For a long time, we've been aware of a wealth of lapsed players on our Facebook page, who often bounce because they find it difficult to keep up to date with the sheer amount of content within a 19-year-old MMORPG (Massively Multiplayer Online Role-Playing Game) - so we needed a tool to help onboard and support new and lapsed players through the funnel and onwards to downloading/playing/purchasing. Hence, the RuneScape companion bot was born.
Its objectives were:
We built out a network of touchpoints and communications, covering everything from Player Support to hyping new content updates, all dedicated to ensuring players could have answers or next points for all of their queries, and thus retained within our community.
Since launch, the FB Bot performed very well against the objectives set during build of the campaign. Latest numbers (July 1st 2020 - Jan 1st 2020):
The FB Bot has proven to be an efficient way to support our in-game campaigns when compared to our organic actions on Facebook, and wider marketing initiatives. During game content launch periods, it has shown more interactions on pathways relating to these updates than organic posts on our page feed.
On a non-campaign specific level, the FB Bot shows significant potential to answer Player Support queries from players who come seeking help on our channel.
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