Case Study

Wargaming unlocked 82% CSAT with Unbabel

In a mission to boost CX globally, Wargaming reached out to Unbabel and 5CA to give its support team the combined power of AI and human translation.

By partnering with Unbabel and 5CA, Wargaming saw more users become paying players; CSAT scores reached an all-time high of 82%, and response rates hit 95% within 24 hours. And all while maintaining its lean support team.

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  • Founded in 1998
  • 18 Offices around the globe
  • World of Tanks Blitz has over 100 million users
The Unbabel effect
26% free to premium player conversion increase
95% response rate within 24 hours in all 10 languages
CSAT scores jump to 82%

Wargaming creates amazing games and top-quality gaming experiences for millions of players around the world. Specializing in massively multiplayer online games military strategy and action games, its portfolio includes World of Tanks Blitz and the more recent title, World of Warships Blitz.

  • Founded in 1998
  • 18 Offices around the globe
  • World of Tanks Blitz has over 100 million users

Highlights

Wargaming, a leading game developer, uses Unbabel and 5CA to handle support tickets in 10 languages allowing them to scale up their multilingual service without hiring new agents. With Unbabel's machine and human translation mix, support agents can deliver the best player support experience to its gamers without being deterred by language issues. The result is a clear improvement in the gamer experience.

The Unbabel effect
26% free to premium player conversion increase
95% response rate within 24 hours in all 10 languages
CSAT scores jump to 82%

Challenge

Wargaming has been around the block when it comes to launching new games. Still, every step forward comes with new challenges and objectives. At the heart of the challenge was a player support platform that could speedily translate incoming tickets 24/7 from a large variety of languages while also preserving the unique tone and lingo of gamers. Most importantly, it needed to achieve this without spending a huge war-chest of cash.

Enter 5CA, a player support outsourcing solution that’s been supporting the gaming industry for 18 years. 50% of 5CA’s current services are dedicated to video games. Unbabel's translation models and their agent expertise and knowledge enabled Wargaming to launch World of Warships Blitz while raising customer satisfaction levels. 

Keeping cost under control 

You can't anticipate all the various support issues that come in after a new game launch. It's even harder taking into account tickets from different languages like Czech or Thai — longtail language markets where even modest ticket volumes can create inefficiencies with a team of in-house agents. For Wargaming, the goal was to be economical and operationally efficient without compromising on CX quality. 

Conquering new territories 

Forget the cliché about gamers being isolated teenage boys. It's a global phenomenon among kids and adults, males and females, and across the income spectrum. Expanding into new markets and demographics meant delighting players with great games and adapting other aspects of CX to local or cultural styles. Keeping ticketing open 24/7, no matter the timezone was also a key. 

Bonus points for bespoke support 

Gaming companies do more than deliver games to players. They aim to establish excellent relationships with their players. Getting players to connect with the Wargaming brand requires attention at every touchpoint, especially when a player needs it. This means staffing a service team of actual gamers to truly connect with players. To meet these objectives, Wargaming needed leading technology for multilingual support and an intimate experience with the gaming industry and its fans. So 5CA got together with its partner Unbabel, whom it knew would supply them and Wargaming with the solution they needed.

Solution

Acing the language game

Unbabel and 5CA built for Wargaming, a lean support team of English and Russian native speakers. Using Unbabel’s seamless integration with Zendesk Support, his small team of agents was able to support Wargaming players in 10 new languages, including German, Japanese, Korean, Spanish, and Chinese. From ticket creation to tracking satisfaction metrics, all language operations were conducted in the same tools that the agents already used.

Leading conversions 

After the first implementation, we ran an A/B test: A portion of Wargaming’s users received a reply from support in their native language. The rest got a non-native response. The test measured the percentage of users who would make the transition from free to paid-premium memberships after their support experience. 

26% of the free players who got a reply in their native language became paying players, while only 12% of the free players became paying ones when they got non-native responses.

Player satisfaction 

Player satisfaction scores (CSAT), are also a solid finger on the pulse of how your base is feeling about your brand. Ever since rolling out its new support platform with Unbabel and 5CA, Wargaming has seen CSAT scores increase. Since rolling out its new support platform with Unbabel and 5CA, Wargaming has seen CSAT scores increase by 82% in all languages.

Response times 

After only two months of implementing Unbabel, Wargaming was able to consistently achieve a 95% response rate within 24 hours.

And not only did players get help faster, but they also got it in their native language, cutting down on misunderstandings, thereby reducing message back-and-forths, and further shortening the time between creating a ticket and satisfactorily resolving it.

Results

  • Wargaming only has a small team of English and Russian support reps 
  • Unbabel offered 5CA its combined AI and human translation powers 
  • Unbabel and 5CA provided Wargaming native quality translation in 10 languages 
  • 26% of free players became paying players after getting a native-language reply 
  • CSAT scores jumped to 82% and have remained there ever since 
  • Response time in all 10 languages is 95% in the first 24 hours

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