AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis December 2025

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

Google AI Overview visibility for Gambling & Gaming Sports Betting 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	6.8149816953
	93.1850183047

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	5
	95

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	0%
Transactional	0%
Navigational	3%
Seasonal	0%
Local	3%
Problem Solving	5%

Market Exposure

Share of Clicks for top 10 AUS Gambling & Gaming Sports Betting 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
ladbrokes.com.au	39.47
sportsbet.com.au	19.07
neds.com.au	9.83
mybet.com.au	8.49
bet365.com.au	7.6
pointsbet.com.au	6.37
swiftbet.com.au	5.25
newbookie.com.au	2.08
palmerbet.com	0.86
betright.com.au	0.82
others	0.16

ladbrokes.com.au - 39.47%
sportsbet.com.au - 19.07%
neds.com.au - 9.83%
mybet.com.au - 8.49%
bet365.com.au - 7.6%
pointsbet.com.au - 6.37%
swiftbet.com.au - 5.25%
newbookie.com.au - 2.08%
palmerbet.com - 0.86%
betright.com.au - 0.82%
others - 0.16%

Ladbrokes.com.au dominates with 39.47% click share, followed by sportsbet.com.au at 19.07%. Others collectively hold 0.16%, highlighting a competitive landscape.

Market Exposure

Share of Spend for the top 10 AUS Gambling & Gaming Sports Betting 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	mybet.com.au	swiftbet.com.au	ladbrokes.com.au	sportsbet.com.au	bet365.com.au	pointsbet.com.au	neds.com.au	palmerbet.com	betright.com.au	newbookie.com.au
2025/12/01	13.34%	7.57%	35.12%	0%	13.42%	22.93%	0%	0%	0%	7.52%
2025/12/02	27.08%	7.63%	20.55%	2.64%	38.14%	3.19%	0%	0%	0%	0%
2025/12/03	10.72%	1.6%	12.5%	0%	1.49%	68.2%	0%	5.38%	0%	0%
2025/12/04	0.01%	11.96%	30.34%	0%	32.82%	0%	0%	0%	0%	24.72%
2025/12/05	23.48%	10.05%	22.67%	6.87%	9.21%	0%	7.31%	7.79%	0%	12.49%
2025/12/06	27.39%	17.14%	18.87%	5%	18.82%	2.26%	0%	0%	0%	10.45%
2025/12/07	15.86%	29.14%	2.88%	7.27%	10.8%	9.37%	0%	2.72%	0%	21.54%
2025/12/08	30.7%	0.62%	11.94%	6.59%	18.17%	8.17%	0%	0%	0%	23.69%
2025/12/09	24.86%	17.49%	20.35%	0.79%	2.84%	13.29%	0%	2.39%	0%	17.84%
2025/12/10	14.8%	5.06%	32.83%	0.67%	2.4%	10.02%	13.68%	0%	0%	17%
2025/12/11	0.93%	18.28%	9.68%	28.54%	14.39%	27.94%	0%	0%	0%	0%
2025/12/12	1.45%	11.77%	14.07%	0.02%	16.18%	22.14%	11.73%	1.02%	0%	21.31%
2025/12/13	16.13%	7.04%	27.11%	9.24%	28.31%	1.3%	2.38%	0%	1.05%	7.42%
2025/12/14	19.1%	17.83%	9.21%	1.48%	31.11%	0.27%	0%	0%	0%	20.99%
2025/12/15	12.57%	8.93%	24.5%	9.79%	28.84%	0.15%	0%	4.41%	0%	10.72%
2025/12/16	18.69%	4.54%	15.65%	1.03%	38.61%	0.59%	0.39%	1.24%	0%	19.12%
2025/12/17	22.92%	11.71%	15.51%	27.47%	12.21%	1.5%	0%	0%	0%	8.62%
2025/12/18	36.57%	26.34%	9.79%	0%	0%	0%	0%	0%	0%	27.21%
2025/12/19	15.82%	11.78%	20.91%	16.25%	14.26%	0%	10.03%	0%	0%	10.74%
2025/12/20	24.18%	7.68%	9.91%	20.93%	11.78%	1.02%	0.9%	0%	6.56%	16.14%
2025/12/21	6.88%	4.35%	7.49%	63.71%	6.89%	0.23%	3.21%	0%	7.17%	0%
2025/12/22	15.71%	3.5%	9.5%	49.47%	3.36%	0%	6.68%	0%	0%	11.65%
2025/12/23	19.87%	22.02%	2.72%	15.58%	2.39%	34.61%	2.74%	0%	0%	0%
2025/12/24	12.85%	12.3%	17.28%	40.19%	11.83%	3.03%	0%	2.43%	0%	0%
2025/12/25	8.87%	15.47%	0%	4.35%	28.37%	0%	0%	0%	0%	0%
2025/12/26	0.04%	0.1%	96.27%	0.04%	3%	0%	0%	0%	0%	0%
2025/12/27	20.72%	7.77%	10.09%	35.03%	7.9%	7.08%	3.67%	0.43%	4.39%	2.9%
2025/12/28	11.19%	28.43%	2.61%	13.74%	5.42%	19.47%	1.26%	0%	14.97%	2.54%
2025/12/29	21.9%	22.01%	0.65%	22.79%	14.33%	8.87%	4%	4.96%	0%	0%
2025/12/30	31.01%	17.73%	7.51%	0.01%	9.55%	18.72%	12.28%	0%	0%	3.11%
2025/12/31	51.03%	15.69%	10.54%	5.98%	3.63%	2.48%	1.4%	1.15%	0%	0%

