15 Minute Mastery

Is your UX costing you customers before they even convert?

In this episode of 15M Mastery, Fraser Dunk, CEO of Jurnii and former CX lead at DAZN and Betsson, breaks down why most iGaming brands are losing users due to poor design, unclear journeys, and reactive problem-solving.

In this episode, you will hear:

• The true ROI of great UX and CX
• Why small UX glitches compound into churn
• How AI is transforming user testing and customer insight
• How to build a customer experience strategy that actually drives revenue

If you want to reduce acquisition waste, improve retention, and build a UX strategy your leadership team will actually buy into, this episode is for you.

Key Moments:

00:00 - Meet Fraser Dunk, CEO of Jurnii

00:40 - Common UX Pitfalls in Digital Products

02:24 - Differentiating UX in Competitive Markets

05:00 - Key UX Principles in Gaming

07:26 - Proactive Research vs Reactive Analytics

10:00 - AI's Impact on UX Design and Workflow

13:33 - Measuring UX Impact and KPIs

15:00- CX as a Commercial Function

Join the 15M Mastery newsletter: https://newsletter.15m.com/subscribe

Follow us on LinkedIn: https://www.linkedin.com/company/15-minute-mastery

Or follow Dmitry directly: https://www.linkedin.com/in/dmitrybelianin/

Watch this show on YouTube: https://www.youtube.com/@15-MinuteMastery

Welcome to “15M Mastery,” the ultimate show for iGaming professionals, hosted by industry veteran Dmitry Belianin. With over 17 years of experience, Dmitry brings unparalleled insights and wisdom from top industry experts in just 15 minutes. Each episode delivers actionable strategies from all iGaming verticals to improve your personal and business performance. As the founder of Belianin, Dmitry also shares his expertise in nurturing high-potential iGaming startups. Subscribe to “15M Mastery” for concise, high-value content and stay ahead in the competitive world of iGaming.

In this episode of 15M Mastery, Levon Nikoghosyan - CEO of AffPapa and iGaming Club shares powerful, behind-the-scenes insights on why in-person networking still matters in the digital age, how to avoid the biggest mistakes at industry events, and what separates high-quality events from overwhelming trade shows that waste your time and budget.

From structured speed networking and delegate vetting strategies to tips on balancing quality and scale, this episode is a must-listen for operators, affiliates, and B2B providers looking to create meaningful partnerships and boost ROI from every event they attend.

Key Moments: 

0:00 - 15M Mastery Podcast with Levon Nikoghosyan - CEO of AffPapa and iGaming Club

1:38 - The Power of In-Person Networking: Trust and Intention

4:28 - Event Curation: The 40-40-20 Networking Formula

6:05 - Quality Over Quantity in Industry Events

8:09 - Why Some Industry Events Fail to Deliver Value

9:26 - Innovative Networking: Speed Dating and Social Mixers

11:08 - Building Lasting Business Relationships

13:05 - Strategies to Maximize Event ROI

15:00 - Maximizing Learning: Attending Panels and Discussions

Join the 15M Mastery newsletter: https://newsletter.15m.com/subscribe

Follow us on LinkedIn: https://www.linkedin.com/company/15-minute-mastery

Or follow Dmitry directly: https://www.linkedin.com/in/dmitrybelianin/

Watch this show on YouTube: https://www.youtube.com/@15-MinuteMastery

Welcome to “15M Mastery,” the ultimate show for iGaming professionals, hosted by industry veteran Dmitry Belianin. With over 17 years of experience, Dmitry brings unparalleled insights and wisdom from top industry experts in just 15 minutes. Each episode delivers actionable strategies from all iGaming verticals to improve your personal and business performance. As the founder of Belianin, Dmitry also shares his expertise in nurturing high-potential iGaming startups. Subscribe to “15M Mastery” for concise, high-value content and stay ahead in the competitive world of iGaming.

What’s really stopping casual fans from placing their first bet? It’s not regulation. It’s UX.

In this episode, we welcome back Mark Phillip, founder of MetaBet and Are You Watching This?!, for a no-filter conversation on the real levers that move the needle in sports betting product design.

