AI is now the biggest affiliate in iGaming. And it’s not sending you traffic…

FoeGlass shows how AI models (ChatGPT, Gemini, Perplexity, Grok, Google AI Overviews and others) represent iGaming brands in the answers they give players. We measure this by geo, language, query intent and player type: which brand the AI names, in what position, with what tone, and which sources it cites. Our goal is to analyze the whole chain of events: from a specific player’s query to where and why the AI sends them.

Classic SEO fights for a position in Google’s results page. But more and more players never reach that page: they ask AI “which casino is best” or other questions about bonuses, games and so on. The player ends up with a finished answer from the AI, and that’s the answer players tend to trust most. Recommendations from AI models (LLMs) are already a separate channel, and it’s growing fast. As of mid-2026, Google’s AI answers (AI Overviews) appear in roughly 60% of US searches versus about 25% in late 2025. When an AI answer shows up, as many as 83% of searches end with no click to any site, and in Google AI Mode that figure reaches 93%. Nearly 35% of US Gen Z already search via AI chatbots, and together with Millennials that’s over 70%. 94% of B2B buyers use AI during their decision process. Gartner projects a decline in classic search volume. And AI traffic converts better than ordinary traffic: per Adobe’s 2025 holiday data, it’s 31% higher. The takeaway is simple: whoever AI names today captures the traffic. And in an era where every lead keeps getting more expensive, AI recommendations are becoming an ever more profitable channel for driving traffic and building a brand. SEO is about yesterday. AI visibility is about tomorrow.

We don’t use model APIs, because answers obtained through an API and answers real users get are two completely different things. All our data is collected manually, through live queries to AI from the geos and languages we need, exactly the way a real player would phrase them. On top of that, our core approach is personas: we use prepared accounts with real history for each player type (beginner, regular player, high roller) and for different geos. The same question often gets these accounts differently worded answers: AI advises a beginner and a high roller differently. In iGaming, this kind of analysis is the only genuinely effective way to properly measure what AI says about your brand. It’s what no standard analytics tool can see, and it’s exactly what we measure.

The index is FoeGlass’s own methodology applied to real model answers on specific dates. We use our own technology and manual collection by persona, geo and intent. Today it’s the most accurate method of measuring AI visibility that exists. In iGaming, FoeGlass is the only tool that lets brands analyze what AI says about them deeply and in detail, and then act on it to improve their position in AI’s recommendations. The index itself isn’t an absolute truth about a brand but a comparable metric: it lets you fairly compare brands and track how they move across cycles.

The public index updates once per cycle — every 60 days, with trends between cycles. If you need more frequent, individual updates, deep analytics for your brand, and guidance on how to improve your position in AI answers — we do that separately. Get in touch →

We add brands to the index ourselves. If you’d like yours added, or you need an individual breakdown, ongoing monitoring of your AI visibility and work on your positions — get in touch →. We offer both a one-off report and full ongoing support.