iGaming Glossary

Relative market share

Explore the importance of Relative Market Share in iGaming, highlighting its use in market positioning and strategic decision-making, featuring comparisons, charts, and growth strategies.

Relative Market Share is a metric that helps businesses determine their percentage of the market compared to other brands. This information can help brands understand their position in the market and make strategic decisions.

The Relative Market Share chart shows the market share of each iGaming brand available in the selected country as a percentage of the total market size of that country.

This graph is always based on 100% of the market, so you can analyze only the growth or decline of the brand's market share without being distracted by the total market volume and its fluctuations.

Blask knows the Market Share for each iGaming brand and displays this data in two helpful charts: Blask Index in compared mode and Relative Market Share.

The main difference is that the first chart displays data in absolute values, i.e., shows how many people interacted with each brand, while the second chart represents the same indicator but as a percentage of the total market volume.

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The best insights come from combining absolute and relative values, so Blask displays both graphs one after the other. Track the share of iGaming brands and immediately combine the percentages with the quantitative figures.

Absolute values are undoubtedly important, but how do you figure out if a thousand players is a lot or a little? And even if it is plenty in one country, can it be applied elsewhere? That's where percentages come in and make all the values clear.

Navigate through market size fluctuations.

Understanding your percentage share is especially important at times when the market is rising or falling rapidly:

It is likely that with the general growth of the online betting and gambling sector, there will be some growth in the number of players in your brand. It is essential to understand whether you manage to maintain the same share. For example, it's not so great to grow 2 times when the whole industry has grown 3 times.
In contrast, during periods of decline in the iGaming industry, the apparent stagnation in player numbers might seem discouraging. However, maintaining your player base at the same figures actually represents a significant achievement — while not growing in absolute numbers, you are still expanding your market share.

Compare your brand with the closest competitors.

Imagine that all brands except yours and your closest competitors have disappeared. Now, there is no noise on the charts — only your rivalry.

Step 1. Select the brands you are interested in.

Step 2. Explore the chart!

In this direct comparison, delve deeper into the unique strengths and weaknesses of your brand versus your main competitors. This focused rivalry provides an opportunity to conduct detailed market research and hone your competitive skills on the opponents of your level before taking a swing at the market leaders.

Well, there is only one way to increase your Relative Market Share — grow faster than your competitors and the market (or shrink slower than the others). To achieve this, you need to attract new players, retain the existing ones, or focus on both strategies at once.

These methods deserve separate and detailed articles, so let’s focus on the basic ideas:

Make the conditions better than your competitors so that their players reduce the competitor's market share and increase yours.
Attract players who are not previously familiar with the iGaming industry. Rather than poaching the audience from competitors, create brand new customers.
Retain current players. Sometimes just not getting smaller is enough to grow.
Cultivate loyalty among players. Your brand ambassadors will not only actively use your products but will invite friends, advocate for you online, and perhaps even talk about you on their social networks.

iGaming Glossary