Data Centre Case Studies | Telehouse

Joymax


Joymax has experienced huge success in Asia and was keen to emulate this by bringing its online fantasy world to a European audience. As part of this, Joymax sought a provider who could supply a resilient connection and low-latency for European gaming hubs.


 

Based in Seoul, South Korea, Joymax has been successfully developing games for the 21st century online gaming community since 1997. During this time, the company’s philosophy has been consistently clear – to offer customers the most entertaining online games, using cutting-edge technology. As part of this approach Joymax, and its 220 employees, have continuously reinvested in software research and development to bring its customers the most interactive online gaming experience, across a multitude of languages. The results have included major titles such as Digimon Masters, Karma Online and its blockbuster hit Silkroad Online, which has over 20 million registered users and is played in over 200 countries across the globe.

 

In a market traditionally dominated by expensive games consoles, online gaming has emerged to become one of the lastest growing sectors within the entire gaming market. A report from analyst house Gartner in July 2011 profiled the gaming sector and highlighted that online gaming alone is now worth a staggering $11.9bn. This figure looks set to increase dramatically over the next five years with online gaming tightening its grip to command a 27 per cent growth rate. It’s this level of growth that acted as the catalyst for Joymax to assess its position and embark on its own journey by expanding into Europe. Joymax has experienced huge success in Asia and was keen to emulate this by bringing its online fantasy world to a European audience. As part of this, Joymax sought a provider who could supply a resilient connection and low-latency for European gaming hubs. According to Nam - Chul Kim, CEO of Joymax, moving into a new market was a daunting prospect.

“The European online gaming market is developing fast – three years ago it represented seven per cent of the overall gaming market and today that figure has doubled. It’s therefore imperative we capitalise on this growth 
by establishing a European presence. In Asia we’ve been able to develop a strong market foothold, and our aim is to replicate this in Europe. In order to do this our chosen provider would have to supply the level of connectivity and latency required to help expand our presence.” After an extensive search Telehouse was deemed the standout choice.

Connectivity was critical for Joymax to establish a point-of-presence (POP) in Europe and with Telehouse being the home of the London Internet Exchange (LINX); they had found the ideal answer. 

It was this point-of-presence (PoP) into the European markets, that Joymax was able to take advantage of. Telehouse is a neutral colocation provider and offers a level of connectivity that is unrivalled by any other company. By locating in Telehouse West Joymax benefits from access to over 400 carriers, and ASPs. Telehouse also allows Joymax through parent company KDDI, unrivalled Euro-Asia connectivity via a highly reliable connection from London through Russia to Japan, this ultra-low latency creates up to a 30 per cent latency reduction when compared with alternative routes with other carriers. In addition, Telehouse provides peace of mind for Joymax by easily scaling the amount of space and systems when required, as well as providing skilled engineers and trained security personnel on hand 24x7x365.
 

“When looking to establish a European presence it was imperative we continued to deliver the same high quality game playing experience for our customers, and therefore connectivity and latency into the gaming community sat high on our agenda,” commented Nam – Chul Kim. 
 
He continued: “The growth in online gaming and the availability of devices able to run games means network infrastructures are under increased pressure to support high levels of bandwidth that these games now command. It was therefore imperative that whoever we decided to partner with not only understood this but also had the ability to offer low-latency connectivity into the European gaming community – Telehouse did this on every level.” 
 

Since moving to Telehouse West, Joymax has been able to establish a PoP into the European online gaming community, via the Telehouse hub located in London Docklands. By partnering with Telehouse, Joymax have been able to enter a new market which in turn further strengthens their global position in a highly competitive market that is expected to reach $28bn by 2015. As Telehouse’s media and online gaming community continues to grow, the knock on effect will mean significant ROI benefits for Joymax exposing them to new partners as well as huge potential to increase their customer base. 

“One of our key requirements when expanding into Europe was ensuring we partnered with a data centre that understood the growth and scope of the online gaming sector. It’s a market that is currently valued at £3.6bn in the UK alone and has an estimated 31m active gamers spending a combined total of 43m hours playing online each day. It was clear from the onset Telehouse not only understood this but was equipped to support it, too. Telehouse’s ability to provide us with low-latency connectivity into a ready-made hub of online media clients has allowed us to continue offering potential new customers greater bandwidth connectivity combined with feature rich, media content, enhancing the gamer’s experience. In turn, alongside Telehouse, we are able to provide an exciting new customer base with a future-proofed, scalable solution that will allow us to continue to grow the business in the midst of increased market demand,” Nam – Chul Kim concluded.
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