Betting & Gaming,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about betting & gaming — and record exactly which brands they put forward. Right now, bet365 owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
bet365 is the default answer.
Named in 28% of betting & gaming answers, typically in position 1.6. Sky Bet follows at 22%, Flutter Entertainment at 20%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | bet365 | 28% | 1.6 | 19% | 21% |
| 2 | Sky Bet | 22% | 2.6 | 16% | 60% |
| 3 | Flutter Entertainment | 20% | 2.9 | 3% | — |
| 4 | Paddy Power | 18% | 3.1 | 0% | — |
| 5 | William Hill | 12% | 3.1 | 10% | 0% |
| 6 | BetMGM | 10% | 2.3 | 10% | 50% |
| 7 | Betfair | 8% | 3.2 | 6% | 7% |
| 8 | Entain | 8% | 4.2 | 3% | 0% |
| 9 | PokerStars | 5% | 1.3 | 3% | 25% |
| 10 | Partypoker | 5% | 2.7 | 6% | 50% |
| 11 | Betfred | 5% | 4.0 | 3% | 0% |
| 12 | Ladbrokes | 5% | 4.0 | 0% | — |
| 13 | PlayOJO | 3% | 1.0 | 3% | 20% |
| 14 | GGPoker | 3% | 1.5 | 3% | 10% |
| 15 | Casumo | 3% | 2.0 | 3% | 100% |
Betting & Gaming is decided on attraction.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In betting & gaming, bet365 leads attraction at 125 against Flansburgh at 67, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full betting & gaming desire edition →
The referees of betting & gaming.
The independent sources AI models cite when answering betting & gaming questions — the places a brand needs to be seen, reviewed and ranked.
Sky Bet converts reads into citations. Entain doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Sky Bet converts 60% of reads; Entain just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | bet365 | 28% | 1.6 | 19% | 21% |
| 2 | Sky Bet | 22% | 2.6 | 16% | 60% |
| 3 | Flutter Entertainment | 20% | 2.9 | 3% | — |
| 4 | Paddy Power | 18% | 3.1 | 0% | — |
| 5 | William Hill | 12% | 3.1 | 10% | 0% |
| 6 | BetMGM | 10% | 2.3 | 10% | 50% |
| 7 | Betfair | 8% | 3.2 | 6% | 7% |
| 8 | Entain | 8% | 4.2 | 3% | 0% |
| 9 | PokerStars | 5% | 1.3 | 3% | 25% |
| 10 | Partypoker | 5% | 2.7 | 6% | 50% |
| 11 | Betfred | 5% | 4.0 | 3% | 0% |
| 12 | Ladbrokes | 5% | 4.0 | 0% | — |
| 13 | PlayOJO | 3% | 1.0 | 3% | 20% |
| 14 | GGPoker | 3% | 1.5 | 3% | 10% |
| 15 | Casumo | 3% | 2.0 | 3% | 100% |
All three models agree: bet365.
A rare consensus — every model puts bet365 first, and their top-five lists overlap 38%. Winning here means winning everywhere at once.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Sky Bet | 5% | 35% | 25% | 30pp |
| bet365 | 15% | 40% | 30% | 25pp |
| Flutter Entertainment | 10% | 35% | 15% | 25pp |
| Paddy Power | 10% | 30% | 15% | 20pp |
| BetMGM | 0% | 20% | 10% | 20pp |
| Coral | 10% | 0% | 0% | 10pp |
| Betfair | 5% | 5% | 15% | 10pp |
| Ladbrokes | 0% | 10% | 5% | 10pp |
| Betfred | 0% | 5% | 10% | 10pp |
| William Hill | 10% | 10% | 15% | 5pp |
How-to guides carry betting & gaming.
Every page AI opened while answering, classified by what kind of page it is. How-to guides supply the most citations; Listicles convert best — 96% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| How-to guides | 39 | 3 | 93% |
| Comparisons | 37 | 9 | 80% |
| Listicles | 27 | 1 | 96% |
| Editorial | 25 | 12 | 68% |
| Documentation | 18 | 13 | 58% |
| Product pages | 13 | 4 | 76% |
| Community threads | 7 | 7 | 50% |
| Other | 7 | 13 | 35% |
Structured data is what separates cited from ignored.
Of the betting & gaming pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 28 percentage points; hard statistics pages fare 5pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 161 | 83% | 110 | 55% | +28pp |
| Named author | 101 | 81% | 170 | 66% | +15pp |
| Answer up front | 132 | 79% | 139 | 65% | +13pp |
| Updated this year | 105 | 80% | 166 | 67% | +13pp |
| Comparison table | 98 | 78% | 173 | 69% | +9pp |
| Hard statistics | 103 | 69% | 168 | 74% | -5pp |
bet365 builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. bet365 is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| bet365 | 30 | 6% | 79 |
| Grosvenor Sport | 25 | 25% | 4 |
| Betfair | 24 | 18% | 11 |
| Sky Bet | 23 | 25% | 12 |
| BetMGM | 22 | 25% | 12 |
| BoyleSports | 21 | 0% | 3 |
| Betfred | 20 | 14% | 7 |
| William Hill | 19 | 30% | 10 |
| Kindred Group | 19 | 0% | 4 |
| GGPoker | 18 | 3% | 30 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions betting & gaming pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Wed, 02 Sep 2026 09:33:02 GMT.