AI generated content in iGaming: A shortcut or a long-term disaster?

What if the very AI you are using to climb Google is the reason you are slipping down the rankings?

iGaming brands are flooding search with AI generated content. The output looks shiny, but the results tell a different story. Rankings are dipping, traffic’s getting wobbly, and Google isn’t buying what’s being published.

This isn’t a hit piece on AI and we are not rooting to ditch it. AI is here to stay and the smartest brands know it.

Let’s pull back the curtain on AI being misused and how you can flip the script.

Is AI helping your rankings or hurting them?

B2B iGaming brands are churning out AI-produced content at record speed, assuming it will help them rank and scale faster. But behind the volume, authority is fading and visibility is slipping through the cracks.

Google’s results are driven by trust, original thought, expertise, and content that feels real. Most AI output misses these touchpoints. It repeats what’s already out there with no edge, no voice, and no weight.

That’s a problem in any industry. But in iGaming, where credibility is currency, it’s a direct hit to growth. Google’s EEAT framework makes it clear: content must show it was created by people who know what they’re talking about while directly answering user intent. Most AI content doesn’t. And the impact is already showing in the rankings.

iGaming’s Content Problem Just Got Worse

Let’s be honest. iGaming content was struggling long before AI entered the game lobby. Articles were poorly drafted, pages were overly stuffed with keywords and written just to tick SEO boxes.

Most of the brands didn’t suddenly start creating bad content with ChatGPT. They were already producing content without a clear voice and audience understanding. AI simply gave those habits a boost with much faster output.

If your brand didn’t have a strong point of view, subject matter expertise, or a strategy rooted in value, AI won’t fix that. It’ll just scale the issues, like it’s doing now.

Pre-AI State of iGaming Content

Let’s not pretend that AI broke iGaming content. It was broken before the adaptation of AI. Game descriptions were copied, slightly rephrased, and republished across different platforms. Much of the industry content followed the same pattern. Prewritten and recycled across multiple sites with no originality or strategic intent. 

The iGaming articles had keywords stuffed in, and most of the blogs were light on substance. The content was written to hit search targets, not to actually help the reader. Content teams chased volume over clarity and speed over strategy. The goal was to push out more content, not to answer what the user was actually looking for.

And Google saw it coming. Not because the rules changed overnight, but because the content lacked depth and never earned trust to begin with. And when that’s the case, no amount of content can save you.

AI Fueled the Wrong Trend

Is your team publishing more content or just more of the same? AI was expected to raise the bar. Instead, it made it easier to repeat the same old mistakes. B2B iGaming companies are now producing more content, but without changing how they approach quality.

So what’s actually getting published? Generic blogs built from templates. Recycled ideas with no real insight. Content that sounds the same with no human expertise.

Google isn’t rewarding that. The algorithm is getting better at spotting duplicated formats and low-effort writing. It’s now prioritizing usefulness, originality and authority. And when content lacks these, publishing more of it will only push you further down the SERPs.

What Google’s Helpful Content Update Means for B2B Content

In March 2024, Google made a big change. The helpful content system is now part of the main ranking algorithm. That means every piece of content is judged on how helpful it is.

It doesn’t matter if it’s written by a person or AI. What matters is the intent. If the goal is just to rank, it won’t do well. If the goal is to help someone, it has a real chance.

For B2B iGaming brands, this changes how you should think about content.

• It’s not about checking SEO boxes.
• It’s about being useful to real people.
• Helpful content now has more weight than before.

Ask yourself:

• Does this solve a real problem for my audience?
• Is there actual expertise or helpful context?
• Would someone in my target market find it useful?

If not, it needs work.

Also, don’t overthink how the content is made. AI or not, that’s not the sole point. The point is why it’s made. If it exists just to chase rankings, it won’t end up well.

This update isn’t about punishing everyone. It’s about making sure helpful content gets seen. That’s good news for expert B2B brands.

Google’s AI Content Policy

Marketers misunderstood Google’s stance on AI content. Google isn’t against AI-written content but as Search Liaison Danny Sullivan clarified, the real issue is intent and scale.

“The message that you should have taken away from that is, is it helpful,” Sullivan said. “It’s just the question of, are you producing a lot of content at scale to rank well in search… That is your issue if you’re doing it primarily for ranking purposes.”

Whether written by humans or AI, Google’s policy targets content created in bulk to game rankings even if it looks fine on the surface.

“Oftentimes people will do that using automation, oftentimes people may do that now using AI, people have certainly done that using human beings as well. None of it matters…”

For B2B iGaming brands, that means quality over quantity. Your content should be helpful, made for humans, and ideally by humans. AI can support the process, but your strategy must be driven by real expertise and not just scaled content built to rank.

Why This Hits iGaming Hard

iGaming is vulnerable. A lot of the content is technically correct but all sounds the same. No voice, no depth and no reason to trust it. This industry’s content has mostly been built to rank. Bonus explainers, game reviews, and recycled affiliate blogs. It’s high volume and low depth content.

Google now ranks content that’s genuinely helpful and not just SEO-friendly. It wants real expertise, useful insights, and clear value. If your content doesn’t show that, it’s getting pushed down.