Mark shares bold, actionable insights on how sportsbooks can ditch intimidating interfaces, reduce cognitive overload, and design emotion-first, player-centric journeys that drive both acquisition and retention. From simplifying American odds to building personalised betting funnels based on fandom, this episode is a goldmine for product leaders, UX teams, and iGaming execs who want to unlock the next wave of growth.

Join the 15M Mastery newsletter: https://newsletter.15m.com/subscribe

Follow us on LinkedIn: https://www.linkedin.com/company/15-minute-mastery

Or follow Dmitry directly: https://www.linkedin.com/in/dmitrybelianin/

Watch this show on YouTube: https://www.youtube.com/@15-MinuteMastery

KEY MOMENTS: 

00:00 - Introduction to Sports Betting UX

01:34 - Simplifying Betting Odds: The Problem with Minus 110s

04:16 - Micro Betting and Fantasy Apps Impact

06:55 - Psychological Barriers for Casual Bettors

08:54 - Betting Insurance: A European Perspective

11:07 - Reimagining the Betting Experience

13:46 - From Acquisition to Retention: User Experience Strategies

17:27 - Closing Thoughts and Key Insights

This episode includes discussion on: 

Sports betting UX design, sportsbook user experience, simplifying betting for casual fans, American odds explained, how to improve betting conversion, betting product personalisation, casual bettor acquisition strategy, betting UX trends 2025, sportsbook retention tactics, iGaming product innovation, fan engagement and betting, PrizePicks vs traditional sportsbooks, behavioural design in gambling apps.

Welcome to “15M Mastery,” the ultimate show for iGaming professionals, hosted by industry veteran Dmitry Belianin. With over 17 years of experience, Dmitry brings unparalleled insights and wisdom from top industry experts in just 15 minutes. Each episode delivers actionable strategies from all iGaming verticals to improve your personal and business performance. As the founder of Belianin, Dmitry also shares his expertise in nurturing high-potential iGaming startups. Subscribe to “15M Mastery” for concise, high-value content and stay ahead in the competitive world of iGaming.

In this episode of 15M Mastery, Levon Nikoghosyan, CEO of PartnerMatrix and iGaming Club, breaks down what really drives profitable, long-term affiliate relationships in today’s volatile iGaming landscape.

From AI content disruption and Google SEO updates to localisation strategy, traffic segmentation, and “shaving” transparency, Levon shares hard-won lessons on how operators and affiliates can align more intelligently. Whether you're launching a new affiliate program or scaling a mature one, this episode reveals the systems, mindset, and metrics that separate short-term losses from long-term wins.

This episode is for affiliate managers & program owners, performance marketing leads in iGaming, SEO-driven affiliates & site operators, iGaming founders and brand leaders, product and growth teams building traffic funnels and those industry professionals adapting to AI and compliance trends.

Key Moments:  

0:42 - Welcome to 15 Minute Mastery 

1:01 - Introduction to Levon Nikoghosyan

3:30 - Key Challenges for Affiliates and Operators

5:00 - Traffic Segmentation and Market Strategies

7:35 - Building Long-Term Partnerships

10:49 - Successful vs. Struggling Affiliate Partnerships

13:25 - Future Challenges in Affiliate Marketing

15:32 - Closing Thoughts and iGaming Industry Predictions

Join the 15M Mastery newsletter: https://newsletter.15m.com/subscribe

Follow us on LinkedIn: https://www.linkedin.com/company/15-minute-mastery

Or follow Dmitry directly: https://www.linkedin.com/in/dmitrybelianin/

Watch this show on YouTube: https://www.youtube.com/@15-MinuteMastery

Welcome to “15M Mastery,” the ultimate show for iGaming professionals, hosted by industry veteran Dmitry Belianin. With over 17 years of experience, Dmitry brings unparalleled insights and wisdom from top industry experts in just 15 minutes. Each episode delivers actionable strategies from all iGaming verticals to improve your personal and business performance. As the founder of Belianin, Dmitry also shares his expertise in nurturing high-potential iGaming startups. Subscribe to “15M Mastery” for concise, high-value content and stay ahead in the competitive world of iGaming.

What if your betting app knew when the next epic moment was coming… before you did?

In this episode of 15M Mastery, we sit down with Mark Phillip, CEO & Founder of Are You Watching This?! and MetaBet, to uncover the future of live sports betting, broadcast tech, and the emotional psychology of fandom.

