Sheng Qu CEO: The key to game anti-addiction is in the correspondence of human witnesses, and enterprises are the first responsible person to talk about game anti-addiction: the implementation of "personal certificate correspondence" is the key to talking about cross-border games: digital drug licenses are being applied

20 years ago, Sheng Qu Games operated "Legend of Blood", which set a record for the operation of massively multiplayer online games in the world at that time and created the era of online games in China; in 2019, Sheng Qu Games successfully returned to A shares under the leadership of CEO Xie Fei. In the third decade, the cumulative registered users of many games of Sheng Qu Games have exceeded 2.2 billion, and they have entered the "new infrastructure" outside the game, and have joined hands with Zhejiang University to enter brain science research, participate in the Yangtze River Delta AI Supercomputing Center, and lay out cloud games.

During the recent China International Digital Interactive Entertainment Exhibition (ChinaJoy, hereinafter referred to as "CJ"), Xie Fei was interviewed by Southern Metropolis Daily, discussing the issue of "protection of minors" actively promoted by game companies and regulators, and also talking about games to help digital drug therapy break through the situation and corporate development strategies. In the course of the interview, Xie Fei repeatedly mentioned that "only the benign development of the entire game industry can the enterprise be better".

Xie Fei believes that after the traditional game circle is closed and "broken", knowledge reconstruction and thinking reset will open a new pattern for the game industry.

<h1 toutiao-origin="h2" > talk about game anti-addiction: the implementation of "human witness correspondence" is the key</h1>

Anti-addiction for minors is an old topic, in the past there were over the wall to leave the school overnight to stay in the Internet café, and now it is a night of fighting mobile games...

"On the issue of anti-addiction to minors' games, game companies are the first responsible person, but they also need the joint efforts of parents and society", Xie Fei said, in recent years, people's evaluation of the game industry is much better than before, which is not unrelated to the tightening of regulatory policies, the gradual maturity of the industry, the enhancement of corporate responsibility, and the higher threshold of game content.

At this year's CJ, Sheng Qu Games brought the "Love Seedlings and Seedlings" public welfare action to the exhibition site and set up seedling protection publicity points.

According to Xie Fei, Sheng Qu Games is one of the earliest enterprises to initiate, participate in, formulate and implement online game anti-addiction. In 2005, Sheng Qu Games linked a number of enterprises to release the industry's "Declaration of Online Game Anti-Addiction System", and promoted the youth online game anti-addiction system to be officially put into use in 2007. As one of the first batch of game companies to jointly initiate and participate in the implementation of the "Online Game Minor Parental Monitoring Project", Sheng Qu Games has set up an entrance to the "Parental Supervision Project" in the official website of each of its games, so that parents can timely supervise their children's game status. In 2019, Sheng Qu Games and a number of head game companies and people's network jointly launched the "game age-appropriate prompt" initiative, participating in the formulation of the details of the website and the client age-appropriate prompt, at present, the official website and client of basically all the games under the Sheng qu games have been synchronized with the age-appropriate prompt logo specified by the people's network.

"We will analyze the user's game launch time, game duration and other big data, identify and classify the initial judgment as an adult will be submitted to the public security department for verification, the public security department will determine whether the information is true, and all users who fail to pass the verification are included in the online game anti-addiction system," Xie Fei said, in addition, all the games under Sheng Qu Games use the form of unified login to avoid the means of anti-addiction by replacing the game of the non-adult player.

However, Xie Fei frankly said that "there are indeed certain difficulties in identifying minors, many children will take other ways to bypass verification", and we are also actively exploring the use of AI and machine learning technology and biometric technology to implement "personal witness correspondence" to prevent users from fabricating identity information through verification.

Xie Fei also pointed out another problem, she said that there is still a big controversy about the application of biotechnology such as face recognition, and privacy and security issues have become a topic of concern for many people. For enterprises, they also hope to form national standards for biometric technologies such as face recognition as soon as possible, and clarify the scope of application and degree of use of clear specifications, so as to truly achieve the landing of policies.

<h1 toutiao-origin="h2" > talk about the game crossover: digital drug licenses are being applied</h1>

In recent years, the new "definition" of games has become the focus of discussion among major game manufacturers. With the development of technology, the boundaries of games are being blurred, from borders to no boundaries. In Xie Fei's view, the application scenarios of games have been expanding, and they have begun to have a more positive impact on medical care, education, social management and social services and even traditional cultural inheritance, and game companies have gradually changed from the creators of entertainment to the "fusion" of cultural inheritance, public services, educational applications and technological innovation.

In the territory of Sheng Qu Games, the game also began to break the boundaries, the tentacles reached out to brain science, and zhejiang university jointly built a research center, with an initial investment amount of 100 million. Nandu reporter noted that the research center recently launched a new digital therapy drug for the treatment of attention deficit hyperactivity disorder (ADHD), "Intensive Training", which has been clinically tested three times in Zhejiang University Children's Hospital.

According to Xie Fei, in 2017, the world's first digital drug was licensed by the US Food and Drug Administration (FDA), and in June 2020, the US FDA approved the digital therapy prescription "EndeavorRX" as a "video game prescription" for the treatment of children with attention deficit hyperactivity disorder, which is the first time that digital therapy products have been allowed to be used as "prescription drugs" for medical treatment, and the domestic has been 4-5 years behind foreign countries in this regard.

Xie Fei said that at present, there are about 23 million domestic children and adolescents with ADHD, the common treatment method is psychosocial therapy and drug treatment, but parents have more concerns about drug intervention, not active in treatment, Fun's digital therapy is based on video games, using brain-computer combination technology, through brain cognitive feedback, directly into the nervous system responsible for certain cognitive functions, and produce physiological changes in the brain to improve cognitive function.

"The developers, doctors, etc. of the Legendary Innovation Research Center live with more than 300 children in the first phase of clinical testing, and spend several months collecting cartoon shapes, patterns and colors that children are happy to accept, not only to communicate with sensitive parents, but also to communicate with scientists and doctors", Xie Fei said.

At present, whether in theoretical research or practical application, digital drug therapy is still in the early stages of development, "forming a team, selecting game prototypes, dealing with game aging, etc. are all obstacles, but the biggest challenge is the cross-border docking with doctors and professors", followed by the lack of talents; on the other hand, the challenge of auditing and licensing, "enterprises and regulators are feeling the stones across the river, but Sheng qu is in the relevant national regulatory agency registration application process, one to two years or can get approval", Xie Fei told Nandu reporters.

Nandu reporter noted that the Chen Tianqiao Luo Qianqian Research Institute founded by Chen Tianqiao, the founder of Sheng Qu Games, also aims to study brain science, and jointly developed the functional game "Pavlov is Busy" with Tencent Games, trying to improve the brain cognitive ability of different dimensions of attention, thinking speed, memory, inductive reasoning and spatial imagination through games.

Written by: Nandu reporter Ye Lu