Overview
Star Stable Entertainment is a global entertainment company that creates games and stories across multiple touchpoints where players discover adventure, ignite creativity, chat and build friendships. It was founded in 2011 in Stockholm, Sweden, and has over 170 employees. In 2020, Star Stable Online had 14M game hours. Now, Star Stable Online Entertainment has 1,4M players active every month in total for all the games and apps.
Star Stable is the world’s biggest online horse adventure where players explore the magical island of Jorvik from horseback, chat and meet new friends. Chat is an integral part of the game, and message volumes are huge. It is very important that players are safe and community guidelines are being followed. Utopia AI Moderator helps protect Star Stable gamers’ chat and gaming experience by providing real-time AI content moderation of all messages in English, Swedish, Hungarian, French, German, Dutch, Polish, Finnish, Danish, Norwegian, Russian, Spanish, Italian, and Portuguese.
Star Stable needs chat moderation that protects younger players while leaving room for friendships and natural conversation. Earlier word-based restrictions created barriers even when messages were harmless. Understanding the meaning of a whole message gives the community more flexibility.
Utopia filters unsafe content in near real time and flags uncertain messages for human decisions. Those decisions help the model improve as language evolves. Alongside this process, in-game Game Masters mentor players and provide feedback on how the community communicates.
The team uses moderation data in an internal dashboard to identify areas needing attention. More flexible moderation has reduced complaints about live chat. In a two-month trial in selected markets, prompts encouraging players to reconsider a message also reduced negative behaviour by 5%. These measures combine protection with opportunities for players to learn.
Safety without losing the conversation
In PocketGamer.biz’s July 2022 interview, Star Stable’s Cecilia Munthe describes why rigid word filters were not enough for a young, multilingual community. Moderation needed to recognise context without stopping harmless exchanges between players.
The approach combines rapid AI decisions with human oversight of uncertain content. Game Masters also participate in the community, model constructive behaviour and help players learn. Keeping personal information safe and discouraging risky moves to other channels remain important parts of the work.
Read the interview
The interview explores how AI, human judgement and player education work together. It also describes a trial of prompts encouraging players to reconsider negative messages—an example of prevention alongside moderation.