A recent analysis by SEO publication Backlinkingcom has found that nearly one in eight premium expired domains auctioned between January 2024 and May 2026 have been repurposed for iGaming purposes. The study examined 3,692 domains, each sold for at least $3,000, with a collective sale value of $22.3 million.
iGaming Operators Acquire High-Profile Domains
Of the domains tracked, 448 (12.1%) were redirected to iGaming content after their sale. Notable examples included former web addresses of the UN's Every Woman Every Child initiative, the UK's Vote Leave campaign, and a medical charity. The analysis also found that 125 out of 746 domains previously linked by government websites now lead to gambling-related sites.
Value of Backlinks Drives Purchases
Backlinkingcom suggests buyers are motivated by the existing backlink profiles of these domains, which can boost search engine visibility even after ownership changes. The proportion of domains moving into iGaming rises with sale price, from about 10% for domains sold under $5,000 to over 20% for those above $25,000. In the .org domain zone, the share reaches 18.1%.
Examples and Regulatory Concerns
The study highlighted domains now used for Indonesian online casinos, UK-facing casino lists outside GamStop self-exclusion, and offshore operator guides for Texas players. Google’s spam policies specifically mention the misuse of expired domains for promoting low-value content as a violation. Thirty days after the initial analysis, a follow-up showed the number of iGaming domains had increased to 485.
Why This Matters for the Industry
The findings underscore the growing trend of iGaming operators and affiliates leveraging expired premium domains to gain an SEO advantage, potentially raising regulatory scrutiny. The practice could influence how search engines and regulators address domain repurposing, especially when domains with authoritative backlinks are used to promote gambling content.
Key takeaways
- 12.1% of premium expired domains sold since January 2024 were repurposed for iGaming.
- Domains with high-value backlinks, including from government sites, are being targeted.
- The proportion of iGaming use rises with domain sale price and is notable in .org domains.
- Regulatory and search engine policies may increasingly focus on expired domain practices.