In this episode of Player Driven, Greg Posner sits down with Laura Norwicke Hall, Senior Player Support Specialist at Schell Games, to unpack what modern player experience really looks like when games scale.
Laura shares her unconventional journey from managing communications at a zoo to building player support and trust & safety systems for games like Among Us 3D and I Expect You to Die. Along the way, she breaks down how studios should think about moderation, community feedback, AI, and player trust not as reactive systems, but as core product infrastructure.
This is a practical, behind-the-scenes conversation for anyone building or operating live games, platforms, or digital communities.
🔑 Key Topics & Takeaways🧠 Transferable Skills & Career Growth
Laura explains why soft skills, empathy, and cross-team communication often matter more than industry-specific experience, and how a growth mindset enabled her transition into game development.
🎮 Player Support as Product Intelligence
Player support isn’t just about closing tickets. Laura walks through how player feedback becomes:
- Early bug detection
- LiveOps prioritization
- Internal advocacy for players
And why every report deserves due diligence until proven otherwise.
🔊 Voice Moderation, Trust & Safety at Scale
The conversation dives deep into:
- Why Schell Games implemented voice moderation post-launch
- How AI-powered tools reduced toxicity by over 60%
- Why bans alone weren’t enough and how muting changed player sentiment
- The challenge of moderating reclaimed language and contextual speech
🏠 Private Lobbies & Player Consent
Laura shares lessons learned from player backlash around moderation in private spaces and how Schell Games introduced opt-in unmoderated private lobbies with clear guardrails for safety and youth accounts.
🤖 AI as an Accelerator, Not a Crutch
Rather than chasing hype, Laura talks about using AI responsibly to:
- Learn faster
- Validate sources
- Improve response quality in player support
While still maintaining human judgment and nuance.
🔮 Looking Ahead: Community, AI, and 2026
The episode closes with a forward-looking discussion on:
- Where AI fits into player experience next
- How studios should think about trust, safety, and community long-term
- Why listening systems will matter more than moderation systems alone
🔗 Learn More
- Schell Games: https://www.schellgames.com
- Follow Player Driven for more conversations on the business of games, community, and player experience