[Asia Economy Reporter Seungjin Lee] On the 18th, Nexon and Raftel announced that they will be the first in Korea to combine user pseudonymous information in the content business sector to provide services based on data science.
Game developer Nexon and animation streaming service company Raftel have combined their user information after pseudonymization to secure data that can compare and analyze the characteristics of game users and animation viewers.
This pseudonymous information combination was carried out in collaboration with the Korea Data Industry Promotion Agency, a specialized institution for pseudonymous information combination. Nexon and Raftel plan to analyze user characteristics using the combined pseudonymous information and develop and provide customized services based on this analysis.
Nexon explained that throughout all processes including pseudonymous information processing, combination, and export, they strictly complied with the Personal Information Protection Commission’s standards for pseudonymous information processing to eliminate the risk of re-identification of the combined data and ensured the safety of user pseudonymous information through technical and managerial protection measures.
Nexon plans to accelerate strengthening its competitiveness through data science by utilizing the combined pseudonymous information to analyze user characteristics within games and provide insights necessary for game planning and development.
Junyong Bae, head of Nexon Intelligence Labs, said, “This pseudonymous data combination is the first attempt in the domestic content industry and a new challenge for our company. Nexon will strive to provide better game services based on more advanced data science in the future.”
Meanwhile, Nexon has been actively conducting data science business that compares and analyzes user behavior across games and other fields, such as last year partnering with Hyundai Card to launch the industry’s first PLCC (Private Label Credit Card) exclusively for game companies.
Nexon’s Intelligence Labs, which leads the company’s data science, consists of about 10 teams and approximately 500 personnel, including the Solutions Office, Marketing Development Office, UX Office, and Analysis Office. They are working to create an environment where game users can enjoy games more by advancing additional functions applied to games and developing and applying systems using machine learning and deep learning technologies.
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