UK Gambling & Gaming Casino Games - PPC Market Share Analysis September 2026

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 32.8735850851
67.1264149149
32%

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 34
66
34%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 1%
Navigational 8%
Seasonal 0%
Local 1%
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
grosvenorcasinos.com 47.43
monopolycasino.com 7.18
partycasino.com 5.77
bet365.com 3.76
kongcasino.com 3.71
bestukonlinecasinosites.com 3.29
top10bestonlinecasinos.co.uk 3.15
megacasino.co.uk 3.11
playright.co.uk 2.17
betway.com 2.08
others 18.35
  • grosvenorcasinos.com - 47.43%
  • monopolycasino.com - 7.18%
  • partycasino.com - 5.77%
  • bet365.com - 3.76%
  • kongcasino.com - 3.71%
  • bestukonlinecasinosites.com - 3.29%
  • top10bestonlinecasinos.co.uk - 3.15%
  • megacasino.co.uk - 3.11%
  • playright.co.uk - 2.17%
  • betway.com - 2.08%
  • others - 18.35%

Copyright © Adthena. All rights reserved.

Grosvenorcasinos.com dominates with 47.43% click share, while ‘others’ collectively hold 18.35%. Monopolycasino.com follows at 7.18%, with partycasino.com at 5.77%.

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 bet365.com bestukonlinecasinosites.com grosvenorcasinos.com top10bestonlinecasinos.co.uk 10bestcasinositesuk.co.uk playright.co.uk 10bestcasinos.co.uk betway.com betmgm.co.uk ladbrokes.com
2026/09/01 13.41% 8.57% 4.25% 6.33% 0% 5.64% 0.58% 4.9% 4% 3.18%
2026/09/02 9.68% 15.86% 5.33% 12.41% 2.3% 7.35% 1.82% 3.71% 0.42% 1.22%
2026/09/03 9.96% 15.58% 5.42% 8.51% 2.38% 11.66% 1.15% 3.87% 3.33% 2.09%
2026/09/04 12.81% 15.79% 6.03% 6.65% 2.36% 5.96% 1.62% 4.86% 4.51% 3.99%
2026/09/05 17.01% 7.39% 10.97% 3.1% 0.28% 7.28% 2.48% 4.22% 1.26% 7.01%
2026/09/06 18.05% 13.39% 6.94% 3.64% 0% 4.46% 1.33% 6.11% 1.17% 3.25%
2026/09/07 11.56% 11.25% 8.54% 2.4% 0.08% 8.52% 2.18% 3.56% 2.53% 3.82%
2026/09/08 10.29% 20.38% 6.45% 10.15% 0.17% 4.64% 0.9% 3.77% 6.09% 3.82%
2026/09/09 14.41% 13.28% 6.64% 10.37% 7% 6.65% 0.94% 3.85% 7.65% 4.25%
2026/09/10 5.82% 11.86% 5.68% 14.36% 0.22% 5.94% 1.49% 4.03% 4.96% 7.03%
2026/09/11 2.45% 11.57% 9.37% 5.62% 0.57% 3.84% 2.09% 6.54% 7.8% 7.68%
2026/09/12 6.12% 12.32% 7.76% 1.89% 3.73% 6.42% 1.44% 3.36% 6.35% 5.68%
2026/09/13 17.94% 15.17% 5.36% 10.52% 2.68% 9.58% 2.26% 3.49% 0.94% 3.26%
2026/09/14 22.11% 9.86% 12.01% 6.14% 0% 2.97% 1.02% 10.75% 7.02% 2.07%
2026/09/15 20.6% 10.99% 7.94% 6.95% 5.32% 6.51% 7.06% 5.85% 4.88% 0.53%
2026/09/16 13.98% 14.76% 8.08% 11.41% 1.78% 7.02% 1.57% 2.77% 4.85% 2.2%
2026/09/17 16.51% 11.54% 6.93% 4.65% 2.77% 7.09% 2.5% 2.35% 7.85% 0.62%
2026/09/18 24.43% 11.54% 8.86% 4.27% 2.23% 5.58% 5.54% 4.97% 2.97% 1.47%
2026/09/19 11.05% 14.81% 6.49% 11.9% 0.37% 8.18% 6.6% 5.83% 3.41% 1.52%
2026/09/20 8.84% 20.16% 6.56% 13.23% 3.4% 14.57% 2.64% 1.03% 2.07% 1.36%
2026/09/21 20.86% 12.29% 7.25% 9.88% 1.61% 5.76% 1.31% 3.27% 4.52% 4.12%
2026/09/22 13.28% 15.93% 5.95% 14.15% 3.52% 11.97% 2.92% 2.78% 0.51% 1.97%
2026/09/23 12.47% 12.61% 8.38% 7.44% 6.27% 8% 0.6% 5.62% 2.21% 3.83%
2026/09/24 9.67% 14% 7.82% 18.26% 3.74% 8.35% 1.91% 6.27% 3.57% 3.74%
2026/09/25 21.08% 13.35% 7.79% 11.26% 6.89% 9.06% 1.56% 1.22% 0.32% 3.75%
2026/09/26 14.57% 17.72% 8.3% 12.42% 9.08% 6.14% 1.03% 3.8% 2.86% 1.82%
2026/09/27 11.63% 17.82% 7.72% 12.41% 7.44% 4.64% 6.36% 1.74% 0.54% 4.62%
2026/09/28 17.34% 14.78% 7.38% 7.41% 5.74% 10.28% 0.96% 4.34% 4.58% 1.81%
2026/09/29 20.21% 3.73% 10.8% 7.32% 17.89% 8.78% 0.22% 6.74% 2.53% 2.91%
2026/09/30 14.59% 10.15% 8.96% 8.22% 7.36% 6.79% 5.66% 3.05% 2.92% 2.6%
  • bet365.com
  • bestukonlinecasinosites.com
  • grosvenorcasinos.com
  • top10bestonlinecasinos.co.uk
  • 10bestcasinositesuk.co.uk
  • playright.co.uk
  • 10bestcasinos.co.uk
  • betway.com
  • betmgm.co.uk
  • ladbrokes.com

