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UK Gambling & Gaming Lottery and Scratch Cards - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Lottery and Scratch Cards 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 Lottery and Scratch Cards 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
national-lottery.co.uk 51.1
postcodelottery.co.uk 39.96
lottoland.co.uk 2.85
healthlottery.co.uk 2.05
lottomart.com 1.33
lottogo.com 0.61
betfred.com 0.42
pickmypostcode.com 0.35
10bestcasinos.co.uk 0.22
paddypower.com 0.2
others 0.91

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In the gambling and gaming PPC landscape, national-lottery.co.uk dominates with 51.1% click share, followed by postcodelottery.co.uk at 39.96%. Others collectively hold 0.91%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Lottery and Scratch Cards 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 postcodelottery.co.uk betfred.com national-lottery.co.uk lottoland.co.uk lottogo.com paddypower.com lottomart.com healthlottery.co.uk clovercasino.com kongcasino.com
2025/05/01 14.86% 18.58% 26.33% 20.52% 0.48% 8.28% 0% 0.81% 2.05% 1.4%
2025/05/02 69.84% 0% 6.38% 7.89% 0% 0% 7.69% 0.35% 3.13% 1.4%
2025/05/03 36.38% 0% 5.6% 5.36% 21.49% 0% 18.5% 2.07% 2.2% 1.8%
2025/05/04 70.15% 0% 9.87% 0.72% 2.41% 0% 0% 5.24% 2.37% 3.89%
2025/05/05 53.73% 0.02% 22.02% 0.48% 0.59% 0% 6.16% 6.8% 2.68% 2.18%
2025/05/06 49.96% 0% 29.6% 0.7% 0.04% 0% 0% 3.4% 3.95% 3.57%
2025/05/07 56.31% 0% 12.57% 0.12% 0.12% 0% 11.97% 1.95% 3.94% 2.81%
2025/05/08 30.35% 1.95% 39.76% 1.71% 13.12% 1.84% 0% 5.17% 0.59% 0.32%
2025/05/09 16.8% 22.37% 9.66% 30.7% 3.96% 8.34% 4.04% 0.96% 1.3% 0.53%
2025/05/10 27.67% 0% 41.05% 11.05% 6.47% 0% 0% 2.39% 2.48% 1.89%
2025/05/11 37.15% 0.01% 28.23% 1.03% 12.05% 0.01% 6.28% 2.32% 1.28% 0.34%
2025/05/12 42.59% 0% 28.97% 4.37% 3.7% 0.02% 9.03% 5.64% 0.03% 0.03%
2025/05/13 44.69% 0.03% 26.3% 5.27% 0.88% 0% 3.83% 6.75% 1.53% 0.51%
2025/05/14 33.65% 0% 37.96% 2.82% 0.03% 0% 5.83% 5.53% 1.19% 0.97%
2025/05/15 26.36% 0% 50.83% 3.24% 10.54% 0.02% 0% 2.63% 0.47% 0.2%
2025/05/16 71.94% 0.01% 12.05% 0.73% 0.17% 0.01% 9.28% 3.53% 0% 0%
2025/05/17 28.45% 0.03% 13.77% 12.84% 23.11% 0.25% 2.84% 3.03% 0.02% 0.31%
2025/05/18 51.99% 0.02% 33.68% 0.74% 0.11% 0.03% 0% 4.01% 1.47% 0.62%
2025/05/19 34.82% 0.01% 54.61% 1.69% 0.02% 0% 0% 3.94% 0.02% 0.04%
2025/05/20 14.28% 11.9% 40.31% 18.97% 0.02% 4.41% 5.23% 2.53% 0.61% 0.25%
2025/05/21 28.83% 0.28% 53.93% 0.21% 3.41% 0% 3.99% 3.61% 1.37% 0.39%
2025/05/22 32.21% 1.54% 44.13% 0.52% 7.69% 0% 3.2% 3.86% 0.02% 0.01%
2025/05/23 17.81% 0.03% 54.6% 6.77% 15.12% 0.01% 0% 1.54% 0.15% 0.01%
2025/05/24 53.29% 0.07% 23.74% 2.72% 0.13% 0.02% 0% 4.6% 3.2% 0.97%
2025/05/25 22.5% 0.06% 51.99% 2.44% 0.09% 0% 13.61% 1.47% 0.95% 0.37%
2025/05/26 29.68% 0.04% 41.17% 0% 0.06% 0.14% 0% 15.83% 1.22% 0.32%
2025/05/27 32.07% 0.15% 44.41% 1.07% 5.63% 0.77% 0% 3.59% 1.07% 0.81%
2025/05/28 26.65% 3.69% 58.18% 0.96% 0.74% 0.44% 4.29% 1.36% 0.01% 0%
2025/05/29 30% 3.68% 41.99% 3.91% 7.61% 1.87% 0% 2.63% 0.44% 0.24%
2025/05/30 26.78% 11.8% 39.82% 6% 0.74% 3.23% 6.04% 1.55% 0.09% 0.01%
2025/05/31 45.82% 15.13% 8.01% 7.46% 7.16% 7% 3.37% 0.76% 0.1% 0.02%

