T E N T S E RV I C E : G E N E S I S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 32

33. O U R V 1 V I S I O N – C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 33

34. O U R F I R S T I T E R AT I O N – D E L I V E R E D I N 2 0 1 5
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 34

35. C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 35
1. Support a broader range of content endpoints
• Particularly in game integration

36. E X T E N D I N G T H E R E AC H O F C O N T E N T

37. C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 37
1. Support a broader range of content endpoints
• Particularly in game integration
2. Allow us to flexibly query our content

38. C O N T E N T S E RV I C E Q U E RY I N G C APA B I L I T I E S

39. C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 39
1. Support a broader range of content endpoints
• Particularly in game integration
2. Allow us to flexibly query our content
3. Future-proof CMS

40. AC T I V I T I E S I N S U P P O R T O F C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 40
1. Make our CMS(s) more agnostic by separating
the data and presentation layers in our content
management processes

41. S E M AN T I C P U B L I S H I N G : I N S P I R AT I O N
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 41

42. AC T I V I T I E S I N S U P P O R T O F C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 42
1. Make our CMS(s) more agnostic by separating
the data and presentation layers in our content
management processes
2. Create a content model that allows us to
structure and semantically describe our content

43. C O N T E N T M O D E L AR C H I T E C T U R E
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 43
Base (Meta)
Article
News Blog
Event
Gallery
Image gallery
Videos

44. C O N T E N T M O D E L D ATA M AP P I N G
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 44

45. AC T I V I T I E S I N S U P P O R T O F C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 45
1. Make our CMS(s) more agnostic by separating
the data and presentation layers in our content
management processes
2. Create a content model that allows us to
structure and semantically describe our content
3. Build APIs for querying and rendering content

46. C O N T E N T S E RV I C E L E S S O N S L E AR N E D
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 46
1. Consistent metadata meant consistent presentation across digital channels

47. C O N T E N T S E RV I C E L E S S O N S L E AR N E D
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 47
2. Richness of meta data greatly
improved search results

48. C O N T E N T S E RV I C E L E S S O N S L E AR N E D
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 48
3. We could see the beginnings of a “network ecosystem”
powered by semantics: content model and taxonomy

49. THE CONTENT ENGINE
LEVEL 2

50. S TAR T W I T H W H Y
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 50
Our v2 Why?
To connect our players with the
best next experience,
anywhere, anytime.

66. O U R V 2 V I S I O N
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 66

67. C O N T E N T E N G I N E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 67
1. Unify our approach to content publishing,
extending the Content Service to cover more
environments and more endpoints
2. Develop a single, standards-based source of
truth for our games
3. Facilitate rich personalized experiences that help
our players connect to the information they want
and need

68. AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 68
1. Improve and expand content model

69. C O N T E N T M O D E L 2 . 0

70. C O N T E N T M O D E L 2 . 0

71. C O N T E N T M O D E L 2 . 0

72. “
”
INTELLIGENT CONTENT IS CONTENT
THAT’S STRUCTURALLY RICH AND
SEMANTICALLY CATEGORIZED AND
THEREFORE AUTOMATICALLY
DISCOVERABLE, REUSABLE,
RECONFIGURABLE, AND ADAPTABLE.
ANNE ROCKLEY, MANAGING ENTERPRISE CONTENT, 2ND ED. (2012)
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 72

73. AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 73
1. Improve and expand content model
2. Create an ontology of our domain

74. O N TO L O G Y D E V E L O P M E N T: S C H E M A. O R G K I C K - S TAR T

75. E X T E N D I N G S C H E M A. O R G F O R C O M P E T I T I V E G AM I N G ( E S P O R T S )
bit.ly/cgvocab

76. O N TO L O G Y D E V E L O P M E N T: P O O L PAR T Y

77. AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 77
1. Improve and expand content model
2. Create an ontology of our domain
3. Improve and extend taxonomies

78. TAX O N O M Y D E V E L O P M E N T: P O O L PAR T Y

79. AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 79
1. Improve and expand content model
2. Create an ontology of our domain
3. Improve and extend taxonomies
4. Employ an enterprise semantic data store to
aggregate and store content and data
5. Marry player-generated game play data with
structured and semantically-described content

80. C O N T E N T E N G I N E AR C H I T E C T U R E
Other
Today
Other
Today
Other
Today
Other
Today
Other Today
Other Today
Other Today
Other Today
Other
Other
Content Model
AEM 1
UGC
AEM 2
Content Service
Other
Today
Render
Content
Query
Content
Other
Tomorrow
Render
Content
Web Sites
EA Content
Game Clients
Mobile Apps
Other Today
Other Tomorrow
Player
Content
Apple News
JSON &
JSON-LD
HTML
Facebook
Other
Content
Creation
Content
Management
Content
Classification & Querying
Content
Output Formats
Content
Rendering Endpoints
Taxonomy
&
Ontology
Partner
Content
Machine
Content

81. O U R V 1 V I S I O N – C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 81

82. O U R F I R S T I T E R AT I O N – D E L I V E R E D I N 2 0 1 5
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 82

