UK Gambling & Gaming Casino Games - PPC Market Share Analysis April 2025

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.

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.

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Share of Clicks - Last month
Domain	Share of clicks
williamhill.com	24.59
888casino.com	8.97
partycasino.com	8.94
monopolycasino.com	5.9
grosvenorcasinos.com	4.6
coral.co.uk	4.29
kongcasino.com	4.2
rainbowrichescasino.com	3.35
mrluck.com	2.28
ladbrokes.com	2.21
others	30.67

William Hill dominates with 24.59% click share, while ‘others’ collectively hold 30.67%, showcasing diverse competition.

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.

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Share of Spend - Last Month
Date	kongcasino.com	williamhill.com	ladbrokes.com	playojo.com	888casino.com	10bestcasinos.co.uk	bestukonlinecasinosites.com	grosvenorcasinos.com	playright.co.uk	coral.co.uk
2025/03/01	5.2%	0.2%	4.87%	6.94%	10.8%	3.25%	0.86%	0.87%	6.23%	1.58%
2025/03/02	3.64%	4.08%	4.4%	2.83%	24.38%	0.53%	0.71%	5.47%	1.6%	3.75%
2025/03/03	0.69%	3.32%	3.6%	11.01%	8.28%	8.21%	4.63%	2.76%	3.01%	3.49%
2025/03/04	0.19%	3.99%	2.49%	9.86%	7.78%	5.94%	4.21%	2.82%	3.09%	3.74%
2025/03/05	19.99%	0.4%	0.25%	2%	0.13%	2.04%	0.48%	0.55%	0.19%	0.3%
2025/03/06	9.71%	0.17%	0.1%	0.8%	0.05%	23.69%	7.21%	0.21%	16.24%	0.13%
2025/03/07	19.59%	0.5%	0.63%	1.6%	0.11%	1.37%	0.41%	0.45%	0.15%	5.94%
2025/03/08	5.59%	0.64%	3.97%	4.1%	22.15%	2.52%	2.79%	0.86%	0.41%	3.81%
2025/03/09	28.29%	0.33%	0.22%	1.72%	0.11%	1.46%	0.43%	0.47%	0.17%	0.27%
2025/03/10	37.93%	0.53%	0.38%	3%	0.15%	2.98%	1.04%	0.78%	0.41%	0.44%
2025/03/11	45.12%	0.39%	0.16%	2.29%	0.13%	2.04%	0.69%	0.5%	0.25%	0.23%
2025/03/12	67.1%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/13	74.79%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/14	48.73%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/15	35.04%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/16	41.28%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/17	36.51%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/18	49.28%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/19	49.54%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/20	93.51%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/21	57.02%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/22	84.96%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/23	65.55%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/24	61.39%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/25	10.91%	0%	0.16%	6.11%	10.94%	5.38%	0%	0%	0%	0%
2025/03/26	17.82%	0%	0%	0.01%	0%	0%	0%	0%	0%	0%
2025/03/27	25.74%	0%	0%	0.01%	0%	0%	0%	0%	0%	0%
2025/03/28	16.21%	0%	9.8%	7.86%	0%	0%	0%	0%	0%	0%
2025/03/29	27.35%	4.13%	0%	0.01%	0%	0%	0%	0%	0%	0%
2025/03/30	34.98%	0.04%	0%	0.01%	0%	0%	0%	0%	0%	0%
2025/03/31	30.3%	4.29%	2.37%	0.01%	0%	0%	0%	0%	0%	0%

Kongcasino.com surged in March, peaking at 93.51 on the 20th. 888casino.com fluctuated, starting strong but dipping mid-month. 10bestcasinos.co.uk and williamhill.com showed sporadic activity. Ladbrokes.com and others had minimal impact. March ended with kongcasino.com leading.

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.

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Competitor Count - Last month
Date	Competitor Count
2025/03/01	92
2025/03/02	82
2025/03/03	151
2025/03/04	155
2025/03/05	128
2025/03/06	127
2025/03/07	121
2025/03/08	125
2025/03/09	118
2025/03/10	113
2025/03/11	102
2025/03/12	10
2025/03/13	12
2025/03/14	11
2025/03/15	10
2025/03/16	11
2025/03/17	12
2025/03/18	14
2025/03/19	10
2025/03/20	6
2025/03/21	7
2025/03/22	7
2025/03/23	8
2025/03/24	6
2025/03/25	23
2025/03/26	16
2025/03/27	13
2025/03/28	17
2025/03/29	17
2025/03/30	17
2025/03/31	14

March began with 92 advertisers, peaking at 155 on the 4th. A decline followed, reaching a low of 6 on the 20th. The month concluded with 14 advertisers.

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.

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Market Loss & Market Gains - Last month
Name	Market Trend
kongcasino.com	25.42%
mrluck.com	20.98%
ivycasino.com	11.85%
baccarat.com	9.12%
clovercasino.com	2.92%
coral.co.uk	-4.87%
888casino.com	-5.97%
monopolycasino.com	-6.24%
partycasino.com	-8.23%
williamhill.com	-19.51%

Kongcasino.com surged with a 25.42% click share increase, while williamhill.com plummeted by 19.51%. Mrluck.com and ivycasino.com also saw significant gains, contrasting with declines for partycasino.com and monopolycasino.com.

