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SEMANTICS AT PLAY
E L E C T R O N I C AR T S ’
L I N K E D D ATA J O U R N E Y
EAMONN GLASS
@eggman51
AARON BRADLEY
@aaranged
SEMANTiCS 2017
12 September 2017, Amsterdam
We strive to be
THE WORLD’S GREATEST GAMING COMPANY
We exist to
INSPIRE THE WORLD TO PLAY
Electronic Arts CEO
Andrew Wilson
About EA
• Video games: 1,100+
About EA
• Video games: 1,100+
• FY17 net sales: $4.94B
• Indexed web pages: 7.7M
• Players: lots
About EA
• Video games: 1,100+
• FY17 net sales: $4.94B
• Indexed web pages: 7.7M
• Players: lots
6
THE INHERITANCE
LEVEL 0
“
”
OH WHAT A TANGLED WEB WE
WEAVE, WHEN FIRST WE PRACTICE
TO DECEIVE
SIR WALTER SCOTT, FROM THE ROMANTIC POEM “MARMION” (1808)
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 8
P L AY E R V I E W O F B AT T L E F I E L D C O N T E N T E C O S Y S T E M C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 9
COMMUNICATIONS MARKETING STUDIO
???
B E H I N D T H E S C E N E S B AT T L E F I E L D C O N T E N T E C O S Y S T E M C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 10
WORD
PRESS
DRUPAL ADOBE
ANOTHER
WORD
PRESS
AN D T H I S E X I S T E D AC R O S S F R AN C H I S E S AN D L AN G U A G E S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 11
“
”
ANY ORGANIZATION THAT DESIGNS A
SYSTEM WILL PRODUCE A DESIGN
WHOSE STRUCTURE IS A COPY OF
THE COMMUNICATIONS STRUCTURE
OF THE ORGANIZATION
MELVIN CONWAY, CITED IN “THE MYTHICAL MAN MONTH” (1967)
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 12
TO P I C AL C O N T E N T AT E A, C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 13
1. Published document metadata incomplete,
inconsistent or missing
1
4
TO P I C AL C O N T E N T AT E A, C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 15
1. Published document metadata incomplete,
inconsistent or missing
2. Primitive and non-interoperable classification of
documents
1
6
TO P I C AL C O N T E N T AT E A, C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 17
1. Published document metadata incomplete,
inconsistent or missing
2. Primitive and non-interoperable classification of
documents
3. Localization reliant on content duplication
4. Limited publishing endpoints supported
5. Multiple content management systems and
associated processes
L I B R AR I A N > W E B D E S I G N E R > S E AR C H M AR K E T E R
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 18
A P O S T- S T R U C T U R AL I S T E D U C AT I O N
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 19
P I O N E E R S O F AP P L I E D S T R U C T U R E D D ATA
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 20
E A W E B D E V S U M M I T, AP R I L 2 0 1 4
E A W E B D E V S U M M I T, AP R I L 2 0 1 4
E A W E B D E V S U M M I T, AP R I L 2 0 1 4
E A W E B D E V S U M M I T, AP R I L 2 0 1 4
“
”
LINKED DATA IS ESSENTIAL TO
ACTUALLY CONNECT THE SEMANTIC
WEB. IT IS QUITE EASY TO DO WITH
A LITTLE THOUGHT, AND BECOMES
SECOND NATURE.
TIM BERNERS-LEE, LINKED DATA (27 JULY 2006)
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 25
B AT T L E F I E L D H AR D L I N E N E W S
W H O I S E AM O N N G L AS S ?
• Canadian born – Vancouver
• Irishman – citizenship from parents
• Masters degree in Holland – Utrecht
• Made complete by a Croatian – married 20 years
• Have two daughters – equality is important
• Worked in motorsports, logging, fishing,
healthcare, utilities, ecommerce, start-ups,
Fortune 500 – diverse background
W H O I S E AM O N N G L AS S ?
• Been a gamer since the very first consoles
• In 2012 on my ideal path to early retirement
• I realized this would bore me to an early death
W H O I S E AM O N N G L AS S ?
