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Players and crypto users now ask ChatGPT, Perplexity and Google which casino, sportsbook or exchange to use. The assistants name brands, but they build the answer from other people’s pages. We work on those pages, on yours, and on the answer in each market you are licensed in.
Fixed-fee audit, two weeks, no retainer to start.
AI SEO in this category starts from what the assistants already say. We asked them what players, bettors and crypto users ask, so you can see where the answer comes from.
On 23 October 2026 we put 24 questions a player, a bettor or a crypto user asks before choosing (eight per vertical, from “Which online casino pays out the fastest?” to “Which crypto exchange is best in Canada?”) to ChatGPT with web search and to Perplexity, and ran 36 plain searches for the same needs in Google. 48 answers and 358 cited pages, every page classified by hand by who owns it.
| What we measured | Result | What it means for your brand |
|---|---|---|
| Casino and sportsbook answers that name at least one operator | 29 of 32. The same three US brands appear in 22 or more of them | Assistants do recommend licensed gambling brands. The question is whether yours is among the names, and with the right facts. |
| Pages cited in those answers that belong to an operator the answer names | 5 of 250 | The answer about you is written from other people’s pages. Your own site is rarely the source, so it cannot be the whole plan. |
| Cited pages that are a publisher’s betting section or a review and comparison site | 211 of 250. On Perplexity, news and sports publishers alone: 105 of 160 | The lists on publishers’ and affiliates’ sites decide the answer. Being on them, and correct on them, is most of the work. |
| Gambling answers that mention a licence or a regulator | 21 of 32 | Assistants check the licence inside the answer. A brand whose licence is easy to verify, on its own pages and on the lists, is easier to name. |
| Brands named by both ChatGPT and Perplexity for the same casino question | 22 of 51 | Two assistants, two different answers. Visibility has to be measured per assistant, not once. |
| Google AI Overview on plain searches | Casino 0 of 12, sportsbook 11 of 12, crypto 12 of 12 | For casinos the AI answer happens in ChatGPT and Perplexity, not in Google. For sportsbooks and crypto, Google’s own answer box is part of the job. |
| Crypto answers: pages cited on review and comparison sites, and on the recommended company’s own site | 49 of 108 and 5 of 108. ChatGPT answered 4 of 8 crypto questions without searching at all | Comparison sites carry the crypto answer too, and half the time ChatGPT answers from what it already knows. What has been written about you widely, for long enough, counts. |
Asked whether it will recommend an online casino or sportsbook, ChatGPT told us it no longer gives advice on real-money gambling, citing a policy change. The same day it named operators in 14 of 16 of our casino and sportsbook questions. What an assistant says about itself is not a measurement; its answers are.
Method: 23 October 2026. Google US desktop, top of page, 36 searches (12 casino, 12 sportsbook, 12 crypto) through DataForSEO. ChatGPT (gpt-4.1-mini with web search) and Perplexity (sonar), 24 questions each (8 per vertical; US, with one UK and one Ontario question per vertical), one answer per question, temperature 0.2. Brands counted from a list of about 70 operators, sportsbooks and crypto companies; every cited domain classified by hand. One read per question: a direction, not a market rate.
Generic AI SEO is written for software and services, where a brand can be cited from its own blog. In this category five things are different.
Asked which casino, sportsbook or exchange to use, assistants cite comparison pages: publishers’ betting sections, affiliate review sites, personal-finance comparisons. The named brand’s own site was 5 of 250 gambling citations. Most of the work is off your site.
Assistants mention the licence or the regulator in two thirds of gambling answers and answer by state, province and country. Your answer in New Jersey, Ontario and the UK is three answers, built from different sources.
Google showed an AI Overview on 0 of 12 plain casino searches, against 11 of 12 sportsbook and 12 of 12 crypto searches. Where you compete for the AI answer depends on the vertical, so the plan does too.
An assistant that quotes an old welcome offer, the wrong withdrawal time or a lapsed licence sends the player elsewhere, or into a complaint. The facts on the pages it reads matter more here than in most categories.
Fake reviews, planted threads and undisclosed paid mentions break the platforms’ rules and, for gambling brands, the advertising rules of the market. What gets you named has to stand up when a regulator or a journalist reads it.
