5 min read

How gaming organizations win big with DXI

The FullStory Team
Posted August 04, 2022
How gaming organizations win big with DXI

The global online gambling and betting market is worth approximately $61.5 billion, according to a 2022 report from Zion Market Research. And continued growth is predicted—the market value is expected to nearly double (to $114.4 billion) by 2028. 

By nearly any standards, that’s big business. (For contrast, the global market for console games is valued at $58.6 billion in 2022.) And the last thing organizations in this industry want to do is gamble with users’ satisfaction and loyalty. 

With FullStory's Digital Experience Intelligence platform, gaming, betting, and lottery providers can see and understand how real users are behaving, identify revenue-impacting trends, and optimize the online betting experience (for desktop and mobile). 

Two global organizations, Jumbo Interactive and The Rank Group PLC (Rank), have used FullStory to achieve incredible results. Here’s how. 

1. Maximize time-sensitive promotions

For any gaming provider, time is of the essence. This pressure is especially intense for sports betting organizations, where sporting events (and sports bets, by extension) happen one time only. If you miss that touchdown pass, that's it.

If a user encounters an issue that prevents them from placing their bet quickly or causes them to miss the opportunity altogether, you can be sure they won’t be turning to your site or app next time they want to play. 

Rank, for example, runs promotions in very finite time frames that are determined by sporting events. During one such key event, Rank noticed that their primary promotional campaign—a special sign-up offer—was dramatically under-performing. Why? 

They were able to use Journeys in FullStory to discover that a particular browser (one used by half of their users) was being affected by an update to Apple’s security measures—making it literally impossible for users to join the promotion. Without the ability to monitor this issue in real time with DXI, Rank would have spent significant energy and precious time diagnosing the problem. 

2. Find and fix business-critical bugs

Not only does Digital Experience Intelligence help you identify and gather context around bugs in your site or app, it also helps you understand a bug’s impact and how it should be prioritized. FullStory can show you whether a bug is affecting 1% of your users or 100% and reveal the associated revenue loss—so it’s easy to know when you need to act fast to remediate an issue. 

Australia’s Jumbo Interactive, a digital lottery retailer and enabler, experienced this situation first-hand. Shortly after implementing FullStory, they unearthed a shopping cart-related bug that had gone unnoticed for about six months. With FullStory data, they calculated that this particular bug had led to tens of thousands of dollars in lost revenue. Over the next several months, they went on to identify several other impactful bugs that may have never come to light without FullStory’s DX data. 

Is your organization prepped for digital experience success? Check out this quick-start guide to evaluate DXI-readiness across three key areas.

3. Optimize new user recruitment efforts

It goes without saying, but you don’t want a potential new user’s first interaction with your brand to be a negative, confusing, or frustrating one. All digital customer experiences should be seamless, but those first few interactions are especially critical for gaining and retaining users. 

For example, during a new user recruitment campaign, Rank noticed some strange user behavior with FullStory. After seeing the campaign landing page, instead of completing the anticipated action—clicking the CTA in the center of the page—users were clicking on a tiny login button in the corner of the screen. Of course, this was something Rank wanted to investigate immediately. 

By watching Session Replays in FullStory, Rank made two discoveries: 

  • Desktop users were confused because the CTA looked more like an image than a button, leading them to click the login button because they didn’t know what else to do. 

  • Mobile users encountered a popup that blocked everything on the screen except the login button, so they were clicking it because they couldn’t see any other options.

With this knowledge, Rank redesigned the landing page to make it more intuitive and navigable for potential new users. 

4. Break down data silos 

There are plenty of reasons to pursue data democratization at your company—from speeding up decision-making to creating a clearer view of the customer journey. 

For Jumbo Interactive, one of the key benefits of FullStory is that it democratizes data between two critical teams—product and engineering. By breaking down data silos and giving these teams access to the exact same DX data, FullStory eliminates the disconnect between the product and engineering teams for greater alignment and more seamless collaboration. 

When everyone has access to the same Dashboards, uses the same product analytics, and is defining metrics in the same ways, teams are more likely to make smart, evidence-based decisions.

And that hits the jackpot for your team and users alike. 

The FullStory TeamContributor

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