Since 2015, the company has been all in on AWS to handle the backend workloads for all its games-a transition that began in 2014, when Playrix’s first free-to-play mobile game, Township, became so popular that the company’s infrastructure couldn’t handle the load. Powered by the managed services of AWS, Playrix increased the speed of its analytical querying 10 times and scales to meet spikes in demand cost effectively without having an in-house database team, ultimately gaining insights that improve its business and end users’ experience.įounded in 2004, Playrix is a mobile game developer well known for games like Township, Fishdom, Gardenscapes, Homescapes, Wildscapes, and Manor Matters, which have consistently appeared in the top 50 grossing apps in the iOS App Store and Google Play since their release.
Playrix uses AWS Fargate primarily for processing partner data such as ad spend, preparing data for partners, running tasks for revenue prediction, and calculating complex analytics reports that present data about the performance of marketing initiatives. To first improve marketing analytics and then improve in-game analytics, Playrix-with assistance from AWS Enterprise Support-migrated to an Amazon Web Services (AWS) solution featuring Amazon Redshift, a fully managed petabyte-scale cloud data warehouse, and AWS Fargate, the engine for all extract, transform, load tasks in Playrix’s marketing analytics. “Every successful mobile game requires not only a strong backend but also strong analytics of marketing strategies to acquire more users and in-game behaviors to optimize player retention and lifetime value,” explains Mikhail Artyugin, technical director of marketing automation at Playrix. While marketing analytics are important to track the success of advertising and other campaigns to reach and acquire new players, in-game analytics are critical for tracking behavior of players, including metrics that can be used to adjust in-game mechanics. But in the rapidly changing games industry, strong analytics are crucial to business growth and player experience. As player numbers continued to grow, the company’s original on-premises servers and self-hosted PostgreSQL database, along with its open-source analytics tools, struggled to scale as data quickly increased. This creates tens of petabytes of data that the company needs to analyze to drive insights on marketing campaigns and player behavior. Its applications have 1.2 billion downloads and see 85 million daily active users. As a leading casual game development company, Playrix is known for interactive mobile games.
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