Why Savvy Casino Brands are Doubling Down on PR in the Age of AI
For a casino brand, grabbing attention is just the start. Building trust is what drives lasting success. How your story is told — and who tells it — can be the difference between a first-time visitor and a loyal guest.
Think of marketing as a movie trailer. It’s flashy, attention-grabbing, and designed to get people in the door fast. PR, on the other hand, is the critic’s review in the local newspaper or the word-of-mouth buzz after opening weekend.
The trailer may sell tickets immediately, but the review keeps audiences coming back. For casino brands, mastering both is essential, but in today’s AI-driven search world, the “review” has never been more important.
Marketing vs. PR
Marketing is what you say about your brand.
It’s paid, controlled, and designed to generate immediate results. Think email campaigns, display ads, and promotions. A marketing push should drive weekend visits, sell event tickets, and boost short-term offers.
PR, on the other hand, is what others say about you.
News stories, interviews, feature articles, or influencer mentions aren’t paid placements — they’re endorsements. That third-party validation carries far more weight because consumers trust it.
Over time, consistent PR builds credibility, awareness, and loyalty.
The AI Factor: Why Earned Media Matters More Than Ever
The rise of AI search engines like ChatGPT, Gemini, and Claude is changing the search engine game.
A recent Muck Rack study analyzed over a million user prompts and found that more than 95% of cited links were from non-paid sources, including corporate blogs, thought leadership content, and journalism.
In other words, AI tools prioritize credibility over marketing spend.
Key findings from the study:
- Journalistic content, especially from outlets like Reuters, Financial Times, Time, Axios, Forbes, and the Associated Press, dominates citations.
- Owned and earned content — including press releases, blogs, and fact sheets — outperforms paid ads for being cited in AI responses.
- Recency matters: content published within the last 12 months, particularly 24–36 hours old, receives the most attention.
For casinos, this means PR isn’t just a nice-to-have—it’s a must-have.
Turning PR Into Results for Casinos
A strong PR strategy helps casinos:
- Boost Awareness – Coverage in respected local, regional, and trade outlets builds your brand’s reputation in ways marketing alone cannot.
- Increase Visitation – Positive stories about shows, dining, or new gaming experiences drive guests through your doors and heads into beds.
- Sustain Revenue Growth – PR builds credibility over time, translating into repeat visits and long-term loyalty.
- Win in AI Search – Earned coverage is the content AI trusts, putting your brand front and center in the digital discovery process.
Marketing may get the initial attention, but PR ensures your story resonates, spreads, and sticks.
At New Level Public Relations, we specialize in helping casino properties secure the earned media coverage that builds long-term visibility, trust, and revenue.
In today’s AI-driven world, that “critic’s review” isn’t optional — it’s essential.