EEAT isn’t a nice-to-have anymore. It’s the minimum. Google’s Danny Sullivan says the algorithm rewards sites that focus on helping users. Not chasing rankings. If you’re still creating for the system, you’re already behind.

Some sites are slowly recovering. Others aren’t. There’s no going back to how things were. The rules have changed. You’re not just competing with other affiliate blogs, you’re competing with forums, expert takes, and real user content.

If you want to stay visible, stop publishing for Google. Start publishing for your audience.

GPT Copy-Paste Crisis

AI made content faster, but not better. In iGaming, where speed often wins the day, teams rushed to use tools like ChatGPT and Jasper to scale their output. But most are using it the same way with the same prompts and same formats leading to the same outputs.

A flood of nearly identical blogs has struck the web. They might hit deadlines, but they don’t hit home with readers. And more importantly, they’re not working in search anymore.

Google can now tell when content is just rephrased or written to fill space. If your blog sounds like everyone else’s, it won’t rank. And if it keeps happening, your domain authority starts to erode too.

What should you do to fix it? You need to add human expertise and use AI as best practice to polish your content or research better. Add original thinking, real experience, and brand voice. Otherwise, you’re just adding more noise to an already saturated space.

GPT Uniformity in Niche B2B iGaming

In an industry like iGaming, content fatigue is even harder to ignore.

• Dozens of blogs covering the same game release or feature update
• All written with generic AI prompts and SEO templates
• No clear point of view, no subject matter depth
• Google sees no reason to rank one over the other

The Problem With Over-Automation

AI overuse tanks your search rankings and weakens the brand.

• You end up competing with your own pages for keywords
• Google can’t tell which page to prioritize
• Affiliates, partners, and platforms all publish similar content
• Everyone’s site starts sounding the same

AI Is the Present and Future – Use It Right or Fall Behind

AI isn’t killing SEO, lazy content is. We can’t ignore AI. It’s already a core part of content workflows. But if you’re just pasting raw drafts into your CMS, you’re not using it right.

The brands creating winning content aren’t rejecting AI. They’re simply using it in a better way. They treat it as a tool to help with structure and research, not a replacement for real insight.

When you combine AI with human thinking, original ideas, and brand voice, you get content that’s fast to build and built to last. That’s how you drive SEO results that actually stick.

What Human-Led SEO Content Looks Like in Practice

Great iGaming teams use AI where it helps, but people still lead the process.

• AI supports outlines, research summaries, and content repurposing
• Product, compliance, and analytics teams contribute real-world insight
• Writers shape the tone and storytelling to match brand voice
• SEOs optimize for search intent, internal links, and SERP formatting

Scalable Content Workflow That Doesn’t Compromise Quality

High-quality content can move fast when the right people and systems are in place.

• Use AI to create a starting point or analyze what’s already ranking
• SEO teams add keyword strategy, search intent, and linking opportunities
• Writers adapt the draft into something original and on-brand
• Subject matter experts bring in proof points, product truth, and examples
• Editors simplify the message, cut fluff, and sharpen the tone
• Final review ensures everything aligns with SEO and EEAT signals

How Top iGaming Brands Get AI to Work for Them

The best brands are not replacing people with AI. They are using it to make their teams stronger.

• SMEs contribute through structured briefs or recorded insights
• Custom AI tools are trained on internal voice, product knowledge, and compliance needs
• AI is used for research, topic clustering, and content planning
• Writers and editors take the AI draft and add depth, clarity, and originality
• Editorial systems keep tone, quality, and performance consistent across all outputs

Who Wins in the Long Run and Why

Provider A:

• 30 AI-written blogs per month
• Repetitive ideas, generic structure, no POV
• No backlinks, poor time on page
• Rankings slip, trust fades

Provider B:

• 5 hybrid blogs per month
• AI for research, humans for substance
• Expert quotes, product insights, unique tone
• High engagement, backlinks, stable keyword growth

Winner –  Provider B. Every time. Because Google doesn’t reward more content. It rewards better content, especially in technical, high-trust spaces like B2B iGaming.

How One iGaming Brand Regained Rankings with iCatalyft’s Help

A mid-sized platform provider came to us after noticing a steady drop in search visibility. They’d gone all-in on AI to publish faster but were stuck with content that all sounded the same and none of it was ranking. Their internal team knew something was off, but didn’t know how to fix it.

Here’s how we helped turn things around:

• We rebuilt their workflow to use AI for what it’s good at – outlines, formatting, and topic clustering while keeping content strategy and storytelling human
• Our content experts provided high-quality, on-brand content with real insight, product clarity, and relevance to their niche
• We replaced bulk publishing with a focused calendar of high-impact, differentiated articles
• Each piece was layered with SEO intent, internal linking, and input from product and compliance teams
• We helped them with product insights, relevant use cases, and actual SEO intent instead of surface-level filler
• Together, we cut down the content volume and focused on a few high-impact pieces each month that actually moved the needle

A few months later, things changed. Their rankings started to rebound but the bigger shift was in perception.

Their blog shares on LinkedIn started getting traction. People in their network messaged things like, “Hey, I read this blog. Good stuff.” They started getting real engagement from the right people.