Dive deep into the future of M&E at AWS Summit Hamburg!

written by Stefan Christoph

- 8 minutes read

Dive deep into the future of M&E at AWS Summit Hamburg!

“Moin, Hamburg!” - 2025 is the first AWS Summit in Hamburg. The event is moving to a larger location, so that all the participants and exciting topics have space. Like every year the participation is free of charge.

The AWS Media&Entertainment(M&E) team will be on-site. So, it’s a unique opportunity to spend some time with us and dive deep. Like every year the event is packed with talks - covering everything. Yes, this includes GenAI talks but is absolutely not limited to this.

Alongside the talks, you find different technology and industry booths, partner and many peers to network. From a M&E perspective, you find some selected talks in the section “Highlighted” talks below. As we know many of you love to dive deep into tech and try things right away, there will be another edition of AWS Housewarming with many different hands-on workshops.

The M&E booth provides a great opportunity to meet industry experts and dive deep into exciting demos.

About the event and Registration

Location: Hamburg Messe

Date: 5th June 2025

Registration (free-of-charge): link

Highlighted Talks

Below you find a sample of the over 100 talks which are part of the AWS Summit Hamburg agenda. We have been focusing on the Media&Entertainment talks. If you work in another industry or really want to dive deeper into specific technology domain, you will find your talks in the event agenda.

Scaling for the Super Bowl: How to manage 30M users hitting a backend (Dennis Kieselhorst, Principal Solutions Architect, AWS | Sebastian Jakobs, Tech Director, adjoe): The Super Bowl attracts millions of viewers—and an unprecedented surge in ad traffic. Learn how adjoe, a Hamburg-based adtech company scaled their architecture on AWS to be prepared for requests by 30M users in less than an hour. adjoe collaborated with AWS Enterprise Support and Solution Architects on improvements to ensure smooth performance during the event. Load testing ensured their setup could withstand extreme loads. Join us to understand how to engineer resilient infrastructure to handle one of the biggest traffic events in the world.

Code, Not Tickets - How XING Solved Platform Engineering at Scale ( Markus Ziller, Senior Solutions Architect, AWS | Moulick Aggarwal, Senior Platform Engineer, New Work | Pedro Nieto Peláez, Engineering Team Lead, New Work): In this talk, XING will outline their successful implementation of platform engineering on AWS. Discover how integrating Crossplane into their existing Kubernetes ecosystem enabled a self-service workflow that reduced provisioning time for AWS resources (such as RDS databases and Kafka streams) from days to minutes. XING achieved a 4x increase in ops team efficiency - join us to explore the key design decisions, architectural trade-offs, and valuable lessons learned throughout their journey.

Revolutionizing sports with generative AI: The Bundesliga trailblazer ( Johanna Prestele, Global Sports Partnership Lead, AWS | Shasha Tursunova, Senior Account Manager, AWS | Luccas Roznowicz, Head of Strategic Corporations, DF): The Bundesliga is pushing boundaries and revolutionizing sports through its pioneering adoption of generative AI. Discover how they’ve crafted an AI strategy that converts text content into captivating stories for global fans, delivers personalized local content, and pilots dynamic real-time commentary. This session offers invaluable insights into the Bundesliga’s trailblazing approach to generative AI. Witness how cutting-edge generative AI technologies can elevate your organization’s game and captivate audiences like never before.

Wie AWS die ARD beim Aufbau einer Cloud Platform unterstützt( Philip von Haehling, Head of Public Sector Germany, AWS | Malte Blumberg Leiter Cloud Plattform & Cloud Strategie, ARD):Dieser Vortrag beleuchtet die innovative Cloud-Strategie der ARD. Wir diskutieren den Cloud-First-Ansatz, die Integration von AWS, sowie die Herausforderungen bei der Implementierung einer zentralen Plattform. Besonderes Augenmerk liegt auf der Rolle von AWS für Streaming- und Produktions-Workloads. Wir betrachten den geplanten Weg vom MVP bis zur vollständigen Integration aller ARD-Workloads bis 2030, einschließlich der Bedeutung von Landing Zones und Platform Engineering.

Glass-to-Glass: Building Live Streaming with AWS Elemental Services ( Christian Bonzelet, AWS Solutions Architect, DFL Digital Sports): Want to build the next Twitch on AWS but don’t know where to start? Or just curious how streaming giants deliver smooth video to millions? This session is for you! Video streaming used to require deep knowledge of protocols, codecs, and infrastructure. Today, it’s easier than ever—thanks to composable cloud services. This session walks through how to build a professional live streaming solution on AWS. From raw camera input to delivering engaging viewer experiences, learn how AWS Elemental services can be combined like building blocks to create scalable, reliable streaming workflows—without needing deep video expertise.

Süddeutsche Zeitung scaling AI workloads with efficient model choice ( Dr. Thomas Kriechbaumer, Principal AI/ML Solutions Architect, AWS | Alessandro Alviani , Lead Generative AI, Süddeutsche Zeitung Digitale Medien GmbH: As you build, deploy, and scale generative AI applications, using and managing the right set of models for the outcomes you desire becomes key. Amazon Bedrock is introducing several features designed to help you find the right models and help you enhance cost-efficiency while maintaining world-class performance and accuracy. Attend this session to learn about Amazon Bedrock Marketplace, Intelligent Prompt Routing, and Model Distillation.

