UK Gambling & Gaming Casino Games - PPC Market Share Analysis November 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Casino Games category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Casino Games – UK

Google AI Overview visibility for Gambling & Gaming Casino Games UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 1
99
<1%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 29
71
28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 0%
Transactional 0%
Navigational 0%
Seasonal 0%
Local 0%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 UK Gambling & Gaming Casino Games brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
clovercasino.com 12.96
kongcasino.com 12.65
partycasino.com 11.64
grosvenorcasinos.com 8.99
mrluck.com 7.06
wizardslots.com 3.78
coral.co.uk 3.16
monopolycasino.com 3.04
666casino.com 2.9
kingcasino.com 2.66
others 31.16
  • clovercasino.com - 12.96%
  • kongcasino.com - 12.65%
  • partycasino.com - 11.64%
  • grosvenorcasinos.com - 8.99%
  • mrluck.com - 7.06%
  • wizardslots.com - 3.78%
  • coral.co.uk - 3.16%
  • monopolycasino.com - 3.04%
  • 666casino.com - 2.9%
  • kingcasino.com - 2.66%
  • others - 31.16%

Copyright © Adthena. All rights reserved.

In the gambling PPC landscape, ‘others’ dominate with 31.16% click share, while clovercasino.com leads individual domains at 12.96%.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Casino Games brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date clovercasino.com kongcasino.com mrluck.com ivycasino.com 666casino.com bestukonlinecasinosites.com happytiger.co.uk wizardslots.com playright.co.uk top10bestonlinecasinos.co.uk
2025/11/01 13.89% 10.65% 6.39% 0% 6.53% 4.67% 0% 3.97% 2.52% 14.01%
2025/11/02 22.87% 18.34% 9.13% 0% 9.51% 1.18% 0.42% 7.92% 1.27% 0%
2025/11/03 23.61% 28.67% 10.55% 0% 13.64% 2.46% 0.1% 8.64% 0% 0.54%
2025/11/04 21.01% 18.88% 6.25% 0% 4.09% 3.53% 1.95% 7.15% 0% 0%
2025/11/05 30.27% 29.6% 9.18% 0% 9.66% 0.12% 0.11% 10.5% 0.54% 0%
2025/11/06 30.17% 24.94% 10.79% 0% 8.15% 0.23% 0.21% 14.98% 0.58% 0%
2025/11/07 14.18% 7.8% 7.88% 0% 4.95% 4.43% 0.84% 4.78% 3.41% 15.33%
2025/11/08 16.7% 10.95% 6.49% 0% 4.94% 8.36% 0.03% 6.52% 7.09% 6.69%
2025/11/09 24.44% 21.08% 13.87% 0% 6.39% 0% 1.98% 11.06% 0.03% 0%
2025/11/10 31.3% 20.07% 14.04% 0% 10.75% 0.79% 0.01% 11.29% 0.36% 0%
2025/11/11 19.5% 11.94% 10.62% 0% 3.67% 0% 0.92% 6.82% 5.37% 0.26%
2025/11/12 14.69% 10.1% 6.91% 0% 6.03% 0.24% 0.05% 3.65% 0.01% 0%
2025/11/13 25.69% 22.84% 14.35% 0% 5.76% 1.05% 0.22% 6.59% 0.01% 0%
2025/11/14 10.47% 11.86% 11.57% 1.81% 5.98% 4.71% 0.36% 3.52% 6.02% 2.18%
2025/11/15 10.9% 9.81% 8.94% 3.12% 2.88% 3.05% 6.38% 2.68% 2.55% 2.94%
2025/11/16 21.18% 14.72% 15.78% 3.43% 5.62% 0% 1.66% 2.95% 0.8% 0.15%
2025/11/17 9.07% 9.41% 8.4% 4.2% 1.83% 4.05% 5.49% 1.77% 8.61% 5.81%
2025/11/18 5.74% 11.64% 6.2% 2.59% 1.48% 1.41% 3.65% 0.9% 7.36% 2.23%
2025/11/19 9.83% 8.44% 6.15% 2.11% 1.58% 4.57% 8.06% 0.78% 2.49% 0.23%
2025/11/20 13.65% 12.11% 5.76% 1.87% 3.69% 2.53% 3.75% 2.05% 2.21% 0.32%
2025/11/21 11.99% 14.34% 5.92% 4.96% 0.95% 1.13% 3.51% 1.46% 0.58% 0%
2025/11/22 11.21% 9.33% 6.48% 2.43% 1.54% 0.96% 2.76% 0.97% 1.94% 2.51%
2025/11/23 13.69% 11.12% 7.47% 3.8% 2.58% 0.37% 6.4% 1.19% 0.09% 3.37%
2025/11/24 7.08% 10.1% 7.54% 5.31% 1% 1.16% 8.52% 1.03% 1.03% 0.61%
2025/11/25 17.17% 15.93% 7.8% 7.88% 0.95% 0.95% 4.01% 2.52% 0.58% 0.63%
2025/11/26 11.96% 15.24% 7.79% 2.48% 1.39% 0.28% 10.13% 1.19% 3.28% 0%
2025/11/27 18.59% 13.47% 5.62% 5.96% 3.71% 2.98% 5.51% 2.16% 1.05% 0.86%
2025/11/28 14.94% 12.7% 5.63% 5.24% 2.63% 19.09% 2.16% 1.67% 1.91% 0.62%
2025/11/29 20.43% 22.68% 12.05% 11.17% 7.29% 1.42% 2.41% 2.77% 0.34% 0%
2025/11/30 22.6% 16.06% 14.77% 11.84% 6.27% 2.29% 1.81% 1.6% 0.4% 0%
  • clovercasino.com
  • kongcasino.com
  • mrluck.com
  • ivycasino.com
  • 666casino.com
  • bestukonlinecasinosites.com
  • happytiger.co.uk
  • wizardslots.com
  • playright.co.uk
  • top10bestonlinecasinos.co.uk

