In 2020, "The Last of Us 2" under the umbrella of Naughty Dog, the world's top video game development studio, was removed from the Middle East because the ESRB (Entertainment Software Rating Board) rated the game as including nudity and Sexual content is contrary to the laws of the Middle East.
Coincidentally, in early 2021, the social platform Parler, known as an alternative to Twitter/Facebook, also paid for the "freedom of speech" it has been preaching. It has become a "hotbed" of extreme views, conspiracy theories, and violent speech. But it was "blocked" by Apple, Google, and Amazon.
(The picture comes from the Internet)
Domestic network supervision is becoming more and more stringent, and cases of penalties for violations abroad are also common: content risk control has become an important part that developers and operators at home and abroad cannot escape.
Compared with China, what are the characteristics and difficulties of global multilingual content risk control? What are the policy trends and content regulatory requirements in different countries? When developers go overseas, how should they keep the "safety barrier" of their business in the face of diverse language systems?
Regarding these issues of concern to overseas developers, we interviewed Mr. Pei Yanmeng, the VP of Curvature Products on Cloud.
For a more detailed interpretation of overseas compliance, welcome everyone to lock on November 20, WICC Guangzhou " Sub-forum" 16188a0cd02d7b, Pei Yanmeng will bring the theme of "Global Multilingual Content Risk Control-Escorting Business Safety" share.
(No parachuting, scan the code to sign up for WICC · Guangzhou)
01 The "home economy" broke out, and pan-entertainment is still in the fast lane
Established in 2018, LiveData on the cloud has a "hybrid" gene of "game + social + technology". It is composed of high-end talents from well-known game companies, Tencent, and the Institute of Chinese Academy of Sciences. It has a rich global core team. Data transmission, artificial intelligence experience.
In terms of its main business, Curvature on Cloud focuses on providing multilingual content risk control and real-time translation services for global pan-entertainment customers. It currently supports 24 languages worldwide, covering 80% of the global market and more than 95% of domestic overseas customers. , The main "battlefields" are concentrated in East Asia, Southeast Asia, the Middle East, Europe and the United States and other regions.
Pei Yanmeng shared that choosing the pan-entertainment field as a starting point was not only due to the industry experience of the company's core team, but also out of an optimistic judgment on the prospects of the pan-entertainment market.
The development of the Internet and mobile Internet has created a fertile soil for "pan-entertainment". On this basis, games, animation, chat rooms, short videos, live broadcasts, literature, music and other cultural and artistic fields are integrated and symbiotic, and a variety of products Applications can be "in the pocket" of mobile terminals, and a huge industry with a trillion market was born.
In 2020, based on the global experience accumulated in the pan-entertainment field and the optimistic view of online social in the post-epidemic era, Curvature on the cloud will again set its sights on the social field and begin to cooperate with various overseas social platform companies to make efforts in content review in the social field. .
Under the influence of the epidemic, people's offline social interaction has been hindered, and the frequency of online social interaction has increased rapidly. Data shows that during the epidemic, the average daily usage time of mobile devices in my country increased by 30%. This data is 7% in Japan and South Korea, and 5-10% in Europe and the United States. With the normalization of epidemic prevention, the "home economy" has exploded globally, and social, pan-entertainment and other circuits are still in a rapid growth channel.
At this point, the global trend resonates at the same frequency.
The background of the normalization of epidemic prevention is superimposed on the intergenerational effect of Generation Z becoming the main consumer, making voice socialization a new force in China, becoming a new outlet for strangers' social interaction, and attracting a large number of enterprises to enter the game.
Rongyun took advantage of the trend, and launched the language chat room SDK based on the "full" communication solution consisting of IM instant messaging + RTC real-time audio and video + communication peripheral capabilities X, covering all popular language chat room business scenarios, so that developers can Quickly cut into this trillion market.
Rongyun uses SDK to make scenario-based solutions, which completely breaks through the inherent service methods of the previous industry. Previously, the old supply of the industry has undergone two generations of changes. The first generation uses the back-end open source code plus the front-end open source code for secondary development, which is difficult and expensive to learn; the second generation simplifies the first generation and only needs to do secondary development on the front end, but still needs to learn the bottom layer knowledge.
Rongyun's scenario-based SDK hides the underlying logic and details, and encapsulates all capabilities into an SDK close to the business, allowing developers to use it out of the box, greatly reducing developers' learning and R&D costs, and improving development efficiency.
And this set of solutions, with rich function settings and powerful scalability, is also suitable for overseas developers to expand overseas business.
02 In the 2.0 era of going overseas, localization is a good way to break the game
From the Internet to the mobile Internet, the main force behind the hot word "going to sea" has undergone several changes, and has experienced a blossoming of everything from tool applications to social and pan-entertainment.
