UK Gambling & Gaming Casino Games - PPC Market Share Analysis February 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	20.78
partycasino.com	17.63
888casino.com	10.14
grosvenorcasinos.com	6.59
amazon.co.uk	4.35
kongcasino.com	3.65
bezy.co.uk	2.68
clovercasino.com	2.6
monopolycasino.com	2.37
coral.co.uk	1.84
others	27.37

In the gambling & gaming PPC landscape, William Hill leads with 20.78% click share, followed by PartyCasino at 17.63%. ‘Others’ collectively hold 27.37%, 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	888casino.com	partycasino.com	32red.com	kongcasino.com	top10bestonlinecasinos.co.uk	playright.co.uk	10bestcasinos.co.uk	williamhill.com	top10casinositesuk.co.uk	bezy.co.uk
2025/02/01	12.37%	2.16%	5.47%	3.12%	1.82%	2.75%	4.32%	7.43%	2.07%	6.41%
2025/02/02	3.24%	3.85%	4.87%	4.86%	0.59%	0.49%	0.84%	9.03%	0.07%	8.08%
2025/02/03	11.8%	8.74%	5.07%	3.26%	0.81%	0.7%	0.92%	4.5%	0.25%	5.4%
2025/02/04	11.57%	4.61%	10.79%	2.03%	2.86%	1.22%	3.95%	5.08%	4.1%	2.27%
2025/02/05	12.11%	7.85%	9.03%	3.11%	0.3%	0.67%	0.84%	6.39%	0.34%	3.41%
2025/02/06	4.96%	4.11%	4.3%	5.54%	0%	0.01%	1.12%	3.87%	2.01%	5.44%
2025/02/07	9.4%	6.34%	8.7%	2.28%	0.55%	2.83%	2.51%	7.74%	2.47%	3.53%
2025/02/08	3.05%	6.51%	4.41%	3%	6.8%	2.23%	5.9%	2.38%	8.5%	2.54%
2025/02/09	9.16%	7.63%	3.11%	2.67%	1.47%	0.28%	1.64%	3.32%	0.71%	3.28%
2025/02/10	6.71%	3.44%	4.18%	2.12%	3.78%	3.51%	5.76%	4.35%	3.17%	3.14%
2025/02/11	8.29%	6.88%	2.92%	5.02%	5.41%	5.58%	4.43%	3.98%	6.86%	6.34%
2025/02/12	8.79%	2.82%	2.14%	6.29%	3.01%	4.57%	5.45%	4.85%	3.71%	7.9%
2025/02/13	8.94%	4.63%	2.8%	3.26%	3.68%	4.16%	5.71%	2.98%	5.65%	5.34%
2025/02/14	1.6%	3.41%	5.63%	4.86%	6.14%	5.9%	8.38%	4.93%	7.88%	6.17%
2025/02/15	2.24%	3.22%	4.03%	5.61%	5.26%	5.11%	9.72%	3.21%	11.08%	8.62%
2025/02/16	1.32%	2.36%	3.62%	5.3%	6.47%	7.8%	8.23%	2.78%	10.46%	4.62%
2025/02/17	15.87%	6.43%	0.69%	6.08%	1.04%	5.87%	3.57%	3.24%	1.98%	5.96%
2025/02/18	8.62%	4.75%	7.66%	5.74%	7.22%	2.94%	6.93%	3.16%	3.26%	4.66%
2025/02/19	6.81%	4.64%	6.16%	5.73%	2.73%	3.79%	7.63%	2.92%	3.16%	5.59%
2025/02/20	8.37%	3.71%	1.14%	4.28%	11.05%	11.48%	7.1%	1.68%	5.99%	3.5%
2025/02/21	6.71%	3.4%	6.83%	8.01%	3.96%	5.91%	5.87%	3.85%	5.5%	5.84%
2025/02/22	5.92%	2.98%	9.89%	6.35%	6.57%	5.48%	4.19%	1.9%	6.26%	0.15%
2025/02/23	9.35%	5.43%	8.55%	5.12%	4.96%	2.04%	6.45%	1.94%	1.85%	0.13%
2025/02/24	19.14%	2.81%	0.41%	6.95%	2.18%	3.21%	2.41%	0%	1.58%	0.16%
2025/02/25	13.99%	10.69%	3.74%	4.39%	3.27%	6.91%	1.55%	0.2%	0.63%	0.09%
2025/02/26	15.64%	5.57%	1.54%	7.36%	2.25%	1.19%	1.47%	4.47%	0%	0.08%
2025/02/27	15.68%	7.85%	3.54%	3.01%	5.11%	5%	5.04%	6.28%	0%	0.03%
2025/02/28	21.91%	6.73%	6.66%	4.18%	2.93%	1.86%	1.36%	0.84%	0.65%	0.01%

February saw 888casino.com dominate with a peak spend share of 21.91% on the 28th. Partycasino.com and 32red.com followed, showing consistent fluctuations. The month ended with 888casino.com leading, marking a dynamic advertising landscape.

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
2025/02/01	242
2025/02/02	234
2025/02/03	235
2025/02/04	239
2025/02/05	250
2025/02/06	219
2025/02/07	257
2025/02/08	202
2025/02/09	203
2025/02/10	198
2025/02/11	204
2025/02/12	196
2025/02/13	185
2025/02/14	196
2025/02/15	168
2025/02/16	160
2025/02/17	166
2025/02/18	178
2025/02/19	181
2025/02/20	190
2025/02/21	148
2025/02/22	161
2025/02/23	154
2025/02/24	150
2025/02/25	145
2025/02/26	158
2025/02/27	169
2025/02/28	140

February began with 242 advertisers, peaking at 257 on the 7th. A decline followed, ending the month at 140.