Copyright © Adthena. All rights reserved.

Clovercasino.com led November with fluctuating spend, peaking at 31.3%. Kongcasino.com followed closely, while mrluck.com maintained steady growth. Ivycasino.com and 666casino.com showed modest gains. The month ended with clovercasino.com dominating.

Market Exposure

Competitor Count for UK Gambling & Gaming Casino Games

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/11/01 44
2025/11/02 46
2025/11/03 37
2025/11/04 31
2025/11/05 36
2025/11/06 32
2025/11/07 37
2025/11/08 39
2025/11/09 33
2025/11/10 28
2025/11/11 34
2025/11/12 35
2025/11/13 41
2025/11/14 54
2025/11/15 60
2025/11/16 53
2025/11/17 58
2025/11/18 71
2025/11/19 65
2025/11/20 63
2025/11/21 59
2025/11/22 64
2025/11/23 71
2025/11/24 65
2025/11/25 65
2025/11/26 65
2025/11/27 60
2025/11/28 62
2025/11/29 61
2025/11/30 55

Copyright © Adthena. All rights reserved.

November began with 44 advertisers, fluctuating initially, then surged mid-month, peaking at 71 on the 18th and 23rd. The month concluded with 55 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Casino Games

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
grosvenorcasinos.com 10.42%
kingcasino.com 4.88%
monopolycasino.com 4.42%
ivycasino.com 3.43%
ladbrokes.com 2.79%
666casino.com -2.59%
kongcasino.com -3.16%
wizardslots.com -5.7%
clovercasino.com -6.48%
partycasino.com -7.72%

Copyright © Adthena. All rights reserved.

Grosvenorcasinos.com surged with a 10.42% click share increase, while partycasino.com plummeted by 7.72%.

