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UK Gambling & Gaming Fantasy Sports - PPC Market Share Analysis February 2026

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

Fantasy Sports – UK

Google AI Overview visibility for Gambling & Gaming Fantasy Sports UK

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 2.26130653266
97.7386934673
2%

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 0%
Seasonal 0%
Local 0%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 UK Gambling & Gaming Fantasy Sports 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
cardsplug.com 63.52
sorare.com 24.81
sportifycards.com 7.79
hotbettingsites.co.uk 2.67
ea.com 0.64
10bestcasinos.co.uk 0.54
games-4-free.co.uk 0.01
hero-wars.com 0.01
others 0.01
  • cardsplug.com - 63.52%
  • sorare.com - 24.81%
  • sportifycards.com - 7.79%
  • hotbettingsites.co.uk - 2.67%
  • ea.com - 0.64%
  • 10bestcasinos.co.uk - 0.54%
  • games-4-free.co.uk - 0.01%
  • hero-wars.com - 0.01%
  • others - 0.01%

Copyright © Adthena. All rights reserved.

In the PPC landscape, cardsplug.com dominates with 63.52% click share, followed by sorare.com at 24.81%. Sportifycards.com holds 7.79%, while others collectively capture 0.01%.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Fantasy Sports 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 cardsplug.com sportifycards.com sorare.com hotbettingsites.co.uk 10bestcasinos.co.uk ea.com games-4-free.co.uk hero-wars.com
2026/02/01 15.4% 0% 0% 56.39% 28.21% 0% 0% 0%
2026/02/02 28.68% 11.43% 0% 59.89% 0% 0% 0% 0%
2026/02/03 88.49% 11.51% 0% 0% 0% 0% 0% 0%
2026/02/04 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/05 50.55% 0% 0% 32.96% 16.49% 0% 0% 0%
2026/02/06 47.91% 0% 0% 26.04% 26.05% 0% 0% 0%
2026/02/07 24.73% 0% 0% 57.99% 14.5% 2.77% 0% 0%
2026/02/08 34.94% 0% 0% 65.06% 0% 0% 0% 0%
2026/02/09 38.02% 0% 0% 61.98% 0% 0% 0% 0%
2026/02/10 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/11 85.86% 14.14% 0% 0% 0% 0% 0% 0%
2026/02/12 21.53% 0% 78.47% 0% 0% 0% 0% 0%
2026/02/13 47.91% 0% 0% 26.04% 26.05% 0% 0% 0%
2026/02/14 24.73% 0% 0% 57.99% 14.5% 2.77% 0% 0%
2026/02/15 34.94% 0% 0% 65.06% 0% 0% 0% 0%
2026/02/16 38.02% 0% 0% 61.98% 0% 0% 0% 0%
2026/02/18 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/19 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/20 69.86% 30.14% 0% 0% 0% 0% 0% 0%
2026/02/21 44.35% 53.05% 0% 0% 0% 0% 1.4% 1.2%
2026/02/22 62.87% 37.13% 0% 0% 0% 0% 0% 0%
2026/02/23 35.62% 64.38% 0% 0% 0% 0% 0% 0%
2026/02/24 34.29% 65.71% 0% 0% 0% 0% 0% 0%
2026/02/25 72.61% 27.39% 0% 0% 0% 0% 0% 0%
2026/02/26 68.83% 31.17% 0% 0% 0% 0% 0% 0%
2026/02/27 68.84% 31.16% 0% 0% 0% 0% 0% 0%
2026/02/28 59.79% 40.21% 0% 0% 0% 0% 0% 0%
  • cardsplug.com
  • sportifycards.com
  • sorare.com
  • hotbettingsites.co.uk
  • 10bestcasinos.co.uk
  • ea.com
  • games-4-free.co.uk
  • hero-wars.com

Copyright © Adthena. All rights reserved.

In February 2026, Cardsplug.com dominated with peaks at 100.0 on multiple days, while Sorare.com surged to 78.47 on the 12th. Hotbettingsites.co.uk fluctuated, ending strong. Sportifycards.com showed steady growth, finishing at 40.21.