Going abroad, Chinese products tend to have more advantages in user experience and operations, but without exception, they need to face the huge differences in overseas markets, which are manifested in many aspects such as network, culture, and policies.
For example, the first thing that social and pan-entertainment applications face when going overseas is the uneven network conditions in various regions. Rather than conquering one by one, a large number of overseas companies choose Rongyun's underlying communication technology support. With the support of Rongyun's worldwide communication network (SD-CAN) and self-developed optimal link scheduling algorithm, users all over the world can enjoy safe and reliable communication services.
On the other hand, Curvature on Cloud has rich global experience in security audits, and is well versed in the policy and cultural differences in content supervision in various countries and regions.
Why in the global market, content review and risk control are important capabilities in real-time communication scenarios?
The first is of course the requirements of policies and cultural and religious beliefs. At present, many countries have introduced policies that require the development and application of multiple filtering software at the user level to screen pornographic and illegal content and protect the online rights and interests of minors. for example:
The United States and the European Union: Adopt a grading system. The US grading system has completely different grading requirements for minor users and adult users of different age groups such as three, thirteen, and seventeen; and for race, religion, gender, or gender Restrictions on content such as identity/preferences are all applicable.
Middle East: Mainly religious-related taboos.
Southeast Asia: Indonesia is particularly sensitive to online pornography and anti-Islamic content; Malaysia and Singapore have stricter regulations on pornography and violence.
Japan and South Korea: Japan has strict restrictions on violence, gambling, sex, drugs, etc.; South Korea strictly prohibits the dissemination of obscene and pornographic information, online gambling, and information harmful to young people.
Second, each application platform is also an important "guard" of safety and compliance. Like the App Store and Google Play, there are related policies that do not allow offensive content, such as defamation, discrimination, violence, pornography, and inflammatory religious content, in apps; for user-generated content, apps are also required to implement robust and effective implementations. The UGC review mechanism removes inappropriate content in real time, otherwise it will face severe penalties.
Third, the requirements for user operations include improving user stickiness and user growth. According to research, 15% of users said that they would leave and switch to other social platforms after being harassed by the Internet; in addition, there are statistics that the probability of a user's retention after participating in an interaction in a healthy community will increase by 3 times, and the number of conversations will increase by 4 times. Session duration increased by 60%.
In fact, compared to a few years ago, the initial overseas traffic dividend period has passed. Nowadays, the environment that companies going overseas have to face is much worse than before, and the difficulty is much higher.
In the 1.0 era, players who went to the sea raced around the world, each relying on their skills to verify the market. After several years of chaotic battles and full competition, the 2.0 era has begun, and the market structure has initially taken shape. Localization capabilities have become the key for new players to break through.
Take the "life and death line" of the application of content security as an example. In addition to the big policy differences in different countries, there are also specific slang expressions for sensitive content and language variants that make people "preventable". All of these need to go deep into the local culture and adapt to different languages.
In this regard, "The professional language engineer team and localization team on the cloud can deeply understand the strategic requirements and language and cultural characteristics of each country, and can accurately identify and review acronyms, slang, Internet terms, and spelling errors. ." Pei Yanmeng introduced.
03 From game to live broadcast, the content review mechanism of different scenarios is different
With the development of the industry, the social and pan-entertainment scenes are constantly enriched, and the content review mechanism is becoming more and more complicated. It is necessary to combine different regions and scenes for customized services.
First, a single scene faces different requirements in different regions.
Take live broadcast as an example. Various countries and platforms have different content, duration, and aesthetic preferences of anchors. For example, in areas with religious beliefs, content related to religion will be banned from broadcasting. At the same time, the platform also has different strategies for viewers’ viewing restrictions and rewarding requirements. For example, for viewers in the Middle East, the restrictions on the amount of rewards will be relatively relaxed.
Secondly, different scenarios in the same area also face audit differences.
For example, in a live broadcast scene, words such as Kill and Shoot are not allowed and must be recognized and avoided; while they appear in game scenes, it is reasonable.
For another example, in a game scenario, companies generally set special rules for the use of vocabulary such as Admin and Operator, because they are worried that users may use this to pretend to be software operators, which may bring risks such as fraud; and they do not need to be special when they appear in live broadcasts. Notice.
On the whole, the current regional characteristics and differentiation of user needs are still fixed. Content security is not only the red line of life and death for business development, but also the focus of operations for retaining users and achieving growth.
On November 20th, 2021 Guangzhou Station, 16188a0cd030db focuses on social networking, pan-entertainment, and going to the sea, from market to technology, from product to operation, will provide developers with a series of real practical treasures and guides to avoid pits, sign up now !
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