outline of topics

© 2002 IBM Corporation

CELL Processor Based WorkstationsCELL Processor Based WorkstationsSuper Computing "CELL" Converges Action Movies into Gaming Worlds

© 2004 IBM Corporation2

Outline of TopicsOutline of Topics

Crisis in Processor Design

CPBW: Building a General Purpose Computing System from New Microprocessor Architectures

IBM Digital Media Solutions for the Game Industry

• CPBW in the Game Development Process


Crisis in Microprocessor DesignCrisis in Microprocessor Design Transistor performance scaling

near limits• Channel off-current & gate-oxide

tunneling challenges supply voltage scaling

• Material and structure changes required to stay on Moore’s Law path

• Power per (switched) transistor decreases only slowly

Moore’s Law: 2x transistor density every 18-24 months

Hofstee’s Corollary: 1/1.4x efficiency in every generation

# Tr

ansi

stor

s pe

r Chi

p

1GHz

1MHz 10MHz

100MHz

1980 1990 2000 2010

1010

109

108

107

106

105

104

103

1011

7 Level Cu + SOI

Cu

Low-KDielectrics

10GHz

SiGe and Strained Si

Leff

Scaling

Non-Scaling

Gelsinger’s Law: 1.4x more performance for 2x more transistors

Consequence:• Microprocessor performance

limited by processor efficiency

• i.e., we know how to design processors we cannot reasonably cool or power


““Where Have All the Transistors Gone …? “Where Have All the Transistors Gone …? “Mechanisms to Hide Latency and Pipeline Depth that Add Performance ……and Inefficiency

Speculative and Out-of-Order Processing

Superscalar Micro-architectures

CPU

Cache

Cache Memory Virtual Memory/Caches

Hyper (deep) pipelining

SuperScalar

Cache

+,-+,-+,- *, /*, /*, /

Memory

*, /*, />, < *, /*, /


Paths Toward Increased EfficiencyPaths Toward Increased Efficiency

Chip Level Multiprocessors• Reduced superscalar, pipeline depths, speculation

Instruction BroadcastUnit:

+, -, *, / <, >,

DataRegisters

+

Vector/SIMD processing for compute-intensive streaming or data parallel workloads

• Instead of superscalar pipelines

Different Memory Organization: • Registers (compiler managed)• Local Memory (software/programmer managed)• Shared Main Memory (software/programmer managed)

Techniques for Realizing New Processor Architectures

+ <+ <

CPU

Registers

Local Memor

y

Memory


A Hybrid Approach for Microprocessor ArchitectureA Hybrid Approach for Microprocessor Architecture

Traditional processor (s) for Control Plane Processing (CPP)

• Run OS / Manage resources• Limited per-thread performance / improved

efficiency• Quick path to enable legacy software with good

performance on control codes

CPP…

DPP

DPP

DPP Compute-optimized Data Parallel Processors (DPPs)

• “Offload Acceleration” - run compute intensive portions of applications

• 3-level memory model

Best of Both Worlds?


CPBW: Building a General Purpose Computing CPBW: Building a General Purpose Computing System from New Microprocessor ArchitecturesSystem from New Microprocessor Architectures


Building Systems from New Microprocessor ArchitecturesBuilding Systems from New Microprocessor ArchitecturesSony, SCE and IBM’s Collaboration

Announced at E3 Expo, May 11, 2004

•CELL Processor Based Workstation – next generation content development platform•Scalable, supercomputer-like performance•Common Software Development Environment for digital animation & game industries•First CELL Processor based system !


Developing a CELL-Based Content Creation SystemDeveloping a CELL-Based Content Creation System•Foundation for the IBM-Sony/SCE Integrated Digital Content Creation Environment

CELL Processor Board

Memory

High BWNetworks

CELL Processor (2-Way SMP)

StorageSysMgmt

I/OBridge

Dual CELL Processors (SMP) I/O Bridge, System

Management Support Logic, Memory, Storage

Multiple High Bandwidth Network Interfaces

Dense, Rack Mount Chassis

• Dense rack-mount blade form factor• Integrated high bandwidth network

switches • Integrated power and cooling and

system management

Software

CELL-AwareCommon OS

Common Development Environment

Real-time OS

• Game Development Tools and Middleware

• Centralized system management

+

CELL Processor Based

Workstation

Vast Floating Point Capabilities

Massive Data Bandwidths

Parallel Processing Architecture

CELL CELL ProcessorProcessor


IBM Digital Media Solutions for the Game IndustryIBM Digital Media Solutions for the Game Industry

Business Unit or Product Name


IBM Digital Media Solutions

Digital Media Overview for Developer Relations

Digital Media is unstructured content - video, audio, and Digital Media is unstructured content - video, audio, and images - that cannot be stored in traditional databases.images - that cannot be stored in traditional databases.

