How to collect data on iGaming brands without Blask?
iGaming professionals struggle with competitor analysis. Without Blask, tools like Google Trends estimate search queries but are time-consuming and error-prone.
In developing Blask, we discovered that iGaming professionals spend significant time, resources, and budget on competitor analysis and performance benchmarking. Blask's AI-driven technology streamlines this process. Learn how we can revolutionize your competitive intelligence.
How many people are searching for a specific brand?
This is the simplest information you can find without Blask, and it's absolutely free!
At the heart of Blask lies our unique and comprehensive metric, Blask Index, which measures players' interest in iGaming entertainment.
We determine the number of search queries for each brand and then sum these values to obtain Blask Index for a country. Sounds easy to replicate, but there’s a catch (many catches, to be honest)!
We will use the world's largest knowledge base — Google Search, specifically Google Trends:
- Simply follow this link.
- Enter the brand name.
- Select the time frame and country.
- That's it! Google will create a chart!
Oops, what are those numbers from 0 to 100? How can we convert them into meaningful values? Google Trends measures interest this way, with 100 representing the maximum interest, 50 representing exactly half, and 0 meaning zero. This is useful, but we need the absolute number of search queries.
Next, we'll use Google Keyword Planner, a tool that can be challenging to navigate. Thankfully, several Chrome extensions simplify the process by automatically retrieving the necessary data and integrating it into Google Trends charts.
Great! Now we know that the abstract "40" converts to an actual "8K searches." Now we can do the calculation: 8000 / 40 = 200. Therefore: 1 = 200, and 100 = 20,000. Or, we can simply look at the absolute values through the extension! A small disclaimer: some extensions are paid, and some have limitations, so we can't guarantee the perpetual functionality of this method.
And now for the final touch — repeat this process for all the brands you know. You do know them all, right?
These tasks for a single brand took about an hour. Multiply that by multiple brands, and the time investment becomes substantial. Moreover, this data requires constant updating, further compounding the challenge. To ensure accuracy, we use not only Google but also other data sources on brand traffic to achieve the most precise values.
In conclusion, why are we doing this? By gathering and analyzing search data for various brands, we gain valuable insights into their market performance and trends. This information enables informed business decisions and helps maintain a competitive edge in the market.
Google Trends limitations.
We have a fantastic article discussing how Blask collects and analyzes data, including the drawbacks of manually gathering data through Google Trends. Let's revisit those issues here.
The problems begin with the fact that Google Trends sometimes gets confused with its own readings. We looked at the data for the query "1xbet" in the same country over the same period, but we did it a few days apart. Visually, the graphs are very similar, but the values differ slightly. In our example, the difference was between "89" and "78." This discrepancy is too large to be attributed to a simple margin of error.
Google is aware of the issue and... doesn’t consider it a problem. They state that their charts are based on only a portion of the search queries, so such inconsistencies are to be expected regularly.
Blask addresses this issue by obtaining data for the same period multiple times and then averaging the results. This is the only way to get reliable data unless you work at Google.
Consider correct (and incorrect) spelling.
Sometimes people make mistakes and enter brand names incorrectly. You might unintentionally do the same. When you're trying to analyze a hundred brands, the chance of human error increases. To make sure search results are accurate, it's important to collect and analyze all possible spelling variations of keywords.
In the screenshot, there's a difference between "1xbet", "1 x bet", "1x bet", and "1 xbet." A slight variation in spelling can result in a huge difference in the data. This means that you not only have to manually figure out the Share of Search for each brand through a complex process but also consider all alternative and incorrect spellings.
Non user-friendly design.
Yes, Google Trends provides access to data, but it doesn't allow you to analyze the metrics comfortably and without hassle. You have to constantly switch dates and get lost in the values from 0 to 100.
Meanwhile, Blask displays all the data on a single chart for the entire existence of the brand, with hourly granularity.
How many people make their first deposits?
For brand representatives with access to internal analytics, estimating competitors' metrics is possible, though not without assumptions. By presuming your competitors have similar conversion rates, first deposit amounts, and player behavior, you can use your own data as a baseline. Simply multiply the competitor's search traffic volume (obtained through the previously described method) by your conversion rates.
