Why great CX is the ultimate driver for player retention

The gaming revolution is underway. But with so many new games, streaming services, and opportunities out there, how can you retain your players? Well, your secret ingredient is great CX. 

Did you know great CX is the ultimate driver for player retention

Why great CX is the ultimate driver for player retention


Words by Shanika Ofori
Reading time 5 min

We’re now in a world where gaming is king. With the mobile gaming boom in full swing and rapid advancements in cloud gaming, more people are playing video games than ever before — even those who wouldn’t call themselves gamers.

This upswing has been incredible for the gaming market. In 2020, the video game market was worth $167.50 billion and forecast to grow to a massive $291.16 billion by 2027. But if this is the case, companies need to start taking player retention more seriously.

The gaming (r)evolution

There’s also a lot of competition in such an expanding market and growing landscape. Whether developers are competing for players or games are competing for their attention, one of the most important things you must consider is player retention.

With so many games to choose from and ways to play, it’s become more challenging for games to retain their player base. These days, with free-to-play (F2P) games and their battle pass systems, developers have a lot to live up to. So games need to keep providing for players if they want to keep them. Not only that — they need to know you care.

Why player retention matters

Player retention isn’t just an ego boost for developers. It’s the difference between a successful game and one forgotten to time, and the “whys” of this are clear.

If your game holds a player’s attention, they’ll play it. So, the longer it holds their interest, the more committed they’ll be. Why else is Skyrim so popular a decade after its release? Because Bethesda struck gold: players love the game because there’s always something to do.

Continuing to give your players something to invest in gives them a reason to play it. As a result, they’ll be more inclined to buy things like loot boxes or, if released, DLC. They’ll also recommend the game to their friends or talk about it on social media, attracting new players or bringing old ones back to the fray.

And what’s the best way to give players a reason to play your game? A great customer experience.

Improving player retention with great CX

One essential tip for retaining players is to know why they started playing in the first place. 

You need to know your audience, which is where CX and using fans of brands for customer support comes in handy because it takes a gamer to know a gamer. And if your players have a great customer experience, they’re more inclined to play and keep on playing.

Here are some of the ways gaming companies are improving player retention with better CX.

Gaming Revenue Models

Once upon a time, games were released in their completed form. That isn’t as true these days. With most gaming now digital, there are ways to expand the gaming experience.

Some of the most popular gaming revenue models include microtransactions, virtual currency, freemium games, and subscription-based services.

Subscriptions such as PlayStation Plus and Ubisoft+ offer players exclusive content for games they love. And the more content available, the better their experience with a game. Microtransactions can be anything from loot boxes to official DLC. Virtual currency, on the other hand, can be earned by playing without spending real-world money.

All you need to do is play the game.

So, the more they play it, the more currency they’ll have to buy, anything from cosmetics to extra DLC.

Daily Rewards

Any gamer will tell you daily rewards are a huge incentive to play games. Achievements or rewards boost players’ morale, giving them something to work towards.

Your players are people first. They want food and oxygen, and support. Achievements give them a reason to play, and having that gives them more reason to stick around.

Community Engagement

When it comes to video games, you can’t beat a good community. Building a community around your game is one of the key factors of player satisfaction. But, again, it comes down to being listened to. Being able to converse with other fans on forums like Reddit or Discord about why they love a game is a big part of gaming culture.

It can help people make friends, find people to play the game with, and exchange tips. For a loyal and steadfast community, it’s one of the most powerful things you can do.

User Generated Content

Games like Skyrim are the gold standard for player retention. One of Skyrim’s defining factors is how users can create their own content. This game has hundreds of mods that add continuous replay value to a game. The Steam Workshop is also filled with mods for some of its best-loved games.

One of its biggest, Left 4 Dead 2, hadn’t had an official update since 2012. Largely abandoned, its still-bustling player base took it into their own hands by creating the massive, fan-made update, The Last Stand.

User content and mods are a fun way to keep the conversation going around your game. And your fans will stay.

Great CX is great PX

Analysts have predicted that, by 2022, the gaming industry will generate $196 billion in revenue. But to have a game that lasts, you need to take care of the players.

When it comes to gaming, players have always been the power. They’ve been the ones giving developers a reason to create those games. So, it would help if you gave back with great CX.

Industry giant Electronic Arts takes CX seriously. EA ensures their team looks at things from the player’s perspective. Through that, they can better understand what players are looking for.

With an extra eye on great CX, they can eliminate its need by providing support before it’s required. And the way to do that is by engaging with a community virtually like Earth 2.

In providing video support, community management, and thorough, in-game support by fans of brands, you can retain your players with a customer experience to remember.

For CX which creates great player experiences, 5CA is your game changer.

Shanika Ofori

Key Account Director

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