Ubisoft
Creating coherence across a fragmented player support ecosystem.
As Ubisoft evolved from a product-focused company into a more service-oriented organization, its support ecosystem expanded unevenly across games, platforms, and internal teams. Different business areas developed their own support structures independently, creating fragmented player experiences and inconsistent operational workflows across the organization.
Ubisoft needed a scalable support framework capable of aligning internal teams while providing players with more seamless, contextual, and reliable assistance across the ecosystem.
The structural tension
Support systems across Ubisoft’s games and platforms operated with different structures, workflows, and interaction models, making the overall ecosystem increasingly difficult to coordinate consistently over time.
The challenge was not simply improving customer support at the interface level. Ubisoft needed a unified operational framework capable of supporting multiple games, platforms, player behaviors, and internal business areas while still allowing teams to maintain flexibility around their specific products and communities.
Without a coherent system, support experiences became fragmented, operational complexity increased, and players were often forced to leave gameplay environments in order to troubleshoot issues or access assistance.
My role
I led the definition of a shared support framework designed to align player assistance, operational workflows, and platform coordination across Ubisoft’s distributed ecosystem.
The work required coordinating product, design, support, and business stakeholders around a scalable operational structure capable of supporting multiple games, player behaviors, support categories, and platform environments simultaneously.
A major part of the work focused on structuring how information, support logic, and player interactions could operate more coherently across the ecosystem — creating shared organizational patterns while allowing individual teams and game environments to maintain flexibility around their own operational needs and communities.
The framework
UbiHelp
Rather than treating support as a collection of disconnected help channels, we designed UbiHelp as a unified operational layer supporting contextual assistance across Ubisoft’s ecosystem.
The framework established multiple levels of coordination across the player support environment:
Contextual assistance integrated across gameplay, account, and platform touchpoints
Structured support categories allowing issues to be routed and managed more coherently across teams
Shared operational principles supporting consistency across games, devices, and player communities
Community-driven support mechanisms enabling peer-to-peer collaboration alongside official support systems
The system was designed to minimize disruption to gameplay while creating a more scalable and coordinated support environment internally.
Rather than centralizing support rigidly, the framework allowed different teams and game environments to operate within a shared structural logic while adapting to evolving player and operational needs.
Structuring the ecosystem
Research across player interviews, operational workflows, and large volumes of support requests revealed recurring behavioral and organizational patterns across the ecosystem.
These patterns informed a structured support model capable of coordinating different categories of player needs across games and platforms:
Account & access
Secure access, authentication, and account recovery workflows across the ecosystem.
Purchases & rewards
Support structures for transactions, entitlements, and in-game reward systems.
Technical issues
Systems for managing crashes, bugs, compatibility problems, and known platform issues.
Onboarding & progression
Contextual guidance supporting player learning, progression, and gameplay continuity.
Community & multiplayer
Support environments addressing matchmaking, toxicity, and collaborative gameplay dynamics.
Feedback & accessibility
Channels supporting player feedback, reporting, and accessibility-related support needs across games and services.
Account/Login
“Unlock my account.”
“Disable 2FA”
Purchases/Rewards
“Not getting rewards from the Club”
“I didn’t receive my game.”
Technical issues
“My game is crashing.”
“Is this a known bug?”
Onboarding
“How does this game work?”
Progression
“I'm lost in the game.”
“How can I get to the next level?”
Learning
“What's the best position to take?”
“How do I get better?”
Toxicity
“That player is toxic.”
Multiplayer issues
“I didn't get a good player match.”
Technical issues
“My game is crashing.”
“Is this a known bug?”
Feedback
“I want to give feedback about a brand/title/game.”
“I want to inform others of a bug.”
Accessibility
“Is this game suitable for me if I am hearing impaired?”
General inquiries
“When is the ACOD free weekend?”
“When will the game be available?”
What changed
UbiHelp established a more coherent operational framework across Ubisoft’s player support ecosystem, allowing internal teams to coordinate more consistently across games, platforms, and support environments.
The framework improved scalability and operational alignment while reducing fragmentation across independently evolving business areas and player communities.
Today the system supports millions of players globally, providing a more consistent and scalable support environment across Ubisoft’s ecosystem.
Beyond improving player support, the work helped establish a shared operational foundation for how Ubisoft could scale service-oriented experiences more coherently across games, platforms, and internal teams — as the organization continued evolving beyond product-centric models.