Activision learns to play the chatbot game

Stephen Whiteside

This event report outlines how Activision, the games developer, has used chatbots to connect with consumers.

Activision was an early chatbot adopter – and the games developer has thus become a voice of considerable wisdom about this still-emerging channel.

For Monte Lutz, Activation's SVP/Consumer Engagement Digital Marketing & PR, any brand seeking to launch a chatbot on properties such as Facebook Messenger must always "start with a clear purpose" in mind.

"One of the things that people have challenges with for chatbots for Messenger right now," he told delegates at the 2017 South by Southwest (SXSW) Conference, "is that it's not immediately clear why you're there.

"For some brands, it's very specific: If you are...

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