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Clones and parasite pages targeting iGaming brands
Who appears in Google for the names of 35 casinos and bookmakers in 88 countries. Data from August 3 to October 6, 2026.
of searches for a casino's name: the first result in Google is not its own site
of sites that send customers to a competitor were never on the first page of Google. You only see them if you check the first 100 results
sites using casino names: we opened each one and clicked its buttons
The first result is not the casino's site: by country
10 countries with the most brands in the sample
| Country | Brands | Brand not first |
|---|---|---|
| Poland | 15 | 74% |
| Australia | 18 | 68% |
| United Kingdom | 17 | 67% |
| India | 18 | 63% |
| Canada | 19 | 63% |
| Brazil | 20 | 61% |
| Spain | 19 | 61% |
| United States | 25 | 59% |
| Germany | 23 | 57% |
| Italy | 16 | 55% |
Where the customer lands after a click
4,252 sites using casino names
| Share | The site using a casino name |
|---|---|
| 17% | sends the customer to a competitor |
| 13% | leads to the brand: an affiliate or the brand's own mirror |
| 6% | sends the customer to a site whose operator we could not identify |
| 22% | did not send the customer to another site. We check these by hand |
| 19% | not a casino and not an affiliate: news, forums, directories |
| 20% | we could not determine |
| 3% | did not open |
How we collected the data
Sample
- 35 casino and bookmaker brands, 88 countries.
- 1,754 search queries with a brand name: the name alone, login, bonus, app, reviews.
- 18,248 Google searches: 12,249 on desktop and 5,999 on mobile. In each one, we checked the first 100 results.
- We opened third-party sites from the same country and clicked their buttons. We count each site by where the customer landed.
- This is a snapshot as of the dates we checked. Google changes its results every day.
What is not included
- We could not get the results of 2,170 searches. They are not in the count, and we do not count them as “clean”.
- Russia is not included: our tool does not cover it.
- Fake social media accounts and apps in app stores are a separate topic. They are not in this report.
- We do not name brands or sites.
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