From real-time excitement algorithms to the role of storytelling in bet conversion, Mark breaks down how AI, latency, UX, and regulation are shaping the next evolution of sports engagement. Whether you're a sportsbook operator, media exec, or product strategist, this conversation will spark fresh ideas on how to build better, more intuitive, and more profitable betting experiences.

What You’ll Hear: 

0:00 – Meet Mark Phillips & the science of epic moments

3:12 – Fandom as emotional wagering: why betting works

6:48 – Why most sportsbooks fail the UX test

10:03 – The real reason Barstool & ESPN Bet underperformed

13:17 – Building real-time betting moments into broadcasts

15:44 – The broken mid-funnel in sports betting UX

18:25 – Live betting latency and the future of real-time odds

22:00 – What comes after AI? Fan reactions as content

25:30 – Mark’s 5-year vision for social betting and live interaction

This episode is perfect for:

iGaming marketers and C-levels, Sportsbook product teams. Media and broadcast tech execs, Fan engagement and UX specialists, Gambling industry investors and VCs, Sports content creators and strategists

Join the 15M Mastery newsletter: https://newsletter.15m.com/subscribe

Follow us on LinkedIn: https://www.linkedin.com/company/15-minute-mastery

Or follow Dmitry directly: https://www.linkedin.com/in/dmitrybelianin/

Watch this show on YouTube: https://www.youtube.com/@15-MinuteMastery

Welcome to “15M Mastery,” the ultimate show for iGaming professionals, hosted by industry veteran Dmitry Belianin. With over 17 years of experience, Dmitry brings unparalleled insights and wisdom from top industry experts in just 15 minutes. Each episode delivers actionable strategies from all iGaming verticals to improve your personal and business performance. As the founder of Belianin, Dmitry also shares his expertise in nurturing high-potential iGaming startups. Subscribe to “15M Mastery” for concise, high-value content and stay ahead in the competitive world of iGaming.

Can you build autonomous, agile dev teams and meet strict regulatory standards? Aleksandra Mouton, CEO of Amarix and winner of “Best iGaming CEO 2024,” shares the proven frameworks and mindset shifts behind her award-winning team structure - one that delivers cutting-edge products fast without sacrificing compliance.

In this episode of 15M Mastery, Aleksandra reveals how she split her business and development functions into autonomous mini-companies, empowered developers with ownership over compliance, and turned onboarding into a strategic tool for long-term cultural alignment. You’ll also hear how transparency around financial results and micro-mission team models help Amarix scale innovation in highly regulated markets.

Whether you're leading product, managing engineering, or scaling operations in iGaming, this is a must-listen for any exec balancing speed with structure.

00:00 - Introduction to Alexandra Mutton and Amarix

01:22 - Management Principles for Innovative Product Launch

03:18 - Balancing Team Autonomy with Regulatory Requirements

06:03 - Managing Feature Development vs Platform Stability

07:25 - Effective Team Structure in Product Development

09:41 - Motivating Developers in Regulatory Compliance

11:39 - First Steps in Transforming Development Culture

14:20 - Future Innovations for iGaming 

Join the 15M Mastery newsletter: https://newsletter.15m.com/subscribe

Follow us on LinkedIn: https://www.linkedin.com/company/15-minute-mastery

Or follow Dmitry directly: https://www.linkedin.com/in/dmitrybelianin/

Watch this show on YouTube: https://www.youtube.com/@15-MinuteMastery

Welcome to “15M Mastery,” the ultimate show for iGaming professionals, hosted by industry veteran Dmitry Belianin. With over 17 years of experience, Dmitry brings unparalleled insights and wisdom from top industry experts in just 15 minutes. Each episode delivers actionable strategies from all iGaming verticals to improve your personal and business performance. As the founder of Belianin, Dmitry also shares his expertise in nurturing high-potential iGaming startups. Subscribe to “15M Mastery” for concise, high-value content and stay ahead in the competitive world of iGaming.

Do you know how digital influencers are revolutionizing the gambling entertainment landscape? Jeremy Stein, CEO and Co-Founder at SportsGrid, explains how Sports Grid is pioneering a transformative approach by building communities that transcend traditional media boundaries. 

