The analytics gap costing operators millions & how Jurnii plans to close it

In today’s hyper-competitive gaming market, where players hold multiple accounts and loyalty is measured in seconds, experience has become the ultimate differentiator. Yet for all the data operators collect, much of it arrives too late — after friction has occurred, trust has been broken, and players have already churned.

Fraser Dunk, CEO of Jurnii, believes the industry has been relying on analytics tools that explain what went wrong, rather than preventing it in the first place. In this interview, he explains why traditional analytics fall short, how AI-driven UX intelligence can surface issues before players feel them, and why objective competitor benchmarking is fast becoming essential for operators looking to win on experience, not just odds or bonuses.

Jurnii positions itself as the analytics layer gaming operators have been missing. What gaps did you see in existing analytics tools that led you to build a gaming-specific intelligence platform rather than adapting generic solutions?

All gaming operators will have some form of analytics layer, allowing them to track behavioural data of their users. Some more advanced businesses will also have behavioural analytics tools like HotJar or Full Story. These are all incredibly valuable platforms in their own right, but they have one core issue – they are reactive. I.e they show you what happened on your site after the event has happened. The limitation here is that a user may have experienced an issue before the business has realised there is something wrong and when 88% of users who experience aglitch will stop using a website/app – it’s too late.

I view Jurnii UX as a proactive research solution. Our platform offers instant UX analysis – powered by AI – to identify issues before customers experience them, through a deep analysis of the platform (or wireframe) UX. This type of research is conducted by most operators either internally or through expensive UX agencies – but the problem is the deep dives can take weeks and even months and, once again, by the time the insights are realised – many customers will have experienced them and potentially churned.

Our Jurnii 360 platform follows a similar logic. I have worked with various operators who have teams dedicated to monitoring their competitors’ promotional activity. Spending time each day visiting the sites, capturing screenshots and making decisions on how to react, adapt or optimise their promotional strategy to stay ahead. Again, this is an unnecessarily time consuming task. Our platform automates that full process, enabling businesses to make those decisions at speed and at scale.

Player behaviour can be complex and often misunderstood. How does Jurnii turn raw behavioural data into clear, actionable insight that operators can actually use to improve engagement and performance?

Actually, player behaviour isn’t as complex as it’s often made out to be. Across all digital products — and gaming is no exception — there are consistent UX patterns that users expect. When those patterns are missing, unclear, or slow, players disengage.

Jurnii UX is built on that foundational truth. We aren’t interpreting raw behavioural data — that is proprietary to each operator. Our models are trained on decades of CX and UX expertise, layered with 1000s of data points specific to industry and regional patterns. This allows Jurnii to spot where your experience deviates from what is expected, what’s causing drop-off, and where the biggest opportunities for improvement lie.

Competitor benchmarking adds a powerful lens to that — showing you not just where the friction is, but how your UX compares to your closest competitors and those leading your specific market. That insight is vital when you’re fighting for loyalty in a space where customers typically hold three to five accounts. One bad experience, and they’re gone — likely for good.

Our platform analyses four key UX categories:

1. Journey Effectiveness – measuring how effectively your site guides users towards their specific goals through the features and requirements of each individual journey
2. Usability – this category focuses on how easily users can navigate, understand and use your products through deep heuristic analysis
3. Performance – this category captures the technical quality of your front end experience across areas like page load, SEO and Accessibility
4. Perception – measures how your products’ experiences make users feel about your brand

Through a deep analysis of these four key categories, we identify 100s of improvement opportunities. All categorised, ranked by severity and a full roadmap of UX optimisations that can be made – delivered in minutes.

UX and CX are increasingly decisive in competitive gaming markets. What are some of the most common friction points or conversion blockers you uncover when auditing operators’ platforms behind the scenes?

Customer Experience and User Experience are terms common to our industry, but often mean different things to different businesses. A UX team in a business using a 3rd party platform will have different capabilities than a UX team of an owned platform, for example.

Having said that, there are a few common pitfalls we have seen across the hundreds of brands we have analysed. The most common reason users browse but don’t convert is unmet expectations. Digital products often fall short when there’s a disconnect between what users expect to happen and what actually unfolds. That gap can stem from vague or misleading language, inconsistent interface patterns, or small usability issues that compound over the journey. These friction points can appear anywhere — from the moment a user clicks on an ad to the final payment confirmation screen. If the experience lacks clarity or consistency, users disengage.

Most digital products follow shared UX conventions: common button placements, form structures, interaction feedback, and mobile responsiveness. Users depend on these patterns to make fast, intuitive decisions. When these expectations are broken — even slightly — confusion sets in. It only takes a few moments of doubt to derail a conversion.

