The value and copyright of training data are crucial in the artificial intelligence industry. Service platforms should protect data providers' legitimate rights and fairly reward them for their contributions. Shapley value, a potent tool for evaluating contributions, outperforms other methods in theory, but its computational overhead escalates exponentially with the number of data providers. Recent studies on Shapley values have proposed various approximation algorithms to address the computational complexity issues inherent in exact calculations. However, they need to retrain for each test sample, leading to intolerable costs. We propose Fast-DataShapley, a one-pass training framework that leverages the weighted least squares characterization of the Shapley value to train a reusable explainer model with real-time reasoning speed. Given new test samples, no retraining is required to calculate the Shapley values of the training data. Additionally, we propose three methods with theoretical guarantees to reduce training overhead from two aspects: the approximate calculation of the utility function and the reduction of the sample space complexity. We analyze time complexity to show the efficiency of our methods. The experimental evaluations on various image datasets demonstrate superior performance and efficiency compared to baselines. Specifically, the performance is improved to more than 2×, and the explainer's training speed can be increased by two orders of magnitude.

High-quality data labeling is essential for training robust machine learning models; however, existing methods often ignore fraud or assume non-negative worker utility, failing to penalize harmful contributions without discouraging participation. To address this, we propose the Negativity-Aware Incentive (NAI) mechanism which introduces two novel components. First, the Ability-Result Characteristic Function (AR-CF) adapts and extends Shapley value theory through signed valuation to explicitly capture both positive and negative contributions, by combining workers' abilities with real-time task results to define contribution values. Second, a dynamic stake pool mechanism employs pre-commitment economics with adaptive dual-control parameters to balance fairness and operational efficiency. Through extensive experiments on multimodal datasets (images, text, audio, video), NAI outperforms state-of-the-art baselines: it improves video labeling accuracy by 16.6%, and reduces fraudulent behaviors by 33.9%. Furthermore, our deployment on the NetEase Youling crowdsourcing platform, serving 430,000 registered workers with 80,000 monthly active workers, validates NAI's real-world viability. Real-time A/B testing shows a 59.6% improvement in labeling quality for beginner tasks and a consistent reduction in fraud rates (14.8%-33.9%) across difficulty levels. This work establishes a paradigm shift in crowdsourcing system design, demonstrating that explicit negative modeling can enhance data quality, optimize costs, and foster participation at scale.

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.

Reinforcement Learning (RL) has demonstrated substantial potential across diverse fields, yet understanding its decision-making process, especially in real-world scenarios where rationality and safety are paramount, is an ongoing challenge. This paper delves in to Explainable RL (XRL), a subfield of Explainable AI (XAI) aimed at unravelling the complexities of RL models. Our focus rests on state-explaining techniques, a crucial subset within XRL methods, as they reveal the underlying factors influencing an agent's actions at any given time. Despite their significant role, the lack of a unified evaluation framework hinders assessment of their accuracy and effectiveness. To address this, we introduce XRL-Bench, a unified standardized benchmark tailored for the evaluation and comparison of XRL methods, encompassing three main modules: standard RL environments, explainers based on state importance, and standard evaluators. XRL-Bench supports both tabular and image data for state explanation. We also propose TabularSHAP, an innovative and competitive XRL method. We demonstrate the practical utility of TabularSHAP in real-world online gaming services and offer an open-source benchmark platform for the straightforward implementation and evaluation of XRL methods. Our contributions facilitate the continued progression of XRL technology.

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.

Faced with saturated market and fierce competition of online games, it is of great value to analyze the causes of the player churn for improving the game product, maintaining the player retention. A large number of research efforts on churn analysis have been made into churn prediction, which can achieve a sound accuracy benefiting from the booming of AI technologies. However, game publishers are usually unable to apply high-accuracy prediction methods in practice for preventing or relieving the churn due to the lack of the specific decision support (e.g., why they leave and what to do next). In this study, we fully exploit the expertise in online games and propose a comprehensive data-driven decision support framework for addressing game player churn. We first define the churn analysis in online games from a commercial perspective and elaborate the core demands of game publishers for churn analysis. Then we employ and improve the cutting-edge eXplainable AI (XAI) methods to predict player churn and analyze the potential churn causes. The possible churn causes can finally guide game publishers to make specific decisions of revision or intervention in our designed procedure. We demonstrate the effectiveness and high practical value of the framework by conducting extensive experiments on a real-world large-scale online game, Justice PC. The whole decision support framework, bringing interesting and valuable insights, also receives quite positive reviews from the game product and operation teams. Notably, the whole pipeline is readily transplanted to other online systems for decision support to address similar issues.

