Application performance management crucial as gaming expands in geographic, technical, and social reach

Trends in the gaming industry will only accentuate the importance of application performance management (APM). Legislation in the world’s richest countries appears poised to legalize many more forms of gambling or “economic gaming” in individual states among the USA, provinces in Canada, and countries of the European Union beyond the United Kingdom and Italy.

Greatest expansion is likely in new games–not just traditional poker or horse-race wagering mediated by the Internet, but games that combine skill, luck, and social elements in novel ways. Zynga, the billion-dollar San Francisco-based gaming company, just announced this week a handful of Web- and desktop-based casino-like games for British consumers. The company’s own announcement anticipates expansion to Facebook and native mobile realizations, as well as states and provinces outside the UK where licenses might soon be available. Technical means to co-ordinate Web and native applications are maturing for monetizable applications like gaming.

Also in the news this week is Favourit.com, an Australian firm which blends social sport and gambling across a range of devices. Still another novelty increasingly supported by technology is better teamwork between displays across the range from handsets to tablets to desktops to large fixed displays; there will be opportunities, for instance, to show public parts of a game on large televisions at the same time as individual players see their own private assets on a telephone or game console.

All these possibilities depend crucially on trustworthy availability on the back end, of course. “… [N]o other online business is as fiercely competitive in terms of customer acquisition as online gaming, so you simply cannot afford to let those expensive leads roll off your landing page”, as one white paper puts it. Operators must leverage automation such as APM to scale and remain competitive, while integrating the disparate services that make mixed forms of gaming possible.