Casino content strategy and topic clusters
Plan clusters around reader tasks, give every page a distinct job, and keep compliance in the plan from the start.
The full library
iGaming Content Research Index
Every guide, compliance brief, method and template we publish, in one place. Filter by topic or search the library. All research is dated, sourced and written for teams at licensed operators and their partners.
Search results
Research guides
Mapping casino search intent
Classify casino and sportsbook queries into five intent classes, including policy context, and match each to the right page and opening answer.
On-page SEO for casino resources
Titles, snippets, headings, dates, structured data and outbound link markup for casino guides, based on Google's current documentation.
Sportsbook editorial calendars
Balance event-day content with evergreen explainers and season planning, within US and GB sports advertising rules.
How to run an editorial audit
Inventory every page, score a sample with the 12-check framework, review evidence, then decide keep, fix, merge or retire.
Reviewing AI-assisted casino content
Google says AI content must be fact-checked and reviewed, metadata included. A review standard for gambling content, where errors carry regulatory risk.
AI Overviews and casino content
Google says AI features need no special optimization; eligibility, indexing, snippets and new 2026 reporting and opt-out controls are what teams can act on.
Responsible marketing content
Five review questions that apply in every market, with the specific rules for Great Britain, Ontario, the US and Europe.
Multi-market casino content
Localize where rules, products or language differ; avoid near-duplicate market pages and unreviewed machine translation at scale.
Compliance briefs
Great Britain brief
CAP Code section 16, strong appeal to under-18s, affiliate responsibility, and the bonus rules in force since January 19, 2026.
Ontario brief
Public inducement advertising is banned, athletes are out since February 28, 2024, and operators answer for affiliates.
United States brief
The AGA code's 21+ and no "risk free" rules, plus state requirements in New Jersey, Pennsylvania, Michigan and Ohio.
Europe brief
Spain after the 2024 Supreme Court ruling, Italy's advertising ban, Dutch targeting rules, and Ireland's new Act.
Methods and templates
Casino Content Quality Framework
Twelve checks in four groups, a 0 to 2 scale, four blocking checks and a free scorer you can run on any draft.
Benchmark methodology
How we will sample, score and publish sector benchmarks, and the standard a benchmark must meet before it appears on this site.
Content evidence register
Log every material claim with its source, evidence grade, check date and next review, so rule changes do not leave old pages wrong.
Topic cluster governance
Keep clusters useful as they grow: one primary page per task, a clear job for every supporting page, owners and review dates.
Content brief template
A brief that settles market, reader, intent, evidence and compliance before anyone writes a word.
Search intent worksheet
Map queries to intent classes, existing URLs and a decision: create, revise, consolidate or do not publish.
Editorial refresh checklist
Re-verify high-risk claims on a schedule, record what changed, and update visible dates only when content really changes.
How we research
Each page cites primary sources (Google's Search documentation, gambling regulators, statutes and advertising codes) with the date we checked them. Examples marked "sample" use invented data. We have not yet published a benchmark study; see our benchmark methodology for the standard any future study will meet, and our methodology page for the full approach.