With billions of players worldwide expecting immediate, high-quality player support, game studios and publishers need to be at the very top of their game.

However, providing 24/7 coverage to massive audiences in multiple languages while ensuring fast, accurate, and personalized support is a demanding task. Support teams are often bogged down with a torrent of repetitive and time-consuming tasks that take their attention away from more complex and creative issues. Even so, anything less than stellar customer support can lead to frustrated players.

So, how do you deliver quality global player support at scale?

While hiring and training new staff has been the traditional approach to expanding and optimizing support services, the impact is limited and difficult to scale.

This is where business process automation services like REACT are revolutionizing how studios and publishers handle customer support.

Enhancing player support through automation

REACT is a powerful business process automation solution that seamlessly integrates with your support team’s workflows. With REACT, you can streamline your player support by leaving monotonous, high-volume tasks to an AI assistant, allowing your support agents to tackle more strategic and creative issues that require a human touch.

Key benefits of REACT:

Faster response times:
Digital agents can work up to x5 faster than human agents.

24/7 service coverage:
People need to sleep—bots don’t. With REACT, you can tackle simple, ruled-based tasks 24/7.

Boost in player satisfaction:
Faster response times mean less waiting and more gaming.

Improve agent satisfaction:
Leaving the repetitive tasks to REACT allows your team to focus on more complex, engaging problem-solving issues.

Reduction in costs:
Automating simple tasks can reduce the total workload, allowing you to do more with less.

Why build a process automation solution?

With nearly a third of the world’s population reported to play games in 2024, spread across time zones and continents, player support is more dynamic and fast-paced than ever. Game studios need a solution that allows them to optimize their support while allowing them to keep up with the industry's rapid growth.

Our Senior Director of Player Support, Neil Long, shares the impetus behind why we developed REACT:

“Automation technologies like Robotic Process Automation (RPA) are already transforming customer support in industries such as Finance, Insurance, Retail, and Healthcare. Taking player support and customer service to the next level was simply a matter of adapting the RPA infrastructure to our game industry needs.”

Put simply, REACT addresses specific industry challenges to enhance player support, improve player satisfaction, and enable studios to scale their support efficiently while reducing operational costs.

Neil elaborates, “The potential for automation to enhance efficiency, minimize errors, and reduce costs is extraordinary. At PTW, we see this technology revolutionizing the Customer Service industry over the next five years, and as a forward-thinking service provider, we are committed to leading this transformation.”

What REACT brings to the table

REACT equips support teams with a suite of advanced technologies that can be tailored to address your studio or your game’s unique support challenges.

The platform includes process orchestration tools like workflows and decision trees alongside digital agents such as document readers, AI-driven chatbots, and RPA. These tools automate high-volume, repetitive tasks like password resets, order modifications, CRM updates, and payment processing. REACT can also manage escalations and transform unstructured data into actionable insights, helping teams make faster, more informed decisions while delivering personalized support to players.

What’s more, with built-in APIs and automation connectors, REACT seamlessly integrates with your existing systems, allowing you to scale operations effortlessly, automate data transfers, and trigger activities without the need for a major infrastructure overhaul.

Integrating REACT into your support team

The biggest challenge is often just getting started—new tools take getting used to. Due to REACT’s transformative impact, it can mean changes in individuals’ daily tasks, which can generate some initial resistance. However, with effective change management and training, teams will become more agile and efficient.

Neil shares what the onboarding process looks like for teams interested in using the tool: “We typically introduce REACT after a few months of collaboration with our partners. By that time, we can identify common case types and recommend ‘low-hanging fruit’—areas where automation can deliver significant gains with minimal complexity.”

After initial onboarding, implementation usually takes between 8 to 12 weeks, and most clients will see a return on investment within the first year, with process automation often reaching efficiency gains of 90-95%.

Taking your player support to the next level

Dealing with mundane, repetitive tasks takes time and energy that could be better spent on more complex and creative issues. In an industry with a global consumer base that demands high-quality support services and fast response times in multiple languages, having a business automation solution changes the game.

REACT offers an easy way to streamline operations, boost productivity, maintain service quality, and improve player satisfaction—without making significant changes to your existing systems and expanding your team.

Ready to take your player support to the next level? Book a call and see how REACT can transform your support operations and increase player satisfaction.