Customer Service in the Video Gaming Industry
The global video gaming market was estimated at a value of $152 Billion USD in 2019, and saw significant growth in 2020, with nearly a 20% increase in value. Given the thriving segments of Cloud Gaming and Mobile Gaming, the video game industry was already poised to grow at an extremely fast pace when the COVID-19 pandemic came along. With a huge influx of people across the globe staying at home more, new gamers have taken up the activity as a source of entertainment to fill their time.
As the industry has evolved, it has also become more complex. The gaming industry includes physical hardware and devices, infrastructure, game development and publishing, game marketing and distribution, and everything in between. With sales in this market projected to soar again in 2021, the need for quality customer service has also increased.
Where contact centers enter the game is in the post-production customer support stage. These days, customer support is more than just taking calls and handling technical issues. Though issues related to device support and compatibility definitely do occur and are extremely important, the breadth of the customer support solution required is much larger.
Gaming customers are located all over the world, requiring customer support providers to have sufficient multilingual support across their agent teams to ensure high issue resolution and customer satisfaction. Customer support also includes social media engagement, which entails agents becoming true brand experts and ambassadors of the game, responding to and engaging with fans and followers through social channels.
Customer support also involves content and forum monitoring and moderation services. With the remarkable growth in Cloud Gaming through Smartphones, Smart TVs, Tablets, and PCs, in addition to traditional gaming through Gaming Consoles, there is a lot more interactivity through voice, chat, image and video in real-time. This has increased the need for monitoring and moderating what content is appropriate to be publicly displayed in these gaming streams. Content moderation is an extremely important and fast-growing channel in the customer service world, expected to reach a valuation of nearly $12 Billion USD by 2027.
Content moderation agents may also be involved in moderating a gaming brand’s social media channels to flag any inappropriate content that the brand is tagged in, delete crude comments on the brand’s posts, and answer or triage questions that come in through direct messages.
To best serve our clients in the gaming industry, we hire and train for specialized skill sets and engage separate queues for different channels of work. For example, some agents will be trained for the highly technical support aspects, learning about specific devices and games in a hands-on environment. Others may be better suited for the content moderation role, and will receive specialized training and priority workflows to help them efficiently moderate and flag content.
Regardless of the queue, it’s important for all agents to live and breathe the culture of the brand. Customer Satisfaction is at the forefront of all customer service interactions, and especially holds true in the gaming industry. Agents prioritize the player experience, ensuring that the customer support they provide will always result in an improved experience for the player. By training agents to become brand experts, they have hands-on experience with the devices and games allowing them to better connect with players, even using gameplay language in their responses to maintain high customer engagement and satisfaction.
As the gaming industry continues to grow in 2021, it can be expected that the need for customer support through a wide variety of channels and services will also increase. By keeping the player experience at the heart of every interaction, we can all win the game.