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AUS Gambling & Gaming Online Gambling - PPC Market Share Analysis October 2025

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.

Online Gambling – AUS

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 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 9
91
9%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 1%
Navigational 0%
Seasonal 0%
Local 0%
Problem Solving 0%

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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
pointsbet.com.au 28.78
sportsbet.com.au 17.95
palmerbet.com 12.89
bet365.com.au 11.73
dabble.com.au 8.55
betfair.com.au 5.38
picklebet.com 5.34
kenogo.com.au 2.82
mybet.com.au 1.49
swiftbet.com.au 1.45
others 3.62
  • pointsbet.com.au - 28.78%
  • sportsbet.com.au - 17.95%
  • palmerbet.com - 12.89%
  • bet365.com.au - 11.73%
  • dabble.com.au - 8.55%
  • betfair.com.au - 5.38%
  • picklebet.com - 5.34%
  • kenogo.com.au - 2.82%
  • mybet.com.au - 1.49%
  • swiftbet.com.au - 1.45%
  • others - 3.62%

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Pointsbet.com.au leads with 28.78% click share, followed by sportsbet.com.au at 17.95%. Others collectively hold 3.62%, highlighting diverse competition.

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 pointsbet.com.au swiftbet.com.au palmerbet.com picklebet.com sportsbet.com.au betfair.com.au neds.com.au dabble.com.au kenogo.com.au
2025/10/01 93.09% 0% 0% 0% 0% 1.21% 0% 0% 0% 3.73%
2025/10/02 41.33% 27.09% 0% 0% 15.35% 0.25% 0% 15.01% 0% 0.75%
2025/10/03 24.58% 36.35% 18.52% 0% 9.98% 0.21% 0% 0% 0% 0.37%
2025/10/04 1.24% 52.89% 0% 15.77% 0% 29.2% 0% 0.87% 0% 0.03%
2025/10/05 4.24% 28.78% 0% 16.44% 1.09% 36.37% 0% 0% 0% 12.5%
2025/10/06 9.96% 39.67% 0% 9.72% 2.97% 0.07% 0% 0% 27.41% 10.18%
2025/10/07 9.08% 8.26% 0% 18.62% 0% 26.21% 0% 0% 28.09% 9.73%
2025/10/08 4.75% 41.36% 0.6% 13.91% 0% 0.03% 15.8% 0% 19.9% 0%
2025/10/09 7.01% 20.62% 0% 26.4% 1.03% 28.89% 0.03% 0.51% 15.2% 0.27%
2025/10/10 4.31% 22.28% 1.63% 37.23% 2.04% 22.56% 0.09% 1.73% 6.19% 0%
2025/10/11 5.04% 16.04% 1.82% 22.31% 2.2% 10.76% 25.56% 0.02% 13% 0%
2025/10/12 5.77% 18.83% 0.4% 6.32% 1.89% 17.84% 26.39% 11.82% 7.43% 0%
2025/10/13 13.23% 32.71% 0.08% 10.32% 5.43% 6.93% 12.24% 2.26% 6.69% 8.48%
2025/10/14 17.01% 31.01% 0.11% 11.83% 3.35% 18.12% 0.65% 0.5% 9.8% 4.83%
2025/10/15 12.53% 28.31% 2.38% 12% 2.77% 24.11% 4.98% 0.31% 7.53% 3.22%
2025/10/16 9.13% 22.74% 0.05% 19.19% 2.92% 13.01% 6.08% 8.93% 9.38% 0%
2025/10/17 6.83% 19.51% 2.07% 14.62% 2.23% 23.49% 7.47% 1.15% 11.53% 0%
2025/10/18 4.66% 30.84% 2.18% 21.16% 3.51% 18.59% 4.87% 7.4% 0% 0%
2025/10/19 9.27% 30.49% 0.13% 10.89% 6.07% 15.34% 3.1% 2.1% 6.72% 7.71%
2025/10/20 11.79% 21.09% 8.37% 16.99% 2.16% 31.19% 5.96% 0.13% 0% 0.06%
2025/10/21 17.98% 14.73% 1.88% 7.06% 5.24% 7.18% 20.68% 0.01% 0% 0.05%
2025/10/22 29.38% 9.58% 5.57% 3.3% 8.34% 10.82% 4.39% 0.12% 3.74% 1.21%
2025/10/23 24.76% 0% 0.9% 5.57% 10.91% 18.3% 7.87% 0.46% 0% 0%
2025/10/24 16.22% 6.37% 20.84% 2.54% 7.28% 5.18% 2.58% 1.69% 0% 0%
2025/10/25 36.08% 0% 8.06% 0.11% 5.58% 3.31% 0.62% 5.41% 0% 0%
2025/10/26 24% 0% 5.95% 0.35% 6.89% 7.92% 0.22% 13.33% 0% 0%
2025/10/27 41.86% 0% 0.6% 0.51% 32.43% 0.86% 0.63% 14.17% 0% 0%
2025/10/28 37.65% 5.44% 5.29% 10.92% 5.29% 17.4% 3.41% 6.53% 0% 3.69%
2025/10/29 26.48% 1.19% 10.22% 13.63% 7.2% 26.41% 7.41% 0.08% 0% 0%
2025/10/30 24.97% 18.35% 0.07% 8.02% 24.76% 7.87% 12.92% 1.01% 0% 0%
2025/10/31 31.54% 11.7% 10.17% 9.39% 7.84% 7.6% 5.8% 4.13% 0% 0%
  • bet365.com.au
  • pointsbet.com.au
  • swiftbet.com.au
  • palmerbet.com
  • picklebet.com
  • sportsbet.com.au
  • betfair.com.au
  • neds.com.au
  • dabble.com.au
  • kenogo.com.au

