It’s impossible to launch a mobile game without issues, but it is possible to make one. Every gaming titan stays competitive because they iterate a refined player experience over time. Matt Pelly–Customer Service Manager at Hutch Games — is celebrating a great multiplayer launch with his team. He wrote to us explaining how his department had easily:

  • Transformed player feedback into popular updates & bugfixes
  • Cut down incoming support tickets massively
  • Identified unforeseen bugs before it reaches app store ratings
  • Improved player experience and time spent in game

What is the customer care philosophy at Hutch?

Every single player matters. We create free-to-play games with millions of players but that doesn’t mean that we only care about our spenders. We aim to reply to every single person who contacts us, whether that be with a problem, a question or some feedback. We love hearing from our players!

We make a point of not only alerting the team to issues encountered, but actively share all forms of feedback we get through Helpshift. This includes both positive and negative comments as well suggestions for new content and general improvements.

Why did your studio decide to switch from email support to in-app messaging?

If a player has a question or a problem and is unaware of our support email address, then it is likely that they will either give up completely or continue to suffer. This is why we wanted to make support as accessible as possible and in-app messaging achieves this for us.

Which Helpshift feature is most useful for you as a gaming company?

Definitely the FAQ system. Helping the players help themselves! By building a comprehensive knowledge base within the game we were able to cut down the number of support requests massively. We found that since players were able to find their own answers, the number of questions sent to us was hugely reduced. Now we are able to focus our time on the players with issues to solve.

As a games company we also find the issue tagging particularly interesting. All of our CS agents also work within Quality Assurance, which gives them a great understanding of the game and the potential issues users may encounter. However, with millions of players there are always a few unforeseen bugs. The ability to tag issues allows us to see the issue trends and identify where the problem areas are in the live build, and also when those problems have been fixed.

Have you seen improvements in retention or engagement since switching to in-app support?

Absolutely. As players have the opportunity to contact us whilst in the game, we can look to solve issues then and there, allowing them to continue playing. This reduces friction and ultimately improves the user experience. Having this almost instant connection allows us have a conversation with our players. Although our aim is to resolve and duly close tickets as quick as possible, we’re happy when users feel comfortable to return to a conversation. We’ve had many instances of tickets going back and forth between agent and player. In many cases, our agents recognise players by name and are able to use this to build rapport and make sure queries are answered and issues are solved.

Do you have any stories to share about an awesome customer interaction?

We recently had a ticket from young gentleman who wanted his game save transferred from one device to another. He continued to stress the importance of getting help as soon as possible. With Helpshift, we were able to talk him through the process on each device. After a successful switch, he was able to return to his Multiplayer game. Upon completion, he thanked us for the speedy resolution, and apologised for appearing to be impatient – his dad had just overtaken him on Multiplayer Leaderboard and he was desperate to get back into the game. As a team, we enjoy getting these user experience snapshots. With Helpshift, we’re constantly getting player insight, and that can only help improve our game going forward.