Matchmaking is a core task in e-sports and online games, as it contributes to player engagement and further influences the game's lifecycle. Previous methods focus on creating fair games at all times. They divide players into different tiers based on skill levels and only select players from the same tier for each game. Though this strategy can ensure fair matchmaking, it is not always good for player engagement. In this paper, we propose a novel Engagement-oriented Matchmaking (EnMatch) framework to ensure fair games and simultaneously enhance player engagement. Two main issues need to be addressed. First, it is unclear how to measure the impact of different team compositions and confrontations on player engagement during the game considering the variety of player characteristics. Second, such a detailed consideration on every single player during matchmaking will result in an NP-hard combinatorial optimization problem with non-linear objectives. In light of these challenges, we turn to real-world data analysis to reveal engagement-related factors. The resulting insights guide the development of engagement modeling, enabling the estimation of quantified engagement before a match is completed. To handle the combinatorial optimization problem, we formulate the problem into a reinforcement learning framework, in which a neural combinatorial optimization problem is built and solved. The performance of EnMatch is finally demonstrated through the comparison with other state-of-the-art methods based on several real-world datasets and online deployments on two games.

Self-attention models have achieved the state-of-the-art performance in sequential recommender systems by capturing the sequential dependencies among user–item interactions. However, they rely on adding positional embeddings to the item sequence to retain the sequential information, which may break the semantics of item embeddings due to the heterogeneity between these two types of embeddings. In addition, most existing works assume that such dependencies exist solely in the item embeddings, but neglect their existence among the item features. In our previous study, we proposed a novel sequential recommendation model, i.e., MLP4Rec, based on the recent advances of MLP-Mixer architectures, which is naturally sensitive to the order of items in a sequence because matrix elements related to different positions of a sequence will be given different weights in training. We developed a tri-directional fusion scheme to coherently capture sequential, cross-channel, and cross-feature correlations with linear computational complexity as well as much fewer model parameters than existing self-attention methods. However, the cascading mixer structure, the large number of normalization layers between different mixer layers, and the noise generated by these operations limit the efficiency of information extraction and the effectiveness of MLP4Rec. In this extended version, we propose a novel framework – SMLP4Rec for sequential recommendation to address the aforementioned issues. The new framework changes the flawed cascading structure to a parallel mode, and integrates normalization layers to minimize their impact on the model’s efficiency while maximizing their effectiveness. As a result, the training speed and prediction accuracy of SMLP4Rec are vastly improved in comparison to MLP4Rec. Extensive experimental results demonstrate that the proposed method is significantly superior to the state-of-the-art approaches. The implementation code is available online to ease reproducibility.

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.

Sequential recommender systems aim to predict users’ next interested item given their historical interactions. However, a long-standing issue is how to distinguish between users’ long/short-term interests, which may be heterogeneous and contribute differently to the next recommendation. Existing approaches usually set pre-defined short-term interest length by exhaustive search or empirical experience, which is either highly inefficient or yields subpar results. The recent advanced transformer-based models can achieve state-of-the-art performances despite the aforementioned issue, but they have a quadratic computational complexity to the length of the input sequence. To this end, this paper proposes a novel sequential recommender system, AutoMLP, aiming for better modeling users’ long/short-term interests from their historical interactions. In addition, we design an automated and adaptive search algorithm for preferable short-term interest length via end-to-end optimization. Through extensive experiments, we show that AutoMLP has competitive performance against state-of-the-art methods, while maintaining linear computational complexity.

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.

Self-attention models have achieved state-of-the-art performance in sequential recommender systems by capturing the sequential dependencies among user-item interactions. However, they rely on positional embeddings to retain the sequential information, which may break the semantics of item embeddings. In addition, most existing works assume that such sequential dependencies exist solely in the item embeddings, but neglect their existence among the item features. In this work, we propose a novel sequential recommender system (MLP4Rec) based on the recent advances of MLP-based architectures, which is naturally sensitive to the order of items in a sequence. To be specific, we develop a tri-directional fusion scheme to coherently capture sequential, cross-channel and cross-feature correlations. Extensive experiments demonstrate the effectiveness of MLP4Rec over various representative baselines upon two benchmark datasets. The simple architecture of MLP4Rec also leads to the linear computational complexity as well as much fewer model parameters than existing self-attention methods.

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.

Social relationships are the basis for communication and collaboration between players in many online games. In this article, we propose a machine-learning-based approach to model the relationship between players and guilds in online games. Our approach combines deep learning techniques with useful prior expert knowledge, where the core component is a graph convolutional network that is designed to utilize both social relationships and behavior preferences of players. For each player in the game, the model is trained to estimate the likelihood of whether the player matches the guild, which enables rapid matching of players and guilds via recommendation. The proposed approach is evaluated on an industrial dataset collected from a popular online game and also deployed in the game as a basic component of the social system. Experimental results show that our approach is not only intuitive but also very superior to other baseline methods.

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.

