Google Alerts Study of World's Top 10 Gambling Brands

LAMBOURN, England, January 5 - Independent Gaming Consultant, Josh Apiafi, was commissioned by a client looking to invest in the gaming industry to test the brand strength of ten of the biggest names within the sector, namely; 888, bet365, Betfair, Bodog, bwin, Ladbrokes, Paddy Power, Party Poker, Pokerstars and William Hill.

Few would question the dominance of Google in search engine terms and therefore the number of Google Alerts* generated daily by each of the firms was a major indicator towards the results of the project. The data run was complied throughout the month of December 2009. The results highlighted how strongly competitive the PR arena for the major gambling companies was and also how successfully gambling companies have embraced the plethora of new media available.

Josh Apiafi, Partner of Apiafi Associates, commented: "With much talk of digital and social media as well as the investment gambling companies put into PR generally we were keen to see how well the industry was getting its message out there with impressive results."

"The method's simplicity is its trump card. Equally, the results were very consistent on a daily basis - this wasn't a case of one brand having a lot to shout about during this particular period or having one or two very strong days that skewed the data."

Full daily results are available from Apiafi Associates.

Company: Total:

1. Bodog 510
2. PokerStars 493
3. Betfair 467
4. Paddy Power 437
5. Ladbrokes 421
6. Bet365 414
7. William Hill 395
8. BWin 178
9. Party Poker 175
10. 888** 99

**mentions of telephone numbers containing '888' were discounted
*Google Alerts are a service offered by Google which notifies its users by email, or as a feed, about the latest web and news pages of their choice.

About Apiafi Associates
Apiafi Associates is an independent consultancy which concentrates mainly within the gaming and horseracing industry. It also consults to businesses outside of these areas on commercial, marketing and branding matters. It is headed up by Josh Apiafi who prior to founding the business was CEO of the Professional Jockeys Association. Josh was also Director of Horseracing and Head of Marketing for Betfair from 2002 - 2007.

Apiafi Associates client base includes REL (Racing Enterprises Ltd), The Professional Jockeys Association, The PPF (Professional Players Association), Joules Clothing, Integrity In Sport Ltd, Rewards4Golf, Weathercock Racing Ltd and Sportsmasters International.

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