By partnering with dynamic personalities like Brian Christopher and Paige Spirona, they've created an "Avengers model" of content creation that goes beyond mere audience reach. These influencers aren't just content creators; they're community builders who forge deep emotional connections with their followers. 

The key isn't just massive viewership, but genuine conversion and engagement. Sports Grid understands that true influence isn't about follower count, but about creating authentic, passionate connections. Their innovative strategy bridges performance marketing and brand storytelling, turning viewers into active participants. 

By focusing on community, content, and commerce, they're redefining how audiences interact with gambling and entertainment media, making every stream, every moment, a potential gateway to immersive experiences.

0:00 Intro

1:37 Community Building with Digital Influencers

4:36 Differences Between Community Engagement and Traditional Broadcasts

6:55 Metrics and Performance Tracking

10:43 Connected TV and User Attribution

12:35 Key Do’s and Don’ts for Influencer Partnerships

Join the 15M Mastery newsletter: https://newsletter.15m.com/subscribe

Follow us on LinkedIn: https://www.linkedin.com/company/15-minute-mastery

Or follow Dmitry directly: https://www.linkedin.com/in/dmitrybelianin/

Watch this show on YouTube: https://www.youtube.com/@15-MinuteMastery

Welcome to “15M Mastery,” the ultimate show for iGaming professionals, hosted by industry veteran Dmitry Belianin. With over 17 years of experience, Dmitry brings unparalleled insights and wisdom from top industry experts in just 15 minutes. Each episode delivers actionable strategies from all iGaming verticals to improve your personal and business performance. As the founder of Belianin, Dmitry also shares his expertise in nurturing high-potential iGaming startups. Subscribe to “15M Mastery” for concise, high-value content and stay ahead in the competitive world of iGaming.

Do you truly understand the hidden power of trust in the gaming industry?" asks Aleksandra Mouton, CEO at Amarix, a leading provably fair game provider.

In today’s digital gaming landscape, trust isn't just a buzzword, it's the backbone of sustainable success. As transparency becomes the new currency, provably fair technology isn’t a luxury; it's a necessity.

Imagine a world where every spin, every bet, and every transaction is verifiably authentic. Where players are not just participants, but empowered stakeholders in an ecosystem built on integrity.

At the convergence of blockchain, AI, and customer experience, a revolutionary model is taking shape, one that transforms skepticism into loyalty, and passive users into passionate advocates.

By implementing cryptographic verification and smart contracts, operators can eliminate doubt and reduce fraud, enhance credibility and brand loyalty and build a community rooted in fairness and transparency.

The future of gaming isn’t about tweaking odds or deploying flashier marketing. It’s about rewriting the narrative with transparency, fairness, and trust at its core. Operators who embrace this shift aren’t just evolving, they’re redefining the rules of digital entertainment.

0:00 Provably Fair Gaming and Its Benefits

2:51 Challenges in Making Probably Fair Gaming Accessible

7:00 Operators’ Perspective on Implementing Probably Fair Gaming

9:27 Role of AI and Machine Learning in Transparency and Trust

12:15 Using Big Data to Ensure Game Fairness

13:39 First Steps for Operators Interested in Probably Fair Gaming

17:34 Implementing Fairness Across All Levels of Casino Operations

19:05 Conclusion and Final Thoughts

Join the 15M Mastery newsletter: https://newsletter.15m.com/subscribe

Follow us on LinkedIn: https://www.linkedin.com/company/15-minute-mastery

Or follow Dmitry directly: https://www.linkedin.com/in/dmitrybelianin/

Click here for the audio-only version of this show: tinyurl.com/15MinuteMastery

Watch this show on YouTube: https://www.youtube.com/@15-MinuteMastery

Welcome to “15M Mastery,” the ultimate show for iGaming professionals, hosted by industry veteran Dmitry Belianin. With over 17 years of experience, Dmitry brings unparalleled insights and wisdom from top industry experts in just 15 minutes. Each episode delivers actionable strategies from all iGaming verticals to improve your personal and business performance. As the founder of Belianin, Dmitry also shares his expertise in nurturing high-potential iGaming startups. Subscribe to “15M Mastery” for concise, high-value content and stay ahead in the competitive world of iGaming.

