Experience intelligence
Looking ahead, Jurnii CEO Fraser Dunk sees several major shifts shaping customer experience in 2026. As AI tools become more accessible, the playing field is levelling. Marketers, product managers, and support teams increasingly have access to the same data. What matters now is how that data is used.
Users will want to understand why they are seeing something and have the ability to opt out or redirect the experience.
Mapping once a quarter is no longer enough. Teams should be shaping journeys in real-time, based on live behaviour.
All teams are looking at the same reports now. They are aligned around shared journeys, as opposed to siloed metrics.
AI handle the basic routine questions and humans focus on churn reduction, adoption and engagement.
"Customer experience becomes less about the technology itself and more about the choices organisations make," says Fraser Dunk.
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This month, we are also pleased to welcome Haatch as a pre-seed investment. With £100m raised to date and their largest fund exit of 7.4X, Haatch are known for backing early-stage SaaS companies with strong growth potential.
Their backing is a strong vote of confidence to push our vision even further. This round will help us grow the team, accelerate our development and push further on our vision of enabling data-led, user-centric product teams.
More to come soon.
Brand trust is not built by multi-million-pound television campaigns, sports sponsorships, or celebrity endorsements. These marketing efforts can drive brand awareness and encourage players to visit your landing pages. However, they do not create trust. Trust is built or broken during digital interactions. It is formed when a player registers an account, makes a deposit, places a bet, or requests a withdrawal. In the iGaming market, where player loyalty is fragile and the cost of switching is zero, digital trust is a critical commercial asset. Under the Jurnii UX framework, Perception is the fourth key dimension we analyze, alongside Journey Effectiveness, Usability, and Performance. Perception measures how effectively your product communicates security, reliability, and transparency throughout the player journey. When verification flows fail, or when reassurance is missing during a transaction, trust erodes. This erosion is silent. Players do not complain; they simply defect. To protect your Net Gaming Revenue (NGR) and customer acquisition cost (CAC), you must replace subjective brand tracking with structured experience audits, ensuring that your digital interface actively builds trust at every touchpoint.
Many iGaming executives are currently making a costly strategic mistake. They are rushing to integrate generic artificial intelligence into their product and marketing workflows. They deploy off-the-shelf Large Language Model wrappers. They adopt vendor-bundled features that promise to automate copywriting or design reviews. They believe this technology provides a competitive edge. It does not. When every operator uses the same underlying public models, the result is not differentiation. It is commodity parity. In a highly regulated, hyper-competitive market, parity is a slow death. To build a durable commercial advantage, you must move beyond generic tools. You need proprietary, domain-specific intelligence infrastructure. The first wave of AI adoption in iGaming has focused on broad, horizontal models. These models are trained on the open internet. They excel at general writing and basic reasoning. However, they fail when applied to the specific, high-stakes requirements of regulated gaming. They do not understand the commercial mechanics of player journeys. They cannot navigate the complex compliance boundaries of regional regulators. They cannot distinguish between a high-performing transactional interface and a compliant but commercially restrictive flow. To survive margin compression and rising customer acquisition costs, operators must invest in specialized intelligence. You must replace subjective opinion and generic automation with structured, domain-specific benchmarking. This is the only way to convert raw data into net gaming revenue.
Internal design debates frequently delay product roadmaps in iGaming organizations. Product managers, designers, and commercial executives spend hours arguing about aesthetic choices. They debate the color of a deposit button, the layout of a sports betting slip, or the density of a casino lobby. These discussions are typically led by subjective style opinions or the highest-paid person's preference. This is a costly operational distraction. Subjective debates do not improve conversion rates, protect player retention, or increase net gaming revenue (NGR). To accelerate your product development cycle and optimize player value, you must replace opinion with structured benchmarking. Usability is not a matter of taste. It is an objective measure of how easily players navigate, understand, and interact with your product. By applying classic usability heuristics to your digital interfaces, you can eliminate subjective design debates and align your team on a data-backed product roadmap. The primary goal of usability optimization in online gaming is to establish and protect the player's flow state. In this state of focused engagement, the interface becomes invisible, allowing the player to focus entirely on their entertainment. Any cognitive friction, no matter how minor, breaks this flow state, causing players to log out and switch to a competitor.
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