mybet.com.au
swiftbet.com.au
ladbrokes.com.au
sportsbet.com.au
bet365.com.au
pointsbet.com.au
neds.com.au
palmerbet.com
betright.com.au
newbookie.com.au

In December 2025, mybet.com.au’s PPC spend fluctuated, peaking at 51.03 on the 31st. Swiftbet.com.au saw a notable rise on the 28th with 28.43. Ladbrokes.com.au had a significant spike on the 26th, reaching 96.27. Sportsbet.com.au’s highest was 63.71 on the 21st. Bet365.com.au maintained steady activity, peaking at 38.61 on the 16th. Pointsbet.com.au’s standout was 68.2 on the 3rd. The month concluded with diverse spend patterns across advertisers.

Market Exposure

Competitor Count for AUS Gambling & Gaming Sports Betting

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
2025/12/01	7
2025/12/02	7
2025/12/03	7
2025/12/04	6
2025/12/05	9
2025/12/06	8
2025/12/07	10
2025/12/08	8
2025/12/09	9
2025/12/10	11
2025/12/11	7
2025/12/12	10
2025/12/13	11
2025/12/14	7
2025/12/15	9
2025/12/16	10
2025/12/17	9
2025/12/18	5
2025/12/19	8
2025/12/20	11
2025/12/21	9
2025/12/22	8
2025/12/23	8
2025/12/24	8
2025/12/25	5
2025/12/26	6
2025/12/27	11
2025/12/28	11
2025/12/29	10
2025/12/30	9
2025/12/31	12

December saw fluctuating advertiser numbers, peaking at 12 on the 31st. The month began steadily, dipped mid-month, then surged, ending on a high note.

Campaign Efficiency

Market Loss & Market Gains for AUS Gambling & Gaming Sports Betting

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
swiftbet.com.au	4.42%
mybet.com.au	3.96%
pointsbet.com.au	1.99%
betright.com.au	1.59%
ladbrokes.com.au	0.47%
sportsbet.com.au	-0.13%
palmerbet.com	-0.5%
newbookie.com.au	-2.03%
bet365.com.au	-3.58%
neds.com.au	-6.18%

Swiftbet.com.au surged with a 4.42% click share increase, while neds.com.au faced a significant drop of 6.18%.