In the business domain,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, such as the considerable research work on collaborative filtering that directly models the interaction between users and items. In this paper, we target at a practical but less explored recommendation problem named personalized bundle composition, which aims to offer an optimal bundle (i.e., a combination of items) to the target user. To tackle this specific recommendation problem, we formalize it as a combinatorial optimization problem on a set of candidate items and solve it within a neural combinatorial optimization framework. Extensive experiments on public datasets are conducted to demonstrate the superiority of the proposed method.

Community detection, aiming to group nodes based on their connections, plays an important role in network analysis since communities, treated as meta-nodes, allow us to create a large-scale map of a network to simplify its analysis. However, for privacy reasons, we may want to prevent communities from being discovered in certain cases, leading to the topics on community deception. In this article, we formalize this community detection attack problem in three scales, including global attack (macroscale), target community attack (mesoscale), and target node attack (microscale). We treat this as an optimization problem and further propose a novel evolutionary perturbation attack (EPA) method, where we generate adversarial networks to realize the community detection attack. Numerical experiments validate that our EPA can successfully attack network community algorithms in all three scales, i.e., hide target nodes or communities and further disturb the community structure of the whole network by only changing a small fraction of links. By comparison, our EPA behaves better than a number of baseline attack methods on six synthetic networks and three real-world networks. More interestingly, although our EPA is based on the Louvain algorithm, it is also effective in attacking other community detection algorithms, validating its good transferability.

Real-world networks exhibit prominent hierarchical and modular structures, with various subgraphs as building blocks. Most existing studies simply consider distinct subgraphs as motifs and use only their numbers to characterize the underlying network. Although such statistics can be used to describe a network model, or even to design some network algorithms, the role of subgraphs in such applications can be further explored so as to improve the results. In this article, the concept of subgraph network (SGN) is introduced and then applied to network models, with algorithms designed for constructing the 1st-order and 2nd-order SGNs, which can be easily extended to build higher-order ones. Furthermore, these SGNs are used to expand the structural feature space of the underlying network, beneficial for network classification. Numerical experiments demonstrate that the network classification model based on the structural features of the original network together with the 1st-order and 2nd-order SGNs always performs the best as compared to the models based only on one or two of such networks. In other words, the structural features of SGNs can complement that of the original network for better network classification, regardless of the feature extraction method used, such as the handcrafted, network embedding and kernel-based methods.

In social networks, by removing some target-sensitive links, privacy protection might be achieved. However, some hidden links can still be re-observed by link prediction methods on observable networks. In this paper, the conventional link prediction method named Resource Allocation Index (RA) is adopted for privacy attacks. Several defense methods are proposed, including heuristic and evolutionary approaches, to protect targeted links from RA attack. In particular, incremental computation is proposed for accelerating the calculation of fitness in evolutionary approaches. This is the first time to study privacy protection for targeted links against similarity based link prediction attacks. Some links are randomly selected from original network as targeted links for experimentation. The experimental results on nine real-world networks demonstrate the superiority of the evolutionary perturbations, especially EDA, for defending against RA attack. Moreover, experimental results show that the proposed perturbation generated by EDA is transferable and can even defend against other link prediction attacks which are based on high order similarity between pairwise nodes, although it is designed to prevent RA attack.

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).

Community detection plays an important role in social networks, since it can help to naturally divide the network into smaller parts so as to simplify network analysis. However, on the other hand, it arises the concern that individual information may be overmined, and the concept community deception has been proposed to protect individual privacy on social networks. Here, we introduce and formalize the problem of community detection attack and develop efficient strategies to attack community detection algorithms by rewiring a small number of connections, leading to privacy protection. In particular, we first give two heuristic attack strategies, i.e., Community Detection Attack (CDA) and Degree Based Attack (DBA), as baselines, utilizing the information of detected community structure and node degree, respectively. Then, we propose an attack strategy called “genetic algorithm (GA)-based Q-Attack,” where the modularity Q is used to design the fitness function. We launch community detection attack based on the above three strategies against six community detection algorithms on several social networks. By comparison, our Q-Attack method achieves much better attack effects than CDA and DBA, in terms of the larger reduction of both modularity Q and normalized mutual information (NMI). In addition, we further take transferability tests and find that adversarial networks obtained by Q-Attack on a specific community detection algorithm also show considerable attack effects while generalized to other algorithms.

Real-world networks feature weights of interactions, where link weights often represent some physical attributes. In many situations, to recover the missing data or predict the network evolution, we need to predict link weights in a network. In this paper, we first proposed a series of new centrality indices for links in line graph. Then, utilizing these line graph indices, as well as a number of original graph indices, we designed three supervised learning methods to realize link weight prediction both in the networks of single layer and multiple layers, which perform much better than several recently proposed baseline methods. We found that the resource allocation index (RA) plays a more important role in the weight prediction than other topological properties, and the line graph indices are at least as important as the original graph indices in link weight prediction. In particular, the success application of our methods on Yelp layered network suggests that we can indeed predict the offline co-foraging behaviors of users just based on their online social interactions, which may open a new direction for link weight prediction algorithms, and meanwhile provide insights to design better restaurant recommendation systems.