iGaming AI Visibility
AI recommends someone. IGAIV tells you why it isn’t you.
When a customer asks ChatGPT, Claude, Perplexity or Gemini for a recommendation, they get a shortlist of three or four names. That shortlist is generated thousands of times a day in your markets, and no one on your team has seen it.
Where do we stand when someone asks for a recommendation?
Northgate is present, and almost never named first.
Across the questions run for your markets, Northgate is named 9 times and holds no first positions. Four competitors take nearly every opening slot.
Brands named / best online casino / Ontario
Illustration. Brands shown are fictional.
- ChatGPT
- Claude
- Perplexity
- Gemini
- Google AI Overviews
You can see your Google position. You cannot see this.
You know your affiliate placements, your brand search volume, your media performance. There is no console for what ChatGPT says when someone asks the same question, no rank tracker your team already runs, and the answer differs by market and by model.
It is the only significant discovery channel with no reporting attached to it. Which means the first impression a great many of your future customers form is one you have never read.
There is no ad slot to buy.
iGaming has always had to win attention the hard way. Paid channels are limited or closed in most markets, which is why the industry over-invests in organic, in affiliates and in brand.
AI answers are that same fight in a new place, with one difference that matters. The answer is composed, not auctioned. Whoever the model has learned to trust gets named, and everyone else is simply not mentioned. There is no bid to raise and no placement to negotiate.
In a channel nobody can buy their way into, being the answer is worth more here than almost anywhere else. That is the whole reason IGAIV exists, and why it is built for this industry rather than adapted to it.
Identify, diagnose, direct.
Three steps, run in that order. Not a score, and not a dashboard you are left to interpret on your own.
Identify what the answers actually say
We run the questions your customers and buyers really ask, at scale, across ChatGPT, Claude, Perplexity, Gemini and Google AI Overviews, in the markets you care about. We record who gets named, in what order, how often, and which sources each answer was built from.
Diagnose the problems and the opportunities
Then we work out why. Which questions you are absent from. Which competitors own them, and what they have that you do not. Which third-party sources the models keep leaning on, and whether you appear in them at all. Questions with weak incumbents get flagged as opportunities, because that is usually the fastest ground to take.
Direct the work, in priority order
You get a prioritised plan. Specific changes, sequenced by what will move your position soonest for the least effort, each with the reasoning attached. Your team or your agency executes it. IGAIV does not touch your site.
Every gap is a measured value, not an opinion.
Operator or supplier, your brand is benchmarked against the real bar for your own category and market, so a finding is never a matter of taste. Where you sit, where the segment sits, and how far apart those two numbers are.
That is what makes the plan arguable in a meeting. Your team can check every line before they commit a day of work to it.
| Signal | Yours | Segment | Verdict |
|---|---|---|---|
| Structured data present | None | 78% of peers | Missing |
| Answer-shaped content | 556 wds | median 961 | Thin |
| llms.txt guidance file | Missing | ~50% publish | Below |
| Trade-press citations | 31 | median 1,263 | Far below |
| Page performance | 89 | p90 = 74 | Above |
Illustration. Brands shown are fictional.
Every finding comes with its reasoning.
The analysis is not a document you read once and file. IGAIV presents it as an agent you can question, answering from your own results rather than from general opinion.
Ask why a competitor is being cited ahead of you, which claims are worth testing first, or what acting on a recommendation would actually involve. Every answer points back to the questions and sources it came from.
A competitor is cited ahead of you on payout questions
Kingfisher is named in 11 of the 14 answers about withdrawal times in your markets, drawing on three review sources that do not mention Northgate at all.
No brand owns this question yet
Answers vary between runs and cite no consistent source. Weak incumbents make this the fastest ground available to you.
Your category pages are unreadable to a model
Nothing on the page states plainly what you offer or where, so the model has nothing quotable to lift.
Illustration. Brands shown are fictional.
The findings come first, ranked by what they cost you.
The report opens with the answers themselves: the questions run for your markets, who was named in each, in what order, and which sources the model built the answer from.
Then the reasoning, and then a sequenced list of changes. Every item says what to change, why it is putting a competitor ahead of you, and what acting on it involves. It is written to be handed straight to whoever does the work.
If you are weighing this against a visibility score, the two are set side by side here.
Written for two kinds of iGaming business.
The questions are different, the buyers are different, and the sources the models draw on are different. So the analysis is built separately for each.
Operators
Casino / sportsbook / poker / lottery
The questions that decide where someone opens an account are exactly the ones people now put to an assistant. The model returns three or four names with reasons attached. Being absent from that shortlist is not a lower ranking, it is not existing in the conversation.
IGAIV for operatorsSuppliers and B2B
Aggregators / studios / platform / payments / KYC / data
Your buyers are a small number of people making a considered, expensive purchase, and their research now starts the same way everyone else’s does. Whether a model names you decides whether you get into the shortlist at all, and buyer pools this small make one omission expensive.
IGAIV for suppliersThe person who reads your answers is the person you meet.
IGAIV is Roo Wright. He came up through SEO and spent years as an iGaming affiliate, which means he has sat on the other side of exactly the problem this measures: needing to be found in a market where you cannot simply buy your way to the front.
That is why this is sold by appointment rather than by signup. The analysis is only half of it. The other half is a conversation with someone who knows what your numbers mean.
A report on your brand, then a session on what to do with it.
IGAIV works by appointment. There is no signup, and no self-serve dashboard to be left alone with.
You request a report
Tell us the brand, the markets that matter, and who you consider your real competitors. That is enough to start.
We run the analysis and send it to you
Prepared for your brand and your markets, not a template with your logo on it. You read it before we speak.
We walk you through it
You book a session and we go through what the answers show, where the ground is softest, and the order we would tackle it in.
Is this just SEO?
No, and it does not replace it. The two share a foundation: a fast, crawlable, well-structured site with clear and current content, and being talked about on sources others trust. The difference sits on top. SEO competes for a position in a list of links, where the customer still chooses. An AI answer is the choice. It names three or four brands and the rest of the market does not appear. You can hold page one and still be absent from the answer.
Will IGAIV get us recommended?
No one can promise that, and we do not. IGAIV shows you where you stand today, what is driving it, and what to change. The work and the outcome are yours.
Do you make the changes for us?
No. IGAIV identifies, diagnoses and directs. We do not touch your site or your content. The plan is written to be handed straight to your team or your agency, with enough detail that they can act on it without coming back to us.
Which AI tools do you cover?
ChatGPT, Claude, Perplexity, Gemini and Google AI Overviews. The same question returns different names in different places, so every question is run per market and reported that way.
Find out who AI is recommending in your markets.
Request a report on your brand and see what the answers actually say.