AUS Gambling & Gaming Online Gambling - PPC Market Share Analysis January 2026

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

Google AI Overview visibility for Gambling & Gaming Online Gambling AUS

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

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AIO Frequency

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

Frequency	Percentage
Frequency	10.1070950469
	89.8929049531

10%

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	33
	67

33%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	0%
Transactional	13%
Navigational	0%
Seasonal	0%
Local	0%
Problem Solving	0%

Market Exposure

Share of Clicks for top 10 AUS Gambling & Gaming Online Gambling brands

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

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
bet365.com.au	58.17
mybet.com.au	11.58
swiftbet.com.au	9.61
sportsbet.com.au	8.06
picklebet.com	5.06
pointsbet.com.au	3.99
newbookie.com.au	0.93
solitaire.net	0.91
dundle.com	0.62
kenogo.com.au	0.56
others	0.51

bet365.com.au - 58.17%
mybet.com.au - 11.58%
swiftbet.com.au - 9.61%
sportsbet.com.au - 8.06%
picklebet.com - 5.06%
pointsbet.com.au - 3.99%
newbookie.com.au - 0.93%
solitaire.net - 0.91%
dundle.com - 0.62%
kenogo.com.au - 0.56%
others - 0.51%

Bet365.com.au dominates with 58.17% click share, overshadowing others. Mybet.com.au follows at 11.58%, while Swiftbet.com.au captures 9.61%. Others collectively hold 0.51%.

Market Exposure

Share of Spend for the top 10 AUS Gambling & Gaming Online Gambling 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.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	bet365.com.au	mybet.com.au	picklebet.com	sportsbet.com.au	kenogo.com.au	pointsbet.com.au	swiftbet.com.au	newbookie.com.au	neds.com.au	palmerbet.com
2026/01/01	5.09%	52.28%	33.07%	0%	0%	6.94%	0%	0%	0%	0.05%
2026/01/02	12.9%	35.27%	22.6%	0.55%	0%	4.94%	18.15%	0%	0%	0.57%
2026/01/03	29.08%	17.94%	0.85%	15.85%	0%	0.35%	30.35%	3.45%	2.1%	0.02%
2026/01/04	29.01%	18.86%	0.22%	19.05%	0%	3.35%	26.82%	2.68%	0%	0.02%
2026/01/05	39.15%	10.02%	0.88%	15.26%	0%	4.37%	30.28%	0%	0%	0.03%
2026/01/06	30.02%	12.5%	0.8%	24.45%	0%	0%	32.09%	0%	0%	0.01%
2026/01/07	42.27%	19.23%	2.84%	0%	0%	2.12%	32.93%	0%	0%	0.11%
2026/01/08	29.86%	38.49%	16.94%	0.62%	0%	11.11%	0%	0%	0%	0%
2026/01/09	0%	55.07%	17.65%	0.97%	0%	23.14%	0%	0%	0%	0.34%
2026/01/10	33.68%	14.9%	1.31%	17.33%	0%	1.52%	16.51%	14.7%	0%	0.02%
2026/01/11	45.46%	16.55%	2.8%	23.82%	0.14%	4.16%	7.03%	0%	0%	0.02%
2026/01/12	60.36%	8.39%	2%	17.01%	0.3%	2.38%	9.44%	0%	0%	0.03%
2026/01/13	35.77%	14.22%	1.17%	28.23%	0.74%	1.17%	15.62%	3%	0%	0.01%
2026/01/14	36.48%	16.19%	4.35%	11.99%	0.22%	3.91%	21.66%	3.78%	0%	0.02%
2026/01/15	27.52%	14.6%	9.36%	0.38%	1.89%	12.27%	19.24%	0%	0%	14.1%
2026/01/16	0%	54.57%	17.48%	1.18%	0%	22.93%	0%	0%	0%	0.41%
2026/01/17	48.31%	23.96%	4.19%	0.07%	0.43%	4%	18.85%	0%	0%	0%
2026/01/18	21.26%	22.84%	1.39%	21.91%	0.25%	0.49%	19.72%	7.17%	0%	4.76%
2026/01/19	42.87%	23.71%	3.31%	10.44%	0.54%	3.42%	15.55%	0%	0%	0.02%
2026/01/20	59.06%	12.67%	0%	6.4%	0.92%	0.52%	20.21%	0%	0%	0.03%
2026/01/21	38.22%	17.11%	0.69%	21.32%	0.88%	2.74%	18.94%	0%	0%	0.02%
2026/01/22	51.16%	9.2%	1.03%	11.24%	2.4%	2.05%	22.46%	0%	0%	0.06%
2026/01/23	57.62%	14.63%	0%	7.7%	4.5%	0%	14.66%	0%	0%	0.05%
2026/01/24	39.74%	30.26%	6.48%	0.3%	8.68%	8.92%	5.35%	0%	0%	0.1%
2026/01/25	40.5%	36.49%	3.36%	5.75%	8.78%	4.51%	0%	0%	0%	0.1%
2026/01/26	59.71%	18.12%	0%	12.64%	5.65%	1.38%	1.69%	0%	0%	0%
2026/01/27	48.4%	23.28%	7.42%	4.56%	9.29%	0%	5.83%	0%	0%	0%
2026/01/28	43.01%	19.45%	18.84%	1.24%	16.11%	0%	0%	0%	0%	0%
2026/01/29	48.41%	9.02%	5.57%	30.77%	5.65%	0%	0%	0%	0%	0%
2026/01/30	30.81%	26.46%	9.73%	8.8%	2.43%	7.64%	13.64%	0%	0%	0%
2026/01/31	49.54%	17.72%	13.03%	8.23%	3.65%	3.61%	3.28%	0%	0%	0%

