Huuuge pioneers AI and human intelligence to master multilingual support
79 %
Deflection Rate
3.9
CSAT (4.8 CSAT for VIP Issues)
+25
Supported Languages with AI
21.3 %
TTFR Reduction
“Implementing AI and automation has liberated our agents, removing the repetitive tasks and enabling them to engage in more strategic and meaningful interactions with our VIP players, resulting in improved metrics such as reduced TTFR by 21.3 %, enhancing CSAT by 0.5, retention, and revenue growth. It allowed us to transform support operations from a cost center into a profit driver. We’ve found the sweet spot between full automation, partial automation, and a white-glove approach for top players. Integrating Keywords Studios’ trained and expert agents, proficient in Helpshift technology, has seamlessly augmented our internal team and allowed us to increase CSAT tremendously on a global scale.”
Sebastian Brant
Director of Player Services, Huuuge
Overview
Huuuge, a global game developer, is on a mission to create the world’s most social, real-time, free-to-play mobile gaming platform. With over 1M+ Monthly Active Users from 195 countries, they prioritize speed, efficiency, and high CSAT in player support. Under Sebastian Brant’s leadership, Huuuge transformed customer support by integrating AI features like Language AI, achieving a 21.3% TTFR reduction and a 0.5 boost in CSAT , while retaining VIP players and enhancing overall performance.
The Challenge
Sebastian recognized the need to support diverse markets beyond English, prioritizing player support and VIP management in native languages. However, Huuuge encountered challenges with translation methods, including agent-specific languages, collaborations with translation companies, and manual tools like Google Translate. These methods were costly, limiting language coverage, and inefficient, requiring agents to switch tabs and copy-paste, slowing response times. Additionally, the quality of translations was inconsistent, leading to lower CSAT scores, especially with languages like Chinese, where Google Translate proved inadequate. These issues compromised the overall player experience.
“We encountered significant obstacles in delivering quality multilingual support before implementing Language AI in Helpshift. Our previous methods were either prohibitively expensive, inefficient for agents who had to juggle multiple tabs, or suffered from poor quality and accuracy, impacting the player experience. We also struggled to provide round-the-clock support in native languages, impacting our response times and undermining the player experience.” – Sebastian Brant, Director of Player Services, Huuuge.
The Solution
In October 2023, Huuuge implemented Language AI to provide seamless, cost-effective, 24/7 multilingual support. With 41% of issues being non-English, this tool enabled English-speaking agents to communicate in 36 languages, including Chinese, Japanese, Arabic, and Russian, translating their non english issues directly within Helpshift.
Helpshift’s core features have optimized Huuuge support. 75% of issues are managed through messaging channels, with AI improving routing accuracy and automating workflows via Custom Bots and ChatGPT integration. The QuickSearch bot and Feedback Bot enhance FAQ deflection and capture CSAT.
“Helpshift has been at the forefront of technology, building AI for customer service since its inception and consistently innovating and refining its technologies to stay ahead of the curve. We’ve been with Helpshift for eight years and always immediately take advantage of the new features they offer. We have an excellent level of cooperation with Helpshift and Keywords Studios. Without Helpshift, we would fall behind industry standards and struggle to meet the ever-increasing player expectations.”
– Sebastian Brant – Director of Player Services, Huuuge.
Optimized and continual FAQ improvement to increase QuickSearch bot deflection
75 % of issues are sent through messaging channels (SDK), with minimal support outside of messaging channels
Leverage AI to improve the accuracy of routing (Smart Intent) and automate bots workflows fully or partially and leverage ChatGPT integration
Use Automation via Custom Bots to triage and collect information and Custom bots connected to backend systems (APIs) to push/pull information & resolve issues for the highest volume issue types
Language AI Machine translation built right into the Helpshift platform
Segmented Feedback Bot to capture CSAT (issue & agent)
The Results
Better Player Satisfaction
Implementing AI-powered translation tools significantly improved player experience by reducing support response times. Players received instant native translations from English-speaking agents, boosting CSAT scores, particularly for challenging Asian languages, by 14% (0.5 points). Native speakers confirmed the translation quality during testing, ensuring accuracy.
Agent Efficiencies & Empowerment
Agents found the new translation feature improved their workflow by eliminating the need for manual copy-pasting. This change enhanced efficiency, allowing agents to handle more issues per hour and reducing Time To First Response (TTFR) by 21.3%, thus enhancing the overall productivity. They were given the tools, resources, and autonomy they need to perform their jobs more effectively and confidently. When agents are empowered, they are more in control of their work, can make decisions quickly, and are better equipped to provide excellent service. Empowered agents are more likely to be satisfied with their jobs, leading to better performance and higher customer satisfaction.
Expanded language coverage
The support was enhanced across all markets and in previously unsupported languages. Huuuge is now able to cover 25+ new languages instead of only a few. Deploying English-speaking agents who can now converse in other languages to reduce wait times (previously impacted by shift constraints), optimize cost and provide 24/7 support for global coverage.
“Implementing AI and automation has liberated our agents, removing the repetitive tasks and enabling them to engage in more strategic and meaningful interactions with our VIP players, resulting in improved metrics such as reduced TTFR, enhancing CSAT, retention, and revenue growth. It allowed us to transform support operations from a cost center into a profit driver. We’ve found the sweet spot between full automation, partial automation, and a white-glove approach for top players. Integrating Keywords Studios’ trained and expert agents, proficient in Helpshift technology, has seamlessly augmented our internal team and allowed us to increase CSAT tremendously on a global scale.”
– Sebastian Brant – Director of Player Services, Huuuge.
