Razer Deepened Gamer Engagement Using Amazon Personalize

Razer, the world’s leading lifestyle brand for gamers, wanted to provide personalized hardware recommendations across a number of different applications and data domains to deepen engagement across its growing number of gamers. The company was keen to test the possibilities of machine learning (ML). However, as a small team, it posed a challenge when it needed to maintain the infrastructure that supports and scales the appropriate resources for training and inferencing a recommendation model, all while being accurate and applicable across multiple business domains. Razer turned to Amazon Web Services (AWS) for a solution and used Amazon Personalize intelligent user segmentation and advanced filtering features. Click-through rates for Razer Synapse, its unified cloud-based hardware configuration tool, were 10x better than industry standards using Amazon Personalize, generating additional revenue for the business.