Experience intelligence
Using AI-driven benchmarking, we are able to analyse digital journeys across hundreds of gambling brands to uncover hidden friction points and show how UX performance stacks up against competitors in the same market.
The interview also covered key topics such as:
· Turning UX from guesswork into data.
· Why the most common mistakes for operators are small breaks in expected UX patterns.
· The concerns about transparency and competitive exposure with AI tools.
You can read the article or listen to the podcast here.
The Pareto principle is highly pronounced in the online gaming sector. Across most operator databases, a small cohort of players—approximately 10% of the active player base—drives over 80% of the total Net Gaming Revenue (NGR). These high-value players, commonly categorized as VIPs or premium players, are the financial backbone of any gaming business. To retain this critical audience, operators invest heavily in commercial VIP managers, personalized customer service, sports hospitality, and customized promotional gifts. However, this traditional retention strategy has a major blind spot. It ignores the core product experience. VIP players interact with your application far more frequently than recreational players. They log in multiple times a day, navigate lobbies, place live in-play wagers, play high-stakes casino games, and make regular transactions. This high frequency of interaction makes them extremely sensitive to user interface friction. When a high-value player experiences design bugs, slow loading times, validation errors, or security concerns, they do not complain to their dedicated account manager. They do not wait for your customer service team to resolve the issue. Because they hold active accounts with 3 to 5 competitor brands, they simply close your application and open a competitor's app. This defection is silent. To protect your core revenue stream, you must replace relationship-based VIP management with product-led VIP retention, ensuring your digital interface is optimized to deliver a fast, reliable experience during every session.
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We recently ran a UX performance report across five leading iGaming brands that operate in Canada: BC.Game, Stake, Shuffle, Betty, and PlayOJO. The data highlights a competitive Canadian iGaming market, with strong UX foundations in place, but clear gaps in customer experience (CX) where user trust and engagement start to break down.
The iGaming market has reached a point of structural commoditisation. Most operators run on the same B2B platform stacks. They license the same game libraries. They match the same odds. They copy the same promotional mechanics. If five operators run on the same technology stack, they are competing on a reskin. They are not competing on product. Differentiation cannot wait on vendor roadmaps. In this environment, the player's decision to stay, return, or defect is made at the level of experience. Experience is the last defensible moat.
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