Market Exposure

Competitor Count for UK Gambling & Gaming Fantasy Sports

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
2026/02/01 3
2026/02/02 3
2026/02/03 2
2026/02/04 1
2026/02/05 3
2026/02/06 3
2026/02/07 4
2026/02/08 2
2026/02/09 2
2026/02/10 1
2026/02/11 2
2026/02/12 2
2026/02/13 3
2026/02/14 4
2026/02/15 2
2026/02/16 2
2026/02/18 1
2026/02/19 1
2026/02/20 2
2026/02/21 4
2026/02/22 2
2026/02/23 2
2026/02/24 2
2026/02/25 2
2026/02/26 2
2026/02/27 2
2026/02/28 2

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February saw fluctuating advertiser numbers, peaking at 4 on the 7th, 14th, and 21st, but ending consistently at 2.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Fantasy Sports

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
cardsplug.com 25.46%
sportifycards.com 17.6%
games-4-free.co.uk 0.03%
hero-wars.com 0.02%
10bestcasinos.co.uk -0.86%
ea.com -1.03%
hotbettingsites.co.uk -1.7%
sorare.com -39.51%

Copyright © Adthena. All rights reserved.

In a dynamic month, cardsplug.com surged by 25.46%, while sorare.com plummeted by 39.51%.

Campaign Efficiency

UK Gambling & Gaming Fantasy Sports 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 cardsplug.com sportifycards.com sorare.com hotbettingsites.co.uk 10bestcasinos.co.uk ea.com games-4-free.co.uk hero-wars.com
2026/02/01 27.92% 0% 0% 48.06% 24.03% 0% 0% 0%
2026/02/02 39.83% 19.91% 0% 40.26% 0% 0% 0% 0%
2026/02/03 88.63% 11.37% 0% 0% 0% 0% 0% 0%
2026/02/04 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/05 68.98% 0% 0% 20.68% 10.34% 0% 0% 0%
2026/02/06 66.69% 0% 0% 16.66% 16.66% 0% 0% 0%
2026/02/07 39% 0% 0% 42.64% 10.66% 7.7% 0% 0%
2026/02/08 55.52% 0% 0% 44.48% 0% 0% 0% 0%
2026/02/09 57.16% 0% 0% 42.84% 0% 0% 0% 0%
2026/02/10 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/11 83.46% 16.54% 0% 0% 0% 0% 0% 0%
2026/02/12 8.27% 0% 91.73% 0% 0% 0% 0% 0%
2026/02/13 66.69% 0% 0% 16.66% 16.66% 0% 0% 0%
2026/02/14 39% 0% 0% 42.64% 10.66% 7.7% 0% 0%
2026/02/15 55.52% 0% 0% 44.48% 0% 0% 0% 0%
2026/02/16 57.16% 0% 0% 42.84% 0% 0% 0% 0%
2026/02/18 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/19 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/20 67.81% 32.19% 0% 0% 0% 0% 0% 0%
2026/02/21 43.19% 55.94% 0% 0% 0% 0% 0.43% 0.43%
2026/02/22 61.53% 38.47% 0% 0% 0% 0% 0% 0%
2026/02/23 33.83% 66.17% 0% 0% 0% 0% 0% 0%
2026/02/24 32.57% 67.43% 0% 0% 0% 0% 0% 0%
2026/02/25 71.37% 28.63% 0% 0% 0% 0% 0% 0%
2026/02/26 64.07% 35.93% 0% 0% 0% 0% 0% 0%
2026/02/27 67.5% 32.5% 0% 0% 0% 0% 0% 0%
2026/02/28 59.18% 40.82% 0% 0% 0% 0% 0% 0%
  • cardsplug.com
  • sportifycards.com
  • sorare.com
  • hotbettingsites.co.uk
  • 10bestcasinos.co.uk
  • ea.com
  • games-4-free.co.uk
  • hero-wars.com

Copyright © Adthena. All rights reserved.

In February 2026, Cardsplug.com dominated with fluctuating impressions, peaking at 100.0% multiple times. Sorare.com briefly surged to 91.73% on February 12. Sportifycards.com showed a steady rise, ending at 40.82%.

Campaign Efficiency

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

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 UK Gambling & Gaming Fantasy Sports - Last month
  1. 1
    10 Best Betting Sites UK https://www.hotbettingsites.co.uk › betting-sites › uk-2026

    Bet £10 Get £40 in Free Bets — Compare UK's Best Betting Sites 2026, Carefully & Masterfully Hand-Picked By Our Experts

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Hotbettingsites.co.uk captivates with “10 Best Betting Sites UK,” offering a compelling “Bet £10 Get £40” deal. Their expert-curated list promises a masterful selection, enticing bettors with value and trust.

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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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