How Blask filters mirror sites when searching for iGaming brands

Tracking brand performance in the iGaming sector poses distinct challenges. One such challenge is the presence of mirror sites — clones of a primary website — that can distort user traffic data. Blask, an analytics service for iGaming that aggregates data on more than 1,900 brands across 45+ countries, has developed a solution to address this issue.

The problem with mirror sites.

Mirror sites are duplicate versions of a website that replicate content and functionality. In iGaming, they are commonly used to bypass regional restrictions, manage high traffic volumes, or maintain accessibility during technical disruptions.

Traditional tracking methods operate at the domain level. Consider a hypothetical example: a brand called "BrandName" has an original website (BrandName.com) along with several mirror sites such as BrandName.org, BrandName.bet, BrandName777.casino, and BrandName-BrandName.com. Although all these domains display the same website, analyzing them individually can lead to two main issues:

• Fragmented interest analysis: Instead of assessing the overall user interest in "BrandName," each mirror might be counted separately, diluting the true engagement with the brand.
• Duplicate brand representation: The analytics system might mistakenly treat each mirror as a distinct brand, leading to an inflated count and misrepresentation of the brand's market presence.

Blask overcomes these issues by consolidating all mirror sites under a single, unified brand profile.

How Blask searches for new brands.

Blask’s current brand discovery process uses advanced artificial intelligence techniques to precisely identify iGaming brands. The process begins by gathering industry-specific keywords to extract potential websites from search engine results. Blask then employs two neural networks:

• Computer vision model: Analyzes website screenshots to detect visual elements characteristic of iGaming sites — such as casino imagery, game icons, odds tables, and live action visuals.
• Text analysis model: Evaluates the website’s textual content to identify patterns and referral cues that distinguish an official brand site from affiliate or review pages.

Combined with a final human review, this streamlined process delivers an accuracy rate exceeding 95%, ensuring that only authentic iGaming brands are incorporated into the database.

This modern, AI-driven approach allows Blask to maintain a comprehensive and up-to-date overview of the iGaming landscape, capturing both prominent and emerging brands with precision.

Brand-level tracking.

Blask's solution is built on a deep understanding of the iGaming ecosystem. Recognizing how mirror sites operate, how affiliate websites function, and which platforms serve as news sources, Blask aggregates user signals exclusively from genuine brand interactions.

Instead of treating each domain separately, the system consolidates data so that if a brand appears on multiple mirror sites or is represented through various affiliate and news pages, all interactions are unified under one brand profile.

This method ensures that Blask displays only reliable, comprehensive statistics, reflecting true user engagement and market dynamics.

In simple terms, it doesn’t matter how many websites an iGaming brand has, where they are located, whether they are exact copies of the original site or adapted for different languages, various promotions, or even A/B tests — Blask analyzes not at the domain level, but at the brand level.

Since Blask emphasizes brand names and search intent, the specific way a player searches for information becomes irrelevant. Whether users type "1xbet," "1x bet," "1 x bet," or "1 xbet," the system recognizes these as searches for the same brand. Similarly, whether users interact with the official domain, mirror sites, or affiliate landing pages, all these interactions contribute to the brand's overall metrics.

For calculating Blask Index and all other metrics that measure brand interest, Blask aggregates data across all mirrors and the main domain into a single value. This consolidated metric accurately reflects genuine interest in the brand, regardless of how the traffic is distributed across various domains, and eliminates a common industry problem where fragmented domain data creates an incomplete picture of brand performance.

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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