• Joined EA as a consultant in 2012
• Joined full time in 2014
• Director, Online Platform Strategy
• Still dumb enough to tackle the big problems
• Still a passionate gamer
THE CONTENT SERVICE
LEVEL 1
S TAR T W I T H W H Y
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 31
Our v1 Why?
To enable “in game” as a
channel for our marketers to
reach our players.
T H E C O N T E N T S E RV I C E : G E N E S I S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 32
O U R V 1 V I S I O N – C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 33
O U R F I R S T I T E R AT I O N – D E L I V E R E D I N 2 0 1 5
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 34
C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 35
1. Support a broader range of content endpoints
• Particularly in game integration
E X T E N D I N G T H E R E AC H O F C O N T E N T
C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 37
1. Support a broader range of content endpoints
• Particularly in game integration
2. Allow us to flexibly query our content
C O N T E N T S E RV I C E Q U E RY I N G C APA B I L I T I E S
C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 39
1. Support a broader range of content endpoints
• Particularly in game integration
2. Allow us to flexibly query our content
3. Future-proof CMS
AC T I V I T I E S I N S U P P O R T O F C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 40
1. Make our CMS(s) more agnostic by separating
the data and presentation layers in our content
management processes
S E M AN T I C P U B L I S H I N G : I N S P I R AT I O N
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 41
AC T I V I T I E S I N S U P P O R T O F C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 42
1. Make our CMS(s) more agnostic by separating
the data and presentation layers in our content
management processes
2. Create a content model that allows us to
structure and semantically describe our content
C O N T E N T M O D E L AR C H I T E C T U R E
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 43
Base (Meta)
Article
News Blog
Event
Gallery
Image gallery
Videos
C O N T E N T M O D E L D ATA M AP P I N G
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 44
AC T I V I T I E S I N S U P P O R T O F C O N T E N T S E RV I C E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 45
1. Make our CMS(s) more agnostic by separating
the data and presentation layers in our content
management processes
2. Create a content model that allows us to
structure and semantically describe our content
3. Build APIs for querying and rendering content
C O N T E N T S E RV I C E L E S S O N S L E AR N E D
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 46
1. Consistent metadata meant consistent presentation across digital channels
C O N T E N T S E RV I C E L E S S O N S L E AR N E D
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 47
2. Richness of meta data greatly
improved search results
C O N T E N T S E RV I C E L E S S O N S L E AR N E D
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 48
3. We could see the beginnings of a “network ecosystem”
powered by semantics: content model and taxonomy
THE CONTENT ENGINE
LEVEL 2
S TAR T W I T H W H Y
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 50
Our v2 Why?
To connect our players with the
best next experience,
anywhere, anytime.
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
O U R V 2 V I S I O N
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 66
C O N T E N T E N G I N E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 67
1. Unify our approach to content publishing,
extending the Content Service to cover more
environments and more endpoints
2. Develop a single, standards-based source of
truth for our games
3. Facilitate rich personalized experiences that help
our players connect to the information they want
and need
AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 68
1. Improve and expand content model
C O N T E N T M O D E L 2 . 0
C O N T E N T M O D E L 2 . 0
C O N T E N T M O D E L 2 . 0
“
”
INTELLIGENT CONTENT IS CONTENT
THAT’S STRUCTURALLY RICH AND
SEMANTICALLY CATEGORIZED AND
THEREFORE AUTOMATICALLY
DISCOVERABLE, REUSABLE,
RECONFIGURABLE, AND ADAPTABLE.
