This partnership aims to help drive customer-focused product development and record data from customer experience and behaviour across BetVictor sites. The aim is also to illuminate a supposedly major challenge that is facing the industry, in terms of 'sameness' in gambling, and avoiding complexity in the player’s digital experience.

Eoin Ryan, Director of Product at BetVictor, said: “The partnership has come at the perfect time, I want to be able to drive more of our product and UX evolution from the point of view of how customers actively want to use our services. 

“Quantum Metric allows us to do exactly this, but also allows us to prioritise development based on quantified value to the business; this isn’t just about product development. Our UX, customer service and marketing teams also need this level of understanding. This agreement fuses BetVictor’s strong growth as it expands further across the globe into international markets,” commented Ryan. 

Expansion at this level requires flexibility and scalability, both crucial factors in BetVictor’s decision to work with Quantum Metric.  

“Minimising friction in customer journeys is key to success and is even more important when it comes to entering new markets. You only get one chance to make a good first impression. It’s vital we make these processes as simple as possible, minimising the impact of each of the new micro-transactions necessary from other markets. In its simplest terms, the more reasons new players are given to drop off, the more likely they will do so. We’re looking forward to Quantum Metric’s Journey’s view helping us to do exactly this.”