Customer Stories / Games / Spain

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Running Reports in Milliseconds Using Amazon QuickSight with Bandai Namco Mobile

Learn how Bandai Namco Mobile in the gaming industry runs advanced marketing analytics while saving time and money using Amazon QuickSight.

< 1 month

to implement data pipeline in production


 cost savings realized


to generate reports


To gain meaningful insights from its free-to-play (F2P) mobile games, Bandai Namco Mobile needs to quickly analyze marketing data from multiple disparate sources. But because F2P mobile games generate marketing data from multiple third-party sources such as advertising networks and mobile measurement partners, second-party sources such as social media listening, and first-party data from internal data lake tools, accomplishing that task is a complex challenge. “We wanted to deliver more advanced analytics, so we built an analytics pipeline for the marketing team,” says Frederick Ayala, marketing data scientist at Bandai Namco Mobile.

To unlock computing power for analytics at scale, Bandai Namco Mobile built its solution on Amazon Web Services (AWS). “We use AWS services to save time on maintaining infrastructure so that our marketing data team can dedicate its precious time to resolving new business problems,” says Ayala. Now, the marketing team has access to advanced analytics so that it can determine the effectiveness of its marketing strategies, generate better insights about its players, and reduce customer churn.

Opportunity | Using AWS Services to Build an Efficient Data Pipeline for Bandai Namco Mobile

Bandai Namco Mobile is based in Barcelona and provides marketing support for popular anime F2P mobile games published by its parent company, Bandai Namco Entertainment. F2P mobile games increase their revenue by acquiring engaged players that make in-game purchases. Mobile game providers analyze data—including advertising metrics, community engagement, and in-game measurements—to fine-tune marketing strategies with the goal of attracting new players and reducing customer churn. With its previous marketing analytics solution, Bandai Namco Mobile’s marketing team used direct application programming interface calls to third-party sources whenever marketing data experts needed data. However, this workflow was time consuming for large amounts of data and wasn’t effective for advanced workflows, such as machine learning (ML) and historical insight. Data experts on the marketing team also needed to submit thousands of requests per day to update historical data, which often caused time-outs.

After looking at other cloud providers, Bandai Namco Mobile chose AWS because it supported the studio’s marketing use cases cost effectively and with minimal overhead. In 2021, Bandai Namco Mobile built a data pipeline using AWS services, such as AWS Glue, a serverless data integration service for discovering, preparing, and integrating data at scale. In under 1 month, the marketing team implemented the infrastructure it needed to create a functioning serverless pipeline in production that powers analytics engineering with dbt, ML, and integration with business intelligence systems. “Our pipeline runs daily, and we have not seen a need for major changes in our serverless AWS implementation. We spend our time solving use cases using analytics, ML, and dashboards,” says Ayala.

The team has continued to enhance the pipeline over time, including migrating the studio’s business intelligence from another provider to Amazon QuickSight, which powers data-driven organizations with unified business intelligence at hyperscale, in 2022. “We wanted a tool that is tailored to our needs and flexible enough to support the analytics that we want while reducing the overhead of maintaining infrastructure and keeping costs at a reasonable scale,” says Ayala. “We found that Amazon QuickSight was an excellent way to go for us.”


We use AWS services to save time on maintaining infrastructure so that our marketing data team can dedicate its precious time to resolving new business problems.”

Frederick Ayala
Marketing Data Scientist, Bandai Namco Mobile

Solution | Saving Time and Money by Running Reports in Milliseconds Using Amazon QuickSight

To run effective campaigns and gather insights to improve its marketing strategy, Bandai Namco Mobile needs to integrate, combine, and transform data from various sources. The studio estimates that overall, it transforms more than 500 tables to run its reports. It stores data using Amazon Simple Storage Service (Amazon S3), an object storage service built to retrieve virtually any amount of data from anywhere. Using AWS services, the marketing team can run advanced analytics on campaigns at a granular level and optimize costs using ML models. “If the marketing team has a question about marketing performance, it’s simple to go to a dashboard and see the answer in milliseconds using AWS services and Amazon QuickSight, rather than having to wait for queries to complete or going to multiple dashboards from third parties,” says Ayala.

Figure 1. The pipeline&rsquo;s organization at a glance

With a pipeline built on AWS that integrates modern analytics engineering tools such as dbt, Bandai Namco Mobile has a single source of truth for its marketing data, which increases reliability and trust. Data experts don’t need to spend time troubleshooting discrepancies and can have more confidence in marketing analytics. The studio also automated checks for issues so that data experts are notified quickly and can resolve issues if third-party data isn’t appearing as expected or if changes broke certain transformations. “Automation helps each of our 20 users get reports from Amazon QuickSight and build insights. Now our team can spend more time understanding the data and having discussions focused on what’s happening rather than copying and pasting data and validating that everything matches up across sources,” says Ayala. “It makes work simpler.”

Using AWS services, Bandai Namco Mobile off-loads the heavy lifting and pays only for what it uses. The studio sees significant cost efficiencies by building its solution on AWS and estimates spending 5–10 times less than its competitors for a similar solution. A portion of those cost savings comes from included features, such as Amazon QuickSight SPICE (Super-fast, Parallel, In-memory Calculation Engine), a robust in-memory engine used to rapidly perform advanced calculations and serve data. Using Amazon QuickSight SPICE, Bandai Namco Mobile can load tens of millions of rows without paying for a more expensive memory database. “Our solution built on AWS gets the job done,” says Ayala. “We save a lot of time on managing infrastructure, our customers are happy because we focus on delivering value, and we are saving money.”

Outcome | Navigating Marketing Industry Complexities Using AWS Services

Bandai Namco Mobile anticipates that marketing workflows will continue to become more complex and dependent on ML as privacy regulations make it more challenging to measure the return on advertising spend. As a studio focused on data-driven decision-making, Bandai Namco Mobile plans to continue investing in its solution built on AWS and is confident that it has the infrastructure and services needed to handle its future direction. “Since building our solution on AWS, we are more profitable in our operations,” says Ayala. “Our team can handle more networks and run campaigns at a more granular level. We can use ML models that help optimize the budget and creatives. Overall, we have improved the profitability of our marketing activities and the productivity of the team.”

About Bandai Namco Mobile

Based in Barcelona, Bandai Namco Mobile creates mobile games for players of all ages that advance the heritage of Bandai Namco games in the West.

AWS Services Used

Amazon QuickSight

Amazon QuickSight powers data-driven organizations with unified business intelligence (BI) at hyperscale.

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Amazon QuickSight SPICE

SPICE (Super-fast, Parallel, In-memory Calculation Engine) is the robust in-memory engine that Amazon QuickSight uses. It's engineered to rapidly perform advanced calculations and serve data.

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AWS Glue

AWS Glue is a serverless data integration service that makes it easier to discover, prepare, move, and integrate data from multiple sources for analytics, machine learning (ML), and application development.

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Amazon S3

Amazon Simple Storage Service (Amazon S3) is an object storage service offering industry-leading scalability, data availability, security, and performance.

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