What channels are the most important for video game player support?
Historically, webforms have been the primary channel of player engagement and support, in the gaming space. In recent years, other channels have emerged as vital to the player support ecosystem. These channels include self-service, webchat, social, community, and review sites. The essential premise of deploying these additional support channels is simple; provide an effortless support experience for players through multiple support options, so they may choose the channel that best suits their preferences and support needs.
Again, ‘Effortless’ should be the goal. because when contacting support becomes a chore, players avoid doing it at all. With younger audiences, developers ought to think about their preferences, rather than the population at large. 65% of people aged 18-34 believe social media is an effective channel for customer service, while 75% of people aged 55 and over do not.
It could be easy to see these findings and think great customer service is something millennials care more about; this isn’t the case. Between 60% and 71% of those aged 40 and over were more likely to pay more for better customer service, with millennials topping the list at 77%. The average consumer uses at least three types of support channel. They also found that the channels maintaining the highest levels of engagement were Phone, Email, and Live Chat.
Looking specifically at the games industry, in-game support is one the most direct and useful methods of contact. Because in-game support allows players to raise issues without leaving the comfort of the game, it feel less intrusive and doesn’t interrupt a players’ enjoyment. This becomes even more pertinent in Virtual Reality, where ensuring players don’t have to break immersion is critical to the game experience. Live chat and social are also popular support channels in the games industry as they allow players to talk with support immediately, while still focusing on their game.
If you’re maintaining multiple support channels, the most important thing to do is be consistent – something only 22% of users have experienced between support channels. That‘s a massive 78% of users who felt dissatisfied with multi-channel support. While attention should be paid to channel and language coverage, it’s also important to keep an eye on Volumes.