>> [Announcer] Live from Los Angeles, it's theCUBE, covering E3 2018, brought to you by SiliconANGLE Media. >> Hey, welcome back , everybody. Jeff Frick here with theCUBE. We are on the ground at the LA Convention Center at E3, 68,000 people filling every hall, hotel, LA Live. The place is crawling. We're excited to be here, and there's a lotta things going on, and we're here with Matt Firor, and he is the game director for ZeniMax Online Studio. >> That is correct. >> And we're launching Summerset. >> Yeah, it launched last week. It's been crazily well received. We're super happy with how it's doing. It's probably some of the best content we've ever done in Elder Scrolls Online. >> So why is it some of the best content? Is it new game play? Is it using new technology? What makes this something different than you've launched before? >> It's basically we do rolling content updates every quarter, and every year, we do one big one, and this is the second big one that we've done. So really this one is set in the home High Elves, so it's kinda really high fantasy, and so it's green, lush environments and big, tall, white castles in towns. So it just feels epic just going into it. And the story is really good, which I'm not gonna spoil. >> [Jeff] Yeah, don't spoil the story. >> But the story is really good. >> So this online game, very different kind of challenges and opportunities than you get in kind of a classic console game. So how do you address some of those things? What are some of the things that you can do that you're excited about that you couldn't do on kind of a traditional console game? What are some of the real challenges that you gotta overcome to deliver on that promise? >> Yeah, well, we started developing this game nearly nine years ago or eight years ago. It's been launched for about four years now. >> [Jeff] Right. >> But it was funny, when we were in development, we were right at the edge of when cloud technology was becoming available, but it wasn't quite there yet when we were making all the important launch decisions, so we built our own private clouds for this. So we have a private cloud in Europe and a private cloud in North America. >> [Jeff] So you run this on your own infrastructure. >> Oh yeah, we run it totally on our own infrastructure. And we've gotten up to 500,000 concurring users on our tech, so it's really robust. And the cool thing is that it hides the server structure from the players, so they just make a decision, do they wanna play in North America or Europe, and then after that, they just log in and play, and they don't worry about servers. >> Wow. So, you know, a lot of the advance in technology has come a lot way, like you said, since you guys have started. So as kinda compute, store and networking continue to increase to infinite capacity and asymptotic leap approach a cost of zero. Not quite there yet. >> We'd make different decisions if we were doing it today. >> Yeah, exactly. But I mean, how do you look at the increase in horsepower, the increase that you have available from an infrastructure point of view working that back into the game design? >> Yeah, I mean, now you can start developing in the cloud, and then when you launch, you just get more of it from whatever cloud provider you're using. We didn't do it. We actually have iron. We actually have hardware in data centers, so. It has its advantages 'cause we're completely in control of everything, you know, but I think now with the technology going the way it is, you just don't need to make the big investment in hardware upfront. You can solve all the problems in a cloud solution and then deploy either privately or publicly. It's much more flexible now than it was, so. Yeah, I've been in the online gaming industry for decades, and obviously, the change has just been amazing, especially in the last three or four years. >> Wait 'til 5G comes out in a couple years. That's gonna take it up a whole nother level of madness. >> My last big game, we had to work on 28-8 modems, so that was a long time ago. >> So I'm curious just in terms of how you prioritize the additional horsepower that you have to work with between better graphics, faster play, latency, story? I mean, obviously, you can't optimize, you can't maximize all those variables. You're always in kind of an optimization play. >> Absolutely. >> So how do you think about those things? >> Well, you know, fortunately, the latest console generation is really PC based. They're DirectX based, so we really have a PC development technology that it is easy to port to Xbox and PlayStation. So they solve a lot of those client frame rate API problems for us, and we do the backend ourselves. Yeah, and every year, new stuff rolls out. There's a new, slightly newer Xbox, slightly newer PlayStation, better PCs, so we just stay up to date with the drivers and make sure that we support whatever crazy hardware is coming out, and it all works. >> Right, but then as you said, at the end of the day, it's about the story, and people will probably put up with a little bit less on the graphics if the story is there. >> Yeah, it used to be gamers played games because of the