In the fast-paced world of online gaming, the terrain is shifting under our feet with every passing quarter. We are seeing seismic changes in how games are marketed, how players are retained, and, importantly, how Player Support is evolving. The “2024 State of Player Support” provides an in-depth analysis of these shifts, and I’m here to offer you a glimpse into how the industry’s heartbeat is changing its rhythm.
The New Challenges
Let’s set the scene: User Acquisition (UA) costs are skyrocketing, and the iron grip of privacy restrictions is tightening. Add to this mix the unpredictability of the global political and economic climate, and you have a recipe altering the gaming landscape dramatically. For the first time, we’re witnessing a dip in Daily Active Users (DAU) and depositor figures that aren’t balanced out by fresh game titles. With UA expenditure shrinking relative to revenue, the fresh blood of new users is not flowing as freely as it once did.
The Immediate Impact
What does this mean for Player Support today? Our report shows that leaders in this space are feeling the pinch. They’re not just expected to keep the lights on but to do so with fewer resources. Yet, paradoxically, there is an increasing appetite from studio execs and management for rich, qualitative feedback from players.
Voice of Player: A Rising Star
The “Voice of Player” is no longer a whisper in the background; it’s a resounding chorus commanding more attention than ever. Player Support teams are now the guardians of player sentiment, with 79% of our survey respondents highlighting its growing importance. This isn’t just a trend; it’s a strategic shift with direct implications for how games are developed and refined. We are seeing proactive outreach programs flourishing and expanding to channel players’ feedback straight to the developers’ ears. The public opinion on alpha and beta releases is actively making or breaking new games, inviting the studios to cautiously integrate player’s feedback into their development cycles.
Looking Ahead
As we look into what is coming next, automation and process improvements emerge as important trends expected to redefine Player Support. Over three-thirds of industry leaders anticipate that increased automation will be the main change in the coming years, and more than half foresee a significant focus on process improvements.
This isn’t just about trimming the fat; it’s about streamlining and enhancing the player experience. With the right automation tools, repetitive tasks can be handled with machine precision, allowing human agents to engage in more complex, rewarding interactions with players.
Augmented agents are stepping in to take over the more straightforward contacts, which means companies that want to excel in Player Support in 2024 need to get serious about teaching their leaders how to handle support hubs that are starting to run themselves. It’s all about keeping up with the future and ensuring we’re ready for what’s coming.
Personalization and Segmentation
A large portion of industry professionals have expressed their vision of personalization and segmentation being a key area of evolution. In a world where one size no longer fits all, Player Support must adapt to provide tailored experiences that resonate with individual players. Processes and policies are tailored to specific segmentation and persona of the players with the aim of creating a seamless experience from game to support, a holistic ecosystem where the player’s journey is an extension of the game experience.
The Need for Balance
It’s not all about cutting costs. While 38% of respondents acknowledge the pressure to reduce expenses, there’s also a growing recognition that Player Support is more than a cost center; it’s a value driver. The savvy studios are those that understand the delicate balance between efficiency and the irreplaceable human touch.
Conclusion
In conclusion, we see a dynamic environment where Player Support is not just reacting to changes but actively shaping the future of gaming. Yes, there are challenges, but with challenges come opportunities—opportunities to innovate, to personalize, and to connect with players in ways we’ve only just begun to explore.
To dive deeper into these insights, I encourage you to download the full 2024 State of Player Support report. It contains detailed narratives, statistics, and expert opinions that paint a comprehensive picture of where we are and where we’re headed. Don’t miss the chance to be at the forefront of the next wave of Player Support evolution.
About the Author
Nicoletta is a passionate and results-driven Operations Director with over 15 years of experience in elevating Player Support departments to new heights. With a knack for leading teams to innovate and adapt in the fast-paced gaming world, she ensures the player’s journey guides our strategies. Agile methodologies? Check. Creating an inclusive and supportive workplace for fans of your games? Check. Building communities where every gamer feels at home? That’s her jam.
