Case Studies & Client Results

The Core Thesis

The Golden Age of Earned Media

AI search systems like ChatGPT, Perplexity, and Google AI Overviews are not neutral. They are trained to prioritise independent, third-party validation over brand-owned content. Research shows that editorial media accounts for 61% of all content cited by LLMs. If a brand is absent from trusted publications, the AI simply will not recommend it.

"Ranking in LLMs today feels like SEO did ten years ago. The fundamental principles have not changed. What has changed is the speed of entry. Brands that move now will be safe. Those that wait will struggle once the systems become rigid."

For iGaming, a sector defined by compliance complexity and fierce competition, this creates a clear window of opportunity that is closing fast.

Why the Owned vs. Earned Distinction Matters

LLMs treat content differently depending on its source. Understanding this distinction is the foundation of the entire strategy.

Four Story Types That Win Press and LLM Citations

Journalists and AI systems share a preference for specific content formats. The following are the most effective for iGaming brands.

The AI Stack for iGaming Content Production

Digital PR feeds LLMs the trust signals they need. But producing the volume and quality of content required at scale demands a purpose-built AI stack. Think of it as a digital newsroom where AI agents replace the editorial team.

The workflow typically takes five to seven days to configure properly, with the majority of that time spent testing outputs rather than building. The goal is that by the end, the system runs autonomously while a human reviews only final drafts before publication.

Choosing the Right AI Model for Each Task

After extensive testing, the following model allocation produces the best results across writing, reasoning, and research tasks.

How to Identify Which Sources LLMs Actually Use

LLMs are far more consistent than they appear. By querying them thousands of times on iGaming-adjacent topics, patterns emerge around which publications they cite repeatedly. Those outlets become your placement targets.

For iGaming, the most valuable placements typically include national news sites, financial regulation publications, and sector-specific outlets with high domain authority. Reaching Yahoo Finance, AP News, National Law Review, and similar properties generates both direct referral traffic from AI systems and high-authority backlinks that multiply organic rankings.

Your PR Asset Inventory

Before launching any outreach, audit whether you hold these shareable assets. Each one is a potential PR placement and LLM citation waiting to happen.

Technical Foundations You Cannot Skip

AI Overviews and LLM systems do not require schema markup to reference your content, but omitting it when competitors use it is a clear disadvantage. Schema markup makes the search engine's job easier. Treat it as basic house maintenance.

For iGaming brands operating across multiple jurisdictions, the same principle applies to entity definition. Every AI system needs to understand what your brand is, what it does, and where it operates. Proper entity optimisation across your own site, combined with consistent external citations, is how you build a coherent presence inside LLM memory.

"Ranking across LLMs requires identifying which sites these models reference most frequently. Get your content onto those sites and you will appear in their responses. It is direct, reproducible, and currently underused in iGaming."

The Winning Formula

Results from the Case Study