British company Clickout Media, which specialises in buying media assets to promote commercial links, has come under scrutiny. According to Press Gazette, following the implementation of manual Google sanctions, the editorial teams of controlled sites are being downsized, with vacant slots filled by texts generated by artificial intelligence.
Business scale and the "parasitic SEO" model
According to sources, Clickout Media may control up to 300 websites. Among them is Gambling Insider, which, according to available data, was valued at up to £14 million. The company's business model is based on using the authority of well-known media brands to improve the positions of links to online casinos and bookmakers in search results. This practice is known in the industry as parasitic SEO.
Staff cuts and replacement with AI
The staff reductions are linked to restrictions imposed by Google. In September, Gambling Insider received sanctions, after which the company dismissed several employees. Similar processes are taking place at Esports Insider: several authors have lost their jobs there in recent weeks. According to Press Gazette, Gaming America, PlaySense, and CasinoBeats may also have fallen under sanctions.
At least five Esports Insider journalists have been removed from the site's author list. Their materials are now published under the generic name "ESI Editorial Team". Analysis using the Pangram detector showed that these texts are 100% created by artificial intelligence. Press Gazette notes a similar situation at Gambling Insider, where promotional materials with links to gambling may also be fully or partially generated by AI.
Publication under others' names
One journalist, who was dismissed in March 2026, told the publication that after losing access to the site, 28 articles about casinos appeared under his name in the German versions of Esports Insider. He emphasised that he is not the author of these texts.
Clickout Media representatives denied to the publication that Esports Insider belongs to their company. However, several former employees confirmed that they worked on this resource, and public data online links it to Clickout Media and Finixio. The question of actual control remains open.
Financial consequences for Finixio
Changes have also occurred in the financial performance of the British company operating under the Finixio brand. In the year leading up to September 2025, its revenue fell to around £2 million, whereas a year earlier it stood at £40 million. The company's loss reached £1.7 million.
Google's reaction to reputation abuse
Google classifies the use of a well-known site's reputation to promote third-party content as reputation abuse. Such practices may include placing materials about gambling on resources that have authority in a completely different topic, with the aim of manipulating search results.
Sites that receive manual sanctions may lose their positions in search or disappear entirely from the results. At the same time, such restrictions can be appealed after violations are removed. According to Press Gazette, Esports Insider had previously fallen under sanctions but later returned to the search results. The current situation demonstrates the risks of a business model where revenue from search traffic and advertising links depends on media reputation and compliance with Google's rules.
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