ANNE ROCKLEY, MANAGING ENTERPRISE CONTENT, 2ND ED. (2012)
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 72
AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 73
1. Improve and expand content model
2. Create an ontology of our domain
O N TO L O G Y D E V E L O P M E N T: S C H E M A. O R G K I C K - S TAR T
E X T E N D I N G S C H E M A. O R G F O R C O M P E T I T I V E G AM I N G ( E S P O R T S )
bit.ly/cgvocab
O N TO L O G Y D E V E L O P M E N T: P O O L PAR T Y
AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 77
1. Improve and expand content model
2. Create an ontology of our domain
3. Improve and extend taxonomies
TAX O N O M Y D E V E L O P M E N T: P O O L PAR T Y
AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 79
1. Improve and expand content model
2. Create an ontology of our domain
3. Improve and extend taxonomies
4. Employ an enterprise semantic data store to
aggregate and store content and data
5. Marry player-generated game play data with
structured and semantically-described content
C O N T E N T E N G I N E AR C H I T E C T U R E
Other
Today
Other
Today
Other
Today
Other
Today
Other Today
Other Today
Other Today
Other Today
Other
Other
Content Model
AEM 1
UGC
AEM 2
Content Service
Other
Today
Render
Content
Query
Content
Other
Tomorrow
Render
Content
Web Sites
EA Content
Game Clients
Mobile Apps
Other Today
Other Tomorrow
Player
Content
Apple News
JSON &
JSON-LD
HTML
Facebook
Other
Content
Creation
Content
Management
Content
Classification & Querying
Content
Output Formats
Content
Rendering Endpoints
Taxonomy
&
Ontology
Partner
Content
Machine
Content
O U R V 1 V I S I O N – C I R C A 2 0 1 4
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 81
O U R F I R S T I T E R AT I O N – D E L I V E R E D I N 2 0 1 5
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 82
T H E C O N T E N T S E RV I C E : G E N E S I S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 83
C O N T E N T E N G I N E AR C H I T E C T U R E
Other
Today
Other
Today
Other
Today
Other
Today
Other Today
Other Today
Other Today
Other Today
Other
Other
Content Model
AEM 1
UGC
AEM 2
Content Service
Other
Today
Render
Content
Query
Content
Other
Tomorrow
Render
Content
Web Sites
EA Content
Game Clients
Mobile Apps
Other Today
Other Tomorrow
Player
Content
Apple News
JSON &
JSON-LD
HTML
Facebook
Other
Content
Creation
Content
Management
Content
Classification & Querying
Content
Output Formats
Content
Rendering Endpoints
Taxonomy
&
Ontology
Partner
Content
Machine
Content
C O N S O R T I U M O F PAR T N E R S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 85
We’ve been working with partners to accomplish this.
Content Management
Taxonomy & Ontology Management
Semantic Data Store
R E L I AB L E , C O N S I S T E N T, E X T E N S I B L E M E TAD ATA
G AM E D E TAI L PAG E : B E F O R E
G AM E D E TAI L PAG E : B E F O R E
G AM E D E TAI L PAG E D ATA : B E F O R E
G AM E D E TAI L PAG E D ATA : B E F O R E
G AM E D E TAI L PAG E : B E F O R E
• Data inaccessible by
other domains and
applications
• Loosely-organized,
poorly-governed,
inadequately maintained
• Data resides at
universally-available,
dereferenceable URIs
• Well-modelled,
standards-based
taxonomy independent
of CMS
F R O M I L L - TO W E L L - D E F I N E D R E L AT I O N S H I P S B E T W E E N G AM E S
L O C AL I Z E D G AM E G E N R E PAG E : B E F O R E
L O C AL I Z E D G AM E G E N R E PAG E : AF T E R
• Sparta is an internal EA codename for the user interface that combines
the Battlefield titles into a single integrated player experience.
