For Operators / ODD Sample Report
Every regulated iGaming operator enters a new market without knowing how much of the existing search demand in their category is already findable. They have to allocate budget to acquisition before knowing how much visibility the brand captures and how much leaks to competitors. The gap ODD calculates is measurable directly from the client's own first-party data; the gap is not an estimate.
The Operator Demand Diagnostic (ODD) structures that data into three capture metrics. Operator Brand Capture measures whether players searching for this operator by name are finding it or landing on a competitor instead. Regulatory Demand Capture measures whether players researching licensing and compliance before signing up are finding this operator during that decision process. Operator-Generic Demand Capture measures how many of the players actively looking for an operator in this category, without having chosen one yet, are reaching this site versus going elsewhere.
The sample report below shows what those three metrics look like in practice for a regulated iGaming operator.
Anonymised sample · Real data · Identifiers removedOf the non-brand search demand this operator is eligible to capture, covering regulatory queries and operator-generic category searches, the leakage rate measures what is currently going to competing results instead.
| Metric | Value |
|---|---|
| Total addressable demand pool (regulatory + category) | 45,140 searches per month |
| Demand currently captured by this operator | 16 searches per month |
| Demand currently captured by competing operators | 12,623 searches per month |
| Operator's share of addressable demand | 0.04% |
The ODD splits search demand into three segments. Operator Brand Capture measures whether players searching for this operator by name are reaching it. Regulatory Demand Capture measures whether players researching licensing and compliance before committing to an operator are finding this one during that process. Operator-Generic Demand Capture measures how much of the total category demand, meaning players actively looking for an operator without having chosen one, this operator is reaching.
Players researching regulatory and licensing requirements before choosing an operator are finding this operator in search results but not visiting the site. That audience is in the final stages of their decision process. They are not being captured.
| Segment | Demand Capture | Commercial Implication |
|---|---|---|
| Brand | 0 out of 234,692 total searches (0.0%) | Players searching for this operator by name are currently landing on competitor and review sites instead. That branded demand exists and is going elsewhere without any media spend required to capture it. |
| Regulatory / licensing | 0 out of 276 addressable searches (0.0%) | Players researching licensing and compliance before signing up are in the final stages of their decision process. They are comparing operators and looking for reasons to trust one over another. This operator is visible to them but not capturing them. |
| Operator-generic | 16 out of 44,864 addressable searches (0.04%) | Players actively looking for an operator in this category without having decided which one represent 44,864 searches per month. That is the addressable acquisition pool. This operator is currently reaching 0.04% of it. |
Demand is broken down by regulated jurisdiction. Zero demand in Alberta and Ontario indicates the operator has no indexed presence in Canadian regulated markets. Netherlands demand exists but is not converting.
| Jurisdiction | Demand Capture | Implication |
|---|---|---|
| Alberta (AGLC) | 0.0% | This operator does not appear in search results for Alberta players. Every player acquired in this market before that changes requires paid acquisition spend. |
| Ontario (AGCO) | 0.0% | Ontario has been a regulated market since 2022. This operator has no organic presence there despite three years of available market time. Every acquisition in Ontario has required paid spend. |
The ODD concludes with a testable hypothesis derived from the demand profile. It identifies the highest-probability content action and the mechanism by which it is expected to improve demand capture.
The diagnostic identifies one immediate opportunity. Regulatory and compliance searches, meaning players looking for information about how Alberta's licensed market works before they sign up, are currently finding this operator but not clicking through. The content exists but does not answer the question well enough to earn the click. Players who search for regulatory information before signing up are further along in their decision process than players responding to an ad. They are comparing options and looking for reasons to trust an operator. Capturing that audience costs a content production budget, not a media budget. Once the content is in place, it produces results without recurring spend. The hypothesis is that investing in content that directly answers the regulatory questions these players are asking would shift this operator from invisible to visible at the moment of highest purchase intent.
Alberta's regulated market opens July 13. The demand data for your category already exists.
The ODD tells you where it is going before you commit a single dollar to acquisition.
Gambling involves risk. If gambling is no longer fun, contact the Alberta Health Services Addiction Helpline at 1-866-332-2322.
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