Agencies sell the same work under four names, and the assistants themselves mix them up. Here is what each name usually means, so you can compare offers.
| Name | What it usually targets | Where we stand |
|---|---|---|
| AI SEO | The umbrella: search work aimed at AI answers as well as the ten blue links. Sometimes it only means SEO done with AI tools, which is a different thing. | We mean the first: what ChatGPT, Perplexity and Google’s AI features say when your players or users ask. |
| AEO, answer engine optimization | Being the answer that gets quoted: Google’s AI Overviews and answer boxes, and the passage an assistant lifts from a page. | Your own pages, written so the answer to each question sits in the first lines with its source and date. Our AEO page covers it. |
| GEO, generative engine optimization | Being named and cited in generated answers. The term comes from a 2023 research paper; in practice most of it is about the sources an assistant reads. | The off-site half: the review sites, publishers and lists the assistants cite in your market. Our GEO page covers it. |
| LLM SEO | Getting a brand into what large language models know and retrieve. Usually the same work as GEO under another name. | Part of the same plan. ChatGPT answered 4 of 8 of our crypto questions without searching, so what was written about you before the model was trained counts. |
Asked without web search, ChatGPT defined GEO as geographic SEO and AEO as an Authorized Economic Operator, a customs status. The names are new; the questions to ask an agency, further down, are about the work.
The assistants do not work the same way, and in gambling and crypto the difference is large. What we measured, and what it changes in the work.
| Surface | What it reads here (measured 23 October 2026) | What that changes |
|---|---|---|
| ChatGPT with search | Searched the web for 15 of 16 casino and sportsbook questions and cited about six pages an answer, the largest share on affiliate review sites. Answered 4 of 8 crypto questions from what it already knew, citing nothing. | Two levers: the review pages it finds when it searches, and what has been written about you widely enough to be in the model. We measure them separately. |
| Perplexity | Searched every time and cited ten pages an answer. For casino and sportsbook questions two thirds were news and sports publishers’ betting sections; for crypto, nearly half were comparison and personal-finance sites. | The publisher and comparison lists in your market are the target. Perplexity shows its sources, so every answer can be traced to the page that produced it. |
| Google AI Overviews | None on twelve plain casino searches; present on eleven of twelve sportsbook and all twelve crypto searches. Where it listed sources, an operator’s or exchange’s own page was among them on 7 of 16, mostly on explainer and where-to questions. | For sportsbooks and crypto your own explainer pages can be quoted by Google directly. For casinos the ten results still decide, so there SEO is the AI work. |
| Google AI Mode, Gemini, Claude | Not in this measurement. | Added to the tracked set where your players or users use them. Which assistants are in the plan is written down before the work starts. |
Which surface matters most depends on the vertical and the market, so the plan names the surfaces and the questions before anything else.
Six kinds of work, one plan per brand and market. Most clients start with the audit and add the rest as the plan proves out.
The questions your players or users ask an assistant before choosing, per market and in their words, run on ChatGPT, Perplexity and Google. Who is named, in what order, with which facts, and which pages are cited.
A baseline per assistant and market, re-run on a fixed schedule
Every page the assistants cite for those questions, grouped by owner: publishers’ betting and crypto sections, affiliate and review sites, comparison sites, forums. Which name you, which do not, which carry wrong facts.
A ranked list of the sources that decide your answers
Licence and regulator, payment methods and withdrawal times, fees, supported markets, offer terms: on pages of your own, in plain text with a date, so an assistant that reads them quotes them correctly.
Facts pages that answer the questions assistants are asked
Getting reviewed, listed and corrected on the sources the assistants cite, through editorial outreach, data and expert comment, and the affiliate and media relationships you already have.
More of the cited pages naming you, with current facts
Whether the assistants’ crawlers can read you: robots rules for OAI-SearchBot, PerplexityBot and Google, geo-blocking that turns crawlers away, pages that only render in JavaScript, schema that matches the page.
A site the assistants can read in every market you target
For review sites the job is reversed: comparison pages built to be cited, with a published rating method, checked facts and dates, so the assistants quote your page when they recommend operators.
Review pages that assistants cite
AI SEO pays where buyers already ask assistants and the brand can be named. We say which before the call.
Licensed operators
Casino and sportsbook brands licensed in the markets they target, whose players ask assistants which site to trust, which pays out fastest and which has the best offer.
Affiliates and review sites
Sites that want to be the page the assistants cite when they recommend operators, in the markets where the affiliate may promote.
Crypto exchanges, wallets and web3 projects
Companies whose users ask assistants where to buy, stake or store, and which need fees, licences and supported countries quoted correctly.
