WhiteLobby research checked 6,613 licensed brands. Wikipedia supplied 37 of 38 descriptions of regulated companies, and offshore brands barely appear.
London: When Google describes an iGaming company in its Knowledge Graph, the text almost always comes from Wikipedia. Research by WhiteLobby, an iGaming brand protection company, found that 37 of the 38 regulated company entities that carried a description cited Wikipedia as the source. The other 25 regulated company entities had no description at all.
The Knowledge Graph is the database Google uses to identify companies, people and products. Its records feed the knowledge panels beside search results and the answers of AI assistants.
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Regulated brands lead, offshore brands barely appear
WhiteLobby checked 697 brands licensed in regulated markets and 5,916 brands licensed offshore on 5 and 6 October 2026. Manual checks confirmed a company entity for the business behind the brand in 55 regulated cases, 7.9 percent of the sample. In the offshore group the figure was 32 brands, 0.5 percent.
Google did return candidate matches far more often, 390 regulated and 2,041 offshore. Most of these carried only the label “Topic”, which does not say whether the record is a company, an app or something else. This applied to 342 regulated and 1,883 offshore brands.
Facts a customer would look for are often missing
Founding dates appeared for 46 of 63 regulated company entities and 19 of 33 offshore ones. Headquarters appeared for 17 regulated entities and 2 offshore ones. 28 offshore company entities had no description.
Mix-ups also occur. One brand search returned a company entity for High-Flyer, a Chinese hedge fund. Another brand matched six different entities, one of them a musical artist.
“Google doesn’t always corroborate the information correctly. With iGaming, the websites often are not fully accessible for the crawler and Google has to pick up information elsewhere. However, elsewhere is mostly not reliable in iGaming either. That’s why Wikipedia surfaces so often at the moment. Because it’s one of the few sources Google really trusts,” said Olesia Korobka, founder of WhiteLobby.
Method
The samples come from official licensing registers read on 28 and 29 September 2026. The regulated group covers the UKGC, Ontario, Germany and Brazil. The offshore group covers Anjouan, Curacao and Malta, excluding brands already in the regulated group. Each brand was searched in Google’s Knowledge Graph and every company match was checked by hand. The study measures entity records. It does not measure whether a knowledge panel appears when someone searches a brand name.
Full research with tables: https://whitelobby.com/research/what-google-knows-about-casinos
About WhiteLobby
WhiteLobby is an iGaming brand protection company founded in 2026 by Olesia Korobka. It establishes, grows and protects how casino and sportsbook brands appear across Google, Bing and AI answers.
Website: https://whitelobby.com
Contact: hello@whitelobby.com
