UK Gambling & Gaming Bingo - PPC Market Share Analysis December 2025

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

Bingo – UK

Google AI Overview visibility for Gambling & Gaming Bingo 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 1
99
<1%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 0%
Transactional 0%
Navigational 8%
Seasonal 0%
Local 0%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 UK Gambling & Gaming Bingo 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
tombola.co.uk 43.55
galabingo.com 22.25
heartbingo.co.uk 10.11
winkbingo.com 2.22
888ladies.com 2.12
kongcasino.com 2.06
ivycasino.com 2.02
mrluck.com 1.92
bingo-offer.com 1.87
meccabingo.com 1.78
others 10.1
  • tombola.co.uk - 43.55%
  • galabingo.com - 22.25%
  • heartbingo.co.uk - 10.11%
  • winkbingo.com - 2.22%
  • 888ladies.com - 2.12%
  • kongcasino.com - 2.06%
  • ivycasino.com - 2.02%
  • mrluck.com - 1.92%
  • bingo-offer.com - 1.87%
  • meccabingo.com - 1.78%
  • others - 10.1%

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Tombola.co.uk dominates with 43.55% click share, followed by Galabingo.com at 22.25%. Heartbingo.co.uk and others collectively hold 20.21%, while the remaining advertisers share 14.99%.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Bingo 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 galabingo.com ivycasino.com tombola.co.uk bingo-offer.com happytiger.co.uk mrluck.com kongcasino.com heartbingo.co.uk clovercasino.com 888ladies.com
2025/12/01 0% 21.03% 10.27% 0.34% 1.69% 3.58% 20.11% 0.8% 28.66% 2.2%
2025/12/02 0% 1.61% 60.09% 4% 9.25% 1% 4.68% 1.38% 3.78% 0.79%
2025/12/03 0.81% 6.31% 0.16% 8.06% 8.76% 7.42% 15.27% 0.32% 11.95% 1.05%
2025/12/04 3.21% 3.84% 38.68% 1.29% 9.47% 3.08% 5.72% 9% 4.58% 2.49%
2025/12/05 14.67% 3.47% 20.43% 4.63% 5.69% 2.49% 5.74% 8.96% 6.38% 2.35%
2025/12/06 0.01% 1.18% 41.43% 2.55% 6.19% 1.47% 5.07% 10.39% 2.94% 6.85%
2025/12/07 2.99% 2.37% 30.81% 2.78% 6.86% 0.81% 2.74% 11.49% 5.83% 3.09%
2025/12/08 12.12% 1.65% 31.81% 4.32% 5.31% 0.89% 4.56% 9.61% 2.07% 2.84%
2025/12/09 7.75% 4.9% 26.82% 4.28% 6.42% 4.01% 4.83% 6.62% 5.28% 1.98%
2025/12/10 0.03% 4.03% 38.65% 3.87% 2.84% 0.63% 2.04% 12.04% 5.29% 5.06%
2025/12/11 14.13% 2.54% 35.69% 5.84% 3.13% 2.61% 2.72% 6.67% 9.64% 3.38%
2025/12/12 0.16% 9.82% 3.02% 4.07% 17.85% 0.97% 4.32% 8.89% 6.18% 4.16%
2025/12/13 0.05% 15.46% 0.19% 4.03% 6.92% 6.15% 13.16% 2.83% 19.08% 0.62%
2025/12/14 20.8% 4.3% 0.11% 5.82% 7.55% 7.14% 11.04% 0.12% 12.76% 2.27%
2025/12/15 0.02% 7.37% 28.72% 4.67% 3.74% 4.36% 8.79% 8.93% 12.66% 1.43%
2025/12/16 0.98% 1.43% 31.24% 4.31% 8.29% 4.34% 6.56% 7.42% 10.67% 4.1%
2025/12/17 1.07% 5.9% 25.39% 4.34% 6.4% 6.22% 4.14% 11.59% 8% 3.76%
2025/12/18 6.12% 5.49% 34.8% 6.41% 3.83% 2.97% 1.64% 10.05% 2.5% 3.18%
2025/12/19 3.63% 8.11% 35.66% 4.9% 4.52% 2.56% 4.7% 12.61% 0% 1.82%
2025/12/20 0.01% 3.09% 18.57% 3.5% 4.75% 5.71% 2.37% 14.41% 0% 5.85%
2025/12/21 2.71% 11.46% 18.68% 2.11% 1.14% 6.92% 9.48% 12.88% 0% 3.86%
2025/12/22 12.22% 6.23% 19.63% 4.48% 2.03% 2.96% 5.97% 8.98% 0% 3.46%
2025/12/23 7.29% 5.36% 21.78% 4.39% 3.12% 6.36% 3.73% 14.63% 0% 2.04%
2025/12/24 9.51% 6.63% 20.74% 5.38% 4.15% 5.07% 0% 18.54% 0% 5.53%
2025/12/25 22.47% 5.04% 8.99% 7.73% 3.32% 9.88% 0% 17.79% 0% 5.42%
2025/12/26 20.43% 3.58% 20.35% 4.09% 3.67% 5.26% 0% 11.68% 0% 4.03%
2025/12/27 31.53% 2.12% 9.2% 6.02% 6.85% 4.49% 0.02% 9.57% 0% 7.88%
2025/12/28 23.27% 7.75% 11.92% 3.98% 4.57% 8.19% 1.82% 6.9% 0% 7.86%
2025/12/29 19.31% 8.51% 9.41% 3.62% 7.53% 4.93% 2.61% 6.85% 0% 5.35%
2025/12/30 17.94% 7.33% 15.44% 9.4% 13.06% 4.19% 1.84% 6.64% 0.11% 7.62%
2025/12/31 24.7% 10.68% 8.51% 7% 6.99% 6.09% 5.04% 4.53% 0.35% 0%
  • galabingo.com
  • ivycasino.com
  • tombola.co.uk
  • bingo-offer.com
  • happytiger.co.uk
  • mrluck.com
  • kongcasino.com
  • heartbingo.co.uk
  • clovercasino.com
  • 888ladies.com