Reinforcement learning based recommender systems (RL-based RS) aim at learning a good policy from a batch of collected data, by casting recommendations to multi-step decision-making tasks. However, current RL-based RS research commonly has a large reality gap. In this paper, we introduce the first open-source real-world dataset, RL4RS, hoping to replace the artificial datasets and semi-simulated RS datasets previous studies used due to the resource limitation of the RL-based RS domain. Unlike academic RL research, RL-based RS suffers from the difficulties of being well-validated before deployment. We attempt to propose a new systematic evaluation framework, including evaluation of environment simulation, evaluation on environments, and counterfactual policy evaluation. In summary, the RL4RS (Reinforcement Learning for Recommender Systems), a new resource with special concerns on the reality gaps, contains two real-world datasets, data understanding tools, tuned simulation environments, related advanced RL baselines, batch RL baselines, and counterfactual policy evaluation algorithms. The RL4RS suite can be found at https://github.com/fuxiAIlab/RL4RS.

Online games make up the largest segment of the booming global game market in terms of revenue as well as players. Unlike games that sell games at one time for profit, online games make money from in-game purchases by a large number of engaged players. Therefore, Customer Lifetime Value (CLTV) is particularly vital for game companies to improve marketing decisions and increase game revenues. Nowadays, as virtual game worlds are becoming increasingly innovative, complex, and diverse, the CLTV of massive players is highly personalized. That is, different players may have very different patterns of CLTV, especially on churn and payment. However, current solutions are inadequate in terms of personalization and thus limit predictive performance. First, most methods just attempt to address either task of CLTV, i.e., churn or payment, and only consider the personalization from one of them. Second, the correlation between churn and payment has not received enough attention and its personalization has not been fully explored yet. Last, most solutions around this line are conducted based on historical data where the evaluation is not convincing enough without real-world tests. To tackle these problems, we propose a general system to predict personalized customer lifetime value in online games, named perCLTV. To be specific, we revisit the personalized CLTV prediction problem from the two sub-tasks of churn prediction and payment prediction in a sequential gated multi-task learning fashion. On this basis, we develop a generalized framework to model CLTV across games in distinct genres by heterogeneous player behavior data, including individual behavior sequential data and social behavior graph data. Comprehensive experiments on three real-world datasets validate the effectiveness and rationality of perCLTV, which significantly outperforms other baseline methods. Our work has been implemented and deployed in many online games released from NetEase Games. Online A/B testing in production shows that perCLTV achieves a prominent improvement in two precision marketing applications of popup recommendation and churn intervention.

In recent years, advances in Graph Convolutional Networks (GCNs) have given new insights into the development of social recommendation. However, many existing GCN-based social recommendation methods often directly apply GCN to capture user-item and user-user interactions, which probably have two main limitations: (a) Due to the power-law property of the degree distribution, the vanilla GCN with static normalized adjacency matrix has limitations in learning node representations, especially for the long-tail nodes; (b) multi-typed social relationships between users that are ubiquitous in the real world are rarely considered. In this article, we propose a novel Bilateral Filtering Heterogeneous Attention Network (BFHAN), which improves long-tail node representations and leverages multi-typed social relationships between user nodes. First, we propose a novel graph convolutional filter for the user-item bipartite network and extend it to the user-user homogeneous network. Further, we theoretically analyze the correlation between the convergence values of different graph convolutional filters and node degrees after stacking multiple layers. Second, we model multi-relational social interactions between users as the multiplex network and further propose a multiplex attention network to capture distinctive inter-layer influences for user representations. Last but not least, the experimental results demonstrate that our proposed method outperforms several state-of-the-art GCN-based methods for social recommendation tasks.

