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Driving Success in Player Support for Halfbrick's Fruit Ninja 2: Achieving 4.47 CSAT and Cutting First Response Time by Over 40 %

Half Brick-Featured

4.47

CSAT (increased by 28 %)

80%

of issues improved game quality

40 %

decreased TTFR

>16M

active players per month
Half-Brick-overview

Overview

Halfbrick Studios, an Australian game development powerhouse known for iconic titles such as Fruit Ninja and Jetpack Joyride, has consistently pushed the envelope in mobile gaming. With a reputation for creating immersive and engaging experiences, Halfbrick has captivated a global audience, resulting in over 16 million active players per month. As Fruit Ninja approached its 10th anniversary, the team embarked on an ambitious journey to launch its sequel, Fruit Ninja 2, with enhanced graphics, new multiplayer modes, and a fresh “Fruitar Hero” feature. To ensure the sequel’s success, Halfbrick recognized the need for an innovative player support system that could match their commitment to excellence and facilitate seamless player engagement throughout the game’s lifecycle.

The Challenge

Halfbrick faced the challenge of gathering and incorporating player feedback during the development of Fruit Ninja 2. The legacy email-based support system was falling short, unable to efficiently collect the volume and specificity of feedback required for the sequel’s development. With the game’s expansion into 12 languages and its global reach, a more robust solution was necessary to manage feedback and support issues. Furthermore, the company needed to prepare for the potential hurdles of a soft launch, including bug identification, and to scale up support to handle the surge in player engagement expected post-launch. Adding to the complexity, the onset of the COVID-19 pandemic led to a sudden increase in the player base, which placed additional stress on the existing support infrastructure.
Half-Brick-Challenges

The Solution

Halfbrick turned to Helpshift, an in-app support platform, to revolutionize their player support. The implementation of Helpshift took a mere two weeks, and it quickly proved to be a game-changer during the soft launch of Fruit Ninja 2. Helpshift’s advanced features enabled Halfbrick to capture detailed feedback, identify bugs across devices and operating systems, and respond to customer issues promptly. The platform’s asynchronous conversational approach allowed support staff to handle multiple issues simultaneously, fostering deeper relationships with players. When the pandemic-induced player surge occurred, Halfbrick was ready. By leveraging Helpshift, they were able to expand their support team by 400% by temporarily incorporating quality assurance staff. Helpshift’s automation capabilities also played a critical role in managing fraudulent activities, streamlining routine tasks, and allowing the team to focus on genuine player concerns.

The Results

The integration of Helpshift into Halfbrick’s support operations yielded remarkable results. Customer satisfaction (CSAT) scores soared from 3.5 to 4.47, reflecting a significant increase in player satisfaction. The time to first response was slashed by over 40%, enhancing the overall player experience. Helpshift’s impact was not limited to the support team’s efficiency; it also identified nearly 80% of issues that helped improve the game’s quality. The robust support system allowed Halfbrick to adeptly manage the unexpected increase in player volume due to the pandemic, ultimately contributing to the sustained popularity of the Fruit Ninja franchise. Through Helpshift, Halfbrick not only streamlined their support operations but also strengthened their bond with the gaming community, ensuring that Fruit Ninja continues to be a cherished experience for players across the globe.

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