Copyright © Adthena. All rights reserved.

In December 2025, galabingo.com saw fluctuating PPC spend, peaking at 31.53 on the 27th. Tombola.co.uk dominated early December, reaching 60.09 on the 2nd. By month-end, heartbingo.co.uk surged, closing at 18.54.

Market Exposure

Competitor Count for UK Gambling & Gaming Bingo

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
2025/12/01 37
2025/12/02 32
2025/12/03 45
2025/12/04 45
2025/12/05 53
2025/12/06 55
2025/12/07 56
2025/12/08 53
2025/12/09 57
2025/12/10 49
2025/12/11 57
2025/12/12 53
2025/12/13 51
2025/12/14 54
2025/12/15 49
2025/12/16 52
2025/12/17 56
2025/12/18 48
2025/12/19 49
2025/12/20 52
2025/12/21 55
2025/12/22 50
2025/12/23 53
2025/12/24 45
2025/12/25 48
2025/12/26 44
2025/12/27 46
2025/12/28 46
2025/12/29 52
2025/12/30 48
2025/12/31 46

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December saw a dynamic shift in distinct advertisers, starting at 37 and peaking at 57. The month concluded with a slight dip, ending at 46.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Bingo

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
galabingo.com 20.73%
heartbingo.co.uk 1.83%
mrluck.com 1.2%
foxybingo.com 1.01%
ivycasino.com 0.76%
meccabingo.com -0.58%
buzzbingo.com -1.29%
clovercasino.com -1.76%
kongcasino.com -1.91%
tombola.co.uk -20.35%

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Gala Bingo surged with a 20.73% click share increase, while Tombola faced a significant drop of 20.35%. Heart Bingo, Mr. Luck, and Foxy Bingo also saw positive gains, contrasting with declines for Kong Casino, Clover Casino, Buzz Bingo, and Mecca Bingo.

