a Platform-as-a-Service company

Player Communication Best Practices

Scott Willoughby Director of Game Operations Success

April 18, 2023 2

Player Communication Best Practices

Scott Willoughby Director of Game Operations Success

April 18, 2023 3

Style & Voice

1.In-World• Dialog• Tutorials• Content

2.Narrator• Transactional• Account-based• Sales/Offers

April 18, 2023 4

Channels

You only have a customer as long as you have a channel. • In-Game

• In-App• External• Push• Email• Web/Social• Platform

April 18, 2023 5

Quality

F.I.V.E. Theory• Fun• Informative• Valuable• Engaging

April 18, 2023 6

Quality

• Fun• Make communication enjoyable,

use a creative voice, flex your brand

• Informative• Valuable• Engaging

F.I.V.E. Theory

April 18, 2023 7

Quality

• Fun• Informative• Be efficient, don’t overuse channels,

have substance

• Valuable• Engaging

F.I.V.E. Theory

April 18, 2023 8

Quality

• Fun• Informative• Valuable• Always give clear value for peak

engagement

• Engaging

F.I.V.E. Theory

April 18, 2023 9

Quality

• Fun• Informative• Valuable• Engaging• Always include a clear call to action

F.I.V.E. Theory

April 18, 2023 10

Quality

• Fun• Informative• Valuable• Engaging

F.I.V.E. Theory

+2 Bonus• Timely• Relevant

April 18, 2023 11

Goals

• AcquisitionSocial incentives, cross promotions

• EngagementFeatures, events, status, updates

• ConversionSales, offers, new content, ads

• RetentionNew content, special bonuses, help content

April 18, 2023 12

Requirements

• Information• Players• Behaviors• Impact

• Segmenting• Relevance• Timeliness

• Delivery• Permission• Account Access• Tools

QUESTIONS?Twitter @playfabnetwork