Latest news and updates from the PlayFab developers

byJamesGwertzman 2016-04-16

Introducing Our New PlayFab Branding

If you’ve been following PlayFab for a while, then you’ll have noticed that last week we released a pretty major change to our company branding. We’ve changed our logo, launched an all-new version of this website, and changed our core messaging.

We’ve made these changes to better communicate who we are and what we do. PlayFab is a big product, and in the past I’ve felt we struggled a bit sometimes to describe what we do. Are we primarily backend services, tools to help with game operations, or a data interchange between third party services? Do we primarily help your studio save time and money, help you make more money, decrease your risk, or help you be more creative? Are we primarily targeting engineers, product managers, community managers, or executives? Or all of the above?

To answer these questions, we turned to you -- the game developers who are using our services today.  Through a combination of one-on-one interviews, surveys, and lots of internal debate and discussion, we’ve reached what I think is a much better clarification of who we are and what we do.

We want to be the platform of choice for making great games wildly successful. We are in this business because we love games, and we love helping creative individuals and studios be more successful. Nothing makes me happier than hearing game developers tell us that they love working with our products, and they consider us a key part of their team.

We realize that vision by delivering a unified backend platform for games. That’s what we do. Provide everything you need to build and operate your game, all in one place. And by doing that, allow you to focus on creating and delivering a kick-ass player experience, instead of worrying about whether or not your servers will scale, or whether your live ops guys will have the tools they need.

We believe there are four main reasons why you’re going to choose to work with us:

  • Faster, cheaper and lower risk than doing it yourself. We'll provide you with a complete backend from day one of development, and remove the risk and nuisance of cobbling together backend services yourself. We'll also free your team to focus on what you love: building a great game, not worrying about making it a full “product”.
  • Everything you need to launch smoothly and grow fearlessly, in one place. We’ll make sure you can launch and grow without worrying about whether your servers will scale, whether you can afford to pay the bill, or whether some key piece is missing. We’ll provide all the tools and services you’ll need, right when you need them.
  • Mission control for your entire team. By providing a single tool that your whole team can sit around, our Game Manager will help you make faster, better informed decisions that in turn allow you to better serve your players. And by uniting your game operations and data in one intuitive place, we will empower your live ops team to track and tune your game without having to bother your engineers to write custom code.
  • Automate your game operations. Thanks to our new PlayStream technology, for the first time we’ll not only giving you a full 360-degree view of your player, uniting data from both inside and outside the game, but we'll also give you tools to actually make decisions and act on that data, in real-time. It’s awesome.

By doing these things, and doing them well, we believe you’ll love working with us. You’ll feel confident that we’ve got your back, and you can grow without fear. You’ll feel creative because more of your energy is going toward your game, and not toward reinventing the wheel or managing servers. And you’ll feel in command because you’ll have all the data and tools in one place. And those are good things to feel, especially as the industry gets ever more competitive.

Are we totally there today? Of course not. We’re only just celebrating our two-year birthday, and we have so much more we know we need to do. But we’re getting there. Working on this new branding has been so much fun in part because it’s helped us see how far we’ve come already, and to be confident that we’re going in the right direction.

I want to close this post with one of my favorite quotes. It’s from John Lasseter, the Chief Creative Officer of Pixar, who likes to say that art challenges the technology, and technology inspires the art. That’s exactly what I hope is happening here.

You and your games are pushing us to build better tools and technology, but in turn we hope that our services and our tools inspire you to an even higher level of creative and business success. And we’re proud and happy to be part of the resulting virtuous cycle.

Thank you for being a PlayFab customer, and for trusting us with your game. We come to work each and every day doing our best to repay that trust, and make you happy you chose PlayFab.