Campaign Efficiency

UK Gambling & Gaming Casino Games Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date clovercasino.com mrluck.com kongcasino.com ivycasino.com 666casino.com betfred.com grosvenorcasinos.com happytiger.co.uk wizardslots.com partycasino.com
2025/11/01 21.52% 9.22% 18.71% 0% 8.19% 0.01% 0% 0% 7.91% 0%
2025/11/02 17.19% 8.07% 16.98% 0% 6.88% 3.35% 0.14% 1.46% 4.95% 8.66%
2025/11/03 22.57% 13.67% 33.87% 0% 14.86% 0.22% 0.03% 0.11% 10.14% 0%
2025/11/04 14.01% 8.09% 16.99% 0% 3.67% 5.75% 0% 5.58% 4.72% 12.93%
2025/11/05 22% 4.85% 36.18% 0% 5.19% 0.42% 0.05% 0.14% 17.08% 0%
2025/11/06 25.98% 10.4% 31.02% 0% 5.08% 0.68% 0% 0.31% 19.35% 0%
2025/11/07 13.71% 11.8% 13.3% 0% 5.33% 0.41% 0% 1.46% 7.85% 0%
2025/11/08 23.75% 10.5% 16.63% 0% 5.37% 1.04% 0% 0.07% 11.87% 0%
2025/11/09 18.56% 12.36% 18.7% 0% 5.04% 2.41% 2.71% 8.34% 10.24% 6.08%
2025/11/10 27.74% 14.18% 25.73% 0% 11.74% 0.26% 0% 0% 15.93% 0%
2025/11/11 24.08% 13.43% 14.09% 0% 2.18% 4.56% 0.2% 4.63% 8.12% 8.85%
2025/11/12 14.75% 12.7% 16.54% 0% 5.72% 2.52% 0% 0.1% 9.27% 6.55%
2025/11/13 23.91% 14.5% 32.55% 0% 6.97% 1.39% 4.07% 0.48% 6.32% 0%
2025/11/14 13.79% 11.44% 18.16% 0.95% 6.09% 1.96% 2.86% 0.37% 1.73% 4.41%
2025/11/15 12.18% 17.88% 17.76% 5.78% 3.03% 1.05% 2.44% 8.97% 1.89% 0%
2025/11/16 19.65% 17.58% 21.81% 3.22% 3.7% 3.52% 0.45% 1.54% 2.74% 2.5%
2025/11/17 8.31% 15% 16.25% 5.3% 1.05% 1.36% 5.51% 4.67% 1.57% 1.21%
2025/11/18 7.01% 11.61% 16.38% 4.93% 1.09% 6.36% 6.44% 5.78% 0.58% 0%
2025/11/19 13.37% 7.01% 17.36% 4.17% 2.11% 5.95% 1.14% 7.42% 0.41% 5.92%
2025/11/20 16.69% 10.53% 21.94% 2.23% 3.16% 2.38% 0.05% 2.11% 2.37% 0%
2025/11/21 15.57% 6.56% 22.87% 6.44% 0.53% 0.7% 3.6% 2.35% 0.67% 0%
2025/11/22 11.76% 9.33% 13.19% 4% 2.42% 2.26% 3.62% 6.76% 0.35% 5.31%
2025/11/23 9.35% 7.87% 16.67% 9.22% 3.93% 4.79% 2.19% 8.91% 0.53% 0%
2025/11/24 9.2% 15.15% 16.91% 9.53% 0.72% 3.97% 7.43% 9.83% 0.45% 0%
2025/11/25 19.63% 11.18% 19.1% 10.35% 0.43% 5.31% 6.44% 3.4% 1.07% 1.54%
2025/11/26 17.08% 10.75% 24.28% 3.75% 1.71% 2.17% 6.32% 9.63% 1.05% 0%
2025/11/27 15.13% 7.5% 13.66% 7.22% 4.03% 11.13% 3.75% 10.49% 1.14% 6.1%
2025/11/28 22.82% 10.16% 25.51% 9.48% 2.74% 2.17% 1.7% 3.39% 1.9% 0%
2025/11/29 12.91% 21.03% 28.37% 16.22% 4.4% 1.1% 0.94% 1.51% 1.22% 0%
2025/11/30 22.07% 19.04% 18.36% 15.21% 6.9% 2.42% 1.98% 1.8% 0.69% 0%
  • clovercasino.com
  • mrluck.com
  • kongcasino.com
  • ivycasino.com
  • 666casino.com
  • betfred.com
  • grosvenorcasinos.com
  • happytiger.co.uk
  • wizardslots.com
  • partycasino.com

Copyright © Adthena. All rights reserved.

Clovercasino.com led November with fluctuating impressions, peaking at 27.74% on the 10th. Mrluck.com saw a late surge, ending at 19.04%. Kongcasino.com had a strong start, peaking at 36.18% on the 5th. Ivycasino.com and 666casino.com had modest shares, while partycasino.com and betfred.com showed sporadic activity. Grosvenorcasinos.com and happytiger.co.uk had minimal presence. Wizardslots.com started strong but declined, ending at 0.69%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Casino Games

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Casino Games - Last month
  1. 1
    New Players Welcome | UK Megaways Games https://www.clovercasino.com

    Top UK hot slots available to play online at Clover

  2. 2
    New Players Welcome https://www.kongcasino.com

    Kong - Megaways Online — Discover hundreds of online megaways games available to play at Kong

  3. 3
    New Players Welcome https://www.mrluck.com

    Mr Luck - Megaways Games — Hundreds of online games available to play at Mr Luck. Online hot slots at Mr Luck. New players welcome.

  4. 4
    William Hill Vegas - Deposit - & Stake £10 Get 200 Free Spins https://promotion.williamhill.com › bigbashsplash › t&cs_apply_18+

    Deposit & Stake £10 Get 200 Free Spins. T&Cs Apply. Play Safe. 18+. Some Payment Excluded.

  5. 5
    Wizard Slots - Best Megaways Games Site https://www.wizardslots.com

    Play the top UK hot slots online at Wizard

Copyright © Adthena. All rights reserved.

In the competitive world of online gaming, Clover Casino, Kong Casino, and Mr Luck captivate new players with enticing Megaways games. Meanwhile, William Hill offers a generous 200 free spins, and Wizard Slots highlights its top UK hot slots, creating a vibrant landscape of opportunities.

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