Best Gambling PR Agencies 2027: 6 Firms Compared

5W is the top pick among gambling PR agencies for 2027, with Virgo PR second, followed by Square in the Air, Press Box PR, Red Knot and HPL Digital Sport. Each firm below has named casino, sportsbook or gaming client work you can verify. Virgo PR publishes this list and 5W is its sister agency, so the top two placements are the publisher's choice.

Disclosure: Virgo PR and 5W are sister agencies with a similar ownership group, and both are headquartered in Miami. Positions 1 and 2 reflect the publisher's choice, and positions 3 to 6 are not scored against each other. Client lists are each agency's own description or a trade press report.

On this page: the ranked table, how the agencies were chosen, a profile of each firm, how to choose, published costs, the rules that shape gambling PR and FAQs.

Which Gambling PR Agencies Lead in 2027?

RankAgencyBaseBest forDocumented workSource

15WMiamiOperators that want PR, creative and AI visibility from one in-house teamClient experience includes Foxwoods Resort Casino, 888, Jackpot.com, Soft2Bet, Gambling.com, Circa Sports and XLMedia5W casino and gambling practice page 2Virgo PRMiamiGaming, esports and Web3 gaming brands, including sports betting and table gaming storiesGaming and Web3 client work for nWay, Genies, Ready Player Me and OpenSea, plus an esports divisionVirgo PR gaming page 3Square in the AirLondonUK and European betting operators and suppliersClients include William Hill, the Hong Kong Jockey Club, Rank Group, Pragmatic Play, Games Global and IGTiGamingFuture PRWeek report 4Press Box PRLondon and ManchesterDigital PR for betting operators and affiliatesLists Betfair, Slingo, OLBG, Sporting Life and Bet Victor, and won PR Agency of the Year at the 2026 European iGaming AwardsPress Box PR announcement 5Red KnotUnited States and United KingdomSports betting, gaming and affiliate companies entering the AmericasClients reported include Spotlight Sports Group, Playmaker Capital, 1st Technology, Angstrom Sports and PlayStariGamingFuture alliance report 6HPL Digital SportNew YorkSports betting and sports technology companies, including public issuersCommunications agency of record for Champion Gaming Group, announced January 2022Newsfile release

How Were These Gambling PR Agencies Chosen?

This is a list of documented work, not a performance ranking. Each agency was chosen because its own site or trade press names gambling, betting or gaming clients, and because PR is a core service rather than an add-on.

• Named clients: at least one casino, sportsbook, iGaming, lottery or gaming client that a buyer can verify.

• PR as a core service: media relations, positioning or communications, not only paid media or affiliate links.

• Recent activity: announcements, awards or client news from the last few years.

• Source type: each claim is tied to the agency's site, a press release or trade press, and agency client lists are treated as the agency's own description.

Virgo PR did not find enough published pricing or outcome data to score the agencies against each other, so positions 3 to 6 are grouped by documented gambling focus and not by merit.

What Does Each Gambling PR Agency Offer?

1. 5W

5W describes itself as a PR, creative and AI Visibility agency headquartered in Miami, with casino, sportsbook, iGaming, lottery and gambling technology experience and all work handled in house. Its practice page cites a Foxwoods Resort Casino 30th-anniversary program that generated 787.7 million-plus media impressions and 196 placements, according to the agency's own case study. It also publishes research on the category, including a 2026 Gaming Trust Index that reports $3.9 billion in U.S. sports betting and online gaming advertising spend in 2025, of which $90 million, or 2.3%, went to earned media. 5W states that its PR retainers start around $15,000 per month.

2. Virgo PR

Virgo PR is a boutique agency for gaming, esports and Web3 companies, headquartered in Miami. Its gaming practice covers nine sectors, including sports betting and table gaming for casino and card game offerings, and it runs an esports public relations division. Its published case studies are gaming and Web3 companies, such as the nWay Olympic play-to-earn game, Genies and Ready Player Me, rather than named sportsbook or casino operators. That is why Virgo PR sits second here: the gaming and media relations record is documented, while named gambling operator clients are not. See the full gaming PR page and twenty great gaming PR campaigns.

3. Square in the Air

Square in the Air is a London agency founded in 2006 that focuses on sports betting and gaming communications. iGamingFuture reported that it rose to 75th in the 2025 PRWeek UK Top 150 and is the only firm in that list focused exclusively on sports betting and gaming communications. SBC News reported in 2022 that it launched a joint venture with the Boston agency CTP to serve North American sports betting and iGaming. It now offers PR, creative and performance marketing.

