Lowering Player Churn Through Customer Support


Before getting into how customer support can lower player churn rate, let’s go over why people play video games. When playing games, players look to relieve the stress of daily life, feel a sense of accomplishment by achieving various in-game goals, or have fun in their free time.

If so, what makes players quit a game? When expectations are not satisfied by the game or when it causes frustration or boredom instead of sparking interest, players may quit playing or reach out to customer support to talk about their problems and opinions.

However, as the gaming market started to move away from being console-centric, it became easier for players to simply play another game as the number of extra purchases and time investment required to play have gone down. As a result, more and more players are choosing to switch to another game instead of contacting support to improve the game or solve their problems—unless a player is particularly fond of a game.

A player that contacts support despite it being so easy to jump ship most likely still enjoys the game, so player churn can be naturally reduced by understanding players’ problems, identifying their needs, and resolving their problems.

Player churn can be lowered through customer support by providing concrete answers to problems, being honest with answers, sympathizing with the player, and being friendly so players feel comfortable contacting support.

The abundance of and ease of access to information on the web has led to a significant decrease in the number of players contacting support. So when players decide to submit a ticket, it is usually because they have faith that the developer or publisher can solve their problem.

However, even developers and publishers may not be able to provide immediate solutions to players in many cases. If solutions or improvements in response to customer support queries are delayed, frustration may start to build up and cause players to quit playing as they may think that the developer or publisher is not interested in solving their problems or making improvements. Therefore, players who report problems or suggest improvements should be viewed as players who still love the game and the various needs that they voice need to be met with quick decisions and solutions.

To sum up, the best ways to mitigate player churn through customer support are making an extra effort to help even when an immediate solution is unavailable, sympathizing with players to assuage their frustrations, and providing solutions that are most helpful to players.


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