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by Erin Johnson | April 28, 2020
Last month, Vice ran an interesting article by Jess Morrissette on how games marketing invented toxic gaming culture by promoting toxicity and harassment as value propositions for gaming. While considered perfectly reasonable at the time, games marketing has luckily taken a turn for the better.
It reminded me of the CX challenges many great studios and CX leaders face daily, when trying to protect their player community. In 2014, a Riot Games study suggested that players facing exposure to abusive language or harassment the first time in the game are potentially 320% more likely to churn and never return. Think about it by removing the divider between online and “RL”: if you are verbally assaulted when you go to a grocery store, are you going to back?
A study released last year revealed toxicity runs rampant in free-to-play games and that 74% of US online gamers have experienced some form of harassment when playing online. The survey was conducted by the Anti-Defamation League (ADL) in collaboration with games analytics firm Newzoo.
The study revealed that:
A clear expectation has been set when more than half of the surveyed players believe that video-game studios are responsible for and should do more on player safety, inclusiveness and content moderation.
While it comes no longer as a surprise that building strong communities influences player retention, moderated in-app chats also increase the overall player experience and drive higher LTV and brand loyalty.
Two Hat, the company that runs an AI-powered content moderation platform, released a research paper based on the in-game community data of a Top 10 mobile Action RPG title.
It states that gamers participating daily in moderated chats show an increased LTV by up to 20 times. In addition an increase was shown in the number of daily sessions by 4 times and the average session length grew by 60%.
That means players who feel engaged, appreciated and heard by studios play more and spend more. Not to mention a 2009 study by Waggener Edstrom Worldwide that blew our minds with the news that friends are three times as likely to influence a game purchase than traditional advertising.
So what can gaming studios do to protect their community and brand while banking on more highly engaged players? Here’s some top tips:
If managed properly, social features and in-game communities can bring significant benefits in engagement and increased LTV. Left unchecked however, they may pose a risk to your audience, brand and reputation.
What are you doing to keep your players safe?
Account Manager, Mobile Gaming CX Solutions
I started working for 5CA back in October 2019. Currently, I’m working as a Gaming Technology Support Agent in Spain. My job as an expert on the products of the company I'm supporting is to offer support to customers and get them up, running and happy in no time.
2020 is set to be a blockbuster year for gaming. In particular, mobile games that don’t need the player to invest in a console or any other equipment. One of the effects of the stay-at-home and quarantine orders during the Covid-19 coronavirus pandemic has been that people have needed to find things to keep them occupied.
The white paint lines on the road crept passed ever so slowly, like my life tricking away.
I tapped the steering wheel with my nails, trying to release the pent up stress and irritation while the radio mindlessly droned on. Then the tears came, right on time, same as usual.
When you look at how many people searched for ‘work from home’ in the past year, you see the chart soars in March 2020 just as many national governments were applying stay-at-home orders and quarantines to help reduce the spread of the Covid-19 coronavirus. This is no surprise. Every company that could possibly keep functioning with remote workers asked their people to go home.
It’s often said, ‘people are the weakest link in cybersecurity’. I get that and I agree that we must seek to minimize human-related threat vectors. But I believe that if we view our people, our teammates, as our greatest security asset, then we start from a position of strength.
Have you noticed how many companies and senior executives are now experts in building a work from home strategy? According to Malcolm Gladwell it takes 10.000 hours of individual practice to become an expert at anything. Have those 320 business hours since the 1st of March really made everybody an expert?
Across the world, business journals have been endlessly reporting of the heroic efforts of companies with large numbers of office-based employees managing to switch to a work-from-home strategy. This has particularly impacted the contact centers because they have a large number of people in a small area and this is no longer acceptable because of the social distancing required to keep us all safe.
For almost two decades, 5CA has been perfecting our work from home customer service model. The latest version, where we only ever hire agents to work from home, has been around since 2015, so it is clear that for us this is very much business as usual.
A few days ago I participated in a webinar titled ‘pioneering contact center quality working remotely.’ The title makes it clear what the focus was, but I was pleased to be joined by our Lead QA Analyst, Sylvia Mattl, and Derek Corcoran, CEO of Scorebuddy.
A few days ago I participated in a webinar titled ‘pioneering contact center quality working remotely.’ The title makes it clear what the focus was, but I was pleased to be joined by our Chief Customer Officer Rob van Herpen, and Derek Corcoran, CEO of Scorebuddy.
My experience with starting to work remotely has certainly been one of the very best opportunities I’ve had so far. It changed my life, for the better. I’ll gladly tell you the short story of how I went from an in-office agent biking to the station every day, to exchanging my bike for snow boots when I reached my new home.
Companies across the world are racing to get their team all working from home to protect them. During multiple global lockdowns citizens are expected to practice social distancing, therefore it is essential for companies to operate with as many people as possible working from home.
95% of our team works from home and we have been working this way for over 15 years, where we truly understand what it is really like to build a work from home strategy with a huge focus on quality.
I've been working from home for a full year now, and no working experience can compare...
At 5CA working from home is just business as usual. 95% of our team is based at home so we have been watching the sudden focus on work from home business models, especially for customer service, with some interest.
It sounds kind of obvious, but training and developing your remote workforce is essential to improving their skills and performance. It encourages them to be more engaging within the workforce of your company while working from their home office, which leads to happy, effective and great employees that are here to stay...
I saw the situation, and I went for it. 2014 was going to be a decisive year. It was to be the year I got laid off from my well paid corporate job and the year I decided to study Permaculture and reunite with nature again!
Because 95% of our team works from home and we have been working this way for over 15 years I feel confident that I can help people to understand what it is really like to build a work from home strategy.
A lot of people are currently being thrust into the murky waters of communicating purely via different apps. It’s dangerous. I’m Australian, and to me the perfect analogy would be diving head-first into a muddy river on a scorcher of a day.
Many management consultants and business experts are advising executives to move their workforce home with laptops until the crisis is over. What they are not saying is that this is now business as usual - the new normal.
Companies across the world are facing an unprecedented wave of disruption at present. One of the specific outcomes from this is that many people are suddenly working from home. Many have no experience working away from the office and so the business journals are full of tips on how to make it work.
Companies across the world are finding their business extremely disrupted at present and it looks like things may get worse before they get better. During this time there has been a strong focus on the need for people to work from home...
“I’m on break, it’s my turn to hold him!” This is just one statement many fathers don’t get to say to their significant other as they usually do not have home based job...
I have to say, the first time leading a team without ever being in the same room is quite a unique and unsettling experience in the first few weeks...
I have to say, the first time leading a team without ever being in the same room is quite a unique and unsettling experience in the first few weeks, but I have found that it makes you work a lot on your communication skills...
Workforce engagement is a buzzword. And like all good buzzwords, there’s a lot of hype around it, but something really valuable at the heart of it too.
Consumer support over any channel, in any language, at any time: 5CA’s successful contact center as a service is possible because we use technology to make planet Earth our talent pool...
Consumer support over any channel, in any language, at any time: 5CA’s successful contact center as a service is possible because we use technology to make planet Earth our talent pool. It also presents an intriguing challenge: How do we balance flexibility, productivity, and security?
Consumer support over any channel, in any language, at any time: 5CA’s successful contact center as a service is possible because we use technology to make planet Earth our talent pool.