playrix

Playrix Improves Player Satisfaction, Retention and Revenue with Helpshift

Playrix - Featured
Playrix - Overview

Overview

Playrix, an international game development company founded in 2004, has made a significant mark in the mobile gaming industry. Since shifting its focus to free-to-play mobile games in 2011, Playrix has released several top-ranking games like Wildscapes, Homescapes, Gardenscapes, Township, and Fishdom. These games have consistently been among the Top 50 Grossing Apps on iOS and Google Play, enjoyed by millions of players worldwide every day. With a commitment to providing an unparalleled gaming experience, Playrix has always placed a high value on player satisfaction and service excellence.

The Challenge

As Playrix’s portfolio of games grew, so did its player base, leading to an increase in player support requests. The company’s legacy email-centric customer service system became inadequate, failing to scale with the increasing demand. This system was not only outdated but also led to interruptions in gameplay, causing player dissatisfaction. Moreover, the inability to efficiently categorize and manage issues with the existing tools hampered the support team’s effectiveness. Any unresolved player issue not only risked losing that player but could also result in negative app store reviews, potentially dissuading new players from downloading Playrix games.
Playrix - Challenge

The Solution

In August 2016, Playrix selected Helpshift as its new service technology to overcome these challenges and enhance its player support system. Helpshift offered a fully-native in-app messaging experience, eliminating the need for players to leave the app to seek support. This integration allowed Playrix to understand its players better, based on various factors like device type, current level, and game, enabling a more personalized support experience. By October of the same year, Playrix had fully adopted Helpshift, which smoothly handled the service request spike associated with the launch of new games.

Playrix employed a three-pronged approach to service with Helpshift: leveraging FAQs to resolve common issues, utilizing purpose-built micro-bots for more complex issues, and reserving human agents for the most challenging problems. This strategy significantly reduced agent workloads and improved the efficiency and effectiveness of Playrix’s support system.

The Results

Implementing Helpshift led to remarkable improvements in Playrix’s player support and satisfaction metrics. A significant 90% of issues were resolved through self-service, and more than half of the remaining issues were handled by bots, reducing agent workloads by over 50%. The swift two-month adoption period of Helpshift allowed Playrix to not only improve player satisfaction and retention but also positively impact app store reviews and, consequently, revenue.

Moreover, during the 2020 COVID-19 pandemic, as service request volumes spiked due to increased gameplay, Playrix could scale its support seamlessly, thanks to Helpshift’s automation and bots. This capability ensured players continued to enjoy a distraction-free gaming experience during challenging times.

Overall, the partnership with Helpshift has been highly successful for Playrix, enhancing the player experience, increasing agent satisfaction, and enabling the company to scale its support system to meet the demands of its growing player base.