Copyright © Adthena. All rights reserved.

In October 2025, bet365.com.au started strong with a 93.09% share, then fluctuated, ending at 31.54%. Pointsbet.com.au saw a mid-month dip but closed at 11.7%. Swiftbet.com.au had minimal impact, peaking at 20.84%. Palmerbet.com peaked early, then declined. Picklebet.com had a late surge, reaching 32.43%. Sportsbet.com.au fluctuated, ending at 7.6%. Betfair.com.au had a mid-month peak, closing at 5.8%. Neds.com.au remained low, ending at 4.13%. Dabble.com.au had a strong start, then declined. Kenogo.com.au had minimal impact, ending at 3.69%.

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
2025/10/01 5
2025/10/02 8
2025/10/03 9
2025/10/04 8
2025/10/05 9
2025/10/06 9
2025/10/07 8
2025/10/08 10
2025/10/09 12
2025/10/10 13
2025/10/11 13
2025/10/12 14
2025/10/13 14
2025/10/14 14
2025/10/15 16
2025/10/16 16
2025/10/17 18
2025/10/18 17
2025/10/19 20
2025/10/20 17
2025/10/21 22
2025/10/22 17
2025/10/23 13
2025/10/24 14
2025/10/25 11
2025/10/26 11
2025/10/27 11
2025/10/28 13
2025/10/29 13
2025/10/30 11
2025/10/31 12

Copyright © Adthena. All rights reserved.

October began with 5 advertisers, peaking at 22 mid-month. A decline followed, ending with 12 advertisers.

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
bet365.com.au 11.05%
picklebet.com 7.96%
betfair.com.au 3.78%
swiftbet.com.au 2.98%
mybet.com.au 1.78%
palmerbet.com -1.72%
kenogo.com.au -2.64%
sportsbet.com.au -5.54%
dabble.com.au -10.96%
pointsbet.com.au -13%

Copyright © Adthena. All rights reserved.

In the past month, bet365.com.au surged by 11.05%, while pointsbet.com.au plummeted by 13.0%. Picklebet.com rose 7.96%, contrasting dabble.com.au’s 10.96% drop.

