GEORGE WEBB SEO Director Toucan International
If AI systems can’t crawl or understand your site, nothing else matters. Second, structure content in a way that’s easily digestible - both for users and AI models. We’ve seen strong results from breaking content into clearly defined, topic-led sections rather than sprawling “everything” pages. Finally, invest in brand visibility. Get mentioned where people actually talk - mainstream press, niche industry sites, forums and social platforms. Tat combination of technical health, structured content and brand authority is the foundation for AI visibility.
For now, yes. We see strong parallels with digital PR. A brand mention in a high-authority environment - even without a link – still carries enormous value. It builds recognition, credibility and trust. Interestingly, Paddy Power was the only brand in our study to receive multiple direct links. Tat wasn’t paid for or influenced - the AI models simply deemed the content worthy of citation. At present, there’s no way to buy that placement.
Te research you conducted spoke about AI relying on “consensus”. What does building that consensus actually look like for iGaming brands?
It looks like sustained PR and brand activity across every relevant touchpoint. Tat means national and niche media coverage, presence on forums and subreddits, credible reviews, and consistent expert commentary. We’ve seen that when we increase digital PR activity for clients, LLM mentions rise noticeably.
It’s not about flooding the internet overnight - it’s about building authority over time, so the AI sees your brand as part of the accepted narrative.
Are operators already rethinking digital PR as a defensive necessity rather than just a growth tool?
Interest is definitely growing, although it’s not yet universal. More marketing teams are asking how to increase brand visibility beyond rankings – particularly in authoritative environments like sports media. Tat conversation often leads directly back to PR. Tis research is very much part of that education process.
For brands outside the top 20, what should the next six to 12 months look like?
First, get the technical fundamentals right. If AI systems can’t crawl or 50
understand your site, nothing else matters. Second, structure content in a way that’s easily digestible - both for users and AI models. We’ve seen strong results from breaking content into clearly defined, topic-led sections rather than sprawling “everything” pages. Finally, invest in brand visibility. Get mentioned where people actually talk - mainstream press, niche industry sites, forums and social platforms. Tat combination of technical health, structured content and brand authority is the foundation for AI visibility.
Is this only a problem for challenger brands, or do market leaders still need to adapt?
Everyone can improve. Market leaders need to defend their position by maintaining positive sentiment and consistent visibility. Challengers need to build momentum and credibility as early as possible. Right now, AI search is primarily a brand-building channel - but that doesn’t mean it’s optional.
How disruptive will AI search be for iGaming over the longer term?
In the short term, it’s incremental. In five to 10 years, it could be transformative. If AI becomes the default interface for search - whether through Google or standalone platforms - discovery will change completely. Te smart move isn’t to wait for disruption, but to prepare for it.
Some argue that existing player bases make this less urgent. Is that a dangerous assumption?
I think it’s short-sighted. Brands are built for longevity. Consumer behaviour shifts, technology evolves and new competitors emerge. If you’re not adapting to how people discover information, you’re gambling on relevance. AI Search isn’t replacing everything overnight, but it’s clearly shaping the future - and brands that ignore that do so at their own risk.
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