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UK Gambling & Gaming Lottery and Scratch Cards - PPC Market Share Analysis April 2026

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.

Lottery and Scratch Cards – UK

Google AI Overview visibility for Gambling & Gaming Lottery and Scratch Cards 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 11.7736942841
88.2263057159
11%

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 64
36
64%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 8%
Navigational 6%
Seasonal 0%
Local 0%
Problem Solving 51%

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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
Share of Clicks - Last month
Domain Share of clicks
national-lottery.co.uk 69.65
postcodelottery.co.uk 13.4
lottoland.co.uk 3.88
lottogo.com 3.4
lottomart.com 3.04
healthlottery.co.uk 2.71
betfred.com 0.78
tombola.co.uk 0.54
omaze.co.uk 0.44
pickmypostcode.com 0.34
others 1.82
  • national-lottery.co.uk - 69.65%
  • postcodelottery.co.uk - 13.4%
  • lottoland.co.uk - 3.88%
  • lottogo.com - 3.4%
  • lottomart.com - 3.04%
  • healthlottery.co.uk - 2.71%
  • betfred.com - 0.78%
  • tombola.co.uk - 0.54%
  • omaze.co.uk - 0.44%
  • pickmypostcode.com - 0.34%
  • others - 1.82%

Copyright © Adthena. All rights reserved.

In the gambling and gaming sector, national-lottery.co.uk dominates with 69.65% click share, overshadowing postcodelottery.co.uk’s 13.4%. Others collectively hold 1.82%, 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
Share of Spend - Last Month
Date national-lottery.co.uk lottogo.com postcodelottery.co.uk lottomart.com lottoland.co.uk healthlottery.co.uk tombola.co.uk betfred.com happytiger.co.uk omaze.co.uk
2026/04/01 52.46% 0.3% 19.8% 7.87% 4.14% 4.82% 0.09% 6.36% 0.02% 0.01%
2026/04/02 69.59% 8.09% 6.66% 1.46% 6.24% 1.79% 0.13% 0.12% 0.93% 0.43%
2026/04/03 54% 15.88% 7.73% 4.32% 0.87% 3.64% 0.91% 6.56% 1.28% 2.17%
2026/04/04 54.26% 3.72% 10.8% 3.88% 5.05% 8.13% 4.48% 0.16% 0.03% 1.07%
2026/04/05 50.7% 11.77% 4.91% 9.05% 6.56% 6.72% 1.46% 0.66% 1.95% 0.02%
2026/04/06 63.51% 2.14% 1.33% 10.81% 2.95% 7.15% 0.05% 4.2% 0.5% 2.96%
2026/04/07 58.21% 1.72% 3.53% 2.58% 10.74% 7.23% 4.37% 5.46% 0.27% 0.91%
2026/04/08 36.07% 7.85% 11.02% 4.46% 8.48% 11.22% 5.4% 4.06% 0.87% 2.23%
2026/04/09 32.41% 11.99% 13.95% 5.94% 8.23% 8.92% 4.31% 1.63% 1.63% 2.55%
2026/04/10 42.05% 10.81% 12.06% 4.79% 7.15% 8.24% 1.14% 2.09% 0.59% 0.61%
2026/04/11 35.93% 12.64% 13.25% 4.54% 9.11% 7.86% 2.12% 4.46% 1.07% 0.91%
2026/04/12 37% 9.14% 15.74% 5.11% 9.85% 6.84% 1.35% 0.51% 0.86% 6.63%
2026/04/13 37.67% 9% 13.79% 4.64% 11.44% 6.48% 3.81% 2.51% 0.96% 3.44%
2026/04/14 31.32% 9.68% 10.94% 4.66% 15.13% 7.97% 1.31% 7.44% 1.2% 2.4%
2026/04/15 35.51% 10.23% 13.24% 4.38% 11.37% 8.68% 2.81% 5.68% 0.77% 0.3%
2026/04/16 37% 12.51% 15% 5.83% 9.3% 8.21% 0.25% 3.1% 1.05% 0.56%
2026/04/17 30.56% 13.93% 10.61% 6.05% 13.24% 8.93% 0.55% 7.29% 0.98% 0.81%
2026/04/18 38.36% 10% 7.3% 5.68% 12.67% 8.38% 0.12% 7.08% 0.62% 1.68%
2026/04/19 34.61% 8.93% 9.34% 7.19% 12.53% 8.8% 4.73% 3.34% 0.7% 1.4%
2026/04/20 41.67% 10.79% 9.95% 8.92% 11.69% 5.75% 1.21% 2.78% 0.26% 0.59%
2026/04/21 25.49% 14.8% 7.52% 10.53% 15.14% 9.07% 0.04% 4.54% 0.47% 0.06%
2026/04/22 27.94% 16.73% 8.38% 11.05% 18.07% 3.65% 0.6% 2.66% 4.12% 0.62%
2026/04/23 17.68% 18.44% 2.81% 13.8% 20.47% 5.93% 2.9% 5.3% 5.17% 0.08%
2026/04/24 30.48% 10.31% 3.58% 9.69% 20.4% 4.92% 0.14% 6.67% 2.37% 0.05%
2026/04/25 27.67% 14.08% 1.1% 15.1% 18.71% 2.84% 0.28% 3.59% 4.32% 0.12%
2026/04/26 15.19% 26.3% 4.32% 20.16% 17.28% 0.8% 0.33% 1.22% 2.46% 0.2%
2026/04/27 29.38% 15.32% 9.44% 8.55% 12.71% 4.5% 3.62% 0.61% 4.1% 0.19%
2026/04/28 26.63% 12.31% 13.52% 7.82% 12.47% 5.57% 4.55% 3.7% 1.27% 0.13%
2026/04/29 24.21% 7.21% 15.96% 10.28% 11.66% 4.03% 3.23% 8.56% 0.5% 0.53%
2026/04/30 26.18% 14.95% 12.89% 12.49% 11.89% 4.14% 3.06% 2.55% 0.58% 0.01%
  • national-lottery.co.uk
  • lottogo.com
  • postcodelottery.co.uk
  • lottomart.com
  • lottoland.co.uk
  • healthlottery.co.uk
  • tombola.co.uk
  • betfred.com
  • happytiger.co.uk
  • omaze.co.uk

Copyright © Adthena. All rights reserved.