“The popularity of digital signage over conventional printed signs has grown considerably in recent years. Some analysts predict that by 2005, digital signage will grab as much as $1.5 billion of advertising spending in the United States.”

DCD Business Report

Consumers are 5-10 x more likely to notice dynamic media vs. static media

Consumers are 2-5 x more likely to recall dynamic media vs. static media

The market for digital delivery of visual content through a network in all industries will grow at 49% CAGR from 2002-2006 to reach almost $2 billion by 2006.

Narrowcasting Market Poised for Rapid Growth by CAP Ventures 2002

Consumers are 5 times more likely to "click-through" a rich media ad. Rich media ads generate higher rates of post-impression sales. Post-impression sales activity is 45% higher.

DoubleClick White Paper, July 2003





Digital media can have intrinsic value…Digital media can have intrinsic value…

BooksMovies GamesMusic Art Advertisements

Automated Consulting

Medical Image Distribution

Security & Surveillance

Marketing & Product

InformationVideo and

Audio Conferencing

Dynamic In-Store

Advertising

……and it can also have business process valueand it can also have business process value





Source: University of California at Berkley

2003 24B

Source: School of Information Management and Systems at the University of California at Berkeley, 2001

The amount of information created in the last two years exceeds the amount The amount of information created in the last two years exceeds the amount created throughout history ! 93% of all information is created digitally.created throughout history ! 93% of all information is created digitally.

2002 12B

2001 6B2000 3B

19991993www

Transistors 1947 Electricity, telephone 1870

105Paper

3500 BCEText

30,000 BCECave paintings

Computing 1950 Late 1960s

Internet (DARPA)

Total Market Opportunity in 2004 is $27.5B



$1.7 B$1.3 B $1.5 B

$4.0 B

$6.7 B

$9.0 B

$13.0 B

$23.0 B

$0

$5

$10

$15

$20

$25

$30

$35

$40

2000 2001 2002 2003 2004 2005 2006 2007 2008

Billi

ons Worldwide Online MP and MMP Games Revenue

CAGR = 49%(2000 – 2008)

Games market is seeing Games market is seeing significant growthsignificant growth

$31.4 B

Source: "Research and Business Intelligence Source CITL, Inc. (www.citlinc.com)", 2004"



Continued Growth Is Projected For Foreseeable Future Continued Growth Is Projected For Foreseeable Future

$0.7 B $0.8 B$1.1 B

$1.4 B$2.0 B

$2.8 B

$3.9 B

$5.5 B

$7.6 B

$0

$2

$4

$6

$8

$10

$12

2000 2001 2002 2003 2004 2005 2006 2007 2008

Billi

ons Total

ServicesBWCRMDev KitsStorageDBServersSWWorkstationNetwork

Combined IT Spend

CAGR =35%(2000 – 2008)

Notes:1. From bottom-up analysis2. Includes SP, MP and MMP costs.

Source: "Research and Business Intelligence Source CITL, Inc. (www.citlinc.com)", 2004"





Marketing Asset ManagementMarketing Asset ManagementWireless Content DistributionWireless Content DistributionWiFi Digital Media GatewayWiFi Digital Media Gateway

Digital Media DistributionDigital Media DistributionOnline Games Online Games

IBM Digital Media Solutions Targeted to IndustriesIBM Digital Media Solutions Targeted to Industries

Dynamic Digital MerchandisingDynamic Digital MerchandisingDigital Security and SurveillanceDigital Security and Surveillance

Digital Media DistributionDigital Media Distribution

Digital Content Creation / Online GamesDigital Content Creation / Online GamesBroadcast & Publishing Asset MgtBroadcast & Publishing Asset Mgt

Digital Media Center (Storage)Digital Media Center (Storage)

Gov

Retail

Media & Entertainment

Telco

Digital Content Management for GovDigital Content Management for Gov(RAMMP)(RAMMP)

Digital Security and SurveillanceDigital Security and SurveillanceDigital Media DistributionDigital Media Distribution

Digital Content ManagementDigital Content ManagementVideo CommunicationsVideo Communications

Digital Security and SurveillanceDigital Security and SurveillanceDynamic Digital MerchandisingDynamic Digital Merchandising