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 pointsbet.com.au palmerbet.com swiftbet.com.au picklebet.com sportsbet.com.au betfair.com.au neds.com.au dabble.com.au kenogo.com.au
2025/10/01 96.1% 0% 0% 0% 0% 1.27% 0% 0% 0% 1.27%
2025/10/02 42.61% 28.41% 0% 0% 14.2% 0.19% 0% 14.2% 0% 0.19%
2025/10/03 27.17% 36.23% 0% 18.12% 9.06% 0.12% 0% 0% 0% 0.12%
2025/10/04 2.07% 55.35% 13.84% 0% 0% 27.69% 0% 1.03% 0% 0.01%
2025/10/05 7.5% 31.18% 14.5% 0% 2.17% 29.02% 0% 0% 0% 14.52%
2025/10/06 9.12% 40.8% 9.17% 0% 4.11% 0.03% 0% 0% 27.52% 9.2%
2025/10/07 9.08% 9.08% 18.17% 0% 0% 27.28% 0% 0% 27.25% 9.08%
2025/10/08 6.78% 41.1% 10.99% 0.8% 0% 0.01% 18.32% 0% 18.32% 0%
2025/10/09 6.89% 22.76% 19.34% 0% 1.74% 30.74% 0.02% 0.87% 17.51% 0.1%
2025/10/10 5.56% 25.63% 30.58% 1.94% 3.65% 24.54% 0.06% 0.59% 6.1% 0%
2025/10/11 7.17% 20.74% 18.92% 1.53% 3.76% 13.57% 20.16% 0.01% 12.58% 0%
2025/10/12 6.69% 23.13% 5.11% 0.19% 3% 25.25% 20.2% 5.04% 10.05% 0%
2025/10/13 15.72% 38.11% 7.46% 0.01% 6.57% 7.37% 7.43% 2.24% 7.33% 7.33%
2025/10/14 17.08% 34.94% 15.12% 0.01% 4.48% 12.51% 0.16% 0.07% 9.98% 4.99%
2025/10/15 11.21% 31.12% 16.54% 1.2% 2.45% 22.92% 1.55% 0.05% 8.21% 4.1%
2025/10/16 6.55% 26.96% 22.62% 0% 4.21% 15.08% 5.69% 3.78% 9.4% 0%
2025/10/17 7.54% 21.56% 18% 0.56% 3.22% 22.67% 7.25% 1.11% 10.78% 0%
2025/10/18 4.34% 33.98% 24.89% 2.51% 3.3% 19.35% 5.55% 2.79% 0% 0%
2025/10/19 8.86% 33.18% 12.03% 0.03% 7.17% 16% 4.03% 1.22% 8% 4.01%
2025/10/20 8.35% 28.33% 19.83% 1.97% 3.94% 30.22% 6.65% 0.03% 0% 0.03%
2025/10/21 11.27% 20.92% 10.65% 1.76% 7.96% 10.66% 25.37% 0.01% 0% 0.02%
2025/10/22 30.94% 12.87% 5.12% 2.67% 15.23% 8.86% 6.79% 0.06% 5.09% 1.7%
2025/10/23 27.16% 0% 5.29% 0.15% 15.74% 21.2% 10.63% 0.11% 0% 0%
2025/10/24 18.33% 11.04% 5.54% 9.61% 11.02% 11.12% 5.58% 2.82% 0% 0%
2025/10/25 33.92% 0% 0.02% 11.81% 13.99% 5.5% 0.82% 6.31% 0% 0%
2025/10/26 34.41% 0% 0.04% 4.83% 11.75% 6.75% 0.08% 19.76% 0% 0%
2025/10/27 44.74% 0% 0.04% 0.11% 40.47% 0.14% 0.13% 10.3% 0% 0%
2025/10/28 37% 8.62% 6.74% 5.42% 7.37% 15.4% 4.98% 7.43% 0% 4.93%
2025/10/29 29.84% 2.71% 7.56% 5.99% 10.81% 18.62% 14.5% 0.03% 0% 0%
2025/10/30 22.94% 20.31% 8.74% 0.01% 25.57% 8.56% 13.06% 0.26% 0% 0%
2025/10/31 25.75% 14.31% 11.45% 11.42% 8.56% 7.64% 7.63% 3.88% 0% 0%
  • bet365.com.au
  • pointsbet.com.au
  • palmerbet.com
  • swiftbet.com.au
  • picklebet.com
  • sportsbet.com.au
  • betfair.com.au
  • neds.com.au
  • dabble.com.au
  • kenogo.com.au

Copyright © Adthena. All rights reserved.

In October 2025, bet365.com.au started strong with a 96.1% share, but ended at 25.75%. Pointsbet.com.au fluctuated, peaking at 55.35% and closing at 14.31%. Palmerbet.com saw a decline, while swiftbet.com.au had a late surge. Overall, a dynamic month.

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. 1
    The bet365™ Official Site https://www.bet365.com.au

    Place A Bet Online in Seconds — The bet365™ Official Site. Join Our 100 Million Customers Worldwide.18+ Gamble Responsibly

  2. 2
    Welcome To Dabble - Bet On Addington https://www.dabble.com.au

    Dabble Is The Number 1 Betting App On The Market Today. Big Moments Made Bigger On Dabble! Big Addington Moments, Made Bigger?

  3. 3
    Play KenoGO 40 Million Jackpot https://www.kenogo.com.au

    Start Playing with $2 — There’s up to $40 million to win in every KenoGO draw – pick up to 10 numbers to play

  4. 4
    PointsBet: Online Betting https://www.pointsbet.com.au › betting-promos › sign-up

    Fast Cash Withdrawals — Bet On Racing, AFL, NRL, NBA & Much More. Great Odds & Promotions Everyday with PointsBet.

  5. 5
    Gamble Online Now https://www.sportsbet.com.au

    Sportsbet® Official Site — Download The Sportsbet® App & Bet On 1000s Of Markets Across Sports, Racing & More. Sign Up...

Copyright © Adthena. All rights reserved.

In the competitive world of online gambling, bet365 stands out with its global reach and responsible gambling message. Dabble captures attention with its unique app experience, while KenoGO entices with a massive jackpot. PointsBet and Sportsbet offer diverse betting options, emphasizing speed and variety.

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See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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