New research from Toucan International has ranked US-facing iGaming affiliates based on their visibility across AI search platforms, including ChatGPT, Gemini, Claude and Perplexity.
The AI Search Visibility report analysed responses to 100 iGaming-related prompts and assessed 146 affiliate brands using metrics including the number of citations, the number of prompts in which a brand was cited and total mentions across the sample.
According to the report, Casino.org achieved the highest overall visibility score of 96.8 out of 100. It recorded 198 citations across 61 of the 100 prompts analysed, finishing ahead of BettingUSA.com, which received an overall score of 77.6.
SportsLine ranked third with a score of 74.4 and appeared in 64 of the prompts examined, the highest figure in that category. The report found that the top three affiliates accounted for 37% of all citations recorded, with 1,755 citations distributed across the full dataset.
The remaining top five positions were occupied by Covers.com and RotoWire, which achieved overall scores of 72.2 and 69.8 respectively.
At the lower end of the rankings, Live Casino Comparer, NJ Casino and Legal Pilot each received a score of 10 out of 100, while BetShoot and Dark Horse Odds recorded scores of 10.1.
The report noted that the growing use of large language models for search and information retrieval is influencing how users discover and evaluate iGaming brands and affiliate content.
Leading the study, George Webb, Organic Search Director at Toucan International, said: “What the findings reveal is that there is a clear dominance among some of the top affiliates, there is a reasonably broad ecosystem, and dominance isn’t a foregone conclusion.
“We gave the number of prompts a brand is cited in the highest weighting, at 40 per cent, because it’s the best measure of authority in AI Search. Total citations tell you how often a brand shows up, but those can stack up inside a handful of answers. The number of prompts you’re cited in tells you how many different questions the AI trusts you to answer, and that breadth is much harder to earn and much harder for a rival to take off you. It’s also where the commercial value sits: the wider the range of prompts you appear in, the more of the real search demand you’re exposed to.
“Casino.org’s leadership in the report stems almost entirely from citation volume (198) rather than prose mentions (26), meaning it appears as a referenced source rather than a naturally embedded recommendation, whereas BettingUSA.com punches above its citation weight (94) by securing 27 prose mentions, suggesting more organic integration into AI reasoning.
“What I would express to the brands looking to make gains in AI search is that the results are not random and that best practice in terms of how you present onsite content, technical setup and targeting backlinks and coverage from the sources that LLMs are trained on, through Digital PR, can see you improve.”