Unlicensed or grey-market gambling brands
We work only with brands licensed where they target players. In our measurement the assistants mostly named licensed brands anyway.
Brands that want AI answers instead of SEO
Assistants search the web. A site that does not rank and is not written about will not be named; the audit says plainly when search work has to come first.
Four stages. You can stop after the first and keep everything we found.
Weeks 1–2
The question set per market, the baseline on each assistant, the source map, a facts check and a technical check, delivered as a prioritised plan rather than a dashboard export.
Yours to keep: the questions, the answers, the plan
Months 1–2
Crawler access, facts pages and corrections on your own site: the changes that can show in live-search answers within weeks.
Every fix logged with the date it went live
Months 2–6
Outreach to the cited sources, corrections where they carry wrong facts, and content that earns a place on the lists. The slow part, and the part that moves which brands are named.
Every paid placement shown to you before it is bought
Every month
The same questions re-run on the same assistants, the answers compared with the baseline, and next month’s work chosen from what moved.
A monthly report per assistant and market
For each assistant and market: how many of the tracked questions name you, in what position and with which facts; which competitors are named instead; which pages were cited; and what we changed. Visits from assistants are reported where your analytics can separate them.
Two numbers are fixed; the rest depends on four things we can name.
Delivered in two weeks as a prioritised plan, covering AI answers, Google results and community threads for one brand in one market. The plan is yours to run with anyone.
For one brand in one market, with AI and search work in one plan. Thirty days’ notice, no minimum term.
The number of markets and languages; how many assistants matter to your buyers; how far your brand is from the cited lists today; and how much of your own site has to be fixed first.
Asked what an AI SEO agency costs a casino or crypto brand, Perplexity quoted $2,500 to $5,000 a month for a single market and $5,000 to $12,000 for a serious programme. Ours starts in the second band, because the work covers the sources and not only your site.
Six questions that separate the work from the slides, with the answer to expect and ours.
The most common promise in AI SEO is the one nobody can keep. These are the ones we do not make.
No agency controls what ChatGPT, Perplexity or Google writes. Asked directly, both assistants say the same.
Assistants answer by market and licence. Where you are not licensed, you should not be named.
Live-search answers can change within weeks. Which brands an assistant names changes over months.
No fake reviews, planted threads or paid posts passed off as editorial. They break the platforms’ rules and, in gambling, the market’s advertising rules.
It works on what AI assistants such as ChatGPT, Perplexity and Google’s AI Overviews say when your buyers ask them a question: which brands they name, which facts they quote and which pages they cite. In gambling and crypto most of that comes from comparison and review pages, so the work covers those sources as well as your own site.
Yes, licensed brands in legal markets. In our 23 October 2026 measurement ChatGPT and Perplexity named at least one operator in 29 of 32 casino and sportsbook answers and mentioned a licence or regulator in 21 of 32. ChatGPT itself tells buyers otherwise, which is why the answers have to be measured rather than asked about.
Ours starts with a $6,500 fixed-fee audit, then retainers from $6,000 a month for one market. Asked the same question, Perplexity quoted $2,500 to $5,000 a month for a single market and $5,000 to $12,000 for a serious programme.
No. Answers vary by question, market, day and user, and no agency controls the model. Treat a guarantee as a warning sign, and ask instead which questions will be tracked and how results are reported.
Fixes to your own pages and to crawler access can show in live-search answers within weeks. A repeatable change in which brands an assistant names, through the sources it cites, takes two to three months, and should be judged on a fixed question set rather than one answer.
It stands on the same foundations: pages that rank, can be crawled and are written about. What changes is the target: the answer an assistant writes and the pages it cites, measured per assistant. Google showed an AI Overview on 0 of 12 plain casino searches we ran, so for casinos Google rankings remain the main lever there.
Mostly the name. AEO usually means being the quoted answer, GEO being named and cited in generated answers, LLM SEO being in what models know, and AI SEO is the umbrella. The work to ask about is the same: which questions, which assistants, which sources.
Yes. For an affiliate the job is reversed: being the review page the assistants cite when they recommend operators. We take one operator and one affiliate per market, and say on the first call if a competitor of yours is already with us.
Two weeks, a fixed fee, and a plan you keep: the questions your players or users ask, what each assistant answers today, which pages it cites, and what to change first.
We reply within one business day, from a person.