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
• UGC from “Game Changers”
• Mostly Tips and Tricks, also “Battlefield Moments”
• Can be EA made videos, also on YouTube
• Intended to reduce churn, increase player success
• Catalogued in Content Engine via Taxonomy
• Game Telemetry + Reco Engine = what to serve
Semantics at Play: Electronic Arts' Linked Data Journey
C R E AT I N G A N E T W O R K E C O S Y S T E M
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 101
In game On the web On the go
Companion Apps
Mobile
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
I N T E L L I G E N T C O N T E N T I N G AM E : I M PAC T O N M E T R I C S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 104
0 0.5 1 1.5 2 2.5 3
Default
Personalized
Personalized Content Study Group vs Default Content Control Group
Impact: A 40% increase on session days from personalized content
Semantics at Play: Electronic Arts' Linked Data Journey
Semantics at Play: Electronic Arts' Linked Data Journey
T H E C O N T E N T E N G I N E : L E S S O N S L E AR N E D
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 107
1. The learning curve is steep
2. Linked data tools and the business infrastructure
supporting them are not yet mature
3. Measurement challenges existing systems
4. Once you demonstrate the utility of using linked
data technologies people start coming on board
THE FUTURE
LEVEL 2
Semantics at Play: Electronic Arts' Linked Data Journey
F U T U R E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 110
1. Extend our existing publishing and linked data
capabilities to facilitate better player experiences
across a broader range of content endpoints,
products and processes
B U I L D I N G T H E N E T W O R K
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 111
F U T U R E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 112
1. Extend our existing publishing and linked data
capabilities to facilitate better player experiences
across a broader range of content endpoints,
products and processes
2. Normalize and extend the taxonomies that are
used across the enterprise
E X T E N D I N G T H E G R AP H
E X T E N D I N G T H E G R AP H
AARON
E X T E N D I N G T H E G R AP H
F U T U R E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 116
1. Extend our existing publishing and linked data
capabilities to facilitate better player experiences
across a broader range of content endpoints,
products and processes
2. Normalize and extend the taxonomies that are
used across the enterprise
3. Execute measurement and analysis best
practices
E X T E N D I N G AN A LY T I C S ( T H E M I K E AR N E S E N M E T H O D )
bit.ly/semanticga
AC T I V I T I E S I N S U P P O R T O F F U T U R E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 118
1. Develop a standards-based method of
representing content models
C O N T E N T M O D E L R E P R E S E N TAT I O N : F R O M T H I S TO … ?
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 119
AC T I V I T I E S I N S U P P O R T O F F U T U R E G O AL S
12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 120
1. Develop a standards-based method of
representing content models
2. Formalize and centralize taxonomy development
and governance processes
3. Drive adoption, measure impact, refine
Simplify
1. Simplify
1. Simplify
Standardize
1. Simplify
2. Standardize
1. Simplify
2. Standardize
Scale
1. Simplify
2. Standardize
3. Scale
THANK YOU!
EAMONN GLASS
eglass@ea.com @eggman51
AARON BRADLEY
abradley@ea.com @aaranged

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Semantics at Play: Electronic Arts' Linked Data Journey

  • 1. SEMANTICS AT PLAY E L E C T R O N I C AR T S ’ L I N K E D D ATA J O U R N E Y EAMONN GLASS @eggman51 AARON BRADLEY @aaranged SEMANTiCS 2017 12 September 2017, Amsterdam
  • 2. We strive to be THE WORLD’S GREATEST GAMING COMPANY We exist to INSPIRE THE WORLD TO PLAY Electronic Arts CEO Andrew Wilson
  • 3. About EA • Video games: 1,100+
  • 4. About EA • Video games: 1,100+ • FY17 net sales: $4.94B • Indexed web pages: 7.7M • Players: lots
  • 5. About EA • Video games: 1,100+ • FY17 net sales: $4.94B • Indexed web pages: 7.7M • Players: lots
  • 6. 6
  • 8. “ ” OH WHAT A TANGLED WEB WE WEAVE, WHEN FIRST WE PRACTICE TO DECEIVE SIR WALTER SCOTT, FROM THE ROMANTIC POEM “MARMION” (1808) 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 8
  • 9. P L AY E R V I E W O F B AT T L E F I E L D C O N T E N T E C O S Y S T E M C I R C A 2 0 1 4 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 9 COMMUNICATIONS MARKETING STUDIO ???