Banking



Game Industry Pain PointsGame Industry Pain Points

Slow speed to market for launch of new games due to inflexible technology environment

Costly integration and customization due to fragmented infrastructure

Inability to quickly modify environment to accommodate new games or user groups

Inability to handle demand spikes due to lack of scalability

Lack of integration with back office systems

Security and piracy concerns

http://www.guildwars.com/images/JPG/conceptart/concept-015-lrg.jpg

http://www.guildwars.com/gallery/gwscreenshots/gw037.html


Create ManageDistribute / Transact

Planning, creating, producing and

encoding information and unstructured

assets such as video, audio, animation and

images.

Managing the workflow, processing production, storage and retrieval of digital media, as well as the cataloging, indexing

and annotation of original content

Securely delivering digital content for consumption or

commerce across multiple devices and

delivery channels

Digital Media LifecycleDigital Media LifecycleDriving Value From Inception to Consumption

Protection Infrastructure

Manage

Ingest & Indexing

Engine

Multi-repository

SearchMiddleware

Digital RightsSystem

Business Rights System

ManagedBusinessHosting

InfrastructureServices

E-sourcing Storage

TransactionServer

ContentManagement

System

PublishingProduction

System

WarehousingRich Media Creation

InteractiveMedia

Video

Text

Image

Audio

OtherData

Rendering

Modeling

Compilation

Scene Graph

AI & Physics Simulation

Conversion

Animation

Create

Target Console

Game Engine

Delivery Devices

Distribute & TransactSet-Top

Box

DistributionScheduling

RetailDisplay

PC - Print

WirelessDevice

WirelessGateway

MediaGateway

Kiosk

ContentAggregation

WAN

Streaming Media Server

LAN

EdgeCache

ReturnNetwork

Application Integration MiddlewareBusiness Support Systems, Operational Support Systems


IBM Solutions for the Digital Media IndustryIBM Solutions for the Digital Media Industry


Manage

Ingest & Indexing

Engine

Multi-repository

SearchMiddleware





E-sourcing Storage

TransactionServer

ContentManagement

System


System


InteractiveMedia

Video

Text

Image

Audio

OtherData

Rendering

Modeling

Compilation

Scene Graph


Conversion

Animation

Create

Target Console

Game Engine

Delivery Devices


Box


RetailDisplay

PC - Print

WirelessDevice

WirelessGateway

MediaGateway

Kiosk

ContentAggregation

WAN


LAN

EdgeCache

ReturnNetwork


Partner Tools and Partner Tools and Applications (e.g. Applications (e.g. Ancept/Stellant, Ancept/Stellant,

Telestream, Telestream, Context Media)Context Media)

Partner Tools and Partner Tools and Applications Applications

(e.g. AT&T, Qwest, (e.g. AT&T, Qwest, FP Digital, FP Digital, Mastech)Mastech)

WebSphereWebSpherePortalPortal

DB2 Content DB2 Content ManagerManager

ARMSARMS

WDMEWDME

Blade CenterBlade Center

WebSphere Edge WebSphere Edge ServerServer

WebSphere WebSphere CommerceCommerce

VideoChargerVideoCharger


Partner Tools and Partner Tools and Applications Applications (e.g. Cisco, (e.g. Cisco,

Pathfire, Entone, Pathfire, Entone, Kasenna, Kasenna,

RealNetworksRealNetworks

Partner Tools & Partner Tools & Applications Applications

(e.g. Alias, Discreet, (e.g. Alias, Discreet, SoftImage)SoftImage)

General Parallel General Parallel File System File System

(GPFS)(GPFS)Total Storage Total Storage

SolutionsSolutions

Tivoli Privacy Tivoli Privacy ManagerManager

e-Business e-Business hostinghosting


DB2 Content DB2 Content ManagerManager

WebSphereWebSphere

Information Information Integrator for Integrator for

ContentContenteXtensible eXtensible

Content Content Protection (xCP)Protection (xCP)


Eclipse & Eclipse & Rational ToolsRational Tools

LinuxLinux


IntelliStationIntelliStation



Providing scalable hardware infrastructureProviding scalable hardware infrastructure

Note: Cell-based systems are not part of these current IBM Digital Media Solutions

http://corporate.ngi.it/ita/news.htm

http://www.game2xs.com/



Open software for availability, community and commerceOpen software for availability, community and commerce

