A study conducted by Homocerti across 3 continents to measure the influence of AI on bettors’ decisions, and on their chances of winning.
Executive Summary
Bettors are using artificial intelligence (AI) to choose a new bookmaker and make decisions that can influence their winnings. This is what a four-month Homocerti iGaming study (May – August 2026) revealed.
- Up to 50% of players have already adopted AI tools for their sports betting
- Up to 60% of frequent users believe that AI helps them win more often
- 29% of users would immediately switch bookmakers if an AI recommended it to them
- They all plan to use AI in their sports betting activities in the future
Sports betting companies need to assess the impact of this new reality on their long-term revenue. Specifically, players no longer choose you solely based on a Google search. Similarly, they no longer rely on recommendations from their favorite influencers. Using AI chatbots, they also compare your bonuses, betting options, customer service, and payment experiences.
Kana Lord Kelvin, CEO, Homocerti
Marketing managers, SEO/GEO managers, iGaming agencies, and content writers must adapt their strategies to stay competitive. In Africa, Europe, and Canada, many operators are already prioritizing their AI visibility, particularly through the creation of GEO content and the improvement of review systems.
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Introduction
AI has already significantly changed the way we work and interact with our loved ones. We therefore expected it to also impact entertainment, including sports betting. To test this hypothesis, Homocerti iGaming conducted a study across three continents.
We surveyed 24,000 bettors from 11 countries where sports betting is legal.
You’ll discover figures showing how bettors’ behavior changes with the use of AI. You’ll also understand why it’s urgent to update your content creation policies. Finally, we’ll show you how we use the results of this study to increase revenue and establish our clients’ authority in the online gaming market.
Half of bettors admit to using an AI tool in their sports betting activities
Question: Do you use AI in your betting activities, and if so, how?
Up to 50% of sports bettors use an AI tool while betting. The same study of online casino players revealed that 86% of them already use AI in gaming.
In developed countries, 16% of survey participants admit to frequently using Google’s AI mode and ChatGPT to compare bookmakers.
In developing countries, data shows that 22% of frequent users prefer to use Meta AI through WhatsApp. A minority prefer ChatGPT and Google’s AI mode. AI-powered prediction apps are particularly popular with African participants. That said, they still rely heavily on human tipsters.
What are players doing with AI on betting platforms?
The bettors surveyed revealed that they use AI for the following activities:
- Choose a new bookmaker
- Evaluate betting options
- Compare the odds
- Better understand the conditions of a promotion
- Establish or evaluate predictions
The use of AI to improve betting tips is a very interesting new trend, especially for African bettors. Many players currently rely on “professional” tipsters to build their bet slips. But with the arrival of AI, these tipsters could lose their monopoly to chatbots.
How players choose their bookmaker in the age of AI: Google + AI chatbot
In developed countries like Canada, players no longer limit themselves to a Google search to choose a bookmaker. They refine their choice by asking ChatGPT or another AI chatbot for more details.
For example, after the query “Best sports betting platforms in Quebec,” they might ask:
- Compare the welcome bonuses of the following bookmakers and find the best one
- Which Quebec bookmaker offers the best odds on the Champions League?
- Which sports betting app is best for betting on live matches?
If you don’t have content that answers these questions, your competitors certainly will. They will then be in a position to control what your potential customers read about you and your offers.
Nadia Baumann, Head of Homocerti iGaming
The path taken by the majority of players to find a new sports betting platform is now this:
- Google Search
- Comparison of the different bookmakers’ features using AI chatbots
- Final decision
The majority of bettors in developing countries reveal that their journey usually begins with recommendations from an influencer:
- Influencer or tipster
- Chatbot discussion to compare features and bonuses
- Final decision
Google search and influencer marketing remain highly effective acquisition channels. Moreover, nearly 50% of bettors have never used AI to decide which platform to play on. SEO content and influencer partnerships therefore remain relevant.
Kana Lord Kelvin
Up to 60% of bettors believe they can win more by using AI in their sports betting strategies
Question: Do you think AI helps you win more at sports betting?
Answers: I win significantly more often, win a little more often, winnings unchanged, I lose more often
60% of frequent users say that AI helps them win more often at sports betting. 25% of them even say they win significantly more often. However, it should be noted that 10% of them claim to lose more often because of their use of AI.
Among casual users, the share of bettors who believe AI tools helps them win more does not exceed 40%.
One might think that the more AI is used, the more bets are won. But that would be a naive interpretation, since we have not been able to establish beyond a reasonable doubt that an AI can make better predictions than a human.
We believe that players who report winning more are those who most closely follow the AI’s advice on responsible gambling. They therefore bet moderately, which leaves them with more budget to try their luck multiple times.
More than a quarter of frequent users would switch bookmakers if AI recommended it to them
29% of users who frequently use AI for sports betting would be willing to switch bookmakers immediately after a conversation with their favorite chatbot. 35% admit they would consider switching, but only after verifying the suggested new platform. Only 10% say they would ignore the AI recommendation.
The strangest thing here is that up to 9% of people who have never used AI would immediately follow its recommendations to choose a new bookmaker.
It’s clear that AI has enormous conversion potential, no matter how you look at the data. Furthermore, we found that players’ profession, gaming experience, and VIP status made no difference. All players are likely to use this technology to choose one operator over another.
AI Adoption in Developing Countries vs. Developed Countries: Almost as many players intend to use AI in their sports betting in the future
We asked participants how likely they were to use AI in their sports betting in the future. They could choose between 1 (no intention) and 5 (certain to use it). The results show that players who already use it extensively intend to continue doing so.
But the most important finding here is that, on average, even players who have never used it plan to start using it in the future.
