Last updated on May 28th, 2025 at 11:50 pm
How has AI Search Overviews Impacted the Offshore Sportsbook Industry
The offshore sportsbook industry has long thrived on organic search traffic, using SEO as a strategic lever to attract bettors from regions where direct advertising is limited or prohibited. However, a profound shift is underway. The rise of AI-driven search technologies like Google’s Search Generative Experience (SGE) and Bing’s AI-powered Copilot has begun to disrupt the traditional search ecosystem in ways that are particularly consequential for offshore operators. This marketing case study will explore the Impact of AI-Powered Search Overviews on Offshore Sportsbooks and strategic recommendations to overcome the problem.
This case study examines the tangible impact of AI-enhanced search on two well-known offshore sportsbooks: BETUS and BetOnline.ag. By analyzing their performance across high-value keywords such as “bet on sports”, “online sportsbooks”, and “where to bet on sports”, we uncovered how AI-generated summaries are reshaping the Search Engine Results Page (SERP), pushing even top-ranked sites below the fold and reducing click-through rates.
Through concrete data and SERP analysis, this offshore sportsbook case study highlights the growing need for offshore bookmakers to pivot their SEO strategy. it also emphasizes the need for shifting focus from traditional keyword dominance to brand authority, entity recognition, and presence within trusted, AI-indexed content ecosystems.
Case Study on the Impact of AI-Powered Search Overviews on Offshore Sportsbooks
- Focus: Offshore Sportsbooks – BetOnline.ag and BetUS
- Industry: Online Gambling / Sports Betting
- Keywords Analyzed: “bet on sports”, “online sportsbooks”, “where to bet on sports”
- Region: United States
- Period: Q4 2024 – Q1 2025
- Prepared By: Blind Monkey Media – Online Marketing Solution for Small Businesses
Objective
Background
Offshore sportsbooks have long relied on organic search as a primary channel to reach U.S.-based bettors, where traditional advertising avenues are limited or restricted. Websites like BetUS and BetOnline.ag have historically performed well for transactional queries such as:
- “Bet on sports”
- “Online sportsbooks”
- “Where to bet on sports”
However, the rollout of Google’s Search Generative Experience (SGE) and Bing’s AI Snapshots has changed the landscape of the search engine results pages (SERPs), even for highly optimized websites.
Methodology
- Keywords Tracked: 3 core terms across Google and Bing
- Tools Used: SEMrush, Ahrefs, Google Search Console, SERP snapshots
- Pages Analyzed: Homepage, sportsbook landing pages, review content
- Traffic Analytics: Organic traffic drop/rise, CTR, impressions, average SERP position
Findings on the Impact of AI-Powered Search Overviews: Offshore Sportsbooks Case Study
BetUS SEO Case Study and BetOnline.ag Traffic Analysis
Keyword: “Bet on Sports”
Pre-AI Overview (Oct 2024):
- BETUS ranked #2 organically
- BetOnline.ag ranked #5
- Average CTR for BetUS: 9.4%
Post-AI Overview (Feb 2025):
- AI Overview now appears above all organic listings
- It lists FanDuel, DraftKings, and BetMGM as recommended sportsbooks
- Neither BetUS nor BetOnline.ag mentioned in the summary
- CTR for BetUS dropped to 4.7%, despite maintaining rank
- BetOnline.ag saw an 18% traffic drop, even though keyword rank remained stable
Takeaway: Top-ranking offshore sites are being bypassed by AI summaries that prioritize licensed U.S. operators.
Keyword: “Online Sportsbook”
Pre-AI Overview (Oct 2024):
- Both BetUS and BetOnline.ag appeared in the top 5
- Affiliate sites often linked to them.
Post-AI Overview (Feb 2025):
- AI Overview pulls data from ESPN, Reddit, and US-based review sites
- Offshore operators are largely excluded from the narrative
- Clicks to offshore sportsbook pages decreased by 30–40% in Q1 2025
- Affiliate traffic to offshore operators declined as affiliate pages are now partially summarized in the AI block without links
Takeaway: AI Overviews are “stealing clicks” by answering the user’s query before they visit affiliate or sportsbook sites.
Keyword: “Where to Bet on Sports”
Current SERP Composition:
- AI Overview cites government-licensed sportsbooks
- Mentions include warnings about using unlicensed or offshore sites or that
- Depending on the search made in the U.S., a message mentioning “sports betting is illegal in your state” appears
- Google’s AI even flagged BetOnline.ag as “not licensed in the U.S.” in some tests
Impact:
- BETUS lost 25% of impressions on this keyword in March 2025
- Time spent on site for users that did click to BetUS was longer, indicating stronger buyer intent
- Overall traffic was down
Takeaway: AI tools are introducing legal context that deters clicks to offshore operators.
Key Metrics Summary
| Metric | Pre-AI Overview | Post-AI Overview | Change |
| Organic CTR (BetUS) | 9.4% | 4.7% | ▼ 50% |
| Organic CTR (BetOnline) | 5.8% | 3.1% | ▼ 46% |
| Impressions (avg.) | 30,000/month | 24,000/month | ▼ 20% |
| Traffic from top keywords | High | Dropping steadily | ▼ 25–40% |
| Conversion rate (visits to signups) | Slightly up due to intent | But lower total conversions | Mixed |
Strategic Recommendations for Offshore Sportsbook SEO
- Focus on Brand Mentions Across the Web:
Get cited in high-authority articles, Reddit threads, YouTube videos, and podcasts to be picked up by AI models.
- Enhance On-Page Topical Authority:
Structured data, long-form expert guides, and FAQ sections can help your site be recognized as a trusted resource by AI engines.
- Diversify Traffic Channels:
Invest in direct response ads via influencer marketing, podcasts, crypto communities, and Telegram groups where AI search has no dominance.
- Monitor AI Summaries Regularly:
Track which keywords now trigger AI overviews and audit how your brand is (or isn’t) being mentioned.
- Educate Users on Legal Nuances:
Create SEO-rich content that explains licensing differences, user protection, and crypto advantages without triggering search engine policy violations.
Conclusion
AI-powered search is no longer a future risk for offshore sportsbook
IT IS A CURRENT DISRUPTION
For offshore sportsbooks like BetUS and BetOnline.ag, the challenge isn’t just maintaining rank. Instead, it’s regaining visibility in a world where the search engine answers the user’s question before they ever see your link.
To succeed, operators must evolve their SEO strategy from keyword-first to entity-first and brand-authority-focused, embracing AI search as both a competitor and a discovery channel. Blind Monkey Media has already adopted such strategies across all of the affordable SEO packages for both their sportsbook marketing and other digital marketing strategies.
About the Author
Frederick Saint-Jacques is a seasoned Digital Marketing and SEO expert with over two decades of experience driving results in the competitive marketing landscape. Throughout his 20+ year career, he has built a reputation for creating and executing high-impact marketing campaigns for some of the world’s most recognizable brands, consistently delivering measurable growth and market expansion.
His expertise particularly shines in sportsbook marketing, where he has developed innovative strategies that navigate the unique challenges and opportunities within the gaming and sports betting industry.
When he is not managing an advertising campaign or consulting about online marketing, you might find him camping in some unknown part of the world with his son and his dog.