Blask's path to a novel metrics breakdown framework for local and international iGaming brands
Blask's new CEB framework revolutionizes insights for local and international iGaming brands, combining AI, regulatory data, and market metrics. Optimize strategies and benchmark success with unmatched precision.
In the iGaming industry, brands are typically classified into two categories: local and international. These classifications are particularly relevant in countries with regulated gambling markets, where compliance and legal frameworks differ significantly for each type.
- Local brands: These are operators licensed and regulated within a chosen country. They comply with local laws, pay taxes, and often report financial data to regulatory authorities. Local brands benefit from legal certainty and player trust but face strict operational constraints.
- International brands: These are operators that serve players in regulated markets without being officially licensed in those jurisdictions. They either have a license in a different jurisdiction or operate from countries with lenient gambling regulations, allowing them to avoid taxes and certain compliance costs. While international brands can offer more competitive promotions, they may face challenges in building trust and navigating legal risks.
This distinction shapes the methodologies used to calculate Competitive Earning Baseline (CEB), as the availability of data and the operational context vary greatly between local and international brands.
Accurately estimating Competitive Earning Baseline (CEB) is essential for understanding market potential and brand performance, especially in the dynamic iGaming sector. At Blask, we realized that local and international brands face unique challenges that a single methodology cannot adequately address.
To solve this, we began 2025 with a groundbreaking update to our CEB methodology, introducing advanced tools and integrating robust new data sources for precision like never before.
This update includes:
- 🔍 Multilingual analysis of regulatory reports — Extracting actionable insights from diverse licensing structures across global markets.
- 💡 Integration of gambling tax data — Incorporating country-specific tax frameworks to refine revenue estimations.
- 📊 Country- and brand-level alignment — Creating a unified view of market performance by bridging local operating conditions with broader competitive benchmarks.
By combining these elements, Blask ensures that CEB projections are not just accurate but deeply reflective of the unique conditions shaping each market. Whether it’s understanding how regulatory nuances impact revenue or benchmarking against competitors under different licenses, this updated approach provides clarity and actionable insights tailored to your needs.
How CEB is calculated for local brands.
For local brands, compliance with regional regulations ensures access to detailed and reliable data, forming the foundation for accurate CEB calculations.
The process begins with country-level grounding, where we collect data from regulatory bodies, gambling commissions, and official reports. These often include verified annual GGR figures for the entire industry in a specific jurisdiction.
To enhance precision, Blask’s AI-powered platform automatically analyzes hundreds of complex regulatory reports—complete with tables, graphs, and multilingual text. This includes extracting insights on gambling tax rates, which are integrated into the calculation to reflect real-world revenue conditions.
Once the country-level CEB is established, we calculate each brand's market share using metrics like Acquisition Power Score (APS) and Average Revenue Per User (ARPU).
Next, the preliminary CEB for individual brands is aligned with the total GGR reported for the country. This ensures that the sum of all brands’ CEB values does not exceed the verified market total. For brands that publish financial data, these figures are used directly to calculate their share. For other brands, the remaining CEB is redistributed proportionally based on their market share—derived from metrics such as APS and ARPU.
How CEB is calculated for international brands.
International brands present unique challenges due to limited regulatory oversight and the lack of publicly available data.
To calculate their CEB, we rely heavily on Blask Index, which uses search trends and player behavior as proxies for engagement and revenue. International ARPU (Average Revenue Per User) is extrapolated from local benchmarks and adjusted for regional differences in player spending habits.
By combining ARPU with detailed player engagement metrics, Blask delivers a nuanced and highly accurate CEB calculation for international brands.
How the new data is represented.
On the Market Overview page, in the table listing all the brands available in the country's market, a badge labeled "LOC" or “MIX” appears next to each name if it is a local brand. If there is no such designation, the brand is considered international. It is important to note that in unregulated markets, all brands are assumed to be international by default.
- LOC — the brand has a local license for each vertical (casino and betting) or has only one license while operating only in this vertical.
- MIX — the brand operates in both verticals but has only one local license.
For brands operating under local licenses, Blask provides a detailed breakdown of licensing information at a glance. Simply hover over a brand to uncover key details, including the regulatory authority, license type (casino, sports betting, or mixed), and issuance and expiration dates—all in one intuitive view.
On the same page, you can toggle between APS and CEB charts to analyze the metrics for the entire national market or break them down into local and international brands. This helps you visualize the structure of the regulated market by comparing the total APS and CEB values for operators working under local licenses versus those operating without them.
Why choose Blask for CEB and APS insights.
Blask’s approach to Competitive Earning Baseline (CEB) and Acquisition Power Score (APS) goes beyond simple projections—it reveals how markets truly operate. By blending cutting-edge AI with industry expertise, we provide accurate, actionable insights tailored to both local and international brands.
What makes Blask unique?
- 🔍 Market structure analysis: Understand how revenue is divided between licensed local operators and unlicensed international brands.
- 🌍 Localized accuracy: Leverage verified data from regulatory reports, gambling commissions, and tax frameworks for precise calculations.
- 📈 Cross-market comparisons: Benchmark performance across jurisdictions to identify the most profitable opportunities.
Real-world applications:
- Strategic expansion: Identify high-potential markets for entry with country- and brand-level insights.
- Optimized marketing: Allocate budgets to campaigns delivering the highest CEB or APS growth.
- Investor transparency: Use reliable CEB and APS metrics to showcase brand performance and growth potential.
- Regulatory clarity: Visualize the role of licensed and unlicensed operators within regulated markets.
Don’t rely on outdated metrics. Blask equips you with the tools to understand your market, optimize strategy, and grow—whether local or global. 🚀
Unlock your iGaming potential with Blask!
Blask empowers you to make data-driven decisions, optimize marketing strategies, and drive significant GGR increases by providing unparalleled clarity about the iGaming market and your performance.
Curious about our precision? Discover our article "What is Blask?" and how Blask's cutting-edge technology is transforming iGaming analytics.
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