Blask Unveils New Index Tracking Global iGaming Search Trends
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Key Takeaways
- Blask has launched the Maturity Index, a new metric measuring the balance between generic and brand-specific iGaming search demand across more than 50 markets.
- Q1 2026 data shows the US with the highest score at 69.18, while Serbia and Montenegro rank near zero, reflecting heavily brand-driven search behaviour.
- The Index is designed to help operators decide whether markets are better suited to SEO and category acquisition or brand-focused marketing strategies.
Blask, a market intelligence platform focused on the global iGaming sector, has launched the Maturity Index, a new feature designed to track how players search for online gambling products across regulated and emerging markets. The metric measures the balance between generic category searches for online casino games, and brand-directed queries that include operator names.
How the Maturity Index Works
The Index operates on a scale from 0 to 100. A score of 100 means all search demand is category-based, while a score of zero indicates that searches are almost entirely tied to specific operator brands. According to Blask, the tool is intended to help operators evaluate how “open” a market remains before allocating acquisition budgets or planning expansion strategies.
US Market Still Driven by Generic Search
Q1 2026 data showed the United States recording the highest score among all tracked markets at 69.18, indicating that most gambling-related searches remain category-led rather than tied to individual operators. Blask noted that lottery-related demand in states without widespread online casino regulation continues to contribute to high levels of generic search activity. However, the US market has become increasingly brand-focused over time. Blask data showed the country’s score peaking at 87.4 in July 2023 before declining steadily as operators including Draft Kings, Fan Duel, and Bet MGM strengthened market share and consumer recognition.
Brand-Led Markets Limit Category Acquisition
At the opposite end of the scale, Serbia scored 0.07 and Montenegro 0.09, making them the most brand-saturated markets included in the Index. In these countries, nearly all gambling-related searches already include operator names, limiting the effectiveness of category-based acquisition strategies regardless of marketing spend.
Elsewhere, markets including France (26.05), Canada (20.49), Switzerland (15.14), and Belgium (12.95) showed more balanced search behavior, where both SEO-led acquisition and brand marketing continue to play meaningful roles. Blask said the metric is particularly useful for market-entry planning and budget allocation, helping operators determine whether to prioritise SEO and content investment or focus more heavily on brand visibility and retention strategies.
