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How to get a knowledge panel for your casino in six steps

By Olesia Korobka · Updated 18 October 2026

A Google knowledge panel is the box Google shows next to the search results. It has the logo, a short description, the year the company started, where it is based and, sometimes, links to its social profiles. You cannot apply for a knowledge panel. There is no form. Google shows a panel when it has enough facts about a brand from many sites, and the facts agree with each other. So the work is about putting those facts in the places where Google reads them.

How many casinos does Google know as a company today? We checked every casino brand licensed in the UK, Ontario, Germany and Brazil. That is 697 brands, almost 700. Google recognises 55 of them as a company. The full numbers are in our research on what Google's Knowledge Graph knows about casino brands.

Where does the type Google gives a casino come from?

Before the steps, one thing that is specific to casinos. Sometimes Google files a casino brand as Software, Online game or Video game, not as a company. That might be intended or not. If you want Google to know your brand as a company, it helps to know where the type can come from. Here are some examples.

• Your own website. What the casino's own site says about the brand.
• Clones and third-party sites that rank for your brand name. They can describe your brand as a different type, so Google thinks it is a different thing, and their pages rank when players search for your brand.
• Other sites, when Google cannot read yours. If your website is not accessible to Google, Google picks up the facts about your brand from other websites, anywhere in the world. Here is how to check whether Google and AI can read your casino site.

Google can also mix up your brand with another company that has the same name. We looked at offshore casino brands that Google lists as a company. 30 out of 73 were other companies with the same name.

The six steps below put the right facts about your brand in front of Google.

Step 1. Google your own casino brand

Find out what Google shows for your brand today. Google your casino, the brand name alone, then the brand name with your city if it is applicable for you, with the word casino, and with the name of your CEO if anyone searches for that. Do it in every country where you take players, because Google shows different results in each country.

For each search, write down three things.

1. Is there a panel?
2. If there is, is it about your casino or about something else?
3. Which sites are on the first page?

This is the first thing we do for every casino we work with. If you want us to run this check for your brand in all your markets, book a call.

Step 2. Write one brand description and use it everywhere

Now that you know what Google shows, decide what it should show. Write two or three sentences about your casino and use exactly these words everywhere. For example, Brand X is an online casino operated by Company Y Limited. It is licensed by the Malta Gaming Authority and started in 2019.

Spell the brand name the same way every time. Use the same logo everywhere too, and upload it to your own website as a PNG or JPG. When Google reads the same name, the same sentences and the same logo on many sites, it understands that all of them are about one casino.

Step 3. Put the company facts on your website

Put that description and the company facts on your own website first, because your website has to say who runs the casino. On the About page, give these facts.

• The company name and the legal name of the operator
• The licence
• The address, if that is applicable
• The year you started

Casino sites often do not show this basic company information at all, as if the licence were enough.

Then ask your developer to add Organization schema to the homepage, the About page or both. Schema is a block of code that Google reads and players never see. It repeats the same facts, the name, legal name, logo, description, founding date and address, and it lists the links to your official profiles and to articles written about you. If it is done right, of course.

Step 4. Copy the same facts to six profiles

Once your website says it, repeat the same facts outside your website, because Google wants to see them on other sites too. Create at least six profiles.

• Two social profiles, for example LinkedIn and X
• Two listings in industry directories
• Two listings on review platforms of your choice

On each one, paste the same description, upload the same logo and link to your website. Then add every profile link to your schema. Reply to your reviews, and never write fake ones.

Step 5. Get other sites to write about your casino

Profiles are pages you write yourself. Google also wants pages that other people write about you, so get other sites to write about your casino. You need at least three articles where your casino is at least 80% of the text. A one-line mention in a list does not count. A press release helps when the news is genuine. Place it with publications that have their own knowledge panel.

Step 6. Claim the knowledge panel when it appears

When these facts are in place and agree with each other, a panel can appear. When it does, claim it. Google your brand, click the three dots in the top right of the panel, then Claim this knowledge panel, and get verified. Use a Google account the company controls long term, not one tied to a single employee who may leave at any time.

If Google shows more than one panel for your brand, ask Google to merge them through Contact us on the knowledge panel help page. And every three to six months, check the panel again.

The six steps in short

1. Google your brand.
2. Write one description.
3. Put the company facts on your site.
4. Copy them to six profiles.
5. Get articles written about you.
6. Claim the panel.

Related reading. How BookYourData got its knowledge panel and casino brands in Google's Knowledge Graph, 6,613 checked.