Google Alerts Study of World’s Top 10 Gambling Brands

LAMBOURN, England, January 5 /PRNewswire/ — 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,

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.

    Contact details:
    josh@apiafi.com
    Tel: +44(0)7841-899689

SOURCE Apiafi Associates