Another Site Under Finixio/Clickout’s Control: How CardPlayer(.)com Became a Parasitic SEO Tool
I have been closely following new players in the field of parasitic SEO. The scenario is always the same: an authoritative website is acquired, completely restructured, and used to promote crypto casinos and illegal gambling businesses. Recently, this scheme has affected CardPlayer(.)com—a website that was once exclusively dedicated to poker but has now abruptly changed direction.
How Does This Scheme Work?
Finixio/Clickout Media identifies websites with high trust rankings from search engines, purchases them, and then fills them with content related to casinos and cryptocurrencies. This allows them to bypass standard SEO promotion methods and achieve top search rankings within just a few months.
CardPlayer(.)com is a textbook example of this approach. Until recently, it was exclusively focused on poker. Now, while its structure remains unchanged—maintaining audience trust—its content has been completely revamped.
What Has Changed?
A comparison of the homepage of CardPlayer(.)com from October 2024 and January 2025 reveals significant changes. For example, the "Women in Poker" section has disappeared, replaced by a new category: "Online Casinos."
The left panel, which previously offered a search for poker rooms and educational materials, now redirects users to casino bonus websites. This is a hallmark of parasitic SEO: part of the old content remains, but the primary focus shifts to new, more profitable topics.
A Sale or Paid Placement?
All signs indicate that the site was sold. In December 2024, the Nevada business registry recorded the liquidation of Card Player Media, LLC, which had owned CardPlayer(.)com since 1993.
Why Is This Considered Parasitic SEO?
These projects always follow the same pattern:
- Casino-related content is embedded into an old, authoritative website.
- Some original material is preserved to maintain audience trust.
- The site suddenly begins ranking for highly competitive keywords related to illegal casinos.
For example, CardPlayer(.)com now features a page ranking the "Best Bitcoin Casinos"—a typical Finixio hallmark. Meanwhile, poker is barely mentioned anymore, with the main focus shifting to roulette, blackjack, and baccarat.
Who Is Behind This?
Establishing an official connection between Finixio and CardPlayer(.)com is difficult, but the circumstantial evidence is undeniable.
For instance, the site’s new authors include individuals who previously worked on other Finixio projects. Ciaran McInin, the new editor of the sports betting section, has a background in the gambling industry and prior connections to Finixio. Ricky Davis, another contributor, has a similar history.
Another notable trend is the appearance of numerous "authors" on CardPlayer(.)com who cannot be found on LinkedIn or in search engines.
For example, Malin Sjöberg, who has written all the articles about unlicensed Swedish casinos, has no social media profiles or any trace online. Her photo appears to be AI-generated.
A similar situation applies to Frederik de Koning, who supposedly writes for the Dutch segment of the site. His profile redirects to another page, and his image is also likely AI-generated.
How Does Finixio Manage Its Network?
CardPlayer(.)com is also linked to well-known Finixio employees. For example, Dennis Kussel, who previously worked at Techopedia, is now listed as a contributor to the site. He holds a high-ranking position at Finixio/Clickout Media, confirming their control over the project.
Conclusion
This case is yet another example of how Finixio turns well-known websites into tools for parasitic SEO. They continue refining their strategy, targeting new keywords, and reaching the top of search rankings within months.
