WhiteLobby Finds Confirmed Google Company Entities for 55 of 697 iGaming Brands

Bar chart of regulated and offshore iGaming brands matched in Google’s Knowledge Graph

390 of 697 regulated and 2,041 of 5,916 offshore iGaming brands had a candidate entity match in Google’s Knowledge Graph in October 2026.

WhiteLobby checked 6,613 licensed iGaming brands in Google's Knowledge Graph. Most records did not say what the brand is, and Wikipedia wrote most descriptions.

Google knows the name. It often does not know the business. Only 55 of 697 regulated brands have a confirmed company entity, and where there is a description, Wikipedia wrote it, not the brand.”

— Founder of WhiteLobby

LONDON, ENGLAND, UNITED KINGDOM, October 8, 2026 /EINPresswire.com/ -- WhiteLobby, an iGaming brand protection company, has published research on how Google's Knowledge Graph records iGaming brands. The study checked 697 brands from regulated markets and 5,916 offshore brands on 5 and 6 October 2026.

Google returned a candidate entity match for 390 of the 697 regulated brands and 2,041 of the 5,916 offshore brands. Manual checks confirmed a company entity representing the operating business for 55 regulated brands and 32 offshore brands.

Key findings

Most matches were unlabeled. Google returned at least one match labelled only "Topic" for 342 regulated brands and 1,883 offshore brands. Neither label says whether the record is an operator, a company or an app.

Wikipedia writes the descriptions. Of 38 regulated company entities with a description, 37 cited Wikipedia. 25 regulated and 28 offshore company entities had no description at all.

Basic business facts were often missing. Founding dates appeared for 46 of 63 regulated company entities and 19 of 33 offshore. Headquarters appeared for 17 regulated and two offshore.

Names get mixed up. A search for High Flyer Casino returned a company entity for High-Flyer, a Chinese hedge fund. 32Red matched six entities, one of them a musical artist.

"Google knows the name. It often does not know the business. Only 55 of 697 regulated brands have a confirmed company entity, and where there is a description, Wikipedia wrote it, not the brand," said Olesia Korobka, founder of WhiteLobby.

Method

The samples come from the casinolicensecheck.com dataset, built from official licensing registers read on 28 and 29 September 2026. The regulated group covers the UKGC, Ontario, Germany and Brazil registers. 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 research measures entity records. It does not measure whether a knowledge panel appears when a customer searches a brand name.

The full research, with tables and method, is published on the WhiteLobby website.

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.

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