AI is reshaping the search landscape. In just the past six months, we’ve seen Google roll out AI Overviews (AIOs), experiment with a new AI search mode, and bring Google Discover to desktop. Meanwhile, ChatGPT is sending a growing number of users to websites via its SearchGPT experience.
Each change raises the same question: What does this mean for SEO? For iGaming brands competing in high-stakes markets, the answer is clear: We must evolve and fast.
In this article, we outline the key changes and what they mean for iGaming marketers. We explain where you can adapt, what to prioritise, and how to make your SEO strategy work harder in an AI-first world.
1. AI Overviews: a new battleground for visibility
Google’s AI Overviews generate instant answers to search queries using AI. These overviews are already live for many UK users and radically change the SERP layout. Informational queries are increasingly answered on the page, which means fewer clicks for traditional organic listings. While we’re not seeing them as frequently with iGaming queries yet, we need to be prepared for this to change.
For iGaming brands, this shift demands action. To stay visible in an AIO world, you need to:
- Own your niche: Focus on topical authority. Build content hubs around key themes—whether it’s sports betting strategy, casino RTPs or poker tournament guides. Google’s AI is more likely to cite sites with a depth of content on specific topics.
- Structure your content for machines: Use schema markup, clear headings and short paragraphs. AI draws from well-structured content.
- Cover the full funnel: AI answers are often triggered by long-tail, early-stage queries. Capture this demand with helpful, genuinely informative content. Think “how to place an accumulator” or “is online blackjack rigged?”
- Get mentioned elsewhere: Digital PR now plays a bigger role. Sites mentioned in authoritative publications are more likely to appear in AIOs. That means earning quality coverage and building brand authority through off-site SEO.
Google rewards brands that show experience, expertise, authority and trust (E-E-A-T). If your content isn’t authoritative or widely referenced, it won’t get featured.
2. Discover on desktop: new space, new opportunity
Discover is Google’s personalised content feed. It was previously limited to mobile, but in early 2025 began appearing on desktop for logged-in Chrome users.
Why it matters: Discover has become one of the biggest traffic sources for news publishers. Now it’s opening up to a broader audience, which means new traffic potential for brands, too.
iGaming marketers can benefit, but only if they adapt:
- Think beyond keywords: Discover doesn’t rely on search terms. Instead, it surfaces timely, engaging content based on user interests.
- Prioritise performance content: This includes match previews, betting insight, casino guides and “what to play” features—all tailored to seasonal interest.
- Focus on click appeal: High-quality images, compelling headlines and timely topics increase your chance of appearing.
- Publish regularly: Frequency helps visibility. Build a content calendar around betting seasons, major tournaments and new game launches.
Discover rewards brands that create helpful, engaging content that users want to click. Not keyword-stuffed pages. It’s a chance to drive traffic before users even begin searching.
3. ChatGPT as a traffic source? It’s already happening
ChatGPT’s web-browsing model is now referring real traffic to websites. April 2025 saw over 240 million visits sent to publishers via ChatGPT. The volume is still small compared to Google, but it’s growing.
The implications for iGaming SEO are enormous:
- New referrer, same rules: ChatGPT and tools like Perplexity rely on quality content and authority signals to recommend sites.
- Be the trusted source: Write content that answers user questions clearly. Make sure your brand appears on reputable comparison and review sites. These are often cited in AI-generated answers.
- Track AI referrals: In GA4, set up filters to track traffic from chat.openai.com and similar sources.
- Avoid blocking AI bots: If you want your content to be cited, ensure your robots.txt doesn’t block known AI crawlers. It’s also worth noting that some AI Chatbots don’t execute JavaScript, so while Google Bot does, ChatGPT doesn’t.
SearchGPT is not a fad. It’s a growing layer in the search ecosystem. iGaming brands should treat it as a new channel and optimise accordingly.
4. AI’s impact on CTR: Prepare for fewer clicks
Google’s AI Overviews don’t just change rankings. They change click behaviour.
MailOnline reported a 44% drop in CTR on desktop when cited in an AIO. Even being referenced doesn’t guarantee traffic. If users get what they need in the overview, they may not click.
For iGaming sites, the takeaway is simple:
- Clicks will fall. Conversion rates must rise.
To protect your performance:
- Build brand demand: Branded queries are less affected by AIOs. Use paid, PR and brand-building to create direct demand.
- Use CRO to capture value: When users click through, the journey must be seamless. Make landing pages load fast, match user intent, and drive action.
- Write irresistible metadata: Your title and meta description need to stand out against a more crowded SERP. Be clear, compelling and benefit-led.
5. CRO and UX: the final piece of the puzzle
If AIOs reduce traffic, then maximising conversions becomes critical. UX and CRO are no longer post-click problems—they’re performance levers.
We recommend:
- Frictionless journeys: Shorten the path to first deposit. Simplify onboarding. Reduce the number of clicks between landing and action.
- Personalisation: Use user behaviour to guide on-site content. Show relevant games or odds based on referrer or search term.
- Mobile-first design: AIOs mainly surface from mobile searches. Your mobile experience must be flawless.
- Clear trust signals: In a crowded AI feed, trust matters. Display licensing, reviews, and responsible gaming credentials prominently.
We’re seeing a shift from traffic generation to traffic value optimisation. UX and CRO sit at the heart of that change.
6. Digital PR and brand entity building: strengthening your AIO presence
In the evolving landscape of AI-driven search, establishing your brand as a recognised entity is crucial. Google’s AI Overviews rely heavily on its Knowledge Graph, which understands and connects entities—distinct concepts or things like brands, products, or individuals. By positioning your brand as a well-defined entity, you increase the likelihood of being featured in AI-generated summaries.
To achieve this:
- Secure High-Quality Mentions: Aim for coverage in reputable publications and authoritative websites. These mentions help Google associate your brand with specific topics and attributes, reinforcing your entity status.
- Consistent Brand Messaging: Ensure that your brand’s name, description, and associated information are consistent across all platforms. This uniformity aids Google’s algorithms in accurately identifying and categorising your brand as a distinct entity.
- Leverage Structured Data: Implement schema markup on your website to provide explicit information about your brand, products, and services. Structured data enhances Google’s understanding of your content and its relevance to various entities.
- Engage in Thought Leadership: Publish insightful content, participate in industry discussions, and contribute to authoritative platforms. Demonstrating expertise and authority in your field strengthens your brand’s association with relevant entities.
- Earn coverage that builds authority: Get quoted in major media. Launch campaigns that journalists want to write about. Make your brand unmissable.
- Build topic authority: Don’t just chase links. Focus on relevance and consistency around key themes.
- Showcase thought leadership: Share data, insight and commentary that positions you as the expert
By integrating entity building into your DPR efforts, you enhance your brand’s visibility in AI Overviews and establish a robust foundation for long-term SEO success.
Final thoughts
The SEO landscape is changing faster than ever. AI is driving that change. But for iGaming brands willing to adapt, there is opportunity everywhere.
At Receptional, we help market leaders navigate these shifts. Our deep sector expertise, proprietary tools and focus on responsible growth put us in the perfect position to help you stay ahead.
If you’d like to discuss how these changes impact your brand or how to update your SEO strategy, let’s talk.
Because in this new world, standing still isn’t an option.
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