9 of 55 Major iGaming Markets Ended Q3 With New Search Leaders

An October 14 Blask analysis covered markets with more than $50 million in combined July-September Competitive Earning Baseline (CEB), the company’s estimate of projected revenue. Rankings were based on brands’ shares of tracked gambling search demand.

Most Changes Happened Below First Place

Of the 31 markets where the top three changed, only nine finished September with a new leader. In the remaining 22 markets, or 40% of the full sample, the June leader held on to first place.

The full breakdown:

• 9 markets. Another brand took first place by September;
• 22 markets. The leader stayed, but the order or composition of the top three changed;
• 24 markets. All three brands retained their June positions.

France, Sweden and the UAE also saw temporary changes at the top. Each had a different first-place brand during Q3, but the June leader was back in front by September.

Turkey Went From Merit King to Jojobet

Turkey had three different leaders between June and September. Merit King held first place in June and July. Nesine moved ahead in August, followed by Jojobet in September.

Japan also had a different leader in each month of Q3 after Rainbet dropped out of the top three.

Elsewhere, the margins were smaller. Blask recorded changes in Belgium, Bangladesh and New Zealand where the lead shifted by roughly one to two percentage points of search share.

Spain saw bwin move ahead of bet365 in August, with 13.1% against 12.2%. Bwin remained first in September. Swiss Casino took the lead in Switzerland in August, after Swisslos had held 27.3% of search demand in June.

Vulkan Vegas Reached 35% in Germany

Tipico led Germany in June with 21.6% of tracked gambling search demand. Vulkan Vegas passed it in July and reached 35% by September. NV Casino finished second.

Germany’s modeled revenue figures also put Vulkan Vegas first. Vulkan Vegas averaged about $44 million in monthly CEB during Q3, compared with approximately $38 million each for NV Casino and Tipico.

Expert Read

Search share and CEB can be read together to compare brand demand with projected revenue. For affiliates, September’s top three offer a starting point for reviewing operator shortlists, brand comparison pages and traffic priorities, particularly where second and third place changed.