  • 10. B E H I N D T H E S C E N E S B AT T L E F I E L D C O N T E N T E C O S Y S T E M C I R C A 2 0 1 4 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 10 WORD PRESS DRUPAL ADOBE ANOTHER WORD PRESS
  • 11. AN D T H I S E X I S T E D AC R O S S F R AN C H I S E S AN D L AN G U A G E S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 11
  • 12. “ ” ANY ORGANIZATION THAT DESIGNS A SYSTEM WILL PRODUCE A DESIGN WHOSE STRUCTURE IS A COPY OF THE COMMUNICATIONS STRUCTURE OF THE ORGANIZATION MELVIN CONWAY, CITED IN “THE MYTHICAL MAN MONTH” (1967) 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 12
  • 13. TO P I C AL C O N T E N T AT E A, C I R C A 2 0 1 4 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 13 1. Published document metadata incomplete, inconsistent or missing
  • 14. 1 4
  • 15. TO P I C AL C O N T E N T AT E A, C I R C A 2 0 1 4 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 15 1. Published document metadata incomplete, inconsistent or missing 2. Primitive and non-interoperable classification of documents
  • 16. 1 6
  • 17. TO P I C AL C O N T E N T AT E A, C I R C A 2 0 1 4 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 17 1. Published document metadata incomplete, inconsistent or missing 2. Primitive and non-interoperable classification of documents 3. Localization reliant on content duplication 4. Limited publishing endpoints supported 5. Multiple content management systems and associated processes
  • 18. L I B R AR I A N > W E B D E S I G N E R > S E AR C H M AR K E T E R 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 18
  • 19. A P O S T- S T R U C T U R AL I S T E D U C AT I O N 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 19
  • 20. P I O N E E R S O F AP P L I E D S T R U C T U R E D D ATA 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 20
  • 21. E A W E B D E V S U M M I T, AP R I L 2 0 1 4
  • 22. E A W E B D E V S U M M I T, AP R I L 2 0 1 4
  • 23. E A W E B D E V S U M M I T, AP R I L 2 0 1 4
  • 24. E A W E B D E V S U M M I T, AP R I L 2 0 1 4
  • 25. “ ” LINKED DATA IS ESSENTIAL TO ACTUALLY CONNECT THE SEMANTIC WEB. IT IS QUITE EASY TO DO WITH A LITTLE THOUGHT, AND BECOMES SECOND NATURE. TIM BERNERS-LEE, LINKED DATA (27 JULY 2006) 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 25
  • 26. B AT T L E F I E L D H AR D L I N E N E W S
  • 27. W H O I S E AM O N N G L AS S ? • Canadian born – Vancouver • Irishman – citizenship from parents • Masters degree in Holland – Utrecht • Made complete by a Croatian – married 20 years • Have two daughters – equality is important • Worked in motorsports, logging, fishing, healthcare, utilities, ecommerce, start-ups, Fortune 500 – diverse background
  • 28. W H O I S E AM O N N G L AS S ? • Been a gamer since the very first consoles • In 2012 on my ideal path to early retirement • I realized this would bore me to an early death
  • 29. W H O I S E AM O N N G L AS S ? • Joined EA as a consultant in 2012 • Joined full time in 2014 • Director, Online Platform Strategy • Still dumb enough to tackle the big problems • Still a passionate gamer
  • 31. S TAR T W I T H W H Y 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 31 Our v1 Why? To enable “in game” as a channel for our marketers to reach our players.
  • 32. T H E C O N T E N T S E RV I C E : G E N E S I S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 32
  • 33. O U R V 1 V I S I O N – C I R C A 2 0 1 4 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 33
  • 34. O U R F I R S T I T E R AT I O N – D E L I V E R E D I N 2 0 1 5 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 34
  • 35. C O N T E N T S E RV I C E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 35 1. Support a broader range of content endpoints • Particularly in game integration
  • 36. E X T E N D I N G T H E R E AC H O F C O N T E N T
  • 37. C O N T E N T S E RV I C E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 37 1. Support a broader range of content endpoints • Particularly in game integration 2. Allow us to flexibly query our content
  • 38. C O N T E N T S E RV I C E Q U E RY I N G C APA B I L I T I E S
  • 39. C O N T E N T S E RV I C E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 39 1. Support a broader range of content endpoints • Particularly in game integration 2. Allow us to flexibly query our content 3. Future-proof CMS
  • 40. AC T I V I T I E S I N S U P P O R T O F C O N T E N T S E RV I C E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 40 1. Make our CMS(s) more agnostic by separating the data and presentation layers in our content management processes
  • 41. S E M AN T I C P U B L I S H I N G : I N S P I R AT I O N 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 41
  • 42. AC T I V I T I E S I N S U P P O R T O F C O N T E N T S E RV I C E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 42 1. Make our CMS(s) more agnostic by separating the data and presentation layers in our content management processes 2. Create a content model that allows us to structure and semantically describe our content
  • 43. C O N T E N T M O D E L AR C H I T E C T U R E 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 43 Base (Meta) Article News Blog Event Gallery Image gallery Videos
  • 44. C O N T E N T M O D E L D ATA M AP P I N G 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 44
  • 45. AC T I V I T I E S I N S U P P O R T O F C O N T E N T S E RV I C E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 45 1. Make our CMS(s) more agnostic by separating the data and presentation layers in our content management processes 2. Create a content model that allows us to structure and semantically describe our content 3. Build APIs for querying and rendering content
  • 46. C O N T E N T S E RV I C E L E S S O N S L E AR N E D 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 46 1. Consistent metadata meant consistent presentation across digital channels
  • 47. C O N T E N T S E RV I C E L E S S O N S L E AR N E D 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 47 2. Richness of meta data greatly improved search results
  • 48. C O N T E N T S E RV I C E L E S S O N S L E AR N E D 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 48 3. We could see the beginnings of a “network ecosystem” powered by semantics: content model and taxonomy
  • 50. S TAR T W I T H W H Y 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 50 Our v2 Why? To connect our players with the best next experience, anywhere, anytime.
