[GLOBAL CS] How Customer Satisfaction Affects a Game’s Lifespan
In a previous article, we talked about how Latis Global Communications localizes games.
Today, we are going to talk about how customer satisfaction affects a game’s lifespan. Let’s jump right into it.
# Creation of Game and Long Runners
No matter how good a game is, there comes a time when it becomes forgotten and no longer played due to changing game trends, evolution of technology, the rise of new challengers, and other various factors.
Each game has a different lifespan. According to Korea Creative Content Agency (KOCCA), the average lifespan of a game in Korea is only 37.6 months. It includes games that last only a few months from its release and games that last for more than a decade.
These games have one thing in common: loyal customers. A strong fanbase is what makes a game have a long lifespan. These customers are very loyal and have a vast knowledge about the game they love.
For developers, it’s very important to listen to these fans to figure out what they want or don’t like and cater to them. The quality of customer service and game management affects customer retainment.
(image source : The Kingdom of the Winds)
#The First Requirement
– Customer Service and Communications
One common aspect of long running games are their excellent customer service. Game developers must respond quickly to the complaints of customers. Ignoring customers’ opinions or delaying feedback will only make the situation worse and even cause customers to leave the game.
Successful games and game developers know how to effectively communicate with their customers and create a strong bond. Many developers keep updating old games and host online and offline events to keep their customers interested and communicate with them.
Of course, improving the game and fixing issues per customer feedback are also important.
Lineage and the Kingdom of the Winds were successful for a long time because the developers worked hard to improve the game and reflect on customer needs.
Jung-tae Kim, a professor of Dongyang University says, “Online games of today are different from previous PC games. When the number of players increase, the game’s story becomes more diverse and changes beyond what the developers initially planned, and the players create their own communities, leading to a synergy effect. These games have enjoyed the advantage of early market dominance.” (Source: Hankuk Economy).
(image source : NC soft_ Lineage homepage)
The Second Requirement
– User Created Communities
Released in 1998, Lineage celebrated its 20th anniversary last year, and is still a flagship of NC Soft. The clan system is one of the main gamer-formed communities, and has been the driving force of the game.
Lineage’s clan system encourages communications between clan members and promotes cooperation during raids and siege battles, thus forming a tight-knit community. In turn, this leads to customers spending more time in game and prevents them from leaving the game (Source: Money Today).
Did you find this article interesting? In our next article, we will talk about something that may help game developers who want to enter the global gaming market. So stay tuned!
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