As one of the core components of online games, matchmaking is the process of arranging multiple players into matches, where the quality of matchmaking systems directly determines player satisfaction and further affects the life cycle of game products. With the number of candidate players increases, the number of possible match combinations grows exponentially, which makes the current implementation for multiplayer matchmaking can only obtain locally optimal arrangement in an inefficient fashion. In this paper, we focus on the globally optimized matchmaking problem, in which the objective is to decide an optimal matching sequence for the queuing players. To tackle this challenging problem, we propose a novel data-driven matchmaking framework, called GloMatch, based on machine learning principles. Through transforming the matchmaking problem into a sequential decision problem, we solve it with the help of an effective policy-based deep reinforcement learning algorithm. Quantitative experiments on simulation and online game environments demonstrate the effectiveness of the presented framework.

In business domains, bundling is one of the most important marketing strategies to conduct product promotions, which is commonly used in online e-commerce and offline retailers. Existing recommender systems mostly focus on recommending individual items that users may be interested in. In this paper, we target at a practical but less explored recommendation problem named bundle recommendation, which aims to offer a combination of items to users. To tackle this specific recommendation problem in the context of the virtual mall in online games, we formalize it as a link prediction problem on a user-item-bundle tripartite graph constructed from the historical interactions, and solve it with a neural network model that can learn directly on the graph-structure data. Extensive experiments on three public datasets and one industrial game dataset demonstrate the effectiveness of the proposed method. Further, the bundle recommendation model has been deployed in production for more than one year in a popular online game developed by Netease Games, and the launch of the model yields more than 60% improvement on conversion rate of bundles, and a relative improvement of more than 15% on gross merchandise volume (GMV).

Win prediction and performance evaluation are two core subjects in the sport analytics. Traditionally, they are treated separately and studied by two independent communities. However, this is not the intuitive way how humans interpret the matches: we predict the match results with the competition carrying on, and simultaneously evaluate each action based on the game context and its downstream impact. Predicting the match outcomes and evaluating the actions are coupled tasks, and the more accurately we predict, the better the evaluation is

Behavior tracing or predicting is a key component in various application scenarios like online user modeling and ubiquitous computing, which significantly benefits the system design (e.g., resource pre-caching) and improves the user experience (e.g., personalized recommendation). Traditional behavior tracing methods like Markovian and sequential models take recent behaviors as input and infer the next move by using the most real-time information. However, these existing methods rarely comprehensively model the low-level temporal irregularity in the recent behavior sequence, i.e., the unevenly distributed time intervals between consecutive behaviors, and the high-level periodicity in the long-term activity cycle, i.e., the periodic behavior patterns of each user.

Matchmaking is a core problem for the e-sports and online games, which determines the player satisfaction and further influences the life cycle of the gaming products. Most of matchmaking systems take the form of grouping the queuing players into two opposing teams by following certain rules. The design and implementation of matchmaking systems are usually product-specific and labor-intensive.

Game bots are automated programs that assist cheating users, leading to an imbalance in the game ecosystem and the collapse of user interest. Online games provide immersive gaming experience and attract many loyal fans. However, game bots have proliferated in volume and method, evolving with the real-world detection methods and showing strong diversity, leaving game bot detection efforts extremely difficult. Existing game bot detection techniques mostly rely on handcrafted features or time-series based features instead of fully utilizing player behavior sequences. In this regard, a more reasonable way should be learning user patterns from player behavior sequences when facing the fast-changing nature of game bots. Here we propose a general game bot detection framework for massively multiplayer online role playing games termed NGUARD+ (denoting NetEase Games’ Guard), which captures user patterns in order to identify game bots from player behavior sequences. NGUARD+ mainly employs attention-based methods to automatically differentiate game bots from humans. We provide a combination of supervised and unsupervised methods for game bot detection to detect game bots and new type of game bots even when the labels of game bots are limited. Specifically, we propose the following two variants for attention-based sequence modeling: Attention based Bidirectional Long Short-Term Memory Networks (ABLSTM) and Hierarchical Self-Attention Network (HSAN) as our supervised models. ABLSTM is keen on inducing certain inductive biases which makes learning more reasonable as well as capturing local dependency and global information, while HSAN could handle much longer behavior sequences with less memory and higher computational efficiency. Experiments conducted on a real-world dataset show that NGUARD+ can achieve remarkable performance improvement compared to traditional methods. Moreover, NGUARD+ can reveal outstanding robustness for game bots in mutated patterns and even in completely unseen patterns.

