Large Language Models (LLMs) are now part of daily business life. Decision-makers, analysts, marketers or students turn to tools like ChatGPT or Gemini to ask questions and form opinions. For iGaming brands, showing up in these answers is the new badge of authority. If your brand is missing, you’re not even in the conversation.
SEONIQ, an SEO and content marketing agency, put ChatGPT to the test with hundreds of prompts, mapping which iGaming brands came up most often and where they landed in the answers. The data shows a sharp divide: a handful of providers dominate visibility, while others barely get a nod. The study used the United States as the reference market, giving us a snapshot of how iGaming brands surface in AI-driven answers there.
How to look at brand visibility in 2025
So let’s take it from the top. LLMs (Large Language Models) like ChatGPT, Google’s Gemini, Anthropic’s Claude, and Perplexity pull in knowledge from articles, reports, structured data, and media citations. The answers they generate quickly shape what users believe about a brand. For a CEO or B2B buyer, that first mention in an AI answer can be the moment a brand makes the shortlist. 
A few years ago, visibility meant ranking well on Google, sponsoring conferences, or getting coverage in the trade press. Those things still count, but user behavior has shifted. Imagine a marketing director searching for a new slots partner. Instead of scrolling through ten websites, they might simply ask ChatGPT, “Who are the top iGaming providers in 2025?” and trust the answer as their starting point. That first appearance is priceless.
Google rankings bring you traffic. A mention in ChatGPT or Gemini earns you authority in real time during a decision-making moment. Both matter, but AI-driven mentions are where reputations can be boosted. Or quietly erased.
In terms of market share, Google still dominated, but it is slowly losing ground to ChatGPT. Although in absolute numbers the difference doesn’t seem large yet, ChatGPT shows stronger month-over-month growth, while Google is declining.
Study: ChatGPT visibility for iGaming brands
Our dataset shows which providers and operators ChatGPT tends to name when asked about the industry. Some are always in the spotlight, others barely register, in terms of brand mentions. The ranking looks like this:
- NetEnt
- Pragmatic Play
- Playtech
- Evolution
- Microgaming
- Ezugi
- IGT
- Yggdrasil, BetMGM, Relax Gaming
- Entain
- Betsson, Play’n GO
Position-weighted visibility: why placement matters
Showing up at the top of an AI answer carries far more weight than appearing at the bottom. To capture this, we scored mentions based on positions in prompts we studied.
Top brands in prime positions
- NetEnt – 151 points
- Playtech – 132 points
- Evolution – 129 points
- Pragmatic Play – 116 points
Mid-range brands
- Microgaming – 76 points
- IGT – 41 points
- Ezugi – 37 points
- Relax Gaming – 28 points
- BetMGM – 26 points
Limited impact
- Entain – 19 points
- Play’n GO – 12 points
- Betsson – 8 points
- Yggdrasil – 6 points
Playtech, NetEnt, and Pragmatic Play sit comfortably at the top. Microgaming keeps its relevance. IGT and Ezugi punch above their weight thanks to high-value placements, not just raw frequency.
How we scored brand visibility
A brand name in position one counts for more than one buried at the bottom. To calculate the weighted scores, we gave:
- 10 points for position 1
- 9 for position 2
- …down to 1 point for position 10
Anything below position 10 scored zero. Frequency matters, but being first is what builds authority.
Strategic insights for iGaming brands
The study highlights a clear pecking order. NetEnt, Playtech, Evolution, and Pragmatic Play lead the race, capturing the strongest visibility scores. Microgaming holds steady in the mid-tier. IGT and Ezugi show that even brands with fewer mentions can still make a strong impression if they appear in the right spots.
The underperformers are mostly operators. Entain, Betsson, and BetMGM barely get picked up. For CEOs and marketing heads, this should ring alarm bells. If AI doesn’t mention your brand, someone else owns the conversation.
Why brand mentions in LLMs are the new battleground
LLMs pull from a blend of web content, structured data, press coverage, and trusted citations. Brands that appear often in these ecosystems are the ones AI models are most likely to surface. For iGaming, this is the new fight for visibility.
It feels a lot like the early days of SEO. Back then, the companies that optimized first locked in long-term dominance. The same thing is happening now with LLMs. Early adopters will get the attention and shape the narrative. The laggards risk being left out of the conversation entirely.
“This research confirms that AI is becoming an active gatekeeper of brand reputation. Some iGaming names dominate ChatGPT answers, while others barely show up. Visibility in AI will increasingly define how operators, partners, and even players perceive the strength of a brand.
What’s important to understand is that AI curates and prioritizes information in ways that directly influence perception. Brands that start working on their AI visibility today will secure a long-term advantage, because they won’t appear only in lists, they will show up in answers. For companies that want to stay competitive, making sure AI speaks their name first is now part of the strategy”, said Mădălina Burada, Co-Founder of Seoniq.
How marketing and agencies can help
Winning visibility in LLMs takes more than luck. It requires:
- SEO strategies tuned for AI discovery
- PR and authoritative mentions that AI systems recognize
- Strong knowledge graphs and structured data
- Content built for AI summarization
Specialized agencies can help iGaming companies close this gap. One example is SEONIQ, an agency focused on SEO and content strategies designed for the AI era. With the right support, brands can strengthen their presence in AI answers and avoid being left behind.
Conclusion
AI is becoming the new search engine. Visibility in ChatGPT and other LLMs is already shaping which brands get noticed and trusted.
For iGaming providers and operators, the message is clear: act now. Decision-makers who invest in LLM visibility will own the narrative and set the standard. Those who invest in LLM visibility will set the pace. Those who wait will watch competitors run ahead.