This method works well if you are confident that your brand performs on par with your competitors. But what if your performance is significantly below market average or, conversely, you surpass everyone? Without understanding the average metrics for the country, it will be difficult to calculate credible metrics for other brands.
If you want to estimate values for other countries or do not have access to internal brand analytics, things become complicated. There are only two ways to proceed:
- Consult iGaming industry experts. They likely have reasonably accurate conversion rates and average first deposit amounts.
- If the market in a country is regulated, study the reports from regulatory commissions.
Blask uses an AI model to calculate eFTD (estimated First-Time Deposits) for regulated and unregulated markets. This model is trained on 56 gigabytes of data from analysts, open reports from regulatory bodies, and player surveys, and the data is verified by our partners and iGaming brands that use our analytics.
How much money do iGaming brands earn?
Calculating net income is nearly impossible because we don't know salary levels, the number of employees, or marketing expenses. However, we can estimate GGR (Gross Gaming Revenue).
Tracking a casino's performance requires monitoring complex metrics over time. Consider a new casino launch: initial marketing attracts players, but after a month, some leave for various reasons while others stay. New players join through ongoing advertising. This cycle repeats monthly, creating a dynamic player base that requires continuous analysis.
To calculate GGR accurately, we need to understand player retention rates, know how many new players join, and track all changes in the FTD (First-Time Deposit) levels. For instance, a significant sporting event this month might lead to a bet surge. Manually calculating an accurate GGR is so difficult that it's practically impossible. The only option is to refer to publicly available reports from brands in open markets and try to identify patterns.
The Blask team sincerely admires those who can manage such a vast amount of metrics without getting confused.
Therefore, we strongly recommend using Blask from the start, as we already have all the necessary data for any period, and all calculations are done automatically. The Blask AI model relies on public data from regulatory commissions and insights from experts and iGaming analysts, and our calculations are validated by the brands that already use Blask. How wonderful that you don't have to deal with this yourself, as Blask analysts have already downloaded thousands of reports and trained our AI models.
What iGaming brands do even exist?
Here we come to the second most challenging part. Media and blogs often report on the top 5 or 10 brands in each market. Industry professionals can name up to 50 or even 100 brands in the markets they operate in. But how current is this information? The market landscape changes daily: new brands enter while others exit. To stay up-to-date, you must continually conduct research.
How can you find all the brands manually?
- Search Google for something like "betting India" and go through 100 search results pages. You will come across affiliate sites, news resources, data aggregators, amateur blogs, and finally, the sought-after iGaming brand websites.
The author of this article tested the first method personally. In two hours of searching on Google, he found only 63 brands in India. That’s not bad, but it’s four times less than the number Blask found.
- Reach out to journalists, analysts, and other iGaming industry experts. They might be able to tell you about brands you were unaware of. However, they might accidentally overlook a brand, choose not to share certain information, or simply be human — their knowledge can be incomplete or outdated.
- Attend as many industry events as possible, such as SiGMA, where Blask recently won the SiGMA Asia Startup Pitch 2024 prize. Networking with brand representatives and iGaming startups will help you learn more about your brand's competitive landscape.
How to keep all data up to date?
The final, most challenging step is maintaining data accuracy. Once we've identified iGaming brands, collected their data, and calculated FTD and GGR, the task shifts to keeping this information current. This requires regular updates — whether monthly, weekly, or even daily — to ensure the data remains relevant and reliable.
Manual data collection is costly and inefficient, often lacking a user-friendly interface and quick data access. Blask offers a superior solution:
- FTD and GGR data are updated monthly
- Blask Index refreshed hourly
- Intuitive interface for easy data interpretation
Choose Blask for timely, accessible, and comprehensive iGaming analytics.
The Blask team believes everyone should focus on their core tasks. If you are a marketer in an iGaming brand, you can use the insights from Blask analytics — we've already gathered and calculated everything for your convenience.
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.
Ready to experience Blask in action?
- Sign up for free demo access and explore real data on the TOP-5 brands per country: Get a firsthand look at Blask's capabilities.
- Request a personalized demo with full access to data tailored to your niche and objectives. Fill out the form at blask.com to help us prepare use cases specific to your needs.
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