Have you heard how sports content is changing betting insights in the digital age? Jeremy Stein, CEO and Co-Founder at SportsGrid has cracked the code by transforming traditional media through data-driven storytelling and 24/7 streaming innovation. 

By bringing together cutting-edge technology with unbiased sports reporting, this pioneering network delivers real-time odds, injury updates, and expert analysis across 30+ platforms. Their strategic approach doesn't just inform it empowers viewers, whether casual fans or serious bettors, with transparent, engaging content that breaks through conventional media barriers. 

With a growth rate of 100% year-over-year and a commitment to free, accessible information, Sports Grid represents the future of interactive sports entertainment. Their vision goes beyond mere broadcasting; it's about creating a dynamic, community-driven experience that transforms how audiences consume and interact with sports media in the connected TV era.

0:00 Jeremy Stein's Journey and the Birth of Sports Grid

3:21 Leveraging FAST Channels and Building a Streaming Presence

5:37 Integrating Live Odds and Betting Data

7:23 Responsible Gaming and Compliance

9:08 Potential for Picks and Product Extensions

11:28 Expanding into Casino Content

13:48 Emergent Technologies and Content Formats

15:00 Final Thoughts and Appreciation

Join the 15M Mastery newsletter: https://newsletter.15m.com/subscribe

Follow us on LinkedIn: https://www.linkedin.com/company/15-minute-mastery

Or follow Dmitry directly: https://www.linkedin.com/in/dmitrybelianin/

Click here for the audio-only version of this show: tinyurl.com/15MinuteMastery

Watch this show on YouTube: https://www.youtube.com/@15-MinuteMastery

Welcome to “15M Mastery,” the ultimate show for iGaming professionals, hosted by industry veteran Dmitry Belianin. With over 17 years of experience, Dmitry brings unparalleled insights and wisdom from top industry experts in just 15 minutes. Each episode delivers actionable strategies from all iGaming verticals to improve your personal and business performance. As the founder of Belianin, Dmitry also shares his expertise in nurturing high-potential iGaming startups. Subscribe to “15M Mastery” for concise, high-value content and stay ahead in the competitive world of iGaming.

Do you know what truly separates innovative gaming platforms from the mundane? Edvardas Sadovskis, Chief Product Officer at ICONIC21, knows that in the dynamic world of iGaming, success isn't just about technology, it's about creating an immersive, player-centric experience that captivates and retains users. 

At the heart of this revolution lies a strategic approach that goes beyond traditional boundaries. By focusing on rapid product development, diverse game portfolios, and cutting-edge user interfaces, leading providers are redefining entertainment. 

The key is understanding that modern players crave more than just games; they want seamless interactions, lightning-fast responsiveness, and emotional engagement. With attention spans shrinking and competition intensifying, only those who can adapt quickly, embrace transparency, and prioritize human connection will thrive. 

It's not just about winning; it's about creating an ecosystem where innovation, creativity, and player satisfaction converge to deliver an unparalleled gaming journey.

0:00 Challenges and Strategies in Live Casino Product Development

6:14 Focus on Player Experience and Retention

10:22 Market Shifts and Innovations in iGaming

14:58 Leadership Principles for Innovation

18:25 Conclusion and Appreciation

Join the 15M Mastery newsletter: https://newsletter.15m.com/subscribe

Follow us on LinkedIn: https://www.linkedin.com/company/15-minute-mastery

Or follow Dmitry directly: https://www.linkedin.com/in/dmitrybelianin/

Click here for the audio-only version of this show: tinyurl.com/15MinuteMastery

Watch this show on YouTube: https://www.youtube.com/@15-MinuteMastery

Welcome to “15M Mastery,” the ultimate show for iGaming professionals, hosted by industry veteran Dmitry Belianin. With over 17 years of experience, Dmitry brings unparalleled insights and wisdom from top industry experts in just 15 minutes. Each episode delivers actionable strategies from all iGaming verticals to improve your personal and business performance. As the founder of Belianin, Dmitry also shares his expertise in nurturing high-potential iGaming startups. Subscribe to “15M Mastery” for concise, high-value content and stay ahead in the competitive world of iGaming.