Game publisher Netmarble adopts Google's cloud AI technology

By Park Sae-jin Posted : August 27, 2019, 16:46 Updated : August 27, 2019, 16:46

[Courtesy of Netmarble]



SEOUL -- South Korea's top game publisher Netmarble has beefed up its game development and management capability by adopting Google's cloud artificial intelligence technology after three years of collaboration.

Netmarble has released popular PC and mobile games such as Seven Knights, Lineage 2 Revolution and BTS World, a K-pop band BTS-themed mobile game.

Google said in a statement on Tuesday that the South Korean game giant has adopted "Google Cloud AI", a machine learning-based artificial intelligence (AI) solution, to strategically improve performances in its operation including the development and operation of games and marketing.

"Over the past three years, we've been working closely with Netmarble's AI team and we've been able to see the infinite possibilities which Google Cloud AI can achieve in the gaming industry," Google Cloud Korea head Lee ji-young was quoted as saying.

Netmarble adopted Google's cloud AI technology to its intelligent solution to establish marketing strategies. Netmarble can analyze user patterns to predict and manage user groups which are likely to stop using Netmarble's game services. The AI solution can also analyze the reason why gamers drop out and find bugs in systems.

Google said its cloud AI solution can detect abnormal activities such as cheating and in-game advertising frauds to prevent damages. Netmarble is earnestly utilizing Google's technology for the development of "AI Agent", which would provide different gaming experiences for each gamer.

The game company is developing an AI which can turn faces of non-player characters (NPCs) into animations.

"Google's solution is very suitable for the rapidly-changing game industry because it usually takes only one month to adopt. I'm confident that with Google Cloud, we can integrate the latest AI technologies faster and transform our business," Netmarble's AI center head Kim Dong-hyun said.

AI and cloud are the hottest technologies in the game industry. AI is used in various sectors to enhance the gaming experience and performance of customer service. It is also widely used in marketing because AI can efficiently analyze big data collected from users from all over the world.

 
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