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case study

FanDuel: Leading the Pack in AI Visibility

While we’re limited in what we can disclose from our ongoing partnership with FanDuel, we’ve worked together since late 2019 to help the brand stay ahead of every major search and AI evolution. Our collaboration has consistently focused on strengthening FanDuel’s visibility, both in traditional search and now across AI-generated results that shape discovery and decision-making in real time.

Results at a Glance:

Across every AI-generated answer and topic we track, FanDuel appears more than twice as often as any direct competitor. Most competitors surface only when AI models generate clustered answers (e.g., “top 5” lists). FanDuel, however, is also recommended more frequently as a standalone choice, or in shorter, higher-trust recommendations. Within multi-brand responses, FanDuel consistently ranks at the top of the list, outperforming the rest of the industry in both placement frequency and prominence. This leadership extends across all major GPT and LLM models currently in circulation, underscoring the brand’s dominance in AI-driven discovery.

We can share the following AI Visibility Metrics for FanDuel and the broader sports gaming industry:
Across every AI generated answer and topic we track, Fanduel appears over double the amount that any of it’s competitors do.

Most of the competitors appear during cluster answers (ie when there is a list provided), but FanDuel is additionally recommended more frequently, and more often when there is a shorter list or single recommendation.
For the topics we cover, FanDuel is shown at the top of lists. For example, ChatGPT might list 3-4 brands in response to a question. FanDuel outranks the rest of the industry in its average position, in how high it appears in a list.
This overall outperformance extends across all major GPT and LLM models that we track.

FanDuel’s results demonstrate what happens when algorithmic insight meets sustained execution: early adoption, data-backed iteration, and consistent visibility in the channels shaping tomorrow’s consumer decisions.