European Gaming
Blask: bet365 leads Spain's online gambling brand rankings as consumer interest falls in most categories
Blask data from 20 October 2026 shows bet365 ahead of bwin on brand power, acquisition potential and earning potential in Spain, while search interest fell in eight of nine gambling categories. Prediction markets were the only one to grow.
Bet365 holds the top position in Spain's online gambling market on several brand measures, according to the latest analysis from Blask, based on data extracted on 20 October 2026. The company's Brand Accumulated Power (BAP) stands at 16.53%, nearly double the 8.41% recorded by second-placed bwin. Sportium (6.40%), Casino Barcelona (5.89%) and Codere (5.86%) complete the top five, which together account for slightly more than 43% of measured BAP. Blask notes that this metric reflects brand attention rather than operators' actual share of gambling revenue.
Bet365 also ranks first for customer acquisition potential, with an Acquisition Power Score of 1.05 million against bwin's 518,970. On estimated earning potential, measured by Competitive Earning Baseline, it leads with $459.83 million. Among the top 10 brands, bwin (up 67.22%) and Winamax (up 64.18%) showed the strongest yearly growth, while bet365's brand interest dropped 5.52%.
Blask co-founder Dmitry Belianin told European Gaming that bet365 built its brand in Spain early and that advertising restrictions introduced since 2020 have kept the market centred on names players already know. In his view, when operators cannot buy awareness through television or celebrities, players search for the brands they remember, and that drives both acquisition and earnings.
Consumer interest declined in eight of nine gambling categories over the year. Online casino fell 19.24% and live dealer online casino dropped 27.60%. Prediction markets were the only category to grow, rising 162.80%, although they remain the smallest category by measured interest.
The report also summarises the regulatory backdrop. Online gambling is governed by Law 13/2011 and overseen by the DGOJ, with operators needing a general licence and specific licences for particular games. Royal Decree 958/2020 restricted promotions and advertising, but Spain's Supreme Court removed some of those limits in 2024, including the ban on using celebrities. Under Royal Decree 520/2026, deposit limits covering all of a player's accounts with licensed operators will start on 25 March 2027, with standard limits of €700 per day, €1,750 per week and €3,300 over four weeks. Players can request changes to those limits.
Based on reporting by European Gaming.