Multi-social-temporal (MST) data, which represent multi-attributed time series corresponding to the entities in multi-relational social network series, are ubiquitous in real-world and virtual-world dynamic systems, such as online games. Predictions over MST data such as social time series prediction and temporal link weight prediction are of great importance but challenging. They are affected by many complex factors, including temporal characteristics, social characteristics, collaborative characteristics, task characteristics and the intrinsic causality between them. In this paper, we propose a graph attention recurrent network (GART) based multi-task learning model (GMTL) to fuse information across multiple social-temporal prediction tasks. Experiments on an MMORPG dataset demonstrate that GMTL outperforms the state-of-the-art baselines and can significantly improve performances of specific social-temporal prediction task with additional information from others. Our work has been deployed to several MMORPGs in practice and can also expand to many related multi-social-temporal prediction tasks in real-world applications. Case studies on applications for multi-social-temporal prediction show that GMTL produces great value in the actual business in NetEase Games.

Online gaming is a multi-billion dollar industry that entertains a large, global population. However, one unfortunate phenomenon known as real money trading harms the competition and the fun. Real money trading is an interesting economic activity used to exchange assets in a virtual world with real world currencies, leading to imbalance of game economy and inequality of wealth and opportunity. Game operation teams have been devoting much efforts on real money trading detection, however, it still remains a challenging task. To overcome the limitation from traditional methods conducted by game operation teams, we propose, MVAN, the first multi-view attention networks for detecting real money trading with multi-view data sources. We present a multi-graph attention network (MGAT) in the graph structure view, a behavior attention network (BAN) in the vertex content view, a portrait attention network (PAN) in the vertex attribute view and a data source attention network (DSAN) in the data source view. Experiments conducted on real-world game logs from a commercial NetEase MMORPG( JusticePC) show that our method consistently performs promising results compared with other competitive methods over time and verifiy the importance and rationality of attention mechanisms. MVAN is deployed to several MMORPGs in NetEase in practice and achieving remarkable performance improvement and acceleration. Our method can easily generalize to other types of related tasks in real world, such as fraud detection, drug tracking and money laundering tracking etc.

Abstractive meeting summarization is a challenging problem in natural language understanding, which automatically generates the condensed summary covering the important points in the meeting conversation. However, the existing abstractive summarization works mainly focus on the structured text documents, which may be ineffectively applied to the meeting summarization task due to the lack of modeling the unstructured long-form conversational contents. In this paper, we consider the problem of abstractive meeting summarization from the viewpoint of hierarchical adaptive segmental encoder-decoder network learning. We propose the hierarchical neural encoder based on adaptive recurrent networks to learn the semantic representation of meeting conversation with adaptive conversation segmentation. We then develop the reinforced decoder network to generate the high-quality summaries for abstractive meeting summarization. We conduct the extensive experiments on the well-known AMI meeting conversation dataset to validate the effectiveness of our proposed method.

Game bots are automated programs that assist cheating users and enable them to obtain huge superiority, leading to an imbalance in the game ecosystem and the collapse of user interest. Therefore, game bot detection becomes particularly important and urgent. Among many kinds of online games, massively multiplayer online role playing games (MMORPGs), such as World of Warcraft and AION, provide immersive gaming experience and attract many loyal fans. At the same time, however, game bots in MMORPGs have proliferated in volume and method, evolving with the real-world detection methods and showing strong diversity, leaving MMORPG bot detection efforts extremely difficult. To deal with the fast-changing nature of game bots, we here proposed a generalized game bot detection framework for MMORPGs termed NGUARD, denoting NetEase Games' Guard. NGUARD takes charge of automatically differentiating game bots from humans for MMORPGs. In detail, NGUARD exploits a combination of supervised and unsupervised methods. Supervised models are utilized to detect game bots in observed patterns according to the training data. Meanwhile, unsupervised solutions are employed to detect clustered game bots and help discovering new bots. The game bot detection framework NGUARD has been implemented and deployed in multiple MMORPG productions in the NetEase Game portfolio, achieving remarkable performance improvement and acceleration compared to traditional methods. Moreover, the framework reveals outstanding robustness for game bots in mutated patterns and even in completely new patterns on account of the design of the auto-iteration mechanism.