For any product or service, a good Customer Experience is essential.
We see this in video games, casino, and bingo games. They are designed to ensure that the player will have a great time, remember the game, and as a result, have that desire to play again. These basic design factors are included in many traditional games, and have been kept in their online and mobile versions.
The perfect example is mFortune and their games like bingo. Consequently, there are many lessons that can be learned from gaming and how the Customer Experience continues to engage and maintain the interest of the player.
Good first impressions
New games are often available to download for free, whether it is a demo or a game that will have content to purchase within the application. Studies suggest that a quarter of games are only installed once, meaning that it is crucial that the developers create a good impression to ensure that the game doesn’t get deleted.
To do this, it is important that loading times are limited, advertising isn’t over the top, and the game must be easy to understand and have a good interface. If a game goes against any of these, the player is likely to be very frustrated and is likely to delete the game and not recommend it to family and friends.
One thing you will notice when a new game is installed and played for a short amount of time is that you will be asked to rate the game and add your comments. This ties into first impressions, as the game developers and/or operator want the player to be immediately engaged, and want to know whether or not this is happening.
Negative comments can help the developers identify bugs within the games and quickly fix them for a new release. Many developers will release beta versions of a game and hire players specifically to test them to find and report any problems. This is a very useful Customer Experience lesson – embrace feedback, and if there is a problem, fix it quickly or your customers will go away.
The established gaming franchises, such as Grand Theft Auto and Call of Duty, start the Customer Experience with their promotion, sometimes years before the game is released. Trailers with sneak previews are shown to gather interest amongst the die-hard fans. This is an example of how brands look to keep their existing customers engaged, and it is proved very successful when some gaming trailers get up to 50 million views on YouTube over a year before the release of the game.
Another way of keeping existing customers interested is by offering additional content and rewards if the game is pre-ordered. Here we see how the gaming industry successfully uses promotion techniques to keep their loyal players engaged.
There we have it – the gaming industry is a great example of how the Customer Experience is designed to be perfect and to ensure customers remain loyal and engaged. Businesses can learn a lot about how the Customer Experience is a constant ongoing theme, from promotion, right through to release and obtaining feedback.