Campaign Efficiency

AUS Gambling & Gaming Sports Betting 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	mybet.com.au	ladbrokes.com.au	swiftbet.com.au	bet365.com.au	pointsbet.com.au	sportsbet.com.au	neds.com.au	palmerbet.com	betright.com.au	newbookie.com.au
2025/12/01	9.44%	33.35%	6.92%	12.59%	30.7%	0%	0%	0%	0%	6.92%
2025/12/02	11.93%	17.32%	17.08%	40.94%	8.41%	4.21%	0%	0%	0%	0%
2025/12/03	2.75%	47.92%	2.23%	3.01%	41.83%	0%	0%	2.23%	0%	0%
2025/12/04	0.01%	42.07%	11.58%	23.15%	0%	0%	0%	0%	0%	23.14%
2025/12/05	17.51%	21.14%	13.61%	5.95%	0%	8.63%	19.88%	3.41%	0%	9.82%
2025/12/06	28.19%	20.79%	18.11%	16.41%	1.96%	3.4%	0%	0%	0%	11.11%
2025/12/07	13.26%	6.06%	31.22%	12.4%	9.95%	3.03%	0%	1.49%	0%	21.81%
2025/12/08	22.52%	17.21%	2.44%	19.54%	8.92%	5.68%	0%	0%	0%	23.64%
2025/12/09	13.43%	40.8%	14.5%	5%	10.25%	3.41%	0%	0.98%	0%	11.58%
2025/12/10	8.35%	34.97%	3.53%	3.6%	5.79%	1.31%	26.59%	0%	0%	8.38%
2025/12/11	5.11%	16.16%	18.37%	6.12%	35.79%	18.36%	0%	0%	0%	0%
2025/12/12	4.23%	16.62%	5.1%	13.36%	15.53%	0.02%	30.8%	4.14%	0%	10.14%
2025/12/13	14.46%	29.39%	2.99%	30.95%	0.66%	14.28%	2.84%	0%	0.85%	2.72%
2025/12/14	16%	15.05%	18.08%	29.6%	1.56%	4.75%	0%	0%	0%	14.96%
2025/12/15	9.27%	41.81%	8.07%	22.11%	0.86%	8.11%	0%	1.65%	0%	8.09%
2025/12/16	6.57%	21.28%	9.68%	36.63%	2.88%	2.81%	1.4%	5.77%	0%	12.9%
2025/12/17	8.43%	11.01%	9.17%	10.11%	1.53%	55.58%	0%	0%	0%	3.62%
2025/12/18	26.18%	21.39%	26.2%	0%	0%	0%	0%	0%	0%	26.16%
2025/12/19	13.84%	26.25%	13.89%	7.6%	0%	7.6%	23.1%	0%	0%	7.6%
2025/12/20	21.42%	16.3%	10.42%	15.23%	1.45%	15.53%	1.09%	0%	2.99%	14.44%
2025/12/21	7.71%	9.8%	9.04%	7.35%	1.56%	58.53%	1.28%	0%	4.69%	0%
2025/12/22	12.14%	18.08%	5.62%	8.5%	0%	26.43%	18.22%	0%	0%	10.96%
2025/12/23	23.15%	3.31%	24.72%	4.23%	26.69%	8.39%	9.48%	0%	0%	0%
2025/12/24	17.72%	42.26%	13.75%	10.17%	1.1%	13.72%	0%	1.23%	0%	0%
2025/12/25	15.38%	0%	15.38%	23.08%	0%	15.38%	0%	0%	0%	0%
2025/12/26	0.02%	95.4%	0.02%	4.46%	0%	0.03%	0%	0%	0%	0%
2025/12/27	7.15%	18.71%	6.62%	13.43%	10.16%	36.77%	3.19%	0.33%	2.01%	1.63%
2025/12/28	6.61%	4.04%	38.37%	5.62%	17.66%	7.61%	0.47%	0%	17.01%	2.16%
2025/12/29	17.92%	1%	28.57%	19.21%	7.36%	13.58%	4.9%	6.23%	0%	0%
2025/12/30	24.78%	10.28%	19.79%	8.65%	18.86%	0.01%	15.86%	0%	0%	1.75%
2025/12/31	30.13%	21.44%	20.76%	9.92%	4.92%	3.21%	1.59%	1.59%	0%	0%

mybet.com.au
ladbrokes.com.au
swiftbet.com.au
bet365.com.au
pointsbet.com.au
sportsbet.com.au
neds.com.au
palmerbet.com
betright.com.au
newbookie.com.au

In December 2025, mybet.com.au’s impression share fluctuated, peaking at 30.13% on the 31st. Ladbrokes.com.au saw a significant spike to 95.4% on the 26th. Swiftbet.com.au ended strong with 20.76% on the 31st.

Campaign Efficiency

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

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 Sports Betting - Last month

1
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Frequently Asked Questions

Why is the AUS Gambling & Gaming Sports Betting December 2025 Report useful and how should I use it?

Why is the AUS Gambling & Gaming Sports Betting December 2025 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 Sports Betting December 2025 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 Sports Betting December 2025 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 Sports Betting December 2025 Report?

The AUS Gambling & Gaming Sports Betting December 2025 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 Sports Betting December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Gambling & Gaming Sports Betting December 2025 Report for?

The AUS Gambling & Gaming Sports Betting December 2025 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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AUS Gambling & Gaming Sports Betting - PPC Market Share Analysis December 2025