4. Press Box PR

Press Box PR is a digital PR agency founded in 2020 with offices in London and Manchester and about 50 people, according to its own announcement. It was named PR Agency of the Year at the 2026 European iGaming Awards, and its site lists Betfair, Slingo, OLBG and Sporting Life among its betting and gaming clients. It also says it helps brands appear in AI citations and large language model recommendations.

5. Red Knot

Red Knot specializes in sports, sports betting and gaming PR and was founded in 2020. A 2021 Business Wire release named former Fox Bet CEO Robin Chhabra as chairman and described offices in the United States, United Kingdom, Asia and Latin America. SBC Americas reported its Los Angeles office opening in 2022, and a 2023 release reported a Toronto office for Canada.

6. HPL Digital Sport

HPL Digital Sport is the sports betting and sports technology group of the New York agency Hot Paper Lantern. Champion Gaming Group named it its first communications agency of record in January 2022 for public relations and investor relations. In April 2024 it was also named public relations agency of record for Five Star Fans.

How Do You Choose a Gambling PR Agency?

• Verify named clients. Ask for the casino, sportsbook, lottery or iGaming clients the agency has represented, and check them against trade press.

• Match the market. A UK and European specialist and a U.S. state-by-state specialist solve different problems.

• Check the compliance record. Ask how the team handles state rules, platform approvals and responsible gambling messaging.

• Ask about earned media, not only links. Coverage in credible business, trade and regional outlets builds trust that paid placements cannot.

• Ask how results are measured. Placements, search position, AI assistant referral sessions and citations are better gauges than clip counts.

• Confirm who does the work. A single in-house team is simpler to brief than a PR firm, an SEO vendor and a content shop.

What Does Gambling PR Cost?

Published fee data in this category is thin, and most agencies quote custom proposals. The few public figures are below.

AgencyPublished figureSource

5WPR retainers start around $15,000 per month5W casino and gambling practice page HPL Digital SportUS $15,500 per month for PR and investor relations, month to month, disclosed by Champion Gaming Group in January 2022Newsfile release Square in the Air, Press Box PR, Red KnotCustom quotes, no published retainerAgency sites

What Rules Shape Gambling PR?

Gambling brands face advertising restrictions that vary by state and by platform, and major ad platforms require approval before a gambling advertiser can run paid campaigns. U.S. market launches also roll out state by state rather than nationally. PR is not bound by the same ad rules as paid media, but statements about odds, winnings and responsible gambling still need legal review. A generalist agency that does not know these limits can create regulatory and reputation risk at the moment a market opens.

Gaming and gambling overlap, but they are different briefs. Studios, esports teams and Web3 platforms need creator and community work, covered in Virgo PR's guide to pitching games journalists and streamers, while operators need regulator-aware communications. For crypto-linked gaming, see the best crypto and Web3 PR agencies.

Frequently asked questions

What is a gambling PR agency?

A gambling PR agency earns media coverage, builds executive positioning and manages reputation for casinos, sportsbooks, iGaming operators, lottery brands and gambling technology companies, within advertising and responsible gambling rules.

Who are the best gambling PR agencies in 2027?

This list names 5W, Virgo PR, Square in the Air, Press Box PR, Red Knot and HPL Digital Sport, based on documented gambling or gaming client work. Virgo PR publishes the list, and 5W is a sister agency.

Why is 5W ranked first?

The publisher placed 5W first because its practice page documents casino, sportsbook, iGaming, lottery and affiliate client experience, it publishes gambling research, and it combines PR, creative and AI visibility work in house.

Why is Virgo PR ranked second?

Virgo PR documents gaming, esports and Web3 gaming work and an esports division, and its gaming practice covers sports betting and table gaming. It does not publish named sportsbook or casino operator case studies, so it follows 5W.

How much does gambling PR cost?

Published figures are limited. 5W says PR retainers start around $15,000 per month, and Champion Gaming Group disclosed US $15,500 per month for PR and investor relations to HPL Digital Sport in 2022. Other agencies quote custom proposals.

Can PR help a gambling brand appear in AI search?

PR adds credible third-party coverage that AI assistants can find when answering questions about an operator. Coverage does not guarantee a citation or recommendation, so measure assistant referrals and mentions over time.

Is gambling PR different from gaming PR?

Yes. Gambling PR involves real-money wagering, state and platform advertising rules and responsible gambling messaging. Gaming PR focuses on launches, creators, esports and communities.

Talk to Virgo PR About Gaming and Gambling-Adjacent PR

Virgo PR works with gaming, esports and Web3 companies on media relations and AI search visibility. Review the Virgo PR work page or contact the team.