Shuffle.com taps Absolute Digital Media for crypto gaming link building push

Shuffle.com has hired London SEO agency Absolute Digital Media to handle link building and off-page SEO starting in October 2026. The move underscores how crypto gaming brands are leaning harder on organic search and AI-driven answers as paid advertising channels stay restricted.

Why it matters: - Crypto casino and sportsbook brands face major limits on paid search and paid social advertising. - Organic search has become a primary path to reach new players in a restricted category. - AI tools such as ChatGPT, Perplexity and Google's AI Overviews are shaping discovery by surfacing brands they view as authoritative. - Link authority now affects visibility in search results and in AI answers above those results.

What happened: - Shuffle.com appointed Absolute Digital Media to run its link building and off-page SEO programme. - The engagement began in October 2026. - Shuffle.com is a crypto casino and sportsbook. - Absolute Digital Media is a London-headquartered SEO and digital marketing agency focused on regulated industries.

The details: - Absolute Digital Media will place Shuffle.com in editorial coverage on publications that carry weight with search engines and language models. - The agency has delivered SEO, link building and digital PR for gaming clients including SuperCasino. - The agency also works with operators, affiliates and platform providers across Europe, Asia and the Americas. - Absolute Digital Media was founded in 2008 by Ben Austin. - The agency says it has spent 18 years working in sectors many agencies avoid, including iGaming, financial services, legal, healthcare, crypto and insurance. - Absolute Digital Media says it has won more than 175 industry awards, including at the UK Search Awards. - The agency reports a 97% client retention rate. - Its team operates across London, Essex, the Philippines and Dubai. - Absolute Digital Media has built a dedicated AI visibility service that tracks and grows how often clients are cited in AI-generated answers.

Between the lines: - The move shows how crypto gaming brands are shifting budgets and strategy toward earned media and authority signals. - The battle for visibility is no longer just about ranking in Google; it is also about showing up in AI-generated recommendations. - Absolute Digital Media is positioning itself as a specialist for regulated sectors where mainstream ad channels are limited.

What's next: - Shuffle.com will use Absolute Digital Media's off-page SEO and link building programme to strengthen its authority footprint online. - The agency's AI visibility work suggests future campaigns will focus on both search rankings and citations inside AI answers. - More gaming brands may follow the same playbook as competition for organic visibility intensifies.