Toucan International has ranked US-facing iGaming affiliates by visibility across AI search platforms, as large language models begin to influence how gambling brands are discovered online.
The AI Search Visibility Report analysed responses to 100 iGaming-related prompts across platforms including ChatGPT, Gemini, Claude and Perplexity. It assessed 146 affiliate brands using metrics including citation volume, prompt coverage and total mentions.
Casino.org ranked first with an overall visibility score of 96.8 out of 100. BettingUSA.com ranked second with a score of 77.6, while SportsLine placed third on 74.4. SportsLine appeared in 64 prompts, the highest prompt coverage recorded in the study.
Toucan say the top three affiliates accounted for 37% of all citations identified in the dataset. Across the full sample, the report recorded 1,755 citations.
The report said AI search is becoming a more important discovery channel for iGaming content, with users increasingly turning to large language models for recommendations, comparisons and information retrieval.
George Webb, Organic Search Director at Toucan International, said : “What the findings reveal is that there is a clear dominance among some of the top affiliates, there is a reasonably broad ecosystem, and dominance is not a foregone conclusion.”
He added that prompt coverage was given the highest weighting in the study because it provided a stronger indication of authority than citation volume alone: “The number of prompts you are cited in tells you how many different questions the AI trusts you to answer, and this breadth is much harder to earn and much harder for a rival to take off you.”
Casino.org’s performance was driven mainly by citation volume, while BettingUSA.com achieved stronger organic integration into AI-generated responses through prose mentions. Webb added that brands seeking to improve AI search visibility should focus on onsite content structure, technical set-up, backlinks and digital PR coverage from sources used in large language model training.
The report comes as affiliates reassess search strategy following changes in Google visibility, AI-generated answers and the growing use of conversational search tools. For affiliates, AI visibility is becoming a new competitive measure alongside traditional SEO rankings, brand authority and paid acquisition.