Creative content generation with Amazon Nova Reel & Amazon Nova Canvas ( Diana Cheng, Senior Solutions Architect, AWS | Pajtim Matoshi, Solution Architect, AWS): Discover the innovative content creation capabilities of Amazon Nova Video and Image Generators on Amazon Bedrock. Experience the Nova Video Generator, which produces high-quality, realistic videos up to two minutes long with unparalleled visual and temporal consistency. Explore the Nova Image Generator, which offers state-of-the-art image generation and editing. Learn how these capabilities empower customers with cutting-edge visual content creation tools. Join this session to unlock the future of AI-driven video and image generation.

Building a High-Performance On-Off Load Test Environment on AWS (Pascal Euhus, Lead Architect, Reservix GmbH): Learn how to implement a scalable and efficient on-off load test infrastructure on Amazon Elastic Container Service (ECS) using the AWS Cloud Development Kit (CDK). See how to orchestrate load test execution steps with AWS StepFunctions and get more insights into your setup using AWS Distro for OpenTelemetry. The implementation in this session uses K6, an open source load test tool, but you can transfer the content to any other tool.

Using multiple agents for scalable generative AI applications ( Viktor Vedmich, Senior Developer Advocate, AWS | Viktoria Semaan , Senior Developer Advocate, AWS): This technical deep dive explores building multi-agent systems using Amazon Bedrock and open-source orchestration tools. Learn to design workflows with Bedrock primitives (action groups, knowledge bases) and parallelize tasks. We demonstrate tool integration via Lambda functions, evaluator agents to combat hallucinations, and traceable memory management. You will learn Multi-Agent patterns for knowledge base partitioning, tool abstraction via Lambda, and API-triggered action groups to coordinate domain-specific agents.

Event-driven patterns in highly scalable image storage solution( Vadym Kazulkin 🇺🇦, Head of Development, ip.labs): ip.labs is the world’s leading white-label e-commerce imaging platform, processing millions of images daily as users design, save, and order photo products. In this talk, we’ll share why and how we reimagined our image storage solution using AWS Serverless services such as API Gateway, Lambda, DynamoDB, SQS, SNS, EventBridge, and Kinesis. We’ll take a deep dive into our event-driven architecture, focusing on patterns like storage-first, fan-out, change log, and cross-account logging. Discover the motivations, challenges, and architectural decisions that shaped our scalable, reliable, and modern workflow for handling massive image volumes.

Amazon Q Developer, Amazon Inspector & AI remediation for secure SDLC( Jörg Wöhrle, Solutions Architect, AWS | Karim Akhnoukh, Senior Solutions Architect, AWS): Supercharge the security of your Software Delivery Lifecycle (SDLC) with AWS’s AI-powered defense lineup! Learn how Amazon Q Developer catches vulnerabilities right in your IDE, CodeGuru stands guard in your CI/CD pipeline, and Inspector keeps your runtime environment secure. Experience the future of security automation as generative AI helps catch and remediate issues across your entire software lifecycle.

Keynote with Kevin Miller(VP Global Data Centers, AWS), Stefan Hoechbauer (Managing Director, AWS Germany and Europe Central), Steffen Merkel(CEO at DFL Deutsche Fußball Liga), Donya Amer,Member of the Executive Board, CIO|CHRO at Hapag-Lloyd): What does it take to build anything you imagine? To enhance performance while prioritizing sustainability and security? To better navigate the convergence of data and AI? And what comes next? In this keynote we will explore how AWS provides the building blocks and tools you need to securely build anything you imagine. Join us to hear practical insights from customers who have accelerated migrations, modernized workloads, reduced costs, and removed obstacles on their journey from imagination to reality.

AWS HouseWarming

Join us for AWS HouseWarming – a free, hands-on learning and networking event taking place across Hamburg on 4 June 2025, the day before AWS Summit Hamburg. Get inspired by over 60 expert-led workshops hosted by AWS and partners, and connect with the cloud community in a relaxed, collaborative atmosphere. Learn more and register at https://awshousewarminghamburg2025.splashthat.com/ Just a few highlights:

DAT07 - End-to-end data integration and data engineering on AWS,

AIM03 - Amazon Bedrock Workshop,

AIM14 - Multi-Agent Collaboration with Amazon Bedrock and many, many more

M&E Booth

At the M&E booth you can meet our M&E experts and dive into several different interesting demos.

Evening Events

AWS Summit Reception for Telco, Media & Entertainment, Games and Sports customers is happening on the 4th June. Claim one of the limited spots at https://branchennetworking.splashthat.com/

Partner Events

Disclaimer. Those are not AWS events but run by partners. Great opportunity to network with peers and get to know valuable AWS partners. This list is likely incomplete. If you want to add or remove something, just reach out to me.

Reply: https://www.linkedin.com/posts/svenseiler_awsummit-networking-stormreply-activity-7293936580245811200-T3xn** **Dr. Sven Seiler

tecRacer: https://sites.tecracer.com/aws-summit-warm-up-party

Alice&Bob, globaldatanet, X1f:  https://www.eventbrite.de/e/cloud-ahoi-aws-summit-afterparty-2025-tickets-1261262302499

Arvato: https://www.arvato-systems.com/more/events/sap-innovation-tour

DoIT: https://events.doit.com/event/957fefc8-fb32-4439-bc1b-feaf77018907/summary?utm_campaign=aws&utm_medium=aws&utm_source=aws

AllCloud: https://staging-allcloudmain.kinsta.cloud/de/go/allcloud-beim-aws-summit-hamburg-2025/

Maibornwolff: https://events.maibornwolff.de/side-event-aws-summit_hamburg/

Ingram Micro: https://emea.ingrammicro.com/de-de/aws-abendevent-cast-off-cloud