Appen boosts gaming company’s customer support capabilities with AI

by Analytics Insight

January 30, 2022

Using Appen’s platform, the game company was able to onboard new internal labels easily and the project team was able to grow efficiently.


Appen delivers high-quality training data with its industry-leading technology platform, managed services, and global crowd to power AI globally. A large US-based game company known for providing online games and content to hundreds of millions of users worldwide approached Appen with a challenge. Gaming customers rarely seek customer support when they encounter a technical or gaming problem. For a satisfying customer experience, the company uses AI-powered chatbots to handle support queries. With a global user base, player requests are often confusing or vague due to language limitations, which creates challenges for the AI ​​model.

To solve this problem, the game company needed to enrich its machine learning model with more data to train on, in order to support a wider range of support requests. The goal was to equip chatbots with the ability to better understand and respond to customer needs. The team worked internally on annotating past chat logs between customers and agents to serve as training material for the model, but only one team member had the bandwidth to work on this massive effort. . Tools were also limited, with team members using documents and Excel programs to collect labels, which made scaling difficult. The projects needed more resources and a full database for data storage.


Appen’s platform includes a set of features and tools capable of integrating with the game company’s processes. The platform replaced the need for their various Excel documents and instead brought this information together in a central data repository. Using Appen’s platform, the game company was able to onboard new internal labels easily and the project team was able to grow efficiently. Team leaders have used the platform to track taggers based on valuable metrics like task duration and how their performance compares to each other. Other than that, team leaders can also generate reports to compare data on key factors like confidence scores and label accuracy.


Appen’s platform allows the game company to scale its project team, which translates into a number of benefits. The company discovered specific new labels that enabled the application of increased granularity and nuance to support the problem. Its customers, in turn, received a more personalized experience thanks to improved response times from chatbots.

Another benefit that has been highlighted is that the time required to review labeled data for completeness and accuracy has been significantly reduced. This happened because more team members were brought into the labeling process. Using Appen’s platform, team leaders were able to easily monitor contributor performance and task fatigue, while leaving a way to make adjustments whenever needed.

At the start of the project, the game company was able to develop over 13,000 lines of data and this number increased 12 times as the team grew. As a result, interactions between customers and agents have improved significantly as chatbots have been able to target support needs more effectively. This continued success of the customer support model has opened up new opportunities for the game company, allowing them to explore improvements in the gaming experience.

Share this article

Do the sharing

About the Author

More info about the author

Analytical overview

Analytics Insight is an influential platform dedicated to ideas, trends and opinions from the world of data-driven technologies. It monitors the developments, recognition and achievements of artificial intelligence, big data and analytics companies across the globe.

More by Analytics Insight

Joseph P. Harris