A benchmarking service tailor-made for the iGaming industry

Benchmark yourself across your key customer journeys; from depositing and getting a bonus to playing and withdrawing

Brands we are working with

Storspiller Storspelare

Why choose us for your CX benchmarks?

Having worked with CX in the iGaming industry, we know the frustration of benchmarking your experience against your competitors. Previously, there have been only two options: Use a third party to survey a panel of their users, an extremely costly process that is unlikely to yield a benchmark that meets our high expectations, or run an internal benchmark using only your own customers. After finding that neither of these options is good enough, we set out to make a proper, tailor-made offering for the iGaming industry. 

More data. More accurate

We survey more than 55,000 of your competitor's customers across 20 different markets, every year. Contact us for a market breakdown.

More insight. More action

We offer a complete CX measurement and benchmarking service. You will get access to a platform capable of processing massive amounts of text in seconds, performing deep statistical analysis, and making predictive recommendations, without the need for technical expertise. We make it easy for you to make CX decisions that produce bottom-line results.

We're experts

We all have experience working with CX in the iGaming industry.



As you share the cost of the benchmark with our other clients, we're significantly cheaper than all other third-party benchmarks.

Forrester US Customer Experience Index, 2016

Customer experience leaders grow revenue faster than CX laggards, drive higher brand preference, and can charge more for their products

A complete solution

We've put together a complete solution that should meet the needs of any organisation. Smaller organisations with less developed data and analytical capabilities, or larger firms that simply see the benefit of outsourcing, might find our optional add-ons to be of interest.

CX survey

A CX survey with 160+ metrics translated into 17 languages. We guarantee more than 55,000 responses, every year!

Analytics platform

Access to platform for easy text mining, key driver analysis and predictive models (Qualtrics iQ™).

Yearly report

A comprehensive report detailing your own as well as your competitors performance.

Annual CX Awards

Use of badges and banners ("Best Bonus Experience" etc.) on website and in promotional content, awarded annually.

Online dashboards

Access to online dashboards featuring both your, and your competitors’ data.

Optional add-ons

We also offer a number of optional add-ons such as an online case management system, and key driver analysis and financial simulator that'll help you put a financial value on improvements of your key metrics.

When will you be able to benchmark yourself?

We are working hard to get this new and exciting benchmarking service ready for you. The first survey will be sent in


What's measured in the survey?


No benchmarking survey is worthwhile without the good old Net Promoter® Score (NPS). We also ask for the rationale behind the score.


Overall CSAT with brand

Overall, how satisfied is the respondent with the brand? All CSAT scores are measured on a five-point Likert scale; from Very Dissatisfied to Very Satisfied


Likelihood of still being a customer one month from now

How likely is the respondent to still be playing with the brand in 30 days?


Functional drivers CSAT

To what extent does the respondent agree with different statements about various parts of the experience? This covers about 150 metrics, such as, ‘I can easily find my preferred in-play bets in the app’.


CSAT for key experiences

Overall, how satisfied is the respondent with the different products (poker, bingo, horse racing, live casino, casino and sports betting), payments and bonuses? These data are split by platform (mobile app, website or downloadable desktop client). 


Share of wallet

Does the customer also use another bookmaker? If so, what's the share of wallet?


Want to see a full list of metrics?

Click below to download a document with all the metrics found in the survey. Please note that display logics will always be applied; for example, if you don't play casino games, you will not be asked about the casino experience.


The iGaming CX Awards

As a customer of iGaming Intel you'll have the chance to win the prestigious iGaming Customer Experience Awards - the only award series in the industry where it's the customers who're the judges.

A few key numbers

0Survey responses