technology, and now they play games because of the games because no one cares about the technology anymore because you can do almost anything on any device now and now. So it's really important to us as game developers to hide the technology from players and just give 'em a great experience. >> So you've been at this for a while. Just love to get kinda your perspective on E3 specifically, where the show is today, where it's come from, and looking down the road, what do you see? >> Yeah, it's funny, us old-timers, when we go to E3, we all try to figure out how many E3s we've been to, and I actually don't know, but it's gotta be 20. Like I went to the Atlanta ones in the late '90s. So the change, it's funny. Everything's changed, and nothing's changed. Like people are always super excited. There's always gamers that wanna see the newest stuff. That hasn't changed at all, but just the sheer technology difference is, you know, monitors are thin now. They were giant CRTs back then, you know. Just the funny, it's much easier to load in and out 'cause all the technology is much smaller. The booth, you know, there's a lotta open space in this booth. It used to be you needed whole rooms of technology driving everything, and you don't need that anymore. >> And that's before you brought the chillers in, right, to keep the stuff from blowing up. >> Yeah, we still have those. They just don't need to be quite as big now. >> Alright, so Matt, gimme the last word on Summerset. What should people know? Where should they go? What should they jump in on? >> So The Elder Scrolls Online is a phenomenon, right? So Summerset's the latest chapter for it. You can get it on Xbox, PlayStation, or PC. We roll out content every quarter, so we have a dungeon DLC coming up next called Wolfhunter and then a story DLC coming out fourth quarter, and we're working on huge plans for next year. >> Alright, and hang out with 11 million of your closest friends. >> And hang out with a huge community. >> 500,000 of 'em concurrently. >> A huge community which is awesome. We love 'em. >> It's all about community, right? >> Exactly. >> Alright, Matt, well, thanks for taking a couple minutes of your day. >> Thank you. >> Alright, he's Matt, I'm Jeff. You're watching theCUBE from E3 at LA Convention Center. Thanks for watching. (upbeat music)

>> Announcer: Live from Orlando, Florida it's theCUBE covering Pentaho World 2017. Brought to you by Hitachi Vantara. (upbeat techno music) (coughs) >> Welcome to Day Two of theCUBE's live coverage of Pentaho World, brought to you by Hitachi Vantara. I'm your host Rebecca Knight along with my co-host Dave Vellante. We're joined by Robert Walsh. He is the Technical Director Enterprise Business Intelligence at ZeniMax. Thanks so much for coming on the show. >> Thank you, good morning. >> Good to see ya. >> I should say congratulations is in order (laughs) because you're company, ZeniMax, has been awarded the Pentaho Excellence Award for the Big Data category. I want to talk about the award, but first tell us a little bit about ZeniMax. >> Sure, so the company itself, so most people know us by the games versus the company corporate name. We make a lot of games. We're the third biggest company for gaming in America. And we make a lot of games such as Quake, Fallout, Skyrim, Doom. We have game launching this week called Wolfenstein. And so, most people know us by the games versus the corporate entity which is ZeniMax Media. >> Okay, okay. And as you said, you're the third largest gaming company in the country. So, tell us what you do there. >> So, myself and my team, we are primarily responsible for the ingestion and the evaluation of all the data from the organization. That includes really two main buckets. So, very simplistically we have the business world. So, the traditional money, users, then the graphics, people, sales. And on the other side we have the game. That's where a lot of people see the fun in what we do, such as what people are doing in the game, where in the game they're doing it, and why they're doing it. So, get a lot of data on gameplay behavior based on our playerbase. And we try and fuse those two together for the single viewer or customer. >> And that data comes from is it the console? Does it come from the ... What's the data flow? >> Yeah, so we actually support many different platforms. So, we have games on the console. So, Microsoft, Sony, PlayStation, Xbox, as well as the PC platform. Mac's for example, Android, and iOS. We support all platforms. So, the big challenge that we have is trying to unify that ingestion of data across all these different platforms in a unified way to facilitate downstream the reporting that we do as a company. >> Okay, so who ... When it says you're playing the game on a Microsoft console, whose data is that? Is it the user's data? Is it Microsoft's data? Is it ZeniMax's data? >> I see. So, many games that we actually release have a service act component. Most of our games are actually an online world. So, if you disconnect today people are still playing in that world. It never ends. So, in that situation, we have all the servers that people connect to from