The video games industry market is expected to grow and reach a market size of USD211B in 2022 to USD434B by 2025, driving numerous telcos to offer gaming services. By providing gaming services telcos can promote their brands, improve customer retention and activation to Millennials, Gen Z, and Gen Alpha, and derive revenue from in-game purchases.
Despite the immense potential, telcos face significant challenges to achieve their goals due to poor execution. One of the main issues is the lack of awareness of its gaming services. According to a recent survey by PCA, only 52% out of 550 respondents in Malaysia had heard of telcos’ gaming services. This problem is highly attributed to the poor marketing and design of gaming services, making it critical for telcos to address these issues.
So, what can telcos do about this underperformance?
Telcos can maximize their business success in the video gaming industry by implementing a customer-centric approach.
In what way?
They can achieve that by adopting the following 4 ideas:
1. Optimise network performance
The most important thing is to ensure the network equipment is fit for gaming. To deliver the best possible gaming experience, it is important to improve the efficiency and performance of the network routing. Additionally, fine-tuning algorithms and protocols will also reduce latency, packet loss, and other issues that can affect internet performance. This will lead to a smoother gaming experience for users.
2. Increase brand awareness
Investing more in advertising and promotions can help telcos create brand awareness and reach more customers. Telcos can also collaborate with popular gaming influencers to promote their gaming services, making them more visible to the gaming community.
3. Improve the design of gaming services
User interface and experience are very important to gamers. Enhancing the UI and UX will make gaming services more attractive and accessible to gamers. Improving accessibility to games and in-app purchases will also encourage users to make more purchases resulting in an increase in revenue.
4. Enhance customer service
While acquiring new customers is important, retaining existing ones is crucial for long-term profitability. Prioritizing customer retention through building customer loyalty is a more effective approach than constantly seeking new customers.
Improving customer service channels such as phone, email, chat, and social media will support telcos to address gamers' issues quickly and efficiently. In order to achieve that, telcos should train their customer service representatives to handle complaints and feedback professionally and efficiently, and take prompt actions to resolve any issues faced by their customers.
Ultimately, telcos need to prioritize gamers' needs and provide convenience without giving away big discounts.