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In May 2025, postcodelottery.co.uk dominated with fluctuating spend, peaking at 71.94. National-lottery.co.uk showed consistent strength, while betfred.com had sporadic spikes. Lottoland.co.uk and lottogo.com had modest activity. The month ended with postcodelottery.co.uk leading.

Market Exposure

Competitor Count for UK Gambling & Gaming Lottery and Scratch Cards

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
2025/05/01 33
2025/05/02 34
2025/05/03 33
2025/05/04 27
2025/05/05 41
2025/05/06 29
2025/05/07 32
2025/05/08 38
2025/05/09 36
2025/05/10 34
2025/05/11 40
2025/05/12 37
2025/05/13 56
2025/05/14 38
2025/05/15 43
2025/05/16 32
2025/05/17 47
2025/05/18 38
2025/05/19 37
2025/05/20 34
2025/05/21 42
2025/05/22 46
2025/05/23 32
2025/05/24 34
2025/05/25 45
2025/05/26 39
2025/05/27 38
2025/05/28 42
2025/05/29 45
2025/05/30 45
2025/05/31 37

Copyright © Adthena. All rights reserved.

In May 2025, distinct advertisers fluctuated, peaking at 56 on May 13. The month concluded with 37 advertisers, reflecting dynamic competition.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Lottery and Scratch Cards

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
national-lottery.co.uk 20.11%
betfred.com 0.16%
omaze.co.uk 0.15%
grosvenorcasinos.com 0.07%
paddypower.com 0.06%
10bestcasinos.co.uk -0.09%
lottomart.com -0.3%
lottogo.com -0.39%
lottoland.co.uk -2.1%
postcodelottery.co.uk -17.29%

Copyright © Adthena. All rights reserved.

National-lottery.co.uk surged with a 20.11% click share increase, while postcodelottery.co.uk plummeted by 17.29%.