their desktop, from their console. Not all but most data we generate for the game comes from the servers that people connect to. We own those. >> Dave: Oh, okay. >> Which simplifies greatly getting that data from the people. >> Dave: So, it's your data? >> Exactly. >> What is the data telling you these days? >> Oh, wow, depends on the game. I think people realize what people do in games, what games have become. So, we have one game right now called Elder Scrolls Online, and this year we released the ability to buy in-game homes. And you can buy furniture for your in-game homes. So, you can furnish them. People can come and visit. And you can buy items, and weapons, and pets, and skins. And what's really interesting is part of the reason why we exist is to look at patterns and trends based on people interact with that environment. So for example, we'll see America playerbase buy very different items compared to say the European playerbase, based on social differences. And so, that helps immensely for the people who continuously develop the game to add items and features that people want to see and want to leverage. >> That is fascinating that Americans and Europeans are buying different furniture for their online homes. So, just give us some examples of the difference that you're seeing between these two groups. >> So, it's not just the homes, it applies to everything that they purchase as well. It's quite interesting. So, when it comes to the Americans versus Europeans for example what we find is that Europeans prefer much more cosmetic, passive experiences. Whereas the Americans are much things that stand out, things that are ... I'm trying to avoid stereotypes right now. >> Right exactly. >> It is what it is. >> Americans like ostentatious stuff. >> Robert: Exactly. >> We get it. >> Europeans are a bit more passive in that regard. And so, we do see that. >> Rebecca: Understated maybe. >> Thank you, that's a much better way of putting it. But games often have to be tweaked based on the environment. A different way of looking at it is a lot of companies in career in Asia all of these games in the West and they will have to tweak the game completely before it releases in these environments. Because players will behave differently and expect different things. And these games have become global. We have people playing all over the world all at the same time. So, how do you facilitate it? How do you support these different users with different needs in this one environment? Again, that's why BI has grown substantially in the gaming industry in the past five, ten years. >> Can you talk about the evolution of how you've been able to interact and essentially affect the user behavior or response to that behavior. You mentioned BI. So, you know, go back ten years it was very reactive. Not a lot of real time stuff going on. Are you now in the position to effect the behavior in real time, in a positive way? >> We're very close to that. We're not quite there yet. So yes, that's a very good point. So, five, ten years ago most games were traditional boxes. You makes a game, you get a box, Walmart or Gamestop, and then you're finished. The relationship with the customer ends. Now, we have this concept that's used often is games as a service. We provide an online environment, a service around a game, and people will play those games for weeks, months, if not years. And so, the shift as well as from a BI tech standpoint is one item where we've been able to streamline the ingest process. So, we're not real time but we can be hourly. Which is pretty responsive. But also, the fact that these games have become these online environments has enabled us to get this information. Five years ago, when the game was in a box, on the shelf, there was no connective tissue between us and them to interact and facilitate. With the games now being online, we can leverage BI. We can be more real time. We can respond quicker. But it's also due to the fact that now games themselves have changed to facilitate that interaction. >> Can you, Robert, paint a picture of the data pipeline? We started there with sort of the different devices. And you're bringing those in as sort of a blender. But take us through the data pipeline and how you're ultimately embedding or operationalizing those analytics. >> Sure. So, the game theater, the game and the business information, game theater is most likely 90, 95% of our total data footprint. We generate a lot more game information than we do business information. It's just due to how much we can track. We can do so. And so, a lot of these games will generate various game events, game logs that we can ingest into a single data lake. And we can use Amazon S3 for that. But it's not just a game theater. So, we have databases for financial information, account users, and so we will ingest the game events as well as the databases into one single location. At that point, however, it's still very raw. It's still very basic. We enable the analysts to actually interact with that. And they can go in there and get their feet wet but it's still very raw. The next step is really taking that raw information that is