Copyright © Adthena. All rights reserved.

In September 2026, bet365.com led with fluctuating spend, peaking mid-month. Bestukonlinecasinosites.com showed consistent performance, while grosvenorcasinos.com remained stable. Top10bestonlinecasinos.co.uk surged late month, ending strong.

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
2026/09/01 51
2026/09/02 49
2026/09/03 52
2026/09/04 50
2026/09/05 54
2026/09/06 48
2026/09/07 56
2026/09/08 49
2026/09/09 48
2026/09/10 48
2026/09/11 42
2026/09/12 52
2026/09/13 51
2026/09/14 48
2026/09/15 57
2026/09/16 58
2026/09/17 56
2026/09/18 56
2026/09/19 63
2026/09/20 56
2026/09/21 57
2026/09/22 54
2026/09/23 58
2026/09/24 54
2026/09/25 51
2026/09/26 50
2026/09/27 46
2026/09/28 56
2026/09/29 52
2026/09/30 46

Copyright © Adthena. All rights reserved.

September saw fluctuating advertiser numbers, peaking at 63 on the 19th. The month concluded with a dip to 46, reflecting dynamic market shifts.

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 8.75%
top10bestonlinecasinos.co.uk 1.77%
bet365.com 1.3%
playright.co.uk 0.89%
admiralcasino.co.uk 0.77%
betway.com -0.83%
betfair.com -1.14%
megacasino.co.uk -2.2%
partycasino.com -5.72%
monopolycasino.com -6.25%

Copyright © Adthena. All rights reserved.

Grosvenorcasinos.com surged with an 8.75% click share increase, while monopolycasino.com faced a 6.25% decline.

