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.
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· 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.
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Over the past few weeks, our CEO Fraser Dunk has been speaking with individuals across the iGaming media. Some of the key topics include; exploring how AI-driven UX intelligence can surface problems before players feel them, the most dominant topics that emerged at Fira Barcelona and why operators are still losing players due to lack of insight. Here’s a round-up of the most recent discussions.
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