83. T H E C O N T E N T S E RV I C E : G E N E S I S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 83

84. C O N T E N T E N G I N E AR C H I T E C T U R E
Other
Today
Other
Today
Other
Today
Other
Today
Other Today
Other Today
Other Today
Other Today
Other
Other
Content Model
AEM 1
UGC
AEM 2
Content Service
Other
Today
Render
Content
Query
Content
Other
Tomorrow
Render
Content
Web Sites
EA Content
Game Clients
Mobile Apps
Other Today
Other Tomorrow
Player
Content
Apple News
JSON &
JSON-LD
HTML
Facebook
Other
Content
Creation
Content
Management
Content
Classification & Querying
Content
Output Formats
Content
Rendering Endpoints
Taxonomy
&
Ontology
Partner
Content
Machine
Content

85. C O N S O R T I U M O F PAR T N E R S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 85
We’ve been working with partners to accomplish this.
Content Management
Taxonomy & Ontology Management
Semantic Data Store

86. R E L I AB L E , C O N S I S T E N T, E X T E N S I B L E M E TAD ATA

87. G AM E D E TAI L PAG E : B E F O R E

88. G AM E D E TAI L PAG E : B E F O R E

89. G AM E D E TAI L PAG E D ATA : B E F O R E

90. G AM E D E TAI L PAG E D ATA : B E F O R E

91. G AM E D E TAI L PAG E : B E F O R E
• Data inaccessible by
other domains and
applications
• Loosely-organized,
poorly-governed,
inadequately maintained
• Data resides at
universally-available,
dereferenceable URIs
• Well-modelled,
standards-based
taxonomy independent
of CMS

92. F R O M I L L - TO W E L L - D E F I N E D R E L AT I O N S H I P S B E T W E E N G AM E S

93. L O C AL I Z E D G AM E G E N R E PAG E : B E F O R E

94. L O C AL I Z E D G AM E G E N R E PAG E : AF T E R

95. • Sparta is an internal EA codename for the user interface that combines
the Battlefield titles into a single integrated player experience.

98. • UGC from “Game Changers”
• Mostly Tips and Tricks, also “Battlefield Moments”
• Can be EA made videos, also on YouTube

99. • Intended to reduce churn, increase player success
• Catalogued in Content Engine via Taxonomy
• Game Telemetry + Reco Engine = what to serve

101. C R E AT I N G A N E T W O R K E C O S Y S T E M
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 101
In game On the web On the go
Companion Apps
Mobile

104. I N T E L L I G E N T C O N T E N T I N G AM E : I M PAC T O N M E T R I C S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 104
0 0.5 1 1.5 2 2.5 3
Default
Personalized
Personalized Content Study Group vs Default Content Control Group
Impact: A 40% increase on session days from personalized content

107. T H E C O N T E N T E N G I N E : L E S S O N S L E AR N E D
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 107
1. The learning curve is steep
2. Linked data tools and the business infrastructure
supporting them are not yet mature
3. Measurement challenges existing systems
4. Once you demonstrate the utility of using linked
data technologies people start coming on board

108. THE FUTURE
LEVEL 2

110. F U T U R E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 110
1. Extend our existing publishing and linked data
capabilities to facilitate better player experiences
across a broader range of content endpoints,
products and processes

111. B U I L D I N G T H E N E T W O R K
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 111

112. F U T U R E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 112
1. Extend our existing publishing and linked data
capabilities to facilitate better player experiences
across a broader range of content endpoints,
products and processes
2. Normalize and extend the taxonomies that are
used across the enterprise

113. E X T E N D I N G T H E G R AP H

114. E X T E N D I N G T H E G R AP H
AARON

115. E X T E N D I N G T H E G R AP H

116. F U T U R E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 116
1. Extend our existing publishing and linked data
capabilities to facilitate better player experiences
across a broader range of content endpoints,
products and processes
2. Normalize and extend the taxonomies that are
used across the enterprise
3. Execute measurement and analysis best
practices

117. E X T E N D I N G AN A LY T I C S ( T H E M I K E AR N E S E N M E T H O D )
bit.ly/semanticga

118. AC T I V I T I E S I N S U P P O R T O F F U T U R E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 118
1. Develop a standards-based method of
representing content models

119. C O N T E N T M O D E L R E P R E S E N TAT I O N : F R O M T H I S TO … ?
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 119

120. AC T I V I T I E S I N S U P P O R T O F F U T U R E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 120
1. Develop a standards-based method of
representing content models
2. Formalize and centralize taxonomy development
and governance processes
3. Drive adoption, measure impact, refine

121. Simplify

122. 1. Simplify

123. 1. Simplify
Standardize

124. 1. Simplify
2. Standardize

125. 1. Simplify
2. Standardize
Scale

126. 1. Simplify
2. Standardize
3. Scale

127. THANK YOU!
EAMONN GLASS
eglass@ea.com @eggman51
AARON BRADLEY
abradley@ea.com @aaranged