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 grosvenorcasinos.com bet365.com betway.com top10bestonlinecasinos.co.uk bestukonlinecasinosites.com betmgm.co.uk playright.co.uk kongcasino.com betfred.com monopolycasino.com
2026/09/01 9.16% 4.26% 9.62% 2.5% 3.26% 1.13% 2.51% 3.55% 3.7% 9.24%
2026/09/02 14.15% 3.58% 9.94% 6.47% 6.94% 1.39% 3.17% 1.61% 1.47% 8.51%
2026/09/03 13.02% 3.76% 13.6% 4.7% 6.31% 3.73% 4.72% 4.28% 3.36% 9.66%
2026/09/04 18.37% 5.3% 7.88% 3.71% 7.16% 2.97% 3.18% 1.56% 1.72% 11.77%
2026/09/05 23.05% 5.05% 13.01% 0.93% 2.61% 3.77% 2.95% 5.41% 1.23% 0%
2026/09/06 21.01% 7.31% 12.74% 1.29% 6.66% 0.89% 1.96% 7.61% 1.14% 0%
2026/09/07 19.89% 4.24% 7.77% 0.79% 6.13% 4.48% 3.36% 3.65% 0.9% 0%
2026/09/08 15.77% 3.44% 7.39% 5.16% 9.21% 6.21% 2.36% 1.74% 3.34% 4.25%
2026/09/09 17.67% 6.55% 10.35% 5.14% 5.94% 8.89% 3% 3.2% 3.01% 0%
2026/09/10 12.76% 2.05% 8.12% 7.14% 4.3% 4.11% 3.25% 2.86% 7.2% 0%
2026/09/11 18.71% 0.85% 12.15% 2.1% 3.64% 7.93% 1.29% 3.04% 12.43% 0%
2026/09/12 16.69% 2.67% 8% 0.55% 5.68% 3.79% 1.77% 1.91% 15.89% 0%
2026/09/13 15.74% 12.9% 9.96% 5.22% 6.62% 3.65% 4.18% 1.55% 10.46% 0%
2026/09/14 27.33% 12.55% 17.45% 2.2% 2.89% 3.62% 0.86% 1.19% 8.16% 0%
2026/09/15 20.44% 10.4% 12.2% 3.72% 4.55% 5.14% 3.58% 2.1% 1.16% 4%
2026/09/16 22.22% 7.98% 7.12% 6.02% 6% 2.9% 2.6% 2.55% 4.92% 1.43%
2026/09/17 19.43% 8.39% 6.8% 2.92% 5.23% 5% 3.16% 1.43% 5.26% 3.1%
2026/09/18 24.21% 14.33% 9.31% 2.53% 5.97% 3.53% 2.72% 1.76% 2.48% 0%
2026/09/19 19.46% 7.18% 8.89% 7.47% 7.46% 2.5% 3.92% 1.37% 3.66% 1.56%
2026/09/20 20.67% 5.07% 3.35% 8.74% 9.82% 0.94% 7.99% 4.41% 2.85% 0%
2026/09/21 21.5% 12.75% 3.74% 5.77% 5.15% 9.78% 2.15% 3.11% 8.13% 3.08%
2026/09/22 17.29% 12.34% 1.85% 8.44% 7% 2.3% 5.97% 3.7% 3.26% 0%
2026/09/23 21.82% 10.11% 5.49% 5.81% 5.68% 2.07% 3.83% 6.81% 1.86% 3.06%
2026/09/24 22.01% 7.09% 2.76% 11.67% 6.06% 2.99% 4.31% 2.51% 0.38% 0%
2026/09/25 16.7% 11.65% 6.02% 7.53% 7.08% 2.1% 4.8% 6.15% 0.04% 0%
2026/09/26 25.66% 12.67% 3.19% 7.8% 7.49% 1.11% 2% 10.09% 0.23% 0%
2026/09/27 24.09% 11.12% 3.21% 8.45% 8.18% 0.22% 1.69% 3.3% 0.13% 0%
2026/09/28 23.03% 12.54% 4.12% 4.43% 7.37% 4.04% 5.19% 2.54% 0.18% 0%
2026/09/29 29.77% 12.33% 5.76% 3.98% 2.67% 0.89% 4.51% 2.31% 0.36% 0%
2026/09/30 25.48% 11.77% 5.63% 4.86% 3.91% 3.75% 3.57% 2.31% 0.24% 0%
  • grosvenorcasinos.com
  • bet365.com
  • betway.com
  • top10bestonlinecasinos.co.uk
  • bestukonlinecasinosites.com
  • betmgm.co.uk
  • playright.co.uk
  • kongcasino.com
  • betfred.com
  • monopolycasino.com

Copyright © Adthena. All rights reserved.

Grosvenorcasinos.com led September with a peak impression share of 29.77% on the 29th. Bet365.com and betway.com showed fluctuating trends, while top10bestonlinecasinos.co.uk and bestukonlinecasinosites.com had moderate shares. Betmgm.co.uk and playright.co.uk maintained lower shares. Monopolycasino.com, kongcasino.com, and betfred.com had minimal impact.

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
    200 Free Spins Fishin' Frenzy https://promotions.betfred.com › new_cust_only › t&cs_apply_18+

    Online Games 200 Free Spins — Enter Code SPINS When You Sign Up & Bet £10 To Get 200 Free Spins On Our Best Games. 18+

  2. 2
    BetMGM Casino: The Real Deal - Join & Earn Double Rewards https://www.betmgm.co.uk

    Welcome Offer: Up to £50 & 125 Free Spins is our warm Vegas welcome. 18+. T&Cs apply.

  3. 3
    Get £30 Bonus + 100 Free Spins | Exclusive Slots Welcome Offer https://lp.betvictor.com › freespins-offer › play-safe

    Get £30 Bonus + 100 Spins on Gold Train If You Play £10. 18+ New Customers. T&Cs apply.

  4. 4
    Grosvenor™ Casinos | Grosvenor™ Online Casino https://www.grosvenorcasinos.com

    Join & Collect Your Bonus: Deposit £20, Play with £40. Keep It Fun. T&Cs apply.18+ Join The UK's Premier Online Casino. Register & Play. Online Sports Betting. Live Casino Tables. UK Licensed.

  5. 5
    Play £10, Get 100 Free Spins | Fast Withdrawal, 24/7 Support https://www.virginbet.com

    Play £10 On Slots, Get 100 Free Spins. Online Casino Betting. New Members Only. T&Cs. 18+.

Copyright © Adthena. All rights reserved.

In the competitive world of online gaming, Betfred, BetMGM, BetVictor, Grosvenor, and Virgin Bet captivate audiences with enticing offers. Betfred lures with 200 free spins, while BetMGM promises double rewards. BetVictor and Virgin Bet offer free spins, and Grosvenor doubles deposits, each crafting unique, compelling narratives.

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