Campaign Efficiency

UK Gambling & Gaming Bingo Share of Impressions

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

Date galabingo.com ivycasino.com mrluck.com bingo-offer.com meccabingo.com happytiger.co.uk kongcasino.com tombola.co.uk heartbingo.co.uk 888ladies.com
2025/12/01 0% 17.64% 10.86% 0.77% 0.5% 3.4% 28.05% 6.56% 0.5% 2.1%
2025/12/02 0% 4.86% 2.37% 7.86% 1.64% 17.59% 5.1% 38.58% 0.81% 0.29%
2025/12/03 0.21% 10.15% 13.83% 14.77% 11.98% 10.89% 15.72% 0.15% 0.4% 0.48%
2025/12/04 3.26% 5.09% 6.67% 3.52% 4.86% 12.18% 10.13% 28.31% 5.57% 5.08%
2025/12/05 12% 3.75% 3.31% 6.02% 3.65% 6.76% 7.68% 16.64% 6.48% 3.54%
2025/12/06 0% 3.68% 3.73% 2.7% 5.37% 7.54% 11.21% 24.45% 7.28% 11.98%
2025/12/07 2.79% 4.32% 2.12% 6.11% 6.71% 8.59% 4.32% 22.22% 7.64% 6.03%
2025/12/08 9.29% 5.79% 2.32% 8.07% 9.28% 4.9% 9.37% 21.94% 4.72% 3.89%
2025/12/09 7.32% 2.87% 2.91% 9.74% 7.37% 6.46% 7.65% 22.51% 5.08% 2.04%
2025/12/10 0% 4.84% 1.63% 7.06% 9.74% 3.79% 7.71% 28.46% 4.71% 8.49%
2025/12/11 11.83% 4.19% 9.54% 10.79% 0.42% 1% 3.97% 26.61% 2.87% 6.89%
2025/12/12 0.03% 21.77% 4.13% 3.38% 0.41% 3.31% 17.29% 0.88% 5.26% 5.74%
2025/12/13 0.01% 12.28% 9.76% 6.24% 1.32% 4.37% 18.76% 0.1% 2.58% 0.41%
2025/12/14 21.92% 11.62% 15.74% 9% 0.02% 1.81% 16.76% 0.07% 0.17% 1.04%
2025/12/15 0% 9.48% 3.56% 9.7% 4.81% 7.19% 12.57% 19.06% 4.96% 2.36%
2025/12/16 1.53% 2.46% 4.61% 7.5% 5.17% 12.73% 9.02% 16.81% 3.69% 6.71%
2025/12/17 1.77% 9.23% 6.72% 7.82% 0.07% 10.69% 6.01% 15.95% 3.93% 5.02%
2025/12/18 5.35% 6.69% 4.26% 10.88% 8.02% 6.75% 4.91% 20.35% 5.03% 2.27%
2025/12/19 3.91% 10.1% 7.2% 8.5% 3.21% 7.31% 7.09% 21.54% 6.08% 2.43%
2025/12/20 0% 2.51% 5.45% 6.71% 6.7% 7.65% 2.37% 11.91% 7.49% 5.93%
2025/12/21 5.41% 14.21% 11.31% 3.83% 2.86% 1.64% 3.23% 13.36% 6.29% 6.1%
2025/12/22 9.35% 5.51% 8.55% 8.52% 6.61% 2.71% 5.3% 13% 7.19% 3.67%
2025/12/23 6.24% 5.26% 9.33% 7.4% 5.22% 4.62% 4.61% 14.17% 8.18% 3.53%
2025/12/24 11.33% 8.32% 7.76% 6.79% 2.71% 5.29% 0% 11.79% 14.11% 8.38%
2025/12/25 17.59% 9.1% 7.88% 13.26% 0% 4.47% 0% 6.3% 10.61% 6.98%
2025/12/26 16.46% 5.4% 9.14% 7.1% 6.67% 4.74% 0% 10.93% 7.74% 4.3%
2025/12/27 24.73% 4.03% 5.55% 9.64% 8.11% 8.69% 0.02% 6.03% 5.97% 9.1%
2025/12/28 19.66% 9.83% 11.12% 6.81% 9.95% 6.23% 0.19% 7.36% 2.45% 8.24%
2025/12/29 15.55% 10.71% 8.58% 6.36% 1.65% 7.18% 1.51% 6.41% 4.93% 5.02%
2025/12/30 11.18% 10.89% 7.51% 12.56% 2.22% 11.21% 4.33% 7.8% 6.93% 10.55%
2025/12/31 16.45% 11.6% 11.54% 9.17% 9.1% 8.19% 5.73% 3.95% 2.01% 0%
  • galabingo.com
  • ivycasino.com
  • mrluck.com
  • bingo-offer.com
  • meccabingo.com
  • happytiger.co.uk
  • kongcasino.com
  • tombola.co.uk
  • heartbingo.co.uk
  • 888ladies.com

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In December 2025, “galabingo.com” saw fluctuating impressions, peaking at 24.73% on the 27th. “ivycasino.com” maintained a steady presence, while “mrluck.com” and “bingo-offer.com” showed moderate activity. “tombola.co.uk” dominated early December, but ended with lower shares. “kongcasino.com” started strong, then declined. “heartbingo.co.uk” and “888ladies.com” had consistent, moderate shares. The month concluded with “galabingo.com” leading, followed by “tombola.co.uk” and “ivycasino.com.”

Campaign Efficiency

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

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 Bingo - Last month
  1. 1
    Mecca Bingo - £5 Free - No Deposit Required https://mecca.bingo-offer.com

    Exclusive £5 Free, No Deposit Bonus for all New Players - Join the Fun! 18+ T&Cs Apply.

  2. 2
    Play £10 Get 100 Free Spins - On Double Bubble https://lp.heartbingo.co.uk › freespins-offer › play-safe

    Play £10 Get 100 Free Spins on Double Bubble. New Customers Only. 18+ T&Cs Apply

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

    Online Megaways UK — Discover hundreds of online games available to play at Ivy. New players welcome. UK hot slots...

  4. 4
    New Players Welcome - Kong - Megaways Online https://www.kongcasino.com

    Discover hundreds of online megaways games available to play at Kong. New players welcome. Sign up & play online at Kong 2025 Updated Site.

  5. 5
    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.

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In the competitive world of online bingo and casino gaming, top advertisers like Mecca Bingo, Heart Bingo, Ivy Casino, Kong Casino, and Mr Luck captivate audiences with enticing offers. Mecca Bingo lures new players with a £5 free, no deposit bonus, while Heart Bingo tempts with 100 free spins on a £10 play. Ivy, Kong, and Mr Luck focus on welcoming new players to their vast array of online megaways games, emphasizing the thrill of hot slots and updated gaming experiences. These ads highlight the industry’s focus on generous bonuses and a wide selection of games to attract and retain players.

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