Division of NCSoft


http://arena.net/news/index.html

http://corporate.ngi.it/ita/news.htm



And a multitude of services offeringsAnd a multitude of services offerings



CPBW in Game Content CreationCPBW in Game Content Creation


Manage

Ingest & Indexing

Engine

Multi-repository

SearchMiddleware





E-sourcing Storage

TransactionServer

ContentManagement

System


System


InteractiveMedia

Video

Text

Image

Audio

OtherData

Rendering

Modeling

Compilation

Scene Graph


Conversion

Animation

Create

Target Console

Game Engine

Delivery Devices


Box


RetailDisplay

PC - Print

WirelessDevice

WirelessGateway

MediaGateway

Kiosk

ContentAggregation

WAN


LAN

EdgeCache

ReturnNetwork


CPBW Complements and Enhances the IBM Digital Media Solution Suite

Rendering

Compilation


Conversion

Animation

CPBWCPBW


CPBW in Game Content Management CPBW in Game Content Management and On-Line Deliveryand On-Line Delivery


Manage

Ingest & Indexing

Engine

Multi-repository

SearchMiddleware





E-sourcing Storage

TransactionServer

ContentManagement

System


System


InteractiveMedia

Video

Text

Image

Audio

OtherData

Rendering

Modeling

Compilation

Scene Graph


Conversion

Animation

Create

Target Console

Game Engine

Delivery Devices


Box


RetailDisplay

PC - Print

WirelessDevice

WirelessGateway

MediaGateway

Kiosk

ContentAggregation

WAN


LAN

EdgeCache

ReturnNetwork


CPBW Complements and Enhances the IBM Digital Media Solution Suite

Rendering

Compilation


Conversion

Animation

CPBWCPBW Ingest & Indexing

Engine


Multi-repository

SearchMiddleware


MediaGateway

CPBWCPBW CPBWCPBW


SummarySummary

Crisis in Processor Design is Stimulating New Microprocessor Architectures:

• Increased (consumer) processor performance will require more efficient architectures and micro-architectures

• Increasing efficiency requires increased programming effort– Multi-threaded vs. single thread– SIMD/Vector vs. scalar– Increased memory hierarchy and explicit management– Control vs. compute

CPBW:• First CELL Processor based system

• Scalable, supercomputer-like performance

• Next Generation content development platform

• Complements, and enhances the wide range of existing IBM Digital Media solution offerings for games


CPBW Systems

Robert HansonAshwini NandaGottfried GoldrianToshiyuki SanukiRandy Moulic

Presentation ContributorsPresentation ContributorsSTI Design Center

Jim KahlePeter Hofstee

IBM Digital Media

Chalapathy NetiPatty FryGregory Carson, CITL, Inc (www.citlinc.com)



Key Segments in the Online Games Value ChainKey Segments in the Online Games Value Chain

Single Player

Game DeviceBackboneInternet Access

Audience Aggregation

Game HostingPublishingDevelopmentContent/IP

Multi-Player

Massively Multi-Player

Console M

akers (e.g., Sony, Nintendo)

General Purpose D

evice Makers (e.g., D

ell, Nokia)

Value-Added N

etwork Service Providers (e.g., Paypal, Visa)

Access Provisioning Service Providers (e.g., N

TT, Orange)

Content Owners, Studios

& Leagues

MMP Focused Developers & Publishers

Game Portals

ISPs

Major Game Publishers

Conglomerates

Small Shop Developers

Large Shop Developers

Internet Cafes

Source: "Research and Business Intelligence Source CITL, Inc. (www.citlinc.com)", 2004



Development Zone

Lobby ZoneSecurity

Community Zone Game Zone

Back-Office Zone

Infrastructure Zone

Security

Security

Secu

rity

Secu

rity

Lobby Zone: The entry point into the game provider’s site

Community Zone: Gamer-accessible services and information outside the game itself

Game Zone: Servers and infrastructure to support the game

Infrastructure Zone: Middleware and Systems for the complete infrastructure

Back-Office Zone: Business-related systems

Development Zone: Systems and tools to develop and test the game

IBM Point of View: Six Zones for Games InfrastructureIBM Point of View: Six Zones for Games Infrastructure



Three Key IBM Digital Media Value Propositions Three Key IBM Digital Media Value Propositions for Games Marketplacefor Games Marketplace

Back Office/ Business Integration

Community

Lobby

Gam

e

Community

LobbyG

ame

Content Management &Secure Distribution

Development:Deep Computing

for Games

Infrastructure:On-Demand

Operating Environment for Games

outline of topics

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