  • 66. O U R V 2 V I S I O N 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 66
  • 67. C O N T E N T E N G I N E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 67 1. Unify our approach to content publishing, extending the Content Service to cover more environments and more endpoints 2. Develop a single, standards-based source of truth for our games 3. Facilitate rich personalized experiences that help our players connect to the information they want and need
  • 68. AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 68 1. Improve and expand content model
  • 69. C O N T E N T M O D E L 2 . 0
  • 70. C O N T E N T M O D E L 2 . 0
  • 71. C O N T E N T M O D E L 2 . 0
  • 72. “ ” INTELLIGENT CONTENT IS CONTENT THAT’S STRUCTURALLY RICH AND SEMANTICALLY CATEGORIZED AND THEREFORE AUTOMATICALLY DISCOVERABLE, REUSABLE, RECONFIGURABLE, AND ADAPTABLE. ANNE ROCKLEY, MANAGING ENTERPRISE CONTENT, 2ND ED. (2012) 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 72
  • 73. AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 73 1. Improve and expand content model 2. Create an ontology of our domain
  • 74. O N TO L O G Y D E V E L O P M E N T: S C H E M A. O R G K I C K - S TAR T
  • 75. E X T E N D I N G S C H E M A. O R G F O R C O M P E T I T I V E G AM I N G ( E S P O R T S ) bit.ly/cgvocab
  • 76. O N TO L O G Y D E V E L O P M E N T: P O O L PAR T Y
  • 77. AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 77 1. Improve and expand content model 2. Create an ontology of our domain 3. Improve and extend taxonomies
  • 78. TAX O N O M Y D E V E L O P M E N T: P O O L PAR T Y
  • 79. AC T I V I T I E S I N S U P P O R T O F C O N T E N T E N G I N E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 79 1. Improve and expand content model 2. Create an ontology of our domain 3. Improve and extend taxonomies 4. Employ an enterprise semantic data store to aggregate and store content and data 5. Marry player-generated game play data with structured and semantically-described content
  • 80. C O N T E N T E N G I N E AR C H I T E C T U R E Other Today Other Today Other Today Other Today Other Today Other Today Other Today Other Today Other Other Content Model AEM 1 UGC AEM 2 Content Service Other Today Render Content Query Content Other Tomorrow Render Content Web Sites EA Content Game Clients Mobile Apps Other Today Other Tomorrow Player Content Apple News JSON & JSON-LD HTML Facebook Other Content Creation Content Management Content Classification & Querying Content Output Formats Content Rendering Endpoints Taxonomy & Ontology Partner Content Machine Content
  • 81. O U R V 1 V I S I O N – C I R C A 2 0 1 4 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 81
  • 82. O U R F I R S T I T E R AT I O N – D E L I V E R E D I N 2 0 1 5 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 82
  • 83. T H E C O N T E N T S E RV I C E : G E N E S I S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 83
  • 84. C O N T E N T E N G I N E AR C H I T E C T U R E Other Today Other Today Other Today Other Today Other Today Other Today Other Today Other Today Other Other Content Model AEM 1 UGC AEM 2 Content Service Other Today Render Content Query Content Other Tomorrow Render Content Web Sites EA Content Game Clients Mobile Apps Other Today Other Tomorrow Player Content Apple News JSON & JSON-LD HTML Facebook Other Content Creation Content Management Content Classification & Querying Content Output Formats Content Rendering Endpoints Taxonomy & Ontology Partner Content Machine Content
  • 85. C O N S O R T I U M O F PAR T N E R S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 85 We’ve been working with partners to accomplish this. Content Management Taxonomy & Ontology Management Semantic Data Store
  • 86. R E L I AB L E , C O N S I S T E N T, E X T E N S I B L E M E TAD ATA
  • 87. G AM E D E TAI L PAG E : B E F O R E
  • 88. G AM E D E TAI L PAG E : B E F O R E
