Home Community Insights How are online chats changing the user experience in digital entertainment services?

How are online chats changing the user experience in digital entertainment services?

How are online chats changing the user experience in digital entertainment services?
Live Chat Chatting Communication Digital Web Concept

In digital entertainment projects, such as betting platforms or online casinos, online chat is not just an element introduced for user convenience. It is a strategic decision that allows you to retain users, increase engagement, and promote organic distribution of the product. Ultimately, this directly affects revenue, so developers and entrepreneurs planning to launch an entertainment platform need to understand both the tasks that chat will solve and the best practices in the market.

Online chats allow you to create a sense of live interaction between users, as well as an understanding of presence, which is especially critical for entertainment platforms. If a player or viewer feels like they are part of a community, they experience positive emotions. Online chat often becomes one of the main channels for retaining users. On Twitch, for example, 80% of engagement stems not from the stream itself, but from the ability to interact with other viewers in real-time. Algorithmic promotion of streams affects the level of engagement, which in turn determines the level of loyalty to the channel.

Chinese video services and betting platforms have a similar effect, with comments running directly over the video stream. This format enables you to observe the emotional responses of other users and fosters a sense of collective presence. This solution is particularly valuable for gaming streams, live broadcasts, and sporting events.

Chats are also frequently used on mobile streaming platforms. A good example is Kumu, a Philippine network that offers real-time interaction with gamification elements woven into the experience. The chat feature not only serves to maintain communication but also to launch mini-games, control the broadcast, and much more. The system entertains the user on the one hand and allows them to control their behavior on the other.

 Online chat is also actively used in Indian entertainment resources, most commonly in online casinos, streaming services, and betting platforms. For example, the popular Mostbet casino was the first to introduce live chat to its website. Other bookmakers and betting platforms followed suit.

Chat should be viewed from a product perspective, which reveals that it has several functions. First and foremost, these are communication and contextual functions, but there are also transactional functions (e.g., for in-game purchases) and behavioral functions. Online chat in entertainment projects acts as an intermediary between the script and social interaction.

To implement chat in an entertainment project, specific technological preparation is required — it is simply indispensable. There are two levels: a basic one and a more complex one that will require a distributed load. The technical component is essential in all projects, but especially in scalable ones. To reduce time to market, consider selecting one of the numerous ready-made solutions available. These include Sendbird, Stream Chat, Pusher, and many others. The cost of such solutions varies from tens to thousands of dollars per month. In any case, it is usually cheaper to pay for a stable, ready-made infrastructure than to develop it yourself and then maintain it.

Moderation requires special attention, as rapid response to violations is critical in entertainment products. Various tools are used for this purpose, including keyword filters, text tone models, and other tools. Artificial intelligence can also be used for these purposes.

In today’s digital landscape, online chat is also a valuable source of data. Behavioral analysis of chat interactions can be used to determine which features are in demand, where interest is high, and where it is waning.

Not everyone perceives chat as an interface for interaction, and this is a crucial point.

 It determines not only the rhythm of communication, but also its atmosphere, as well as whether the user will want to return and how often they will do so. If an entrepreneur treats chat as a product within a product, this is a recipe for success that will turn this tool into a hub of user activity.

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