According to Blask, two markets can look similar in size while behaving very differently in the way players search. The new score compares category-level demand (such as searches around online casino or sports betting) with brand-led demand tied to specific operators. The result is then normalised to a 0-100 scale. On that scale, lower readings point to a brand-heavy market and higher ones suggest users are still exploring the category more broadly.
The Importance of the Score
When a market is dominated by brand searches, users are more likely to search for specific operators rather than generic product terms. That may create a stronger case for branded acquisition, while reducing the relative role of generic channels.
On the other hand, in a market with a high category share, the opportunity for SEO, comparisons, and other discoverable channels is bigger. That is because users are searching by product type rather than by operator.
Therefore, Blask positions the metric as a way to guide entry strategy, budget allocation, and channel mix across GEOs.
Wide Gaps Between Markets
The first market examples published by Blask show how wide the gap can be from one country to another. When looking at Latin American countries, Costa Rica has 22.02, while Brazil and Peru have 1.99 and 0.60, respectively. That suggests Brazil and Peru are far more brand-led in search terms than Costa Rica.
Europe presents similar contrasts. For instance, France has 26.78, while Germany and the UK have 14.72 and 7.62, respectively, and Spain has 5.67. That supports Blask’s view that market-entry plans, budget allocation, and the balance between brand spend and SEO-led acquisition should vary from one GEO to another.
The Trend Line Matters Too
Blask is also presenting its Maturity Index as a moving measure and is referring to the US as an example. According to the company’s data, the American market reached 87.36 in July 2023, then declined to 70.06 by March 2026. The falling index suggests brand demand is taking a larger share over time. That can happen as a market expands, brands consolidate recognition, and users shift from browsing to going directly to known operators.
The update by Blask adds a practical layer to market analysis by showing not only how large demand is, but how it is structured. That distinction could be useful for commercial teams making channel and entry decisions. For the metric to prove its value, it makes sense for operators to match it against real acquisition costs and conversion performance in each market.
