LAMBOURN, England, January 5 /PRNewswire/
-- Independent Gaming Consultant, Josh Apiafi, was commissionedby a client looking to invest in the gaming industry to test the brandstrength of ten of the biggest names within the sector, namely; 888, bet365,Betfair, Bodog, bwin, Ladbrokes, Paddy Power, Party Poker, Pokerstars andWilliam Hill.

Few would question the dominance of Google in search engineterms and therefore the number of Google Alerts* generated daily by each ofthe firms was a major indicator towards the results of the project. The datarun was complied throughout the month of December 2009. The resultshighlighted how strongly competitive the PR arena for the major gamblingcompanies was and also how successfully gambling companies have embraced theplethora of new media available.

Josh Apiafi, Partner of Apiafi Associates, commented: "Withmuch talk of digital and social media as well as the investment gamblingcompanies put into PR generally we were keen to see how well the industry wasgetting its message out there with impressive results."

"The method's simplicity is its trump card. Equally, theresults were very consistent on a daily basis - this wasn't a case of onebrand having a lot to shout about during this particular period or having oneor two very strong days that skewed the data."

Full daily results are available from Apiafi Associates.

        Company:         Total:    1.  Bodog         510    2.  PokerStars    493    3.  Betfair       467    4.  Paddy Power   437    5.  Ladbrokes     421    6.  Bet365        414    7.  William Hill  395    8.  BWin          178    9.  Party Poker   175    10. 888**          99

**mentions of telephone numbers containing '888' were discounted

*Google Alerts are a service offered by Google which notifiesits users by email, or as a feed, about the latest web and news pages oftheir choice.

About Apiafi Associates

Apiafi Associates is an independent consultancy whichconcentrates mainly within the gaming and horseracing industry. It alsoconsults to businesses outside of these areas on commercial, marketing andbranding matters. It is headed up by Josh Apiafi who prior to founding thebusiness was CEO of the Professional Jockeys Association. Josh was alsoDirector of Horseracing and Head of Marketing for Betfair from 2002 - 2007.

Apiafi Associates client base includes REL (Racing EnterprisesLtd), The Professional Jockeys Association, The PPF (Professional PlayersAssociation), Joules Clothing, Integrity In Sport Ltd, Rewards4Golf,Weathercock Racing Ltd and Sportsmasters International.

        Contact details:    josh@apiafi.com    Tel: +44(0)7841-899689