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Building Customer Support and Loyalty
Jeremy Ehrhardt @JeremyEhrhardt
Lead Tools Engineer, 📨 [email protected]
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●Real gameplay for social platforms●Deep, engaging games●Rapid iteration with big changes●Long relationship with players
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●No hard paywalls●Regular game events●Strong social competition
● “We monetize revenge.” — Will Harbin, CEO
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●20x higher ARPDAU ($0.80) than other popular social games ($0.04)●30 min+ gameplay sessions, 90+ per day●KIXEYE has been profitable for 4 years
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Our games
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Battle Pirates
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Battle Pirates
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Battle Pirates
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Battle Pirates
●MMORTS with tower defense elements●KIXEYE.com, Facebook●3 years since launch●Real-time PvP, PvE combat●Immense world map●Extensively customizable bases and fleets
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War Commander
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War Commander
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War Commander
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War Commander
●MMORTS●KIXEYE.com, Facebook●Nearly 3 years since launch●Real-time PvP, PvE combat●Tactical control of dozens of units●Strategic gameplay on the world map
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Vega Conflict
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Vega Conflict
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Vega Conflict
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Vega Conflict
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Vega Conflict
●MMORTS●KIXEYE.com, Facebook●1 year since launch●Real-time PvP, PvE combat●Strategic view of entire planetary systems●Server-side logic
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Backyard Monsters: Unleashed
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Backyard Monsters: Unleashed
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Backyard Monsters: Unleashed
●MMO tower defense strategy●KIXEYE’s first mobile game●iOS (iPad, iPhone, iPod Touch)●Launched Q4 2013●4th year of the Backyard Monsters series
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Support and retention●Easier to keep good players than get new ones●Customer support (CS): last line of defense
● About 60 CS agents at KIXEYE
●Players who write tickets care
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Support and retention
“Please look at my payment history and see that I am a serious player. … I do not want to quit this game. I love it and the friends I have made. Please fix the problems.”
“I tried all of your suggestions and am still not able to play my most favorite game, any other help you can give please send it.”
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Support and retention
●Ticket volume for 2013:● 1,093,347 total● 337,763 from whales
●Ticket volume so far, 2014 Q1:● 238,397 total● 66,336 from whales
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Monocle
●One-stop tool for changing game data●Provides services on top of games●Player-centric interface●Loosely linked to CS ticketing system●Completely separate from game code
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Monocle
●Holy Trinity of CS functions:● Search for a player● Grant hard currency● Ban a player
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Monocle
●Holy Trinity of CS functions:● Search for a player● Grant hard currency● Ban a player
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Monocle: player search
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Monocle: player search
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Monocle: player details
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Monocle: player details
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Monocle: player details
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Monocle: player details
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Monocle: player details
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Monocle
●Holy Trinity of CS functions:● Search for a player● Grant hard currency● Ban a player
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Monocle: gold
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Monocle: gold
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Monocle
●Holy Trinity of CS functions:● Search for a player● Grant hard currency● Ban a player
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Monocle: bans
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Monocle: admin log
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Supportedbrowsers
Monocle backend servers
Monocle frontend
Internal HTTPS API
Users😇 in-house CS😀 external CS😎 developers
Public HTTPS API
Users 👮 Fair Play
😃 analysts
Automated tools from other KIXEYE
departments
👮 Fair Play😏 designers
😬 producers😆 QA
😎 developers😱 automated QA
Monocle architecture
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Supportedbrowsers
Monocle backend servers
Monocle frontend
Internal HTTPS API
Users😇 in-house CS😀 external CS😎 developers
Public HTTPS API
Users 👮 Fair Play
😃 analysts
Automated tools from other KIXEYE
departments
👮 Fair Play😏 designers
😬 producers😆 QA
😎 developers😱 automated QA
Monocle architecture
![Page 43: GDC 2014 - Jeremy Ehrhardt, KIXEYE - Building Customer Support and Loyalty](https://reader037.vdocument.in/reader037/viewer/2022102711/554bb2c4b4c90594278b45ce/html5/thumbnails/43.jpg)
Supportedbrowsers
Monocle backend servers
Monocle frontend
Internal HTTPS API
Users😇 in-house CS😀 external CS😎 developers
Public HTTPS API
Users 👮 Fair Play
😃 analysts
Automated tools from other KIXEYE
departments
👮 Fair Play😏 designers
😬 producers😆 QA
😎 developers😱 automated QA
Monocle architecture
![Page 44: GDC 2014 - Jeremy Ehrhardt, KIXEYE - Building Customer Support and Loyalty](https://reader037.vdocument.in/reader037/viewer/2022102711/554bb2c4b4c90594278b45ce/html5/thumbnails/44.jpg)
Supportedbrowsers
Monocle backend servers
Monocle frontend
Internal HTTPS API
Users😇 in-house CS😀 external CS😎 developers
