From AI search to traditional search – discover the complete gambling landscape

Gambling Intelligence

Gambling sector intelligence combines AI search and traditional search data to provide a complete view of how brands perform across modern digital journeys.

Market: UK & US
Search environments: Google search and AI conversational platforms
Categories analysed: General | Casino | Sportsbook
Search dataset: Long-tail informational and transactional queries reflecting real consumer research and purchase behaviour

What’s included in the gambling dashboard

Explore gambling market leaders and industry performance across the UK and US.

The gambling dashboard combines weekly updated leaderboards, visibility trends and movement data to show how brands and publishers compete across AI-driven discovery and traditional search.

This dashboard shows who leads visibility, how positions are changing week to week, and where brands are gaining or losing ground across the gambling market.

Each tab provides a distinct view of performance, change and opportunity.

AI Search

Understand how gambling brands appear across AI-generated answers and conversational discovery.

Explore:

Most cited gambling sites across AI responses
Brand mention share showing which gambling brands dominate AI visibility
Site presence rankings with movement and WoW change indicators
“New” entries highlighting brands newly appearing in AI results
Brand mention distribution across the competitive landscape
Brand mention distribution by category (e.g. sportsbook, casino, betting apps, live betting)
Brand sentiment across AI-generated answers

This helps you understand how gambling brands are represented in AI-driven conversations, which publishers influence visibility, and how brands appear across betting and comparison journeys.

Traditional Search

Analyse gambling market leaders across Google search using detailed visibility and ranking data.

Explore:

Gambling leaderboards showing Share of Voice and weekly movement
“New” entries highlighting brands entering the top search results
Most gained and most conceded visibility over time
Category-level breakdowns across key gambling segments
Search demand trends showing peaks, declines and seasonality
SERP feature ownership across AI Overviews, video, images and more

This shows how search visibility translates into market leadership, highlighting where gambling brands are gaining ground and where competitive opportunities exist.

UK / US Market Comparison

Switch between UK and US markets to compare gambling market leaders, visibility trends and brand performance across regions.

Explore differences in search demand, competitive positioning and category-level performance to identify regional leaders and growth opportunities.

What gambling statistics are included in this dashboard?

The gambling dashboard includes gambling statistics across AI search and traditional search, including:

Google search visibility data
AI citation insights from LLM platforms
Brand mentions and sentiment within AI-generated answers

These datasets highlight gambling market leaders, publisher influence and brand performance across the UK and US.

How does Pi Datametrics identify gambling market leaders?

Gambling market leaders are identified based on visibility across traditional search results and AI-generated answers.

This includes share of voice, brand mentions, sentiment trends and presence across key SERP features and AI platforms.

What does “New” mean in the leaderboard?

The “New” label highlights gambling brands that have recently entered the top results for the first time in the latest reporting period.

This reflects increased visibility across search or AI results and helps identify emerging platforms and shifts in betting demand.

What is Share of Voice in the gambling dashboard?

Share of Voice measures how visible a gambling brand is across a defined set of betting and gaming search queries.

It reflects how often a brand appears in search results relative to competitors, helping identify which platforms dominate visibility.

How is AI search visibility measured?

AI visibility is based on how often gambling brands are cited, mentioned or recommended within AI-generated answers.

This includes tracking brand presence across conversational platforms and understanding how platforms appear in betting and gaming journeys.

Does this dashboard include both UK and US gambling data?

Yes. You can switch between UK and US markets within the dashboard to compare gambling market leaders, visibility and performance across regions.

How often is the data updated?

The dataset is updated weekly to reflect changes in traditional search visibility, AI citations, brand mentions and sentiment signals across the gambling sector.

Why is my brand not shown in the dashboard?

The dashboard displays a sample set of gambling brands and platforms.

Pi Datametrics tracks thousands of brands across traditional search and AI visibility.
Book a demo to explore the full dataset and see how your brand performs.

Weekly Gambling insights

Updated weekly using Pi’s Sector Intelligence data across AI and traditional search visibility. Explore the latest shifts shaping the gambling market, from conversational betting discovery and sportsbook visibility to affiliate-led and community-driven search trends. Previous weekly insights are archived below.

Week commencing 18 May 2026

UK Market Insights

William Hill continues leading UK gambling traditional search visibility with 6.20% share of voice, ahead of BetVictor and Unibet.
Independent publishers and editorial sites continue appearing prominently across conversational gambling discovery alongside sportsbook brands.
NetBet.co.uk, SunBingo.co.uk and GrosvenorCasinos.com recorded the strongest traditional search visibility growth across UK gambling searches this week, each rising +6 positions week-on-week.
bet365, Paddy Power and William Hill lead UK gambling AI brand mentions.

US Market Insights

Play.Google.com now leads US gambling traditional search visibility with 8.88% share of voice, ahead of DraftKings and FanDuel.
Reddit now appears more prominently across conversational gambling discovery than many sportsbook brands themselves.
Freep.com recorded the strongest traditional search visibility growth across US gambling searches this week, rising +9 positions week-on-week.
DraftKings and FanDuel continue dominating US gambling AI brand mentions.

Previous weekly insights

Want to know how your brand performs?

Explore how your brand ranks across traditional search, AI visibility and brand health signals within the gambling sector, alongside your key competitors inside the Pi platform.

Book a demo to see your data

UK Sports Gambling: share of search and growth report

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Gambling Intelligence