disjointed and separated, and unifying that into a single model that they can use in a much more performant way. In that first step, the analysts have the burden of a lot of the ETL work, to manipulate the data, to transform it, to make it useful. Which they can do. They should be doing the analysis, not the ingesting the data. And so, the progression from there into our warehouse is the next step of that pipeline. And so in there, we create these models and structures. And they're often born out of what the analysts are seeing and using in that initial data lake stage. So, they're repeating analysis, if they're doing this on a regular basis, the company wants something that's automated and auditable and productionized, then that's a great use case for promotion into our warehouse. You've got this initial staging layer. We have a warehouse where it's structured information. And we allow the analysts into both of those environments. So, they can pick their poison in respects. Structured data over here, raw and vast over here based on their use case. >> And what are the roles ... Just one more follow up, >> Yeah. >> if I may? Who are the people that are actually doing this work? Building the models, cleaning the data, and shoring data. You've got data scientists. You've got quality engineers. You got data engineers. You got application developers. Can you describe the collaboration between those roles? >> Sure. Yeah, so we as a BI organization we have two main groups. We have our engineering team. That's the one I drive. Then we have reporting, and that's a team. Now, we are really one single unit. We work as a team but we separate those two functions. And so, in my organization we have two main groups. We have our big data team which is doing that initial ingestion. Now, we ingest billions of troves of data a day. Terabytes a data a day. And so, we have a team just dedicated to ingestion, standardization, and exposing that first stage. Then we have our second team who are the warehouse engineers, who are actually here today somewhere. And they're the ones who are doing the modeling, the structuring. I mean the data modeling, making the data usable and promoting that into the warehouse. On the reporting team, basically we are there to support them. We provide these tool sets to engage and let them do their work. And so, in that team they have a very split of people do a lot of report development, visualization, data science. A lot of the individuals there will do all those three, two of the three, one of the three. But they do also have segmentation across your day to day reporting which has to function as well as the more deep analysis for data science or predictive analysis. >> And that data warehouse is on-prem? Is it in the cloud? >> Good question. Everything that I talked about is all in the cloud. About a year and a half, two years ago, we made the leap into the cloud. We drunk the Kool-Aid. As of Q2 next year at the very latest, we'll be 100% cloud. >> And the database infrastructure is Amazon? >> Correct. We use Amazon for all the BI platforms. >> Redshift or is it... >> Robert: Yes. >> Yeah, okay. >> That's where actually I want to go because you were talking about the architecture. So, I know you've mentioned Amazon Redshift. Cloudera is another one of your solutions provider. And of course, we're here in Pentaho World, Pentaho. You've described Pentaho as the glue. Can you expand on that a little bit? >> Absolutely. So, I've been talking about these two environments, these two worlds data lake to data warehouse. They're both are different in how they're developed, but it's really a single pipeline, as you said. And so, how do we get data from this raw form into this modeled structure? And that's where Pentaho comes into play. That's the glue. If the glue between these two environments, while they're conceptually very different they provide a singular purpose. But we need a way to unify that pipeline. And so, Pentaho we use very heavily to take this raw information, to transform it, ingest it, and model it into Redshift. And we can automate, we can schedule, we can provide error handling. And so it gives us the framework. And it's self-documenting to be able to track and understand from A to B, from raw to structured how we do that. And again, Pentaho is allowing us to make that transition. >> Pentaho 8.0 just came out yesterday. >> Hmm, it did? >> What are you most excited about there? Do you see any changes? We keep hearing a lot about the ability to scale with Pentaho World. >> Exactly. So, there's three things that really appeal to me actually on 8.0. So, things that we're missing that they've actually filled in with this release. So firstly, we on the streaming component from earlier the real time piece we were missing, we're looking at using Kafka and queuing for a lot of our ingestion purposes. And Pentaho in releasing this new version the mechanism to connect to that environment. That was good timing. We need that. Also too, get into more critical detail, the logs that we ingest, the data that we handle we use Avro and Parquet. When we can. We use JSON, Avro, and Parquet. Pentaho can handle