Blask introduces Maturity Index to measure how iGaming demand is structured by market

iGaming analytics platform Blask has launched the Maturity Index, a new metric that shows how search demand splits between generic category queries and brand-directed searches in any given market.

The index runs on a 0–100 scale. A score near 0 means users mostly search for specific operator names. A score near 100 means demand is driven by generic queries like "online casino" or "sports betting." Markets in the middle have a roughly equal split.

The data reveals sharp differences across regions. The United States scores 70.06 as of March 2026, down from a peak of 87.36 in July 2023 — meaning brand-directed searches are gaining ground as operators build recognition in the still-maturing US market.

Europe looks very different: France scores 26.78, Germany 14.72, the UK 7.62, and Spain 5.67, reflecting markets where players already gravitate toward established brands. Latin America sits lower still, with Costa Rica at 22.02, Brazil at 1.99, and Peru at 0.60.

"The metric is most useful for teams making market-entry and budget decisions: which countries to prioritise based on how demand is structured," said Ilya Batcherikov, Chief Product Officer at Blask.

Two markets with identical total demand can require completely different acquisition strategies depending on their Maturity Index score. High-category markets reward awareness campaigns; high-brand markets call for defending or attacking specific operator share.

The full methodology and country breakdown are available at blask.com/blog/maturity-index.