Blask Maturity Index Reveals Sharp Divide in Global iGaming Search Behaviour
New data maps how players discover operators across 50+ global markets
New research from Blask reveals a major divide in how players search for iGaming products worldwide, with the United States dominated by category-based searches while markets such as Serbia are almost entirely driven by operator brand names.
The findings come from Blask’s newly launched Maturity Index, a metric designed to measure how iGaming demand is split between generic category searches and direct brand intent across more than 50 global markets during the first quarter of 2026.
According to the data, the United States recorded the highest score globally at 69.18, indicating that most players are still searching using broad terms such as “online casino,” “sports betting,” or “casino bonus” rather than looking for specific operators directly.
At the opposite end of the scale, Serbia posted a score of just 0.07, with Montenegro close behind at 0.09. In these markets, nearly all searches already include operator names, showing that players have largely settled on preferred brands before they even begin searching.
Understanding the Maturity Index
The Maturity Index measures the balance between two distinct layers of search demand.
The first is category-level intent, where users search broadly for gambling products without a specific operator in mind. These players are still exploring the market and are more accessible through SEO, affiliate content, paid search campaigns, and discovery-focused marketing.
The second layer is brand-directed intent, where users search directly for operators such as Bet365, Betano, or DraftKings. These searches reflect existing brand preference rather than active comparison shopping.
Blask maps the ratio between these two demand types on a scale from 0 to 100. A higher score signals a market where acquisition through category channels remains highly competitive and open, while lower scores indicate markets where established brand equity already dominates user behaviour.
For operators, affiliates, and acquisition teams, the metric provides a clearer view of how difficult it may be to enter or scale within a market.
Why the US Stands Apart
Blask noted that the US market structure plays a major role in its unusually high score.
Lottery-related searches, which often do not include operator names, continue to represent a significant share of search activity in states where commercial online gambling remains restricted or unavailable. This naturally increases generic search behaviour compared to more mature betting ecosystems.
However, the report also highlights that the US score has gradually declined from a peak of 87.4 in July 2023, suggesting that branded operators are steadily strengthening consumer recognition as the market develops.
Indonesia ranked second at 44.56, making it the only other market approaching the US range. According to Blask, no operator there has yet established strong enough brand recognition to significantly shift search behaviour toward direct navigation.
Mature Markets Favour Brand Equity
Several regulated European and global markets landed in the middle-to-upper range of the index, including France (26.05), Canada (20.49), Switzerland (15.14), Belgium (12.95), and Costa Rica (12.63).
These markets still maintain meaningful category-level search demand, giving operators room to compete through SEO, content marketing, and acquisition campaigns despite the presence of established incumbents.
Hungary, Norway, and Austria also ranked within the top ten for category-driven search behaviour.
At the lower end, Serbia, Montenegro, Slovakia, and Georgia demonstrated some of the strongest brand-directed search patterns globally. In these markets, category-based acquisition strategies face structural limitations regardless of budget size.
Latin America Shows Mixed Dynamics
Latin America presented a divided picture.
Ecuador, El Salvador, and Peru all ranked among the world’s most brand-driven markets, while Brazil occupied a middle position outside both the top and bottom ten.
Blask linked Brazil’s lower score to the country’s 2024–2025 regulatory consolidation period, which narrowed the competitive landscape and strengthened brand dominance among licensed operators including Betano and Bet365.
The Philippines, Guatemala, and Lithuania rounded out the list of the ten most brand-directed markets tracked by the platform.
Commenting on the findings, Ilya Batcherikov, Chief Product Officer at Blask, said the metric is designed to help operators evaluate market-entry opportunities, acquisition efficiency, and long-term brand investment strategies as global competition intensifies.