JSON today. Avro, Parquet are coming in 8.0. And then lastly, to your point you made as well is where they're going with their system, they want to go into streaming, into all this information. It's very large and it has to go big. And so, they're adding, again, the ability to add worker nodes and scale horizontally their environment. And that's really a requirement before these other things can come into play. So, those are the things we're looking for. Our data lake can scale on demand. Our Redshift environment can scale on demand. Pentaho has not been able to but with this release they should be able to. And that was something that we've been hoping for for quite some time. >> I wonder if I can get your opinion on something. A little futures-oriented. You have a choice as an organization. You could just take roll your own opensource, best of breed opensource tools, and slog through that. And if you're an internet giant or a huge bank, you can do that. >> Robert: Right. >> You can take tooling like Pentaho which is end to end data pipeline, and this dramatically simplifies things. A lot of the cloud guys, Amazon, Microsoft, I guess to a certain extent Google, they're sort of picking off pieces of the value chain. And they're trying to come up with as a service fully-integrated pipeline. Maybe not best of breed but convenient. How do you see that shaking out generally? And then specifically, is that a challenge for Pentaho from your standpoint? >> So, you're right. That why they're trying to fill these gaps in their environment. To what Pentaho does and what they're offering, there's no comparison right now. They're not there yet. They're a long way away. >> Dave: You're saying the cloud guys are not there. >> No way. >> Pentaho is just so much more functional. >> Robert: They're not close. >> Okay. >> So, that's the first step. However, though what I've been finding in the cloud, there's lots of benefits from the ease of deployment, the scaling. You use a lot of dev ops support, DBA support. But the tools that they offer right now feel pretty bare bones. They're very generic. They have a place but they're not designed for singular purpose. Redshift is the only real piece of the pipeline that is a true Amazon product, but that came from a company called Power Excel ten years ago. They licensed that from a separate company. >> Dave: What a deal that was for Amazon! (Rebecca and Dave laugh) >> Exactly. And so, we like it because of the functionality Power Excel put in many year ago. Now, they've developed upon that. And it made it easier to deploy. But that's the core reason behind it. Now, we use for our big data environment, we use Data Breaks. Data Breaks is a cloud solution. They deploy into Amazon. And so, what I've been finding more and more is companies that are specialized in application or function who have their product support cloud deployment, is to me where it's a sweet middle ground. So, Pentaho is also talking about next year looking at Amazon deployment solutioning for their tool set. So, to me it's not really about going all Amazon. Oh, let's use all Amazon products. They're cheap and cheerful. We can make it work. We can hire ten engineers and hack out a solution. I think what's more applicable is people like Pentaho, whatever people in the industry who have the expertise and are specialized in that function who can allow their products to be deployed in that environment and leverage the Amazon advantages, the Elastic Compute, storage model, the deployment methodology. That is where I see the sweet spot. So, if Pentaho can get to that point, for me that's much more appealing than looking at Amazon trying to build out some things to replace Pentaho x years down the line. >> So, their challenge, if I can summarize, they've got to stay functionally ahead. Which they're way ahead now. They got to maintain that lead. They have to curate best of breed like Spark, for example, from Databricks. >> Right. >> Whatever's next and curate that in a way that is easy to integrate. And then look at the cloud's infrastructure. >> Right. Over the years, these companies that have been looking at ways to deploy into a data center easily and efficiently. Now, the cloud is the next option. How do they support and implement into the cloud in a way where we can leverage their tool set but in a way where we can leverage the cloud ecosystem. And that's the gap. And I think that's what we look for in companies today. And Pentaho is moving towards that. >> And so, that's a lot of good advice for Pentaho? >> I think so. I hope so. Yeah. If they do that, we'll be happy. So, we'll definitely take that. >> Is it Pen-ta-ho or Pent-a-ho? >> You've been saying Pent-a-ho with your British accent! But it is Pen-ta-ho. (laughter) Thank you. >> Dave: Cheap and cheerful, I love it. >> Rebecca: I know -- >> Bless your cotton socks! >> Yes. >> I've had it-- >> Dave: Cord and Bennett. >> Rebecca: Man, okay. Well, thank you so much, Robert. It's been a lot of fun talking to you. >> You're very welcome. >> We will have more from Pen-ta-ho World (laughter) brought to you by Hitachi Vantara just after this. (upbeat techno music)