FanDuel Leads 5W’s AI Visibility Index for U.S. Sportsbooks

May 02, 2026
FanDuel ranks first in 5W's inaugural U.S. Sports Betting and Gaming AI Visibility Index 2026, followed by DraftKings and Caesars Sportsbook. The report measures how generative AI systems surface sportsbook brands to bettors, showing major differences from market share rankings.

5W has released its inaugural U.S. Sports Betting and Gaming AI Visibility Index 2026, ranking sportsbook and casino brands by how often generative AI platforms surface them to bettors in a press release. FanDuel ranked first, followed by DraftKings, Caesars Sportsbook, and BetMGM in fourth place.

The index analyzed more than 50 search queries related to sportsbook selection, odds explanation, promotions, and responsible gaming across ChatGPT, Claude, Perplexity, and Google AI Overviews. FanDuel’s lead was attributed to its extensive responsible gaming content and detailed state regulatory pages. Caesars placed third, ahead of BetMGM, despite having a smaller commercial market share.

PrizePicks ranked sixth, outperforming several full-service sportsbooks, while ESPN BET placed seventh despite a large advertising campaign. The report found that AI platforms weigh regulatory transparency, responsible gaming content, editorial authority, and promotion clarity more heavily than advertising spend.

State-level analysis showed FanDuel leading citation share in 18 of 38 legalized states, DraftKings in 11, and Caesars in 6. The full report is available on 5W’s website.

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