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
partycasino.com	11.31%
888casino.com	5.77%
kongcasino.com	2.39%
amazon.co.uk	1.92%
clovercasino.com	1.1%
monopolycasino.com	-1.03%
coral.co.uk	-1.32%
ladbrokes.com	-1.44%
galaspins.com	-2.71%
williamhill.com	-15.43%

Partycasino.com surged with an 11.31% increase, while williamhill.com plummeted by 15.43%. 888casino.com also rose by 5.77%, contrasting galaspins.com’s 2.71% decline.

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	grosvenorcasinos.com	888casino.com	partycasino.com	virgingames.com	clovercasino.com	kongcasino.com	ladbrokes.com	32red.com	williamhill.com	bezy.co.uk
2025/02/01	4.32%	3.62%	2.4%	0.16%	5.97%	3.48%	4.86%	7.48%	7.61%	8.27%
2025/02/02	1.3%	0.43%	2.94%	1.73%	4.24%	3.56%	4.33%	7.5%	9.75%	7.33%
2025/02/03	1.75%	2.38%	6.32%	3.07%	3.82%	2.42%	4.5%	9.11%	5.3%	6.64%
2025/02/04	0.56%	3.28%	5.05%	1.46%	1.21%	1.44%	6.44%	12.1%	7.73%	3.39%
2025/02/05	0.13%	3.6%	7.11%	2.51%	2.02%	2.48%	5.67%	9.97%	7.26%	3.31%
2025/02/06	3.04%	0.8%	2.58%	4.99%	1.71%	4.29%	6.29%	4.97%	4.35%	5.3%
2025/02/07	2.94%	2.18%	5.44%	1.34%	3.5%	2.07%	6.49%	8.41%	8.47%	4.71%
2025/02/08	5.55%	1.32%	8.37%	3.84%	3.44%	3.56%	8.45%	5.43%	4.91%	3.8%
2025/02/09	6.9%	2.45%	6.01%	4.35%	1.63%	2.59%	6.84%	6.08%	5.63%	3.93%
2025/02/10	1.67%	2.24%	4.48%	5.57%	2.12%	2.63%	6.24%	7.94%	7.68%	3.24%
2025/02/11	3.75%	2.59%	8.43%	0.94%	6.84%	7.2%	1.28%	1.8%	7.71%	8.31%
2025/02/12	2.11%	2.34%	2.48%	0.72%	9.19%	7.26%	0.71%	2.71%	7.7%	11.99%
2025/02/13	4.01%	2.98%	5%	4.04%	6.57%	5.35%	2.15%	1.31%	4.83%	8.47%
2025/02/14	2.88%	0.37%	2.99%	2.05%	3.72%	6.94%	1.76%	6.06%	8.59%	8.19%
2025/02/15	0.99%	0.45%	2.89%	2.11%	7.89%	8.14%	1.96%	4.84%	5.15%	12.86%
2025/02/16	1.23%	0.4%	3.17%	1.61%	7.09%	10.55%	1.32%	4.58%	5.96%	8.85%
2025/02/17	1%	5.06%	4.98%	1.45%	4.25%	7.27%	3.03%	3.46%	5.08%	7.45%
2025/02/18	0.51%	3.17%	4.45%	3.34%	4.44%	9.46%	3.47%	4.04%	1.13%	7.21%
2025/02/19	1.73%	2.46%	4.82%	3.4%	3.49%	8.29%	2.63%	2.99%	0.69%	7.42%
2025/02/20	1.02%	3.4%	4.6%	2.33%	3.35%	7.31%	0.24%	2.75%	4.71%	5.94%
2025/02/21	4.52%	3.1%	3.31%	0.08%	5.46%	11.79%	0.85%	1.81%	7.18%	9.83%
2025/02/22	1.94%	2.44%	3%	5.89%	4.94%	8.86%	0.9%	7.56%	4.1%	0.08%
2025/02/23	3.01%	3.94%	5.48%	4.6%	7.35%	6.75%	0.86%	5.84%	4.37%	0.07%
2025/02/24	0%	7.42%	2.44%	7.45%	6.22%	7.79%	6.66%	0.06%	0%	0.07%
2025/02/25	3.15%	5.06%	12.3%	7.49%	5.16%	5.02%	4.62%	2.05%	0.76%	0.05%
2025/02/26	3.75%	5.31%	5.38%	4.78%	5.45%	7.88%	3.06%	1.4%	0.91%	0.04%
2025/02/27	4.51%	7%	9.03%	4.32%	4.89%	3.82%	1.28%	1.8%	3.17%	0.02%
2025/02/28	10.59%	8.91%	8.11%	7.34%	5.22%	3.94%	3.92%	1.91%	1.82%	0.01%

In February 2025, Grosvenorcasinos.com saw fluctuating impressions, peaking at 10.59% on the 28th. 888casino.com steadily increased, ending at 8.91%. Partycasino.com had a significant spike on the 25th with 12.3%. Virgingames.com showed a strong finish at 7.34%. Clovercasino.com maintained a consistent presence, closing at 5.22%. Kongcasino.com peaked mid-month, reaching 11.79% on the 21st. Ladbrokes.com experienced a dip but recovered to 3.92%. 32red.com started strong, peaking at 12.1% on the 4th. Williamhill.com had a varied month, ending at 1.82%. Bezy.co.uk started strong but declined, finishing at 0.01%.

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 February 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