In eCommerce, finance, and tech, turning to an AI chatbot to compare providers is already second nature for consumers. It was only natural that the same trend would emerge in the online gaming market. The first operators to position themselves in AI answers could dominate a huge market through an acquisition-conversion channel that is increasingly used by consumers when making decisions.
Mackenzie Reid, Head of Homocerti eCommcerce
Creating content to boost the AI visibility of iGaming brands is no longer optional. In fact, it should become a priority for operators who want to remain competitive.
What the new behavior of bettors means for a sports betting platform
Betting companies need to ensure that chatbots have accurate information about them. If players are making betting decisions based on the recommendations of their AI chatbots, you’d better be able to control what these tools say about you. To achieve this, you need to establish two key pillars:
- Content strategy that incorporates keywords, but also key topics
- Customer service that encourages players to leave as many positive reviews as possible
Most importantly for you: All the data collected during this study shows that AI is playing an important role in the journey and experience of bettors.
Put simply, gamers rely on their chatbots to enhance their gaming experience. You can assist your users in this process or let your competitors do it. This is a unique opportunity that content strategy leaders must seize.
SEO remains essential!
We’ve found that SEO still works very well. In fact, it’s the absolute foundation of online visibility.
- Use the right keywords
- Add quality backlinks
- Use satellite sites where it is legal
- Collaborating with sports influencers and tipsters
Of course, your content must be easy to read, useful, unique, and up to date. Remember this sacred rule from Google:
Creating content that internet users find interesting and useful will likely have a greater influence on your website’s presence in search results than any other suggestion in this guide.
Google Search Console
What does AI fundamentally change from a content perspective?
Chatbots differ from simple Google or Bing searches in that they are responsible for the answers they provide. For example, if you search for “best Canadian bookmakers 2026”:
- On Google without AI: the Google SERP displays a list of links, and you are responsible for which one you click on.
- On Google with AI: the preview or AI Mode displays an answer including one or more recommendations. Google will therefore be held responsible if this answer causes you harm.
The same logic applies to ChatGPT, Claude AI, and any other AI response system. Therefore, Google, OpenAI, Anthropic, and other AI developers absolutely must verify the reliability of an operator. Only then can it be recommended to the user.
So how do AI search systems verify that a platform is recommendable? The exact process varies by jurisdiction. But generally, here’s what AI bots check:
- Is the activity of sports betting itself legal in this jurisdiction?
- Has the company obtained a license, approval, or any other permission from the relevant authorities?
- Do customers, both new and old, leave positive reviews?
- What do expert review sites think of this bookmaker?
- Are the company’s platforms up and running, including its social media networks?
There are specific types of content designed to answer these questions and thus almost always appear in AI answers. This is the subject of a new field of study that encompasses several techniques: GEO, AEO, and LLMO.
GEO/AEO/LLMO techniques for iGaming platforms
After numerous tests, we found that the texts below are the most likely to make a bookmaker appear in AI search results:
- A fully completed ‘About’ page: It includes at least the license number and a link to the page on the regulatory authority’s website that shows you are on the list of registered companies.
- Credible customer reviews: Encourage your customers to leave reviews on Reddit and Trustpilot, and in communities specializing in sports betting.
- Independent expert reviews: Order reviews from websites specializing in betting platform critiques. Opt for educational reviews with minimal marketing content.
- An active blog: Find a way to regularly add educational and informational content to the company blog. Satellite sites can play this role.
- An active social media presence: Answer players’ questions on your pages, share educational information about gaming, payments, events, etc.
Important Note: AI systems rely heavily on Reddit to obtain independent opinions about a brand. Therefore, it would be a good idea to dedicate staff to strengthening your presence there.
How Homocerti uses this study to improve the revenue and authority of iGaming brands
As early as 2024, Homocerti understood the importance that generative AI would have for gamers. We then spoke with marketing managers, SEO/GEO managers, and writers to establish new content strategies.
Today, we are proud to announce that we have helped improve the AI visibility of 7 platforms we have been working with since February 2025. We have observed the following results:
- Up to 44% more revenue: More players depositing and playing
- Up to 62% higher retention: Fewer players abandoning their accounts after their first deposit
- Up to 37% less inactivity: Fewer bettors abandoning their accounts
Four of these platforms, including 1xBet and MelBet, have become default recommendations on Meta AI via WhatsApp, ChatGPT and Gemini in French-speaking Africa.
Satellite sites are an ideal acquisition channel. However, based on our tests, AI recommendation systems rely more heavily on sports-focused review platforms.
Kana Lord Kelvin
What can Homocerti do for your sports betting business?
Homocerti is an international organization specializing in content strategies for increasing revenue and strengthening brand authority. We have content strategy experts for 5 industries: iGaming, Finance, eCommerce, Tech/SaaS, and Health/Wellness.
Specifically, in sports betting, the Homocerti iGaming team provides a content strategy for:
- Increasing registrations and deposits
- Reducing the probability that a player will abandon their account
- Strengthening VIP loyalty
- Making your brand the default choice for AI chatbots and therefore for bettors
Want to become the default recommendation in AI answers? Contact Homocerti iGaming now and let us take care of it. We’ve been in the online gaming industry for 15 years.
Influence of IA on Bettors: About this study
The Homocerti 2026 study on the influence of AI on bettors’ decisions is only the first edition. But we have already been able to count on:
- 04 iGaming experts with a combined 40 years of experience in sports betting.
- 33 influencers and content creators
- 24,000 players of varying experience levels
- Cooperation with several regulatory authorities
Would you like to contribute to the next edition? Feel free to contact us by email.
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