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.
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In a recent conversation with SiGMA World, our Chief Commercial Officer, Mitch Vidler, discusses the industry trends reshaping operator strategies. Competition is intensifying as stricter advertising rules continue to roll out, meaning operators are becoming less reliant on acquisition-led growth and placing greater emphasis on retention, customer experience and share of wallet. Mitch explores this shift, alongside the evolving role of pricing and promotions, and how real-time intelligence is increasingly shaping commercial decision-making.
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.
Setting promotional budgets in the online gaming industry is historically a guessing game. Operators allocate millions of pounds to player bonuses, odds boosts, and free bets without objective market context. They operate out of fear, assuming they must match or exceed every competitor campaign to protect their player base. This blind approach to player incentives leads to severe margin dilution. Conversely, operators who restrict their budgets too tightly risk offering uncompetitive promotions, losing active players to rivals. To build a sustainable commercial operation, you must optimize your promotional spend. You must replace subjective assumptions with structured market data. The Promo Richness Index is Jurnii's proprietary metric that quantifies promotional generosity across sportsbooks and casinos. It translates complex, fine-print terms and conditions into a standardized numerical value. By using always-on experience intelligence, you can see exactly where your promotions stand relative to your competitive set. This commercial visibility allows you to protect your trading margins and hold rates while remaining highly competitive in key verticals.
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