Campaign Efficiency

UK Gambling & Gaming Lottery and Scratch Cards 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 postcodelottery.co.uk national-lottery.co.uk betfred.com paddypower.com lottoland.co.uk lottogo.com lottomart.com healthlottery.co.uk 10bestcasinos.co.uk happytiger.co.uk
2025/05/01 16.09% 41.86% 15.51% 7.75% 12.06% 0.24% 0% 0.61% 0% 0%
2025/05/02 56.09% 12.07% 0% 0% 8.76% 0% 2.31% 0.48% 0% 8.39%
2025/05/03 54.35% 9.45% 0% 0% 6.8% 6.4% 9.72% 2.74% 0% 1.99%
2025/05/04 72.41% 13% 0% 0% 0.44% 3.67% 0% 8.21% 0% 0%
2025/05/05 51.5% 30.12% 0.05% 0% 1.07% 1.07% 2.14% 7.63% 0% 0%
2025/05/06 57.58% 29.06% 0% 0% 0.5% 0.02% 0% 5.91% 3.28% 0.04%
2025/05/07 69.76% 11.1% 0% 0% 0.06% 0.06% 3.44% 4.95% 0.02% 0.18%
2025/05/08 29.25% 49.29% 1.36% 1.34% 1.31% 3.75% 0% 8.99% 0.11% 0.9%
2025/05/09 24.39% 27.83% 13.42% 6.71% 19.4% 0.72% 1.65% 1.16% 0.05% 3.06%
2025/05/10 25.77% 60.68% 0% 0% 6.58% 0.67% 0% 1.67% 0.05% 0.66%
2025/05/11 30.92% 49.73% 0% 0% 1.77% 2.24% 1.75% 1.81% 2.52% 0.01%
2025/05/12 40.66% 33.17% 0% 0.01% 3.75% 3.76% 2.05% 4.12% 0.04% 0%
2025/05/13 40.1% 33.24% 0.01% 0.14% 5.34% 1.18% 1.04% 5.34% 1.48% 1.9%
2025/05/14 31.4% 41.4% 0% 0% 2.49% 0.02% 1.37% 4.37% 12.66% 0.02%
2025/05/15 32.74% 52.03% 0% 0.01% 2.34% 2.9% 0% 4.23% 0.04% 3.05%
2025/05/16 69.5% 20.31% 0.01% 0.01% 0.95% 0.23% 2.43% 5.17% 0.04% 0.09%
2025/05/17 25.94% 31.23% 0.04% 0.13% 10.84% 4.33% 0.62% 3.6% 0.09% 2.78%
2025/05/18 40.32% 49.65% 0.02% 0.01% 0.48% 0.07% 0% 3.17% 0.21% 0.01%
2025/05/19 33.02% 55.5% 0.01% 0% 0.72% 0.01% 0% 3.03% 2.05% 0%
2025/05/20 15.5% 53.32% 6.02% 2.99% 11.25% 0.03% 2.19% 4.33% 0.08% 0.02%
2025/05/21 28.71% 63.55% 0.07% 0% 0.03% 0.96% 1.42% 2.74% 0.03% 0.64%
2025/05/22 28.15% 50.1% 2.22% 0% 0.59% 1.86% 0.59% 2.91% 0.31% 2.22%
2025/05/23 18.4% 68.62% 0.02% 0% 6.52% 2.11% 0% 1.22% 0.02% 1.05%
2025/05/24 38.95% 38.72% 0.04% 0.02% 2.17% 0.13% 0% 4.41% 1.75% 5.31%
2025/05/25 17.23% 72.09% 0.06% 0% 3.25% 0.06% 3.12% 1.01% 0.05% 0.12%
2025/05/26 26.12% 42.04% 0.02% 0.1% 0% 0.03% 0% 19.68% 0.03% 0%
2025/05/27 37.37% 37.7% 0.04% 1.57% 0.57% 2.98% 0% 4.08% 9.38% 0.98%
2025/05/28 23.59% 67.67% 1.61% 0.69% 1.08% 0.63% 0.88% 0.86% 0.02% 0%
2025/05/29 34.29% 50.35% 1.87% 1.42% 1.95% 0.76% 0% 3.76% 0.16% 0.02%
2025/05/30 26.85% 52.12% 5.31% 1.88% 3.46% 1.44% 1.96% 1.3% 0.13% 0%
2025/05/31 61.06% 14.48% 7.68% 4.78% 3.11% 1.36% 1.15% 0.71% 0.42% 0.06%

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In May 2025, postcodelottery.co.uk led with fluctuating impressions, peaking at 72.41%. National-lottery.co.uk followed, showing a strong presence mid-month. Betfred.com and paddypower.com had minimal impact. The month concluded with postcodelottery.co.uk at 61.06%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Lottery and Scratch Cards

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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  1. 1
    10 Best Online Lotto Sites UK | Play Online Lotto | Instant Deposit https://www.10bestcasinos.co.uk

    Updated: May 2025 - UK's Best Online Lotto Sites. Sign Up, Get Bonus & Play Now! Compare UK's...

  2. 2
    Irish Lotto Betting - Betfred™ Irish Lotto https://promotions.betfred.com › new-cust-only › t&c's_apply_18+

    Bet £5 Get £20 In Free Play. 700/1 Odds When You Pick & Match 3 Numbers At Betfred™.

  3. 3
    £2M + In Jackpots This Month - £1 Lottery Ticket | Buy Online http://www.healthlottery.co.uk › play › big_win

    Five £25K Big Win Draws A Week Plus An Extra £100K Jackpot Every Wednesday & Saturday.

  4. 4
    Official Lotto This Wednesday | Play Online Or On The App https://www.national-lottery.co.uk › lotto

    Thanks To You, Around £30M Is Raised For Good Causes Every Week. Rules Apply. 18+ Changing Lives And Supporting Good Causes In The UK Since 1994. Life Changing Jackpots. Play By Direct Debit.

  5. 5
    People's Postcode Lottery https://www.postcodelottery.co.uk › sign-up › lottery

    Sign Up By 31 May — There’s A Share Of £17.8 Million To Be Won In Our June Draws. Is Your Door In The Draw? A Minimum Of 30% Of Each Ticket Price Goes To Charity. Sign Up And Help Amazing...

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In the competitive world of online lotteries, five standout ads capture attention. “10 Best Online Lotto Sites UK” entices with instant deposits and bonuses. Betfred™ offers enticing odds and free play. Health Lottery highlights frequent jackpots. National Lottery emphasizes charitable contributions. People’s Postcode Lottery combines charity with substantial prizes.

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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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