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中國游戲產業社會責任報告整體提升明顯指數增%兩大問題亟需解決
2020-01-06 23:20  www.phpfang.com

  2020年1月2日,人民日報發表題為《規范管理顯成效科技支撐促增長游戲產業,創意發展》的文章,對伽馬數據相關人員進行了采訪。文中稱:“內容健康永遠是關乎產業發展的最關鍵問題。專家認為,我國游戲產業應更加注重健康規范與引導,堅持正確的價值導向,抵制、清除不良內容,加大監督管理和社會聯動,共同打造健康有序的發展環境,加快推動游戲產業高質量發展。”。

On january 2,2020, the people's daily published an article entitled \"standard management, effective science and technology to support the growth of the game industry, creative development,\" to interview gamma data related personnel. \"The health of the content is always the most critical issue for industrial development,\" the article said. Experts believe that China's game industry should pay more attention to health norms and guidance, adhere to the correct value orientation, resist and eliminate undesirable content, increase supervision, management and social linkage, jointly create a healthy and orderly development environment, and accelerate the development of high quality in the game industry.

  2020年1月3日,伽馬數據發布了《2019中國游戲產業——企業社會責任調查報告》。數據顯示:2019年社會責任指數達到,較之2018年的有所提升,提升幅度達%。各企業在青少年保護、參與公益、傳播文化等方面均有所進步。

On January 3,2020, Gamma data released the 2019 China Game Industry - Corporate Social Responsibility Survey Report. According to the data:2019 social responsibility index reached, up from 2018, the increase of%. All enterprises have made progress in youth protection, participation in public welfare and communication culture.

  盡管整體向好,但伽馬數據的監測也顯示,在青少年保護和消費者投訴方面,還有很大提升空間。伽馬數據對于市場上28家重要企業54款主要產品進行監測,發現依然有個別產品并未嚴格執行國家《關于防止未成年人沉迷網絡游戲的通知》,如用戶隨意輸入錯誤身份信息也能順利通過驗證的情況。

Despite the overall improvement, the monitoring of gamma data also shows significant room for improvement in adolescent protection and consumer complaints. Monitoring 54 major products from 28 major companies on the market, gamma data found that individual products still did not strictly implement the National Notice on Preventing Minors from Indulging in Online Games, such as the user's random input of the wrong identity information can also be successfully verified.

  伽馬數據(微信號:游戲產業報告)發布的《2019中國游戲產業——企業社會責任調查報告》顯示:在國內外市場及政策的影響下,中國游戲產業中各企業對于踐行社會責任的態度更為積極,履行社會責任的能力也隨之提升。根據伽馬數據對于中國游戲產業中企業社會責任履行狀況的監測,統計得到中國游戲產業企業社會責任指數。2019年企業社會責任指數較去年有所提升,各企業在青少年保護、參與公益、傳播文化等方面均有所進步,中國游戲產業中各企業社會責任履行狀況發展向好。

Under the influence of domestic and foreign markets and policies, companies in China's gaming industry are more active in their attitude towards social responsibility and their ability to fulfil it, according to the 2019 China Game Industry-Corporate Social Responsibility Survey, released by GHB. According to the monitoring of the performance of corporate social responsibility in China's game industry by gamma data, the index of corporate social responsibility in China's game industry is obtained. In 2019, the corporate social responsibility index rose from last year, with all enterprises making progress in youth protection, participation in public welfare and dissemination of culture.

  伽馬數據的《2019中國游戲產業——企業社會責任調查報告》顯示:2019年中國游戲產業中,企業履行社會責任的意識和能力均有所增強。各企業積極推動自身在經濟、就業、文化娛樂等領域的發展,還通過完善青少年保護體系、參與公益、產品聯動傳播傳統文化等方式回饋社會。

The 2019 China Game Industry - Corporate Social Responsibility Survey report from Gamma data shows that in 2019, the awareness and ability of companies to fulfill social responsibility in China's game industry has increased. All enterprises actively promote their own development in the fields of economy, employment, culture and entertainment, and give back to the society by improving the system of youth protection, participating in public welfare, and spreading traditional culture through product linkage.

  但是,從2019年重點媒體報道網絡游戲相關負面新聞類型分布情況來看,中國游戲產業中各企業仍存在未成年人沉迷游戲、企業經營狀況、侵權糾紛、涉賭詐騙等方面問題,此外還有用戶權益保護等方面,企業社會責任的踐行仍有很大改進空間。

However, judging from the distribution of the negative news types related to online games reported by the key media in 2019, the enterprises in the Chinese game industry still have the problems of minors indulging in games, the business situation, the infringement disputes, the gambling fraud and so on, in addition to the protection of the rights and interests of users, the practice of corporate social responsibility still has a lot of room for improvement.

  其中,重點媒體是指《人民日報》《新華社》《中國青年報》《光明日報》《經濟日報》及中央電視臺等權威媒體。其余財經及產業類媒體,暫未計入考量范圍內。

Among them, the key media refers to the People's Daily, Xinhua News Agency, China Youth Daily, Guangming Daily, Economic Daily and CCTV and other authoritative media. The rest of the financial and industrial media are not considered.

  數據來源:2019年重點媒體報道的網絡游戲相關負面新聞類型分布情況由重點媒體搜索到的相關新聞篩選去重后進行分類得出。

Data sources: the distribution of online game related negative news types reported by key media in 2019 is classified by the relevant news screening of key media search.

  2019年11月,國家新聞出版署發布《關于防止未成年人沉迷網絡游戲的通知》,在實名、使用時長、付費等6個方面明確了未成年人網絡游戲應遵循的原則和規范。伽馬數據對2019年重點監測的28家企業共54款產品在產品

In November 2019, the State Press and publication Administration issued the notice on preventing minors from indulging in online games, which defined the principles and norms to be followed in the six aspects of real name, use time and payment. Gamma data on a total of 54 products in products in 28 enterprises with focus on monitoring in 2019

  是否有實名認證環節、有認證環節但可以游客登錄、是否必須進行身份驗證(不能以游客身份登錄)、錯誤身份證號驗證、未成年人是否限制充值及時長

Whether has the real name authentication link, has the authentication link but may the visitor to log in, whether must carry on the authentication (cannot log in as the tourist identity), the wrong ID number authentication, whether the minor limits the recharge timely long

  結果顯示,有%的游戲產品在每個環節都嚴格遵守,可以看出近兩年國內企業均在積極推動未成年人保護系統的建設。

The results show that% of the game products are strictly observed in every link, and it can be seen that domestic enterprises are actively promoting the construction of juvenile protection system in the last two years.

  從伽馬數據監測的情況來看,騰訊、完美世界等17家企業在未成年人保護系統的建設方面更為規范、全面,能夠達到《通知》要求。

Judging from the situation of gamma data monitoring,17 enterprises, such as Tencent and Perfect World, are more standardized and comprehensive in the construction of the protection system for minors, and can meet the requirements of the Circular.

  而個別企業的產品,仍存在隨意輸入錯誤身份證也可以通過驗證登錄游戲的情況,對未成年人上網的保護力度有限。

And the products of individual enterprises, there are still random input error ID card can also be verified by the situation of login game, the protection of minors online is limited.

  注:數據來源于伽馬數據對2019年重點監測企業的產品參與文化傳播相關內容的統計結果。這說明,中國游戲產業中各企業在不斷推出精品游戲產品,滿足用戶的娛樂需求的同時,也在以精品產品為載體,弘揚中國傳統文化。騰訊、網易、完美世界等大廠起到表率作用,《王者榮耀》《夢幻西游》手游、《大話西游》手游、《誅仙手游》《誅仙3》端游、《完美世界》手游、《云夢四時歌》手游等產品均多次與傳統文化聯動,聯動內容包括戲曲文化、手工藝文化、地域文化等,聯動形式包括推出皮膚、加入新角色、場景植入等。多內容多形式的聯動,在更進一步探索游戲文化價值的同時,也讓游戲產品承擔了傳播文化的責任。

Note: The data are derived from the gamma data statistics on the 2019 focus on monitoring the product participation of enterprises in cultural communication related content. This shows that all enterprises in the Chinese game industry are constantly introducing high-quality game products to meet the entertainment needs of users, but also take the high-quality products as the carrier to carry forward the traditional Chinese culture. Tencent, NetEase, the perfect world and other large factories play an exemplary role,\" Honor of Kings \"\"Dream West Tour \"mobile game,\" Big Talk Journey to the West\" mobile game,\" the death of the immortal mobile game \"the end of the game,\" the perfect world\" mobile game,\" Yunmeng 04:00 song \"mobile game and other products have been linked with the traditional culture, including the linked content of opera culture, handicraft, regional culture, such as skin launch, add new roles, scene implantation. Multi-content and multi-form linkage, while further explore the value of game culture, but also let the game products to assume the responsibility of communication culture.

  2019年,更多的企業積極開展公益活動,增加社會效益,樹立良好的品牌形象。從2019年重點監測企業公益類型分布來看,各企業開展公益的形式多樣,如人文關懷、科學普及、動植物保護等,涉及對象包括兒童、婦女、孤寡老人等。多種類型的公益活動,從多個角度推動了社會的發展。同時,企業還將公益活動融入游戲產品中,既拓展自身產品正向價值,又潛移默化地向更多用戶傳達公益理念。

In 2019, more enterprises actively carry out public welfare activities to increase social benefits and establish a good brand image. From the 2019 focus on monitoring the distribution of public welfare types of enterprises, enterprises carry out various forms of public welfare, such as humanistic care, scientific popularization, animal and plant protection, involving children, women, lonely elderly people and so on. Various types of public welfare activities, from many angles to promote the development of society. At the same time, enterprises also integrate public welfare activities into the game products, both expand their own products positive value, but also imperceptibly convey the concept of public welfare to more users.

  布局教育領域,是企業肩負起更多社會責任的體現。隨著中國游戲產業的快速發展,游戲產業對技術人才的需求不斷增加,騰訊游戲、網易游戲、完美世界通過成立專門的教育機構,培養游戲方面的專業人才;三七互娛通過與高校開展合作,挖掘和培養創新人才。企業立足于實踐的教育方式,在提升從業人員業務水平及就業能力的同時,也推動了游戲產業的健康發展。除游戲領域的人才教育外,樂元素關注兒童教育,同樣有利于社會發展,是企業積極承擔社會責任的表現。

The field of layout education is the embodiment of enterprises shouldering more social responsibilities. With the rapid development of China's game industry, the demand for technical talents in the game industry is increasing, Tencent games, NetEase games, perfect world through the establishment of special educational institutions to train professionals in the game; Panax notoginseng mutual entertainment through cooperation with colleges and universities to tap and train innovative talents. Enterprises based on the practice of education, enhance the professional level of employees and employment capacity, but also promote the healthy development of the game industry. Besides the talent education in the field of play, the happy element pays attention to the children's education, which is also beneficial to the social development, and is the expression of the enterprise's active social responsibility.

  遵守法律法規是企業履行社會責任的重要體現。一方面,據伽馬數據統計到的2019年重點監測企業法律訴訟案件數量,其中商標權、著作權等侵權糾紛占比超過四成,企業版權保護等法律意識還需要進一步提高。另一方面,2019年重點監測企業在證券市場的表現欠佳,其中某游戲企業在2019年受到證監會及公安局的處罰次數超過10次,嚴重擾亂證券市場秩序。

Compliance with laws and regulations is an important embodiment for enterprises to fulfill their social responsibilities. On the one hand, according to gamma data statistics in 2019 to focus on monitoring the number of corporate legal litigation cases, including trademark rights, copyright rights and other infringement disputes account for more than 40%, corporate copyright protection and other legal awareness needs to be further improved. On the other hand, the 2019 focus on monitoring the poor performance of enterprises in the securities market, in which a game enterprise was punished more than 10 times by the CSRC and the Public Security Bureau in 2019, seriously disrupting the order of the securities market.

  中國消費者協會數據顯示,游戲用戶對于網絡游戲投訴數量連年增長,2019年僅前三季度就超過3萬件,從2019年前三季度網絡游戲投訴的類型分布來看,售后服務類占比較去年同期下降%,而詐騙、盜號等安全類問題的投訴占比則較去年同期增長%。一方面,通過投訴數量的增長可以看出,游戲用戶維權意識大幅提高;另一方面,企業應當加強用戶權益保護的意識,重視用戶的投訴并及時解決。

The number of online game complaints from game users has grown year after year, with more than 30,000 in the first three quarters of 2019 alone, according to the China Consumer Association. On the one hand, through the increase of the number of complaints, we can see that the awareness of protecting rights of game users has been greatly improved; on the other hand, enterprises should strengthen the awareness of protecting the rights and interests of users, attach importance to the complaints of users and solve them in time.

  為了更好地評估中國游戲產業中各企業社會責任承擔狀況,伽馬數據建立了企業社會責任評估模型,從企業負面、違法違規、社會貢獻和社會認可四個方面進行評估,綜合得出企業社會責任承擔狀況。

In order to better evaluate the status of corporate social responsibility in the Chinese game industry, the gamma data established the evaluation model of corporate social responsibility, and evaluated it from four aspects: corporate negative, illegal, social contribution and social recognition.

  其中,重點媒體是指《人民日報》《新華社》《中國青年報》《光明日報》《經濟日報》及中央電視臺等權威媒體。其余財經及產業類媒體,暫未計入考量范圍內。研究顯示:騰訊游戲、網易、完美世界、世紀華通、多益網絡、中手游、游族網絡、創夢天地、金山軟件、樂元素等企業,在履行社會責任方面,做得較為出色。

Among them, the key media refers to the People's Daily, Xinhua News Agency, China Youth Daily, Guangming Daily, Economic Daily and CCTV and other authoritative media. The rest of the financial and industrial media are not considered. Research shows: tencent games, netease, perfect world, century huatong, douyi network, middle-hand tour, tour network, create dream heaven and earth, golden hill software, music element and other enterprises, in the performance of social responsibility, do more outstanding.

  近年來,騰訊的游戲業務快速發展,企業也越來越重視經濟效益與社會效益的統一。騰訊自2017年上線“成長守護平臺”開始,逐步建立覆蓋網絡游戲“事前、事中、事后”的未成年人健康上網保護體系,并通過不斷升級加強對未成年人上網的管理。同時,騰訊也在通過開展公益活動、布局人才教育、研發功能游戲、產品聯動中國傳統文化等多種方式積極推動企業社會效益的發展,其中在功能游戲領域的發展成果顯著,2019年推出了《見》《長空暗影》《家國夢》《佳期》等多款產品。騰訊游戲作為中國游戲產業中的龍頭企業,同時在世界范圍內也具備較大影響力,未來將承擔更多社會責任。

In recent years, Tencent's game business has developed rapidly, and enterprises have paid more and more attention to the unity of economic and social benefits. Tencent began to launch the \"growth guard platform\" in 2017, gradually established a network game to cover the \"before, during, after\" the protection of minors health online protection system, and through continuous upgrading to strengthen the management of minors online. At the same time, Tencent is also promoting the development of corporate social benefits through public welfare activities, personnel education, R