Jurnii has appointed iGaming founder and operator executive Karolina Pelc as Investor and Strategic Advisor, strengthening its leadership team as the digital experience agency prepares for its next stage of growth.
Pelc brings more than two decades of experience in gaming and digital entertainment, having held senior roles at Betsson Group, William Hill Online and LeoVegas, now part of MGM Resorts International.
She is also the Founder of BeyondPlay, the multiplayer gaming technology studio acquired by FanDuel in 2024.
Jurnii positions itself as a provider of AI-driven tools designed to help operators analyse competitor activity, pricing strategies and front-end performance.
The supplier said Pelc’s appointment will support both its commercial strategy and longer-term fundraising plans as it looks to expand its product suite and enter new markets.
Fraser Dunk, CEO and Founder of Jurnii, said: “The next phase of Jurnii is about scaling, expanding our product suite and entering new markets. Karolina’s expertise will be pivotal in shaping our corporate and commercial strategy and in supporting our fundraising efforts as we grow.”
Pelc said her decision to join was driven by the practical application of Jurnii’s technology for operators.
She said: “Operators spend hours every day manually auditing and tracking competitor activity. Jurnii’s suite of AI solutions allows them to do this automatically and almost instantly, so they can re-price or reposition faster to win market share.”
The appointment reflects a broader trend of technology suppliers bringing experienced operator-side executives into advisory and investment roles, particularly as competition intensifies around personalisation, front-end performance and conversion optimisation.
Jurnii said Pelc will work closely with its leadership team on product direction, commercial positioning and market entry strategy, as the company looks to establish itself as a core diagnostic platform for iGaming teams.
In September 2025, FanDuel appointed long-time problem gambling advocate Keith Whyte as Responsible Gaming Strategic Advisor, highlighting a wider industry trend of operators and suppliers strengthening advisory leadership with senior external expertise.
Pelc has been involved in multiple product-led initiatives focused on player engagement and interactive experiences, with her BeyondPlay business acquired by FanDuel as part of its wider product innovation strategy