bet365.com.au
mybet.com.au
picklebet.com
sportsbet.com.au
kenogo.com.au
pointsbet.com.au
swiftbet.com.au
newbookie.com.au
neds.com.au
palmerbet.com

In January 2026, bet365.com.au’s PPC spend share surged, peaking at 60.36 on the 12th. Mybet.com.au fluctuated, starting strong but dipping mid-month. Picklebet.com saw minimal activity, while sportsbet.com.au had sporadic spikes. Swiftbet.com.au maintained a steady presence, ending with a dip. The month concluded with bet365.com.au leading the spend share.

Market Exposure

Competitor Count for AUS Gambling & Gaming Online Gambling

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.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/01/01	7
2026/01/02	9
2026/01/03	10
2026/01/04	9
2026/01/05	8
2026/01/06	8
2026/01/07	8
2026/01/08	7
2026/01/09	7
2026/01/10	10
2026/01/11	10
2026/01/12	11
2026/01/13	12
2026/01/14	14
2026/01/15	11
2026/01/16	7
2026/01/17	11
2026/01/18	14
2026/01/19	12
2026/01/20	10
2026/01/21	11
2026/01/22	10
2026/01/23	8
2026/01/24	9
2026/01/25	9
2026/01/26	8
2026/01/27	8
2026/01/28	6
2026/01/29	6
2026/01/30	10
2026/01/31	10

January began with 7 advertisers, peaking at 14 mid-month. The month concluded with 10, reflecting a dynamic advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Gambling & Gaming Online Gambling

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

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
mybet.com.au	3.22%
bet365.com.au	2.66%
kenogo.com.au	1.3%
picklebet.com	0.69%
palmerbet.com	0.35%
truebet.com.au	-0.09%
newbookie.com.au	-0.48%
sportsbet.com.au	-0.78%
pointsbet.com.au	-2.53%
swiftbet.com.au	-4.9%

In the past month, mybet.com.au surged with a 3.22% click share increase, while swiftbet.com.au faced a significant 4.9% decline.

