Affogata’s Product Enablement Platform provides full launch & post-launch visibility to the

product team for optimization of player experience.

Leading gaming company fixes real-time UX/UI product issues by analyzing player customer feedback.

 

Overview

 

In March 2021, a world-leading gaming company released a new game to the market and then utilized Affogata's Product Enablement platform to analyze how its customers reacted to the launch and the post-launch stages. Affogata's AI tracked and analyzed the customers' main topics of conversation from the open web and enabled the company to improve the product in real-time as well as earn gains in its player experience and brand sentiment. 

Affogata assisted the company in tackling three main challenges. The gaming’s product team was looking to evaluate how the product was accepted immediately after the launch and how to create game stickiness by analyzing real-time player feedback. Also, it was looking to fix product bugs and interface issues quickly to increase player retention. Finally, the company wanted to review customers' perspectives regarding the usability aspects of its new game in order to optimize it.  

Affogata's Product Enablement platform provided the gaming brand important insights on all three challenges with specific results and analysis. The company’s player experience and brand sentiment remained high after the product's launch and the company was able to overcome many of its technical problems as well as improve the product's features. Customer feedback analysis contributed to all that, during the launch stage and then at the post-launch stage, when the company quickly reacted to its customer feedback using Affogata.  
 

Main challenge #1: Overall likeability and game's general stickiness

 

When launching their new product, the company wanted to know how it was generally accepted and just how much players liked the game. Such launch called for two separate time periods to be measured and analyzed by Affogata: the actual launch date and the responses recorded in the following days and then the post-launch, taking place two weeks later and including the usability issues fixes the company managed to carry out as a result of the initial players’ conversations online. The analysis had to show the separate data for each time period as well as to compare the two for further conclusions. 

Main challenge #2: The game’s technical UX/UI bugs and defects

 

Immediately after the product's launch, bugs and other game defects were discovered. The company acted quickly and fixed them thanks to the players’ real-time feedback gathered by Affogata. Two weeks later, and after the product continued with its initial problems solved, new feedback was recorded and analyzed by Affogata. The company wanted to examine the effects of those two-weeks improvements and to learn what sort of feedback it received then to consequently increase player loyalty and decrease churn.  

Main challenge #3: Usability issues

 

Players' discussions in both the launch and the post-launch stage also included comments on several features of the new game and their usability. The company's product team acted here too, right after the launch, and made changes on the go, as it was hoping to see more positive feedback in the post-launch stage. It was important for the company to learn what players had to say regarding such quick improvements in the interface. 

Post launch, as covered by Affogata's second report for the first two weeks of April 2021, showed a slight reduction in brand sentiment, going from 9.2 to the current 8.8. However, 74% of all users still gave the company's product a 5-star review, still a very strong number although a bit down from the 79% registered at the launch. The company enjoyed such a high figure after it fixed some of the problems discussed here in challenges 2 and 3 below, so the overall view and player experience still remained highly positive in accordance with the company's quick fixes to its product's launch initial problems.

Players reported product problems in the first two weeks after the launch. Affogata tracked and analyzed players’ feedback and informed the leading gaming company received immediate alerts on the issues requiring attention. The company reacted by simultaneously attending to the players’ feedback on the open web from Affogata, but more importantly, took specific actions to fix bugs (see solution #2) and optimize UX/UI issues in accordance with what reviewers mentioned (see solution #3).
 

Feedback appearing on platforms such as Reddit, Vanilla forums, articles, app reviews and social media platforms, resulted in the company's reception of the full picture with regards to what it needed to optimize. Leading the way with 76% was mobile reviews while social media feedback remained low with only 7.62%. 
 
Overall, positive feedback remained high during the post-launch period, with 57.4% comments praising the product for a 65% positive sentiment. 

Solution to challenge #2: Bugs fixed causing an increase in player retention

 

One big challenge to the company's new product was the matter of "all things technical". Affogata's successful tracking of the negative comments regarding bugs, product crashes, freezes, and lags, as well as long wait time in some areas, threatened the continuing enjoyment of the player experience.

The product launch was extremely successful, judging by the 79% of all reviewers who gave it a 5-out-of-5 ratings. This was strictly product-related and not generally reported about the company or its marketing. The overall positive sentiment revolved around the product's "look and feel" and resulted in a 9.2 brand sentiment, while negative sentiment remained fairly low. 

Solution to challenge #1: Positive product acceptance results

As for bugs, the game improved considerably as shown by the decline in negative conversations from a peak of 50 to the low of 10, by the end of the post-launch period. The company used Affogata's data regarding launch bugs, managed to fix many of them, and almost immediately saw its negative bugs’ conversations reduce immeasurably. Such tracking, analysis and quick action contributed greatly to players’ satisfaction and retention.

It is also worth mentioning that there was a clear division between the complaints registered internally by the company's Zendesk service and the open web data. The Zendesk information concentrated on bugs and technical obstacles while missing out on Affogata's tracking of user suggestions, product criticism and positive comments. The company's product team gained more insights from the data collected and analyzed by Affogata.

Solution to challenge #3: Improved usability as a result of player feedback analysis

The third and final company's launch challenge concerned usability issues. This topic had to do with the game's different features and how players felt about them. 
As is evident in the above graph, post-launch complaints revolved around the repetitive features of the product and on its long tutorial aspects. While the technical problems complaints reduced considerably, as a result of the company's quick fixes, it seems that more work needed to be done with regards to the product's overall features. 

Judging by the high brand sentiment, as shown in solution number 1, it seems that although players still complained about certain aspects of the product, most of them still enjoyed a high player experience. With Affogata's data analysis, the leading gaming company can be more focused now on the "burning issues" to resolve, which have to do with some of the usability aspects of its product. 
 

Summary/Conclusions

 

Affogata's real-time customer feedback collection and analysis aided the company's successful launch, and then post-launch, of its new game. Problem areas, as reported by the company's early players, resulted in deep analysis and evaluation by Affogata’s AI. 

All three main challenges were carefully analyzed and all of them resulted in successful bottom-line results for the company. Overall brand sentiment remained high during the launch and post-launch; Bugs were fixed quickly post-launch and maintained player satisfaction and retention; Usability issues were also tracked and analyzed by Affogata, leading to improvements in some of the product's features while also focusing the company’s product team on the issues yet to be resolved. 


The company's product team has an accurate understanding of its position, enjoying the successes of the improvements it created as well as knowing what are the problem areas yet to be fully resolved to expectantly result in player VIPs for increased revenue.