Amazon's GameOn Service Could Be Game Changing

TNL Take: Developers want to concentrate on one thing: making good games. However a slew of services need to be incorporated to make really great games. This could be anything from multiplayer functionality, leaderboards and tournaments to rewarding the top players - anything that drives game engagement and retention.

Amazon announced on Monday, Amazon GameOn, a cross-platform, competitive gaming service for developers. With GameOn, developers can easily integrate competitions natively into their games on mobile, PC, and console through a set of flexible APIs which is built on AWS cloud infrastructure. 

Here's what stands out about GameOn:

01/SERVICES

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GameOn currently supports leaderboards, leagues, and multi-round competitions - but most importantly gives developers - or anyone really -  the flexibility to create custom events. These tournaments can also be geo-targeted to allow for specific groups of players to take part. This could anywhere from countries and states to just your local McDonald's, which opens up a multitude of brand opportunities.

Developers can also enable players and streamers to create their own user-generated competitions and invite participants. Just imagine Twitch phenom Ninja running a Fortnite tournament for his massive viewing audience while doling out prizes to the winners - more on that shortly.

Further, all of these components are integral to creating a great esports experience outside the core component of the game itself.

Currently, Amazon GameOn is being used by 13 developers including nWay, Game Insight, Millennial Esports’ Eden Games and others.

 

02/PRIZING

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his is where it gets really interesting. In game rewards as well as watch-to-earn rewards have been around for a while and implemented in almost every mobile game. However implementing real-world rewards is a challenge. During my time at Kiip, one of the companies that pioneered rewards for games, we needed to collect email addresses in order to achieve fulfillment.

With Amazon GameOn, you simply sign into your Amazon account - and at this point who doesn't have one in the US - and the item is automatically shipped to you with no additional work for the developer or the customer. 

Another scenario: you're playing a geo-located tournament in Madden Mobile and the Top 10 winners all receive the team's jersey for placing. The cost of the jerseys could either be looked as a marketing expense or even better - have them brought to you by a brand.

 

03/COST

What's this all cost? Developers can use GameOn APIs for free until May 1, 2018. After that date, the first 35,000 plays per month are free for a limited time, then developers will pay $0.003 per play. 

Running simple math, if your game is doing 1M plays per day, that's almost $100,000 per month which may become cost prohibitive unless the ROI is there for developers that don't have any of the services integrated.