Within the domain of Massively Multiplayer Online (MMO) economy research, Agent-Based Modeling (ABM) has emerged as a robust tool for analyzing game economics, evolving from rule-based agents to decision-making agents enhanced by reinforcement learning. Nevertheless, existing works encounter significant challenges when attempting to emulate human-like economic activities among agents, particularly regarding agent reliability, sociability, and interpretability.In this study, we take a preliminary step in introducing a novel approach using Large Language Models (LLMs) in MMO economy simulation. Leveraging LLMs' role-playing proficiency, generative capacity, and reasoning aptitude, we design LLM-driven agents with human-like decision-making and adaptability. These agents are equipped with the abilities of role-playing, perception, memory, and reasoning, addressing the aforementioned challenges effectively. Simulation experiments focusing on in-game economic activities demonstrate that LLM-empowered agents can promote emergent phenomena like role specialization and price fluctuations in line with market rules.

As a core problem of online games, matchmaking is to assign players into multiple teams to maximize their gaming experience. With the rapid development of game industry, it is increasingly difficulty to explicitly model players' experiences as linear functions. Instead, it is often modeled in a data-driven way by training a neural network. Meanwhile, complex rules must be satisfied to ensure the robustness of matchmaking, which are often described using logical operators. Therefore, matchmaking in practical scenarios is a challenging combinatorial optimization problem with nonlinear objective, linear constraints and logical constraints, which receives much less attention in previous research. In this paper, we propose a novel deep learning method for high-quality matchmaking in real-time. We first cast the problem as standard mixed-integer programming (MIP) by linearizing ReLU networks and logical constraints. Then, based on supervised learning, we design and train a multi-modal graph learning architecture to predict optimal solutions end-to-end from instance data, and solve a surrogate problem to efficiently obtain feasible solutions. Evaluation results on real industry datasets show that our method can deliver near-optimal solutions within 100ms.

In recent years, uplift modeling, also known as individual treatment effect (ITE) estimation, has seen wide applications in online marketing, such as delivering one-time issuance of coupons or discounts to motivate users' purchases. However, complex yet more realistic scenarios involving multiple interventions over time on users are still rarely explored. The challenges include handling the bias from time-varying confounders, determining optimal treatment timing, and selecting among numerous treatments. In this paper, to tackle the aforementioned challenges, we present a temporal point process-based uplift model (TPPUM) that utilizes users' temporal event sequences to estimate treatment effects via counterfactual analysis and temporal point processes. In this model, marketing actions are considered as treatments, user purchases as outcome events, and how treatments alter the future conditional intensity function of generating outcome events as the uplift. Empirical evaluations demonstrate that our method outperforms existing baselines on both real-world and synthetic datasets. In the online experiment conducted in a discounted bundle recommendation scenario involving an average of 3 to 4 interventions per day and hundreds of treatment candidates, we demonstrate how our model outperforms current state-of-the-art methods in selecting the appropriate treatment and timing of treatment, resulting in a 3.6% increase in application-level revenue.

Massive multiplayer online role-playing games (MMORPG) have been becoming one of the most popular and exciting online games. In recent years, a cheating phenomenon called real money trading (RMT) has arisen and damaged the fantasy world in many ways. RMT is the sale of in-game items, currency, or even characters to earn real money, breaking the balance of the game economy ecosystem and damaging the game experience. Therefore, some studies have emerged to address the problem of RMT detection. However, they cannot well handle the label uncertainty problem in practice, where there are only labeled RMT samples (positive samples) and unlabeled samples, which could either be RMT samples or normal transactions (negative samples). Meanwhile, the trading relationship between RMTers is modeled in a simple way, leading to some normal transactions being falsely classified as RMT. In this article, we propose PU-Detector, a novel framework based on PU learning (learning from positive and unlabeled data) for RMT detection, considering the fact that there are only labeled RMT samples and other unlabeled transactions. We first automatically estimate the likelihood of one transaction being RMT by developing an improved PU learning method and proposing an assessment rule. Sequentially, we use the estimated likelihood as edge weight to construct a trading graph to learn trader representation. Then, with the trader representations and basic trading features, we detect RMT samples by the improved PU learning method. PU-Detector is evaluated on a large-scale real world dataset consisting of 33,809,956 transaction logs generated by 43,217 unique players. Compared with other approaches, it achieves the state-of-the-art performance and demonstrates its advantages in detecting underlying RMT samples.

Recent years have witnessed the great accuracy performance of graph-based Collaborative Filtering (CF) models for recommender systems. By taking the user-item interaction behavior as a graph, these graph-based CF models borrow the success of Graph Neural Networks (GNN), and iteratively perform neighborhood aggregation to propagate the collaborative signals. While conventional CF models are known for facing the challenges of the popularity bias that favors popular items, one may wonder "Whether the existing graph-based CF models alleviate or exacerbate the popularity bias of recommender systems?" To answer this question, we first investigate the two-fold performances w.r.t. accuracy and novelty for existing graph-based CF methods. The empirical results show that symmetric neighborhood aggregation adopted by most existing graph-based CF models exacerbates the popularity bias and this phenomenon becomes more serious as the depth of graph propagation increases. Further, we theoretically analyze the cause of popularity bias for graph-based CF. Then, we propose a simple yet effective plugin, namely r-AdjNorm, to achieve an accuracy-novelty trade-off by controlling the normalization strength in the neighborhood aggregation process. Meanwhile, r-AdjNorm can be smoothly applied to the existing graph-based CF backbones without additional computation. Finally, experimental results on three benchmark datasets show that our proposed method can improve novelty without sacrificing accuracy under various graph-based CF backbones.