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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Before we look into 2026, let’s reflect on our key achievement from last year. In February 2025, we launched our first product, Jurnii UX. Since then, we have grown to 15 active Jurnii UX clients and have ran detailed UX audits on over 300 brands. In October, we launched Jurnii 360. Brought in automated insight clustering, AI-generated recs, and scorecard tracking. A whole new layer of visibility for product and CX teams. We welcomed new investors, new partners and continue to grow the Jurnii team. A huge year with a lot more exciting announcement to come…
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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.
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