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Towards the end of 2025, there was a small discussion on LinkedIn about which website is actually the biggest within iGaming media. It was interesting to follow, because once you start thinking about it, the question is not as simple as it first appears.
In fact, depending on which metrics you choose to look at, you could probably argue that several different outlets are the “biggest”. And no — iGamingToday is not the biggest one.
I have actually been thinking about this myself for quite some time. At one point I even considered putting together a list of the biggest iGaming media outlets. But once I started digging into the numbers, it quickly became clear that it is not nearly as straightforward as it might seem.
After spending quite a bit of time looking at the data, I ended up writing this instead.
How do you actually measure who is the biggest?
Should you look at traffic?
Should you separate B2B traffic from B2C traffic?
Should you look at Google News visibility?
Or should you focus on Google rankings?
Maybe it is not about traffic at all. Perhaps it is about newsletter reach, influence, unique content, or simply who has the strongest voice in the industry.
The Problem With Measurement Tools
To make the question even more complicated, many people turn to tools such as Ahrefs, Semrush, or Similarweb to estimate traffic and visibility.
These tools are all useful in their own way, but they are far from perfect. In many cases, the estimates can be off by 40–50 percent, sometimes even more.
This is especially true when it comes to news websites.
News is fresh content that moves quickly. Traffic can spike for a short period and then disappear again. Most SEO tools track data over longer periods of time, which means the numbers they show do not always reflect what is actually happening on news sites.
When Media Moves Into B2C
Another factor that makes things even more complicated is that many iGaming media sites have gradually moved into B2C territory.
This can include things like:
affiliate sections
slot reviews
casino guides
When media sites start publishing this type of content, traffic numbers can increase significantly. But much of that traffic may come from players searching for casinos or games, not necessarily from people working in the industry.
It can also inflate traffic estimates. SEO tools often rely on distribution models based on search volume when estimating traffic. If a page ranks around position five for a keyword with thousands of monthly searches, the estimated traffic can sometimes appear significantly higher than what the page actually receives.
This makes it even harder to understand who is actually the biggest when it comes to B2B reach.
And is there a difference between the two? I would argue that there definitely is — especially if you are trying to decide where your advertising budget should go.
What Are You Actually Looking For?
Before trying to measure who is the biggest, there are a few questions advertisers probably need to ask themselves.
Do you simply want as many eyes as possible on your advertisement?
Or do you want to associate your brand with a strong and trusted voice in the iGaming industry?
Is it important that your content ranks well in Google?
Or is the goal to reach industry professionals directly?
Different media outlets deliver value in different ways.
Why SEO Tools Don’t Work Well for News
As a former affiliate, Ahrefs has always been my go-to tool when checking whether a website actually has traffic. Although lately, I feel Ahrefs has struggled a bit with traffic estimates — even on the affiliate side.
But when it comes to news, this approach can be quite misleading.
News content is temporary. It might generate a lot of traffic over a short period, but SEO tools tend to capture data over time. Because of this, websites that publish static content — such as casino reviews or slot pages — often appear much larger in these tools.
In reality, they may simply have content that is easier to track over time.
So How Do You Find Out Who Is the Biggest?
Trying to determine who is the biggest iGaming media outlet is actually quite a difficult task.
There is simply a lot of noise in the data.
If you want to get closer to an answer, you probably need to look at a combination of tools such as Semrush, Similarweb, and Ahrefs. But even then, it becomes necessary to define what you are actually trying to measure.
Step One: Define Which Sites Matter
The first step is deciding which websites you actually want to include.
A few years ago, this was relatively easy. The number of dedicated iGaming news sites was fairly limited.
Today, however, new sites seem to launch almost every week. I have honestly started to lose track.
Many of these sites likely have very little traffic, which means there are now a large number of iGaming news sites, but only a handful that attract meaningful readership.
Traffic Is Not the Whole Story
Traffic alone does not tell the full story.
Another important factor is how much engagement a media outlet generates on other platforms, such as:
newsletters
LinkedIn
X (formerly Twitter)
Instagram
At the moment, LinkedIn is probably the most important platform for iGaming media.
Interestingly, the outlet with the most followers does not necessarily win. What really matters is engagement and reach.
There are several iGaming news sites that have very little Google visibility, but occasionally publish LinkedIn posts that reach thousands of people in the industry.
For advertisers whose goal is simply to reach professionals with a message, this kind of reach can be just as valuable as traditional website traffic.
The Newsletter Question
Newsletters are another important distribution channel.
However, from the outside it is almost impossible to verify how many subscribers different outlets actually have.
The safest assumption is that media outlets that have existed longer may have larger subscriber bases, but again, without transparency it is difficult to know for sure.
That said, anyone who has worked with newsletters knows that a large list does not automatically translate into success. What matters far more is the burn rate of the list and the value you consistently deliver to your subscribers.
Can’t You Just Ask the Media?
Of course, you can simply ask media outlets about their traffic, newsletter reach, or social engagement.
And if you ask me, you will always get an honest answer.
However, after going through quite a few media kits from different outlets, things start to look a little more complicated.
Some media kits are clearly outdated, with traffic numbers that are either significantly higher or lower than what the current data indicates. Others present numbers that are difficult to verify, or calculations that simply do not make much sense from the outside.
Part of the problem is that when different tools show different estimates, media outlets may choose the tool that presents their traffic in the most favourable light.
There Is No Simple Answer
Personally, this is something I monitor weekly for obvious reasons. I use a combination of Ahrefs, Semrush, and Similarweb to keep an eye on how different outlets perform relative to each other.
By understanding roughly how these tools estimate traffic for iGamingToday.com, I have developed a way of interpreting the numbers that I am comfortable with.
But in the end, the conclusion remains the same:
The question of who is the biggest iGaming media outlet may not have a clear answer.
Traffic tells one story.
Influence tells another.
And depending on what you are trying to achieve, the answer may look very different.