  • 89. G AM E D E TAI L PAG E D ATA : B E F O R E
  • 90. G AM E D E TAI L PAG E D ATA : B E F O R E
  • 91. G AM E D E TAI L PAG E : B E F O R E • Data inaccessible by other domains and applications • Loosely-organized, poorly-governed, inadequately maintained • Data resides at universally-available, dereferenceable URIs • Well-modelled, standards-based taxonomy independent of CMS
  • 92. F R O M I L L - TO W E L L - D E F I N E D R E L AT I O N S H I P S B E T W E E N G AM E S
  • 93. L O C AL I Z E D G AM E G E N R E PAG E : B E F O R E
  • 94. L O C AL I Z E D G AM E G E N R E PAG E : AF T E R
  • 95. • Sparta is an internal EA codename for the user interface that combines the Battlefield titles into a single integrated player experience.
  • 98. • UGC from “Game Changers” • Mostly Tips and Tricks, also “Battlefield Moments” • Can be EA made videos, also on YouTube
  • 99. • Intended to reduce churn, increase player success • Catalogued in Content Engine via Taxonomy • Game Telemetry + Reco Engine = what to serve
  • 101. C R E AT I N G A N E T W O R K E C O S Y S T E M 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 101 In game On the web On the go Companion Apps Mobile
  • 104. I N T E L L I G E N T C O N T E N T I N G AM E : I M PAC T O N M E T R I C S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 104 0 0.5 1 1.5 2 2.5 3 Default Personalized Personalized Content Study Group vs Default Content Control Group Impact: A 40% increase on session days from personalized content
  • 107. T H E C O N T E N T E N G I N E : L E S S O N S L E AR N E D 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 107 1. The learning curve is steep 2. Linked data tools and the business infrastructure supporting them are not yet mature 3. Measurement challenges existing systems 4. Once you demonstrate the utility of using linked data technologies people start coming on board
  • 110. F U T U R E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 110 1. Extend our existing publishing and linked data capabilities to facilitate better player experiences across a broader range of content endpoints, products and processes
  • 111. B U I L D I N G T H E N E T W O R K 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 111
  • 112. F U T U R E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 112 1. Extend our existing publishing and linked data capabilities to facilitate better player experiences across a broader range of content endpoints, products and processes 2. Normalize and extend the taxonomies that are used across the enterprise
  • 113. E X T E N D I N G T H E G R AP H
  • 114. E X T E N D I N G T H E G R AP H AARON
  • 115. E X T E N D I N G T H E G R AP H
  • 116. F U T U R E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 116 1. Extend our existing publishing and linked data capabilities to facilitate better player experiences across a broader range of content endpoints, products and processes 2. Normalize and extend the taxonomies that are used across the enterprise 3. Execute measurement and analysis best practices
  • 117. E X T E N D I N G AN A LY T I C S ( T H E M I K E AR N E S E N M E T H O D ) bit.ly/semanticga
  • 118. AC T I V I T I E S I N S U P P O R T O F F U T U R E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 118 1. Develop a standards-based method of representing content models
  • 119. C O N T E N T M O D E L R E P R E S E N TAT I O N : F R O M T H I S TO … ? 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 119
  • 120. AC T I V I T I E S I N S U P P O R T O F F U T U R E G O AL S 12 September 2017Semantics at Play: Electronic Arts’ Linked Data Journey 120 1. Develop a standards-based method of representing content models 2. Formalize and centralize taxonomy development and governance processes 3. Drive adoption, measure impact, refine
  • 127. THANK YOU! EAMONN GLASS eglass@ea.com @eggman51 AARON BRADLEY abradley@ea.com @aaranged