TL;DR:
- Keywords Studios PLC, a leading player in videogame services, is adapting to the rise of artificial intelligence (AI) in the gaming industry.
- Their diverse service lines go beyond traditional outsourcing, encompassing proofreading, language translation, age-rating support, geopolitical assessment, and graphic design.
- The company excels in technically complex tasks such as porting, optimization, and quality assurance (QA) to ensure optimal user experiences.
- AI processes have the potential to be performed in-house by Keywords’ clients, leading to a shift from heavily outsourced tasks to automation.
- CEO Bertrand Bodson emphasizes Keywords’ close partnership with clients and their ability to assist game developers with complex challenges beyond simple language translations.
- Despite advancements in generative AI like ChatGPT, Keywords recognizes that industry-specific nuances require specialized in-game datasets for effective machine translation.
- Keywords’ mergers and acquisitions (M&A) strategy, including the acquisition of KantanAI, showcases their integration approach and commitment to leveraging AI for industry growth.
- The rapid march of AI in the gaming industry presents opportunities and challenges that Keywords Studios and other market players must navigate.
Main AI News:
The world of video games has witnessed a remarkable surge in the adoption of artificial intelligence (AI) and cutting-edge technologies like deep learning and large-language models. These transformative advancements, particularly the widespread implementation of ChatGPT and AI-based protocols, have quickly become the talk of the town among industry leaders and frontline professionals, leaving them pondering the implications for their businesses. One such company navigating this new terrain is Keywords Studios PLC, a prominent player in the videogame services sector.
At first glance, Keywords Studios may appear as an outsourcing company with a diverse range of services. However, their mission is simple: to ensure seamless compatibility of video games across different countries. While their offerings include obvious services like proofreading and language translation, they also extend to more intricate aspects such as age-rating support, geopolitical assessment of in-game content, and graphic design.
Delving deeper, Keywords Studios excels in technically complex tasks like porting and optimization services. Moreover, the company takes pride in its quality assurance (QA) endeavors, ensuring that games perform flawlessly from the users’ perspective. Undoubtedly, some of their service lines lend themselves to AI-driven processes, potentially allowing Keywords’ clients to automate these tasks in-house.
This observation hasn’t escaped the attention of Deutsche Bank analysts, who recently highlighted the trend of AI-related gaming advancements from industry giants like Unity, NetEase, and Ubisoft. They suggest that tasks that were once heavily outsourced in gaming might now make a return in-house, thanks to automation. Such a shift could have significant implications for Keywords Studios and their industry peers.
Bertrand Bodson, the CEO of Keywords Studios, addressed this matter during a fireside chat, acknowledging the potential deployment of AI technology by game developers themselves. However, he emphasized the importance of dispelling misconceptions. Bodson emphasized that Keywords should not be dismissed as mere outsourcers operating at arm’s length, merely assisting clients facing resource constraints. Instead, he underscored the deep partnership and co-development aspect of their relationships with clients. By leveraging its platform, Keywords Studios facilitates efficient porting across multiple platforms and languages, positioning itself as a valuable ally for game developers in an increasingly complex development landscape.
Bodson believes that the challenges faced by game developers extend far beyond simple language translations. Complex issues like cloud infrastructure, load balancing, network resilience, and intricate workflows require comprehensive expertise. Addressing these concerns will foster stronger client relationships, reinforcing the pivotal role that Keywords Studios can play in navigating this era of game development.
Even in the realm of language translation, generative AI, represented by ChatGPT, has yet to match the proficiency of industry experts. To address this, Keywords Studios has been conducting trials by integrating ChatGPT with their in-house translation tools provided by KantanAI—a company they acquired in 2019. However, Jon Hauck, the Chief Operating Officer, emphasized that the quality of ChatGPT falls short due to its reliance on generic datasets. Game-specific language nuances, which are prevalent in various genres and titles, necessitate the construction of in-game datasets for effective machine translation. Hauck cited the example of their work on Pokemon, a globally popular Nintendo IP with over 4,000 battle moves, each requiring translation into 35 different languages—an industry-specific nuance that demands a deep understanding.
Keywords Studios’ strategy of mergers and acquisitions (M&A) further reinforces their narrative of integration with, rather than replacement by, AI. Since acquiring KantanAI, the company has successfully incorporated several notable entities into its fold, including Helpshift—a chatbot for player support—and Mighty Games—a software group specializing in code analysis to ensure high-quality development. Instead of succumbing to pessimism about the encroachment of AI, Bodson believes that, for the gaming industry as a whole, it represents an incredible force for good.
Conclusion:
The rapid integration of artificial intelligence in the gaming industry, exemplified by Keywords Studios’ proactive approach, signifies a significant shift in the market landscape. The company’s diverse range of services and focus on deep partnerships with clients positions them well to embrace the potential of AI and navigate the complexities of game development. The ongoing advancements in AI technology, particularly in language translation, require industry-specific datasets to ensure accurate and nuanced translations. Keywords Studios’ M&A strategy and commitment to integrating AI demonstrate their optimism about the transformative power of this technology. As the market continues to evolve, companies that successfully leverage AI and adapt to changing dynamics will be well-positioned for growth and success in the gaming industry.