I would group the core issues we see repeated across five key areas:

Setting Clear Expectations

Users disengage when they aren’t sure what to expect next — or feel they’ve been misled.

Example: An ad promises “Instant Bonus”, but after registering, users discover they must deposit and wager before qualifying. That disconnect breaks trust and kills conversion.

Design for Fast Failure Recovery

Everyone makes mistakes. But many platforms fail to help users recover quickly — especially in moments like deposit or signup.

Example: A user attempts a deposit and sees a vague error: “Something went wrong. Please try again later.” No explanation. No support. No next step. Most users won’t try again.

Relevant and Targeted Journeys

Too many operators still serve generic journeys — regardless of where a user came from, what they clicked, or what they want.

Example: A user clicks a social ad promoting boosted odds for a Champions League match. After registering, they’re redirected to a casino homepage — not the betting market they came for. The intent is broken, and so is the conversion.

Seamless and Fast Micro-Interactions

In gaming, milliseconds matter. Every action — from tapping a button to switching tabs — must be immediate, responsive, and reassuring.

Example: A player taps “Place Bet” during a live match. The button greys out with no feedback. They refresh the page, get logged out, and miss the market entirely. All from a single broken interaction.

Unified Ecosystem

Siloed systems lead to inconsistent UX. We see platforms where marketing, product, CRM, and support don’t speak to each other — and users suffer for it.

Example: A player completes KYC on mobile, but is asked to repeat the process on desktop due to a disconnected verification system. It creates friction, frustration, and unnecessary drop-off.

Competitive benchmarking is a core part of Jurnii’s offering. How valuable is it for operators to objectively understand how they compare to competitors, and what kinds of strategic decisions does this insight typically influence?

From the C-suite to trading teams to support staff, everyone is benchmarking, all the time. Whether it’s comparing promotions, onboarding flows or feature sets, teams across the business are continually referencing what competitors are doing. It’s inherent to the industry — and in fast-moving verticals like gaming, it’s often the only way to keep up.

But when it comes to UX, subjectivity tends to take over. Everyone has a different opinion about which brand “feels better” or is “more intuitive,” and without a standardised way to measure and compare, decisions often get made by whoever has the loudest voice in the room.

The problem is: feelings don’t scale. Opinions vary. Decisions stall. Resources get misallocated.

Jurnii solves this by turning UX benchmarking into a consistent, evidence-based framework. We compare your platform against any number of competitors, using structured criteria across journey effectiveness, usability, performance, and perception.

We’ve already analysed over 300 brands — across product types, regions, and regulatory environments — giving us an unmatched dataset on what “good” looks like in your market.

This benchmarking helps operators to:

• Cut through opinion-led decisions and align on what matters
• Prioritise UX improvements with competitive urgency
• Justify design and product investments with data
• Understand regional nuances in user expectations
• Position their product more effectively in the market

In a space where most players hold multiple accounts and can switch brands in seconds, UX is the battleground — and speed, simplicity, and clarity are the weapons that lead to victory

Jurnii gives operators the intelligence to compete on experience — with confidence, at scale, and ahead of the curve.

With Tier 1 brands like Evoke, LeoVegas, and FDJ already on board, how do you see Jurnii evolving as competition intensifies, and what role will performance intelligence play in shaping the future of gaming experiences?

We launched Jurnii UX in February of last year, and we’ve since grown to just under 20 clients. But more importantly, we’ve spent that year collecting proprietary UX performance data across regions, platforms, and verticals.

That data is now fuelling the next evolution of our platform: turning insight into automated concept generation.

Let’s say Jurnii identifies 20 high-impact UX improvements for your registration flow. Instead of sending your team off to redesign it, we’ll soon be able to auto-generate an optimised prototype — designed in your brand’s UI, aligned with best practices, and ready to test or implement.

This turns us from a research layer into a production tool — cutting weeks out of the UX workflow.

We’re also building towards a dynamic front-end framework — one informed by continuous competitor tracking and regional trend data. Imagine a modular UI system that evolves in real time as the market shifts:

• Competitor launches a new onboarding flow? Logged, scored, benchmarked.
• Their A/B test boosts conversion? Captured, analysed, and fed into your optimisation stack.

Eventually, this will become a regionally-optimised, continuously evolving UX layer, with real-world performance data at its core.

We’re actively looking for back-end partners to help turn this into a full turnkey solution — so if this sounds relevant to you, let’s talk.