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All aboard: Why the online customer journey can often prove to be a bumpy ride

With online gaming products often compared to retail trading and challenger bank apps for their usability, EGR NA analyzes the fundamental friction points within US online betting products and considers how awkward onboarding and customer journeys can be improved

Innovation in consumer-facing mobile apps and e-commerce sites is commonplace in the US. Considering the meteoric rise of the likes of Amazon, Uber, and mobile gaming in recent years, the consumer expectation for superior customer experiences has grown, much to the dismay of the online gambling industry. The sector’s longstanding experience in Europe hasn’t quite…

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