SBC News Voice of the Sports Betting Industry
It is no secret that we are living in a world driven by data. Companies are increasingly looking to interpret more and more data to make their operations more efficient and mitigate risk across their business decisions.
There aren’t many more industries in which this is true than in iGaming, where online transactions are taking place at a rate of thousands per minute. For operators and affiliates alike, it is crucial to understand when and how players are interacting with their platform to understand how to engage them further.
Enter Fullstory, a behavioural data company dedicated to helping organisations better understand user behaviours. It works across several industries and verticals, but the iGaming analytics space is one vertical it is increasing its focus on. As Fullstory’s President Jason Wolf wrote for iGaming Expert, “delivering an engaging digital experience isn’t just a nice-to-have—it’s essential”.
The company works with several iGaming clients, including Game Lounge, Casumo, Rank Group and GemBet, using its platform and behavioural data index to unlock better player engagement and deliver higher ROI.
Casumo – solving navigation issues
Casumo is an online casino and sportsbook based in Malta with over 300 members of staff across four hubs. The operator began working with Fullstory to better understand its player habits, enhance player engagement and resolve any issues that were identified.
One problem that Casumo wanted to rectify using Fullstory was that there were bugs and issues in the registration processes that players were experiencing. There were also bugs that slowed down the depositing process which added a layer of friction and was likely to lead players to stop the transaction.
Further, Casumo wanted to expand the use cases of Fullstory, noting that Google Analytics was no longer sufficient at providing the in-depth insights that it required for the volume of players it was interacting with.
Consequently, the operator utilised Session Replay and Watched Element from Fullstory’s portfolio of products. Using the company’s “in-depth” tools, Casumo sought to verify under-reported issues to reduce the time to resolve those issues, therefore getting players to the casino lobby quicker.
If Casumo was aiming to create a more efficient customer journey, then working with Fullstory was a worthwhile endeavour. Following intervention, Casumo reported an 87% reduction in the overall time until resolution, saving on average 3.5 hours per issue reported.
Issue detection also improved by 50%, leading to a positive review from Casumo’s Analytics Lead Dubravko Blace.
Blace said: “Fullstory offers us the ability to build dashboards which we specifically use to monitor our releases. These dashboards not only help us ensure that our release was rolled out successfully, but also offer us insights on errors that might come up, or provide us with alerts on certain key metrics.”
Rank Group – solving time sensitive issues
Fullstory also counts the UK-based operator Rank Group on its iGaming client portfolio. Traditionally known for its land-based operations, Rank Group has launched a range of online brands over the past few years and enlisted Fullstory’s services to “achieve an end-to-end view of its user experience, enabling their teams to make conversion-impacting improvements across their digital properties.”
During the initial phase of implementation, Fullstory identified errors with Rank’s browser-based promotional campaigns during a high-profile sporting event. Errors during large events can be make or break not only in terms of profit and loss on the day, but also in terms of players coming back to the site. If a platform is unreliable, players will go elsewhere. Fullstory, therefore, set to work to identify these issues and offer solutions.
Following the implementation of Fullstory, Rank Group had quickly diagnosed issues with 50% of players who had problems with promotional campaigns.
Further results include 90% of users who encountered a confusing landing page experience later improved with Fullstory and 70% of users who accessed Rank’s mobile properties.
Reflecting on the group’s experience with Fullstory, Rank’s Head of Operations and Governance David Boothroyd said: “Before Fullstory, we had all these siloed views of the customer experience, but we needed an end-to-end view of how different site and app experiences impact customers.
“It was immediately clear that Fullstory was what we were looking for—it lets us look at things through the customer’s eyes and link their behaviours back to the technology, the design, and the creative decisions that were made. When leadership asks me what percentage of customers are being affected by an issue, I go straight to Fullstory, nowhere else.”
Fullstory utilises its AI-driven platform to capture every action a player makes on an online casino or sportsbook and uses its insights to help its customers to improve its user engagement and ROI.
The company is continuing its push into iGaming in 2025 and is focusing on helping operators to take advantage of their behavioural data to create smoother player experiences.
As Andrew Fairbank, Vice President of Sales EMEA told SBC News last year: “Fullstory is ideally positioned to help operators capitalise on this opportunity by offering deep behavioural insights that allow them to create more tailored, engaging experiences.
“With Fullstory’s ability to pinpoint friction points and optimise gameplay in real-time, operators can boost player engagement while staying ahead of regulatory challenges.”
