Premier Bet transformed its marketing approach with Blask’s data-driven tools, gaining actionable insights into brand health and market share across 18 countries. This strategic leap has empowered the iGaming leader to stay agile and consumer-focused in a rapidly evolving market.
Premier Bet uses Blask to elevate brand health tracking in Sub-Saharan Africa
Premier Bet’s collaboration with Blask turned the abstract question of “brand health” into a tangible, data-driven edge. The result is a marketing advantage so powerful, it’s nothing short of “game changing.”
Premier Bet Company background
“We come across the word ‘innovative’ too often. However, ‘Game changing’ is more appropriate in Blask’s case, where quant data and industry knowledge meet!” Gilles Catteeuw, Director of Marketing, Goat Interactive represents multiple market leading online sportsbook and casino brands across more than 18 African countries, including Premier Bet.
Premier Bet began in 1997 with a retail presence and a large network of agents, eventually transforming into an online platform. The company prides itself on localized offerings—including Sports Betting, Virtual Games, Casino, Poker, and Lottery—and on a commitment to community-centric operations across Sub-Saharan Africa.
The core mission is to offer Sub-Saharan Africa a superior iGaming experience through market-leading products that speak directly to sports fans, sports bettors, and online gamers.
Premier Bet has built a strong reputation for reliability, innovation, and customer-centric services.
Yet, despite its long-standing presence in Africa, the brand recognized a critical gap in its marketing arsenal: a lack of timely, quantitative data regarding its own brand health and the performance of key competitors.
The challenge
Gilles Catteeuw, Director of Marketing at Goat Interactive, recalls that market research tools either felt prohibitively expensive, were slow to deliver insights, or quickly became outdated.
This made it difficult to understand how the Premier Bet brand was perceived, especially when measured against rising competitors in local markets.
The result was a limited grasp of what was driving brand awareness and conversion, leading to less agility in strategic decision-making.
“We had limited insight into our brand health,” says Gilles Catteeuw. “Existing market research solutions were expensive, slow, and quickly outdated, preventing us from having consistent, up-to-date metrics to inform decision-making.”
Why Blask became the “game changer”
Premier Bet initially turned to Blask to track brand health across multiple countries. “We initially adopted Blask for brand health tracking,” explains Gilles Catteeuw. “They offered insights like the Blask index by brand, segmented by country, and even a look at relative market share. That was a capability we found compelling.”
The service provided a comparative index by brand (the proprietary Blask Index metric) and by country, as well as a look at Relative Market Share—giving a more holistic perspective of how Premier Bet stacked up against other players in the region.
Gilles Catteeuw says it was “very much plug and play,” as their BI and Marketing teams found the integration straightforward. They used the data primarily to understand brand equity on both a regional and a nationwide level, which became a strong conversation starter among leadership.
The results
By deploying Blask, Premier Bet has achieved a clearer vision of where it stands in each market. The team can now respond to shifting consumer perceptions more quickly, prioritizing marketing spend and initiatives in specific countries.
Gilles Catteeuw notes that, although internal data must be taken “with a pinch of salt,” Blask consistently provides fresh, reliable insights that spark meaningful strategic conversations.
Premier Bet set better priorities by country, using newly available metrics on brand health and market share.
The newfound agility led to data-driven discussions around product tweaks, marketing campaigns, and even localized promotions. Blask has significantly enhanced Premier Bet’s ability to tailor strategies, whether it’s launching a new casino experience or strengthening sports-betting promotions.
Most valuable use cases
- Quantifying brand health
Blask Index provided a snapshot of how Premier Bet’s brand stacked up against competitors. - Market Share insights
Comparative data by region enabled the prioritization of strategic decisions on a country-by-country basis. - Trend analysis
Tracking brand performance over the course of the year revealed meaningful fluctuations in player perception, fueling deeper discussions on marketing spend and promotional strategies. - Looking ahead
Premier Bet’s marketing and BI teams plan to deepen their collaboration with Blask to continue tracking market share and brand health metrics in real-time. Gilles Catteeuw points out that they see Blask as a key advisor on the roadmap, especially as they look to tailor offerings in Sub-Saharan Africa. He calls it a “super ambitious concept” that has proven disruptive in the best possible sense.
“If you need a great snapshot of any market where you operate, Blask is a strong contender,” The synergy of localized knowledge and quantifiable brand insights has fueled Premier Bet’s ambition to remain on the cutting edge of iGaming across Africa.
Conclusion
From subpar brand-health data to a dynamic, quantifiable measurement of market position, Premier Bet’s journey with Blask shows what’s possible when innovative tools meet real industry knowledge.
In a region where consumer needs evolve rapidly, the partnership has empowered Premier Bet to remain reliably in tune with players and to grow in markets often overlooked by traditional data solutions.
