Experience intelligence
Fraser was joined by Dr. Eyal Loz, Chief Product Officer at RubyPlay, and Ashley Lang, Chief Executive Officer of Pragmatic Solutions, to cover the most dominant topics that emerged at Fira Barcelona, including:
· AI’s evolution to dominate the industry
· New product verticals in the market
· The emergence of new content providers
· New market leaders on the scene
· Operators’ expansion plans
· Increased tax in many countries
· Political parties’ views of the industry
· Cross-country regulation resulting in technical burdens
· What operators want from partners
· The evolution of gamification
· Personalisation matching player intentions
· The biggest learnings from ICE
Watch the full webinar here.
For the Chief Financial Officer, user experience (UX) has historically been viewed as a soft, aesthetic cost center. When product and design teams request capital to fund interface redesigns or new front-end development, they often present their proposals using subjective, non-financial terminology. They argue that a new layout will make the application feel more modern, or that it will make the registration flow more engaging. To a CFO focused on margin protection, rising taxes, and capital allocation, these aesthetic arguments carry little weight. Design changes must not be evaluated on visual appeal. They must be measured by their direct impact on the balance sheet. In the online gaming industry, where player acquisition costs (CAC) are rising and retention is low, usability is a primary driver of financial performance. Under the Jurnii UX framework, we translate experience metrics directly into financial Key Performance Indicators (KPIs). We connect page load speed, input error rates, and security placement to first-time deposits (FTDs), hold rates, and Net Gaming Revenue (NGR). By grounding your user experience decisions in financial reality, you convert design from a speculative expense into a measurable revenue driver, ensuring that every engineering hour invested delivers a clear, quantifiable return.
iGaming operators spend millions of pounds on player acquisition. They optimize their marketing channels. They bid on expensive keywords. They sign high-profile brand ambassadors. Yet, much of this investment is wasted because of a critical failure at the point of conversion. Minor, unnoticed friction points across key transactional journeys silently kill conversion rates every day. When an operator loses a player during registration, deposit, or withdrawal, it is rarely due to a single catastrophic technical error. Instead, it is the result of cumulative friction. It is the weight of two extra form fields, a poorly sequenced verification step, or a moment of hesitation introduced by a confusing interface decision. To protect your customer acquisition cost and maximize player lifetime value, you must treat transactional journeys as critical commercial infrastructure. This requires a systematic, data-driven approach to mapping and resolving friction points.
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.
Transform weeks of manual audits into minutes of actionable intelligence with Jurnii AI, empowering your CX, UX, and Product teams to move faster.
Flexible, on-demand expertise in design, analytics, and research. High-level support scaled to your projects, delivered as needed, without the cost of a full-time hire.
