The Olympic Games presents a unique set of challenges—whereas sports broadcasters might offer 1,000 hours of live content annually, the Olympic Games more than doubles that amount in two weeks. So when Deltatre, a provider of digital media services, was asked to cover the London 2012 Summer Olympics, it decided to host content in the cloud on the Windows Azure platform. With Windows Azure Media Services, the company could encode content once and convert it for simultaneous delivery across multiple platforms and geographies. Nearly 1 billion users worldwide gained access to 2,300 hours of live and on-demand coverage of every event, in addition to near real-time competition highlights. With Windows Azure, Deltatre and the Olympics Games gained a cost-effective solution for delivering unprecedented event coverage to sports fans worldwide.