Seen this subject talked about on a couple of the forums, so thought i would ask in here.

Have you ever seen a UK brand interlink like this before? (Go to the homepage and scroll to the footer) I kind of like the techniques from an SEO perspective, but have never seen any brands in the UK try this before?

hxxps://www.mrspin.co.uk/
hxxps://www.pocketwin.co.uk/
hxxps://www.bonusboss.co.uk/
hxxps://www.cashmo.co.uk/
hxxps://www.jammymonkey.com/

Using exact match on most.

Imagine the power if Entain or someone like that did it? Do the big guns avoid this technique due to ASA or Gambling commission issues?