Public HTTPS API
Users 👮 Fair Play
😃 analysts
Automated tools from other KIXEYE
departments
👮 Fair Play😏 designers
😬 producers😆 QA
😎 developers😱 automated QA
Monocle architecture
![Page 45: GDC 2014 - Jeremy Ehrhardt, KIXEYE - Building Customer Support and Loyalty](https://reader037.vdocument.in/reader037/viewer/2022102711/554bb2c4b4c90594278b45ce/html5/thumbnails/45.jpg)
Monocle frontend
●Open source tech● AngularJS● Bootstrap● Lo-Dash
Bootstrap
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Monocle frontend
●Open source tech● AngularJS● Bootstrap● Lo-Dash
Bootstrap
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Lessons Learned
●Why go with a webapp?● Cross-platform● Easy to publish● Easy to update
●Stick to Chrome and Firefox● Others lag in features, standards, tools
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Monocle backend
●Gateway between frontend and games●Storage for logs about players●Arbiter of user permissions
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Monocle backend
●Open source tech● Linux (Ubuntu LTS)● Apache● MySQL● Python with Flask
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Monocle backend
●Open source tech● Linux (Ubuntu LTS)● Apache● MySQL● Python with Flask
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Monocle architecture
Monocle backend servers
LDAP
WC Bases…
WC Primary
BP Bases…
BP Primary
Direct MySQL DB access for first-gen games
VC BYM:U
Monorail HTTP APIs for second-gen games
User permissions
Admin logsBan queue
Internal MySQL DB
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Lessons Learned
●Direct DB access is bad● Violates information hiding principle● Game teams need to iterate quickly● Multiple tech stacks at KIXEYE
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Monorail
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Monorail
●Specified APIs are good● Contract between Monocle and game● Purpose-built for non-game use● Testable from both sides
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Monorail
●Specified APIs are good● Contract between Monocle and game● Purpose-built for non-game use● Testable from both sides
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Monorail
●RESTful HTTP API● JSON wire format● Mandatory TLS encryption● HTTP error codes● HTTP basic auth
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Monorail
●Standard data model across games● Players● Gold● Bans● Bases● Resources● …
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Monocle: resource editor
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Monocle: resource editor
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Lessons Learned
●Use strings from games● “Siege Mortar D75-B” instead of “1299000”● “Battle Barge 1” instead of “hull 50”
●Use art assets too!
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Lessons Learned
●Use strings from games● “Siege Mortar D75-B” instead of “1299000”● “Battle Barge 1” instead of “hull 50”
●Use art assets too!
![Page 62: GDC 2014 - Jeremy Ehrhardt, KIXEYE - Building Customer Support and Loyalty](https://reader037.vdocument.in/reader037/viewer/2022102711/554bb2c4b4c90594278b45ce/html5/thumbnails/62.jpg)
Battle Pirates inventory: in-game
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Battle Pirates inventory: then
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Battle Pirates inventory: now
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Battle Pirates inventory: now
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Battle Pirates inventory: now
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Battle Pirates inventory: now
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Lessons Learned
●Explore player connections● Battles● Alliances● Friends● IP addresses● Gifts
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Player connections: battles
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Player connections: battles
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Player connections: battles
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Player connections: battles
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Player connections: IPs
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Player connections: IPs
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Player connections: IPs
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Player connections: IPs
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Lessons Learned
●Get support hooks (Monorail) into games as early as possible
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Backyard Monsters: Unleashed
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Backyard Monsters: Unleashed
![Page 80: GDC 2014 - Jeremy Ehrhardt, KIXEYE - Building Customer Support and Loyalty](https://reader037.vdocument.in/reader037/viewer/2022102711/554bb2c4b4c90594278b45ce/html5/thumbnails/80.jpg)
Backyard Monsters: Unleashed
![Page 81: GDC 2014 - Jeremy Ehrhardt, KIXEYE - Building Customer Support and Loyalty](https://reader037.vdocument.in/reader037/viewer/2022102711/554bb2c4b4c90594278b45ce/html5/thumbnails/81.jpg)
Support and retention (reprise)
“The problem was fixed the next day.”
“you helped getting my evalks working again”
“can you get more people like Cassi to work for ya she helped me out nice with my issue i had with a shockwave retrofit”
“keep up the good work for your games!”
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Support and retention (reprise)
“Hey I just want to tell you Thank You for the 50 gold, little things like that mean a lot to the people who play the game and we do notice the effort you have all been doing to improve the game, also I would like to compliment you on your quick responses and fairness when issues do occur. You have always treated me fairly and I appreciate it.”
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Support and retention (reprise)
“I have been playing this game for a long time now and a couple of things have happened recently that I had to submit tickets for.
I will put my hands up, in the past I have been critical of and frustrated with Kixeye support. However, on these two occasions Kixeye dealt with both matters quickly and resolved both issues to my satisfaction.
So instead of the usual threads of whingeing, complaints and moaning, I would like to say thank you Kixeye - on both occasions job well done”