Experience intelligence
We therefore identified the following operators - Betano, Bet365, Betnacional, Esportesdasorteand 7games and ran them through our Jurnii UX platform. When we looked at the results, a few key insights stood out.
.png)
.png)
.png)
.png)
.png)
· 7Games leads the market with the highest overall Jurnii score of 62, outperforming competitors in site navigation. However, the platform that scored best for Journey effectiveness was Bet365 at 76.
· Customer Perception was low across the board - except for Betnacional, which scored 61.
· Playing Games, Depositing, and Bonus journeys all show critical UX issues, with most brands scoring under 55.
· Bet365 leads the way in the Journey category with a score of 76, driven by high Entry & Homepage experience (96). Betnacional has the lowest Journey Score at 64, struggling with Bonus & Promotion use (51) and Signing-In (60).
· When it comes to Perception, Betnacional again stands out with a leading score of 3.6/5, while all other brands lag in the 1.2–1.7 range.
Low scores for Playing Games means games often lack instructional overlay or guided tutorials which can increase cognitive loads and potential misunderstanding, resulting in user drop off.
There is a low perception from negative reviews which highlight poor customer service and delayed issue resolutions. This is impacting user satisfaction and trust negatively.
Brands are also seeing expedited account creation due to the registration process containing multiple manual entry steps without offering shortcuts like social media sign-on.
Jurnii would recommend A/B testing the location of CPF number inclusion. The positioning varies across brands, and it is a moment that can cause drop-off if it is too early or vague.
We would also recommend that the local payment methods are prioritised. They should be explained clearly as users need to know what fees apply, min/max amounts and expected latency.
Finally, all brands should look at WhatsApp. It is the expected support channel in Brazil, but several of our analysed brands did not offer it.
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.
.png)
In an exclusive interview with Next.io, Jurnii CEO, Fraser Dunk and company backer, Karolina Pelc share their perspectives on founder mistakes, competitive intelligence, and sustainable growth. Together, they also explore the rationale behind the partnership and the company’s plans for the future.
A/B testing is the standard tool for conversion rate optimization (CRO) in the online gaming industry. Product and marketing teams routinely launch experiments on registration forms, deposit screens, and casino lobbies, hoping to find a layout that increases first-time deposits (FTDs) and player lifetime value. However, the reality of iGaming experimentation is a story of wasted effort. Up to 70% of product experiments fail to show a statistically significant result, or they reveal a negative impact on conversion. This high failure rate is an expensive operational drag. It consumes valuable front-end engineering hours, delays critical product releases, and leaves operators with flat conversion metrics. The cause of this experimentation deficit is simple: operators base their A/B testing hypotheses on subjective opinions, aesthetic trends, or competitor screenshots, rather than objective benchmarking data. To build a highly efficient CRO operation, you must replace assumption-based testing with hypothesis-driven experimentation. By aligning your testing pipeline with Jurnii's experience intelligence, you focus your engineering resources on the specific friction points that are leaking revenue, increasing your experiment win rate and growing your Net Gaming Revenue (NGR).
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.