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.

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Date	mrluck.com	kongcasino.com	ivycasino.com	williamhill.com	ladbrokes.com	playojo.com	888casino.com	grosvenorcasinos.com	coral.co.uk	admiralcasino.co.uk
2025/03/01	0.22%	5.32%	0.11%	1.79%	7.19%	8.03%	5.57%	1.22%	1.57%	2.35%
2025/03/02	0%	2.5%	0%	1.18%	5.35%	6.68%	10.23%	8.77%	5.55%	0.3%
2025/03/03	0.47%	0.45%	0.56%	8.01%	6.94%	7.23%	3.19%	4.71%	5.6%	2.95%
2025/03/04	0.47%	0.07%	0.39%	8.5%	5.78%	8.64%	2.73%	4.06%	6.96%	4.92%
2025/03/05	0.03%	16.32%	0.03%	0.21%	0.06%	0.54%	0.03%	0.15%	0.1%	5.77%
2025/03/06	0.02%	21.23%	0.02%	0.11%	0.04%	0.35%	0.02%	0.09%	0.09%	0.07%
2025/03/07	7.16%	8.86%	0.01%	0.24%	0.19%	0.28%	0.01%	0.07%	8.35%	0.05%
2025/03/08	9.43%	7.95%	0.01%	1.17%	5.66%	1.74%	5.06%	1.27%	2.5%	0.41%
2025/03/09	25.06%	18.53%	0.01%	0.06%	0.03%	0.23%	0.01%	0.06%	0.04%	0.05%
2025/03/10	52.91%	21.34%	0.04%	0.16%	0.08%	0.67%	0.03%	0.2%	0.13%	0.16%
2025/03/11	26.6%	28.71%	0.03%	0.16%	0.04%	0.6%	0.02%	0.13%	0.09%	0.17%
2025/03/12	1.86%	19.24%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/13	20.02%	31.44%	0.06%	0%	0%	0%	0%	0%	0%	0%
2025/03/14	67.84%	8.52%	5.37%	0%	0%	0%	0%	0%	0%	0%
2025/03/15	32.94%	16.87%	27.3%	0%	0%	0%	0%	0%	0%	0%
2025/03/16	23.04%	17.5%	19.21%	0%	0%	0%	0%	0%	0%	0%
2025/03/17	29.79%	23.72%	14.8%	0%	0%	0%	0%	0%	0%	0%
2025/03/18	17.5%	29.22%	24.55%	0%	0%	0%	0%	0%	0%	0%
2025/03/19	34.58%	12.62%	16.07%	0%	0%	0%	0%	0%	0%	0%
2025/03/20	0.31%	75.03%	1.2%	0%	0%	0%	0%	0%	0%	0%
2025/03/21	30.35%	9.07%	29.15%	0%	0%	0%	0%	0%	0%	0%
2025/03/22	20.58%	65.94%	3.36%	0%	0%	0%	0%	0%	0%	0%
2025/03/23	41.19%	19.43%	29.54%	0%	0%	0%	0%	0%	0%	0%
2025/03/24	52.35%	28.84%	18.63%	0%	0%	0%	0%	0%	0%	0%
2025/03/25	29.72%	15.16%	28.77%	0%	0.32%	2.06%	3.08%	0%	0%	0.32%
2025/03/26	20.34%	19.52%	34.97%	0%	0%	0%	0%	0%	0%	0%
2025/03/27	41.95%	17.11%	24.2%	0%	0%	0%	0%	0%	0%	0%
2025/03/28	27.21%	19.56%	32.49%	0%	0.81%	1.63%	0%	0%	0%	0%
2025/03/29	31.47%	20.25%	20.58%	3.49%	0%	0%	0%	0%	0%	0%
2025/03/30	29.08%	27.85%	26.26%	0.02%	0%	0%	0%	0%	0%	0.02%
2025/03/31	26.93%	23.41%	19.51%	2.97%	2.97%	0%	0%	0%	0%	0%

In March 2025, mrluck.com saw a dramatic rise in PPC impressions, peaking mid-month. Kongcasino.com and ivycasino.com also experienced notable fluctuations, while 888casino.com and others remained relatively stable.

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.

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Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

GIMO is a specialist digital marketing agency for the gaming industry. In 2019, they saw their cost-per-clicks (CPCs) rise sharply for their clients, primarily due to brand-bidding among rivals.

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

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena

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. Read case study

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

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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UK Gambling & Gaming Casino Games - PPC Market Share Analysis April 2025

Share of Clicks for top 10 UK Gambling & Gaming Casino Games brands

Share of Spend for the top 10 UK Gambling & Gaming Casino Games brands

Competitor Count for UK Gambling & Gaming Casino Games

Market Loss & Market Gains for UK Gambling & Gaming Casino Games

UK Gambling & Gaming Casino Games Share of Impressions

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

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

the7stars case study: Achieving Google Ads PPC campaign optimization​ with Adthena

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Get the full picture

See this data specific to your brand performance

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena