With international sales making up such a large percentage of total gaming sales, localization — game content in a language for a specific region — and multilingual player support becomes more important in the industry. Companies know that their customers expect a good experience from their products, and they want that to carry through to all parts of the experience, including customer support.
Pre-Sales Vs Post-Sales Localization Support
Gamers are a unique customer base. On average, they have high expectations of the games they play. The average user tends to be very engaged in the games they play. They are participatory and want to interact with other players during gaming experiences. This dynamic makes it essential for companies to communicate effectively with players all over the world.
Most companies understand this, and have a high budget for pre-sales localization and voiceover for their game. Generally, the budget is used to produce a high-quality product to sell in a particular area.
However, that changes once the game is on the market. Most of the time, budgets for post-sales player support, help articles, player feedback, and other activities are limited. The unfortunate part of this is that post-sales support is a major factor in customer experience and whether or not customers will buy again.
How Do You Close the Support Gap?
It’s important to keep gamers engaged and provide a good experience with the product, because it fosters loyalty and can lead to future sales. When gamers are able to communicate with the company and others in a language they prefer, it encourages them to keep playing, recommend the product, and buy the next one.
Companies know they need to offer comprehensive, multilingual post-sales customer support to close the gap between pre-and post-sales support. However, the cost of providing multilingual support can make some companies resistant to the idea. For instance, you can hire multilingual agents, but then you must invest in both the hiring process and the training of multilingual support representatives.
Another option is to rely on machine translations. But depending on which technology you use, it can take significant time and effort to build a single foreign language chatbot for your website. Then, if you need additional languages, you’ll have to repeat that effort for each one. In addition, different translation engines have different capabilities for translation, which might result in bad translations. This presents a challenge in the gaming industry, especially where jargon and made-up vocabulary are common.
Considering the amount of effort it takes to get good gaming translations, it’s no wonder some companies are hesitant to offer multilingual support.
An Efficient Solution Your Customers Will Appreciate
Fortunately, the technology for machine translation has advanced. Language I/O is a technology that’s quick and easy to set up. With Language I/O, you can immediately deploy all the chat languages you need, without the effort of programming a new chatbot for each one you want to offer.
What makes Language I/O different is that it uses multiple translation engines for fast implementation. You can choose the languages you want to offer, load your own vocabulary, and be up and running in days, not weeks. Language I/O chooses the best translation engine to give you accurate translations right away, and can learn as it goes.
With multilingual chat support from Language I/O, you can provide users with a great experience from the start. Your customers can choose the language they want to communicate in, and your company gets:
- Better, faster customer support with instantaneous chat translations
- Better support metrics due to faster resolution
- Better time use for agents, who can work on complex issues while your chatbots answer the frequently asked questions
- Less escalation due to more accurate translations and faster responses
- Happier customers and increased loyalty
You don’t have to wait any longer to offer your customers a quality gaming experience and multilingual support. Contact us today to find out more about Language I/O and see how you can get started.