Campaign Efficiency

AUS Gambling & Gaming Online Gambling Share of Impressions

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

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Date	bet365.com.au	picklebet.com	mybet.com.au	sportsbet.com.au	swiftbet.com.au	pointsbet.com.au	kenogo.com.au	dundle.com	newbookie.com.au	solitaire.net
2026/01/01	8.4%	33.61%	42.01%	0%	0%	8.4%	0%	0.66%	0%	6.59%
2026/01/02	15.49%	23.23%	23.23%	0.1%	23.23%	7.74%	0%	0.61%	0%	6.07%
2026/01/03	26.07%	6.43%	21.79%	11.34%	26%	4.69%	0%	0.23%	1.68%	0%
2026/01/04	28.56%	2.04%	19.77%	13.9%	26.23%	7.73%	0%	0.08%	1.6%	0%
2026/01/05	33.34%	5.35%	19.73%	12.99%	22.86%	5.49%	0%	0.14%	0%	0%
2026/01/06	37.69%	7.01%	9.66%	19.84%	24.15%	0%	0%	0.23%	0%	1.37%
2026/01/07	29.8%	11.08%	22.46%	0%	24.26%	9.58%	0%	0.44%	0%	2.17%
2026/01/08	34.83%	17.42%	26.12%	0.11%	0%	17.42%	0%	0.69%	0%	3.41%
2026/01/09	0%	18.61%	37.22%	0.18%	0%	37.22%	0%	1.1%	0%	5.47%
2026/01/10	28.66%	7.05%	18.47%	9.52%	20.28%	8.66%	0%	0.32%	6.95%	0%
2026/01/11	35.17%	10.94%	15.96%	11.9%	5.25%	20.39%	0.07%	0.25%	0%	0%
2026/01/12	48.75%	8.91%	11.56%	8%	5.3%	16.61%	0.18%	0.53%	0%	0%
2026/01/13	32.66%	6.75%	21.98%	14.55%	12.5%	6.75%	2.14%	0.53%	2.01%	0%
2026/01/14	29.87%	14.2%	18.74%	4.57%	11.77%	14.2%	1.5%	0.34%	1.41%	0.93%
2026/01/15	20.86%	16.08%	16.08%	0.11%	4.78%	32.16%	0.42%	1.17%	0%	0%
2026/01/16	0%	18.33%	36.66%	0.22%	0%	36.66%	0%	1.33%	0%	6.59%
2026/01/17	44.81%	16.7%	17.28%	0.04%	6.92%	13.36%	0.26%	0.35%	0%	0%
2026/01/18	29.97%	8.91%	22.12%	11.22%	14.01%	5.14%	0.23%	0.23%	4.35%	1.16%
2026/01/19	42.16%	12.81%	24.93%	3.89%	5.71%	9.61%	0.3%	0.21%	0%	0%
2026/01/20	45.24%	0%	16.66%	19.71%	13.28%	3.66%	0.53%	0.33%	0%	0%
2026/01/21	35.41%	3.79%	17.09%	11.82%	9%	14.12%	8.48%	0.05%	0%	0%
2026/01/22	48.26%	3.37%	20.23%	6.66%	11.59%	6.74%	1.14%	1.74%	0%	0%
2026/01/23	63.86%	0%	17.69%	2.79%	5.39%	0%	4.6%	0%	0%	5.39%
2026/01/24	51.03%	7.85%	23.55%	0.06%	7.85%	7.85%	1.68%	0%	0%	0%
2026/01/25	47.49%	4.54%	35.1%	4.69%	0%	4.54%	2.01%	1.46%	0%	0%
2026/01/26	46.35%	0%	23.34%	19.57%	3.62%	3.62%	1.72%	0%	0%	1.73%
2026/01/27	46.84%	12.57%	25.13%	4.67%	6.28%	0%	2.79%	1.62%	0%	0%
2026/01/28	55.96%	23.98%	15.99%	0.26%	0%	0%	3.67%	0%	0%	0%
2026/01/29	38.33%	14.1%	17.3%	27.49%	0%	0%	2.67%	0%	0%	0%
2026/01/30	35.47%	35.72%	17.61%	3.05%	2.85%	2.85%	1.87%	0.38%	0%	0%
2026/01/31	43.97%	18.05%	17.06%	10.62%	5.25%	3.61%	1.05%	0.23%	0%	0%

bet365.com.au
picklebet.com
mybet.com.au
sportsbet.com.au
swiftbet.com.au
pointsbet.com.au
kenogo.com.au
dundle.com
newbookie.com.au
solitaire.net

In January 2026, bet365.com.au’s impression share surged, peaking at 63.86% on the 23rd. Picklebet.com fluctuated, ending at 18.05%. Mybet.com.au saw a steady decline, closing at 17.06%. Sportsbet.com.au had sporadic peaks, finishing at 10.62%. Swiftbet.com.au’s share decreased, ending at 5.25%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Gambling & Gaming Online Gambling

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

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Google Text Ad Copy Insights & Creative Trends for AUS Gambling & Gaming Online Gambling - Last month

1
Keno Games Every 3 Minutes https://www.kenogo.com.au
Play KenoGO 40 Million Jackpot — Play for up to $40 million every 3 minutes with KenoGO. Could you be our next big winner? Play...

KenoGO’s ad captivates with its promise of a $40 million jackpot every 3 minutes, enticing potential winners with frequent opportunities and the thrill of instant play.

Frequently Asked Questions

Why is the AUS Gambling & Gaming Online Gambling January 2026 Report useful and how should I use it?

Why is the AUS Gambling & Gaming Online Gambling January 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the AUS Gambling & Gaming Online Gambling January 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Gambling & Gaming Online Gambling January 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Gambling & Gaming Online Gambling January 2026 Report?

The AUS Gambling & Gaming Online Gambling January 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Gambling & Gaming Online Gambling January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Gambling & Gaming Online Gambling January 2026 Report for?

The AUS Gambling & Gaming Online Gambling January 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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GIMO set an ambitious goal: reduce their brand spend by 25%. To do that, they would need to find every opportunity for campaign efficiency.Read case study

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Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance.

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Discover how UNTUCKit optimized its brand search strategy using Adthena’s Brand Activator, resulting in $54k savings in just six months. Learn how they improved efficiency and competitor insights.Read case study

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AUS Gambling & Gaming Online Gambling - PPC Market Share Analysis January 2026