Study Ranks UK iGaming Brands by AI Visibility

A new study from Toucan International has ranked which UK-facing igaming brands perform best across leading AI search platforms, highlighting how large language models are already shaping online traffic and discovery in betting and casino. The AI Search Visibility study assessed 78 major igaming brands across five AI platforms, testing performance on 50 common igaming queries spanning casino and sports betting.

Brands were scored using an “AI Visibility Score” out of 100, based on whether they were mentioned or recommended, whether links were provided, their position within responses, and the overall sentiment expressed by the AI. Bet365 topped the rankings with a score of 94, appearing in responses to nine of the ten prompts across the five models and being mentioned 30 times in total. It featured in the top three answers for 86.7 per cent of its mentions and was surfaced as the top result for prompts including “best betting site in the UK” and “best online casino in the UK” on certain AI systems.

Paddy Power placed second with an AI visibility score of 87.03. It was mentioned 29 times across the 50 prompts and received three direct links from AI models, more than any other brand, with positive sentiment recorded in 89.7 per cent of its mentions. SkyBet ranked third on 85.34, having been referenced 28 times with a positive sentiment percentage of 78.6. Betfair took fourth place with a score of 85.3, followed by William Hill in fifth on 82.92, underlining the strong presence of established UK betting operators in AI-driven recommendation environments.

The top 10 was rounded out by MrQ (78.12), 888 (76.83), BetMGM (75.75), Betfred (74.17) and Betway (73.78). Well-known names outside the top tier included Ladbrokes in 13th (68.55), BetVictor in 25th (58.06), Coral in 32nd (47.32) and BOYLE Sports in 38th (42.14). A long tail of brands registered much lower AI visibility scores, with some only appearing once across all prompts. The study’s authors and contributing experts, including Fintan Costello, argue that as users increasingly rely on AI tools alongside traditional search, igaming operators that fail to appear in these results risk losing ground to competitors with stronger AI visibility.

The findings suggest that AI search is becoming a distinct performance channel for igaming brands, with visibility influenced not only by marketing presence but also by how clearly and consistently operators are described, linked and evaluated across the wider digital ecosystem. As major search engines and AI platforms continue to integrate generative models into their interfaces, Toucan International’s research indicates that optimising for AI-driven discovery could become a core component of igaming brand strategy in the years ahead.

Leading the study, George Webb, SEO Director at Toucan International, said: “AI search is rapidly concentrating visibility among legacy brands. Our analysis shows the top 10 brands now account for nearly 58 per cent of the total share of voice. For mid-tier brands, the ‘long tail’ of search is disappearing.

“If you aren’t in the top 10 per cent of brand mentions, you are effectively invisible to the average user. Almost half of the brands appeared once or not at all across the most searched prompts, showcasing a stark reality.

“In traditional SEO, you might appear on page two or three. When it comes to AI search, there is no page two. You are either in the AI response, or you don’t exist. This reinforces that PR and brand building are defensive necessities, as well as essential growth strategies.

“While we’ve seen LLMs drive traffic in other niches, our research highlights a significant gap for iGaming. Strikingly, less than 2 per cent of all mentions in this study included a link to the brand’s website, suggesting that for high-intent gambling queries, LLMs should currently be treated as a brand awareness channel rather than a traffic source.”

Fintan Costello, Former iGaming Super Affiliate, stressed that despite the AI revolution the importance of traditional SEO tactics like Digital PR are more significant than ever to ensure online visibility.

He said: “The digital landscape has changed. Visibility is no longer a prize won by ranking on a search results page; it is a matter of existing within the consciousness of the AI algorithms.

“When an AI tool synthesises an answer, it looks for consensus. If your brand, products, and reputation aren’t reflected across every touchpoint, from tier one news sites, social media communities and the very datasets that train LLMs, you will fail to win the recommendation.

“Continuous, strategic PR ensures that your brand is the primary source of truth everywhere the conversation is happening. The brands that use PR to drive this holistic presence today are the ones the AI will recognise as the undisputed leaders of tomorrow”.