April saw national-lottery.co.uk’s spend share peak early at 69.59%, then decline to 26.18%. Lottogo.com rose steadily, peaking at 26.3% on April 26. Postcodelottery.co.uk fluctuated, ending at 12.89%. Lottomart.com and lottoland.co.uk showed consistent growth, finishing at 12.49% and 11.89%, respectively.

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
Competitor Count - Last month
Date Competitor Count
2026/04/01 32
2026/04/02 34
2026/04/03 42
2026/04/04 43
2026/04/05 45
2026/04/06 41
2026/04/07 42
2026/04/08 51
2026/04/09 50
2026/04/10 52
2026/04/11 53
2026/04/12 50
2026/04/13 50
2026/04/14 51
2026/04/15 52
2026/04/16 46
2026/04/17 46
2026/04/18 52
2026/04/19 51
2026/04/20 44
2026/04/21 42
2026/04/22 38
2026/04/23 41
2026/04/24 41
2026/04/25 37
2026/04/26 41
2026/04/27 40
2026/04/28 45
2026/04/29 42
2026/04/30 44

Copyright © Adthena. All rights reserved.

April began with 32 advertisers, peaking at 53 mid-month. A decline followed, ending at 44.

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
Market Loss & Market Gains - Last month
Name Market Trend
lottomart.com 2.93%
lottoland.co.uk 2.01%
lottogo.com 1.96%
10bestcasinos.co.uk 0.48%
betfred.com 0.42%
coral.co.uk -0.09%
healthlottery.co.uk -0.34%
omaze.co.uk -0.37%
national-lottery.co.uk -3.08%
postcodelottery.co.uk -4.66%

Copyright © Adthena. All rights reserved.

Lottomart.com surged with a 2.93% click share increase, while postcodelottery.co.uk dropped by 4.66%. Lottoland.co.uk and lottogo.com also saw positive gains.

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 national-lottery.co.uk postcodelottery.co.uk lottoland.co.uk 10bestcasinos.co.uk healthlottery.co.uk lottomart.com lottogo.com tombola.co.uk betfred.com omaze.co.uk
2026/04/01 60.26% 21.89% 3.2% 0% 3.59% 2.24% 0.38% 0.09% 3.43% 0.02%
2026/04/02 77.2% 9.36% 2.88% 0% 2.35% 0.82% 1.57% 0.21% 0.07% 0.87%
2026/04/03 62.46% 14.53% 0.43% 0% 3.86% 2.24% 3.01% 1.43% 3.13% 2.59%
2026/04/04 61.47% 14.15% 3.11% 1.31% 6.03% 1.32% 1.54% 2.92% 0.26% 1.08%
2026/04/05 63.29% 6.85% 5.74% 0.83% 6.9% 2.32% 5.82% 1.68% 0.21% 0.01%
2026/04/06 73.12% 2.07% 2.83% 0.02% 4.84% 2.55% 2.22% 0.04% 1.94% 4.97%
2026/04/07 69.14% 4.65% 5.44% 1.07% 5.56% 1.36% 2.91% 2.27% 2.91% 1.07%
2026/04/08 45.96% 15.48% 5.79% 0.66% 10.28% 1.44% 4.01% 3.73% 2.04% 2.55%
2026/04/09 44.08% 18.82% 5.98% 0.64% 8.74% 1.62% 5.4% 2.66% 0.89% 2.62%
2026/04/10 52.91% 17.39% 3.98% 0.54% 7.71% 1.18% 4.92% 1.49% 0.85% 0.55%
2026/04/11 43.48% 16.78% 6.61% 0.95% 8.03% 1.19% 5.16% 2.3% 1.93% 0.81%
2026/04/12 42.63% 21.99% 6.65% 0.97% 6.99% 1.45% 3.52% 1.54% 0.26% 7.67%
2026/04/13 45.15% 17.27% 8.16% 0.57% 6.44% 1.25% 4.05% 3.63% 2.25% 3.71%
2026/04/14 40.31% 15.46% 11.7% 0.35% 9.45% 1.29% 4.96% 0.93% 5.38% 2.79%
2026/04/15 41.21% 15.25% 7.83% 0.71% 9.12% 1.19% 5.51% 2.13% 6.25% 0.25%
2026/04/16 47.5% 20.4% 6.07% 0.54% 8.55% 1.63% 5.55% 0.47% 1.66% 0.66%
2026/04/17 41.9% 14.79% 7.97% 2.55% 9.39% 1.81% 7.63% 1.26% 5.34% 0.89%
2026/04/18 49.48% 12.2% 8.68% 1.43% 9.24% 1.67% 3.81% 0.29% 3.95% 1.84%
2026/04/19 45.3% 14.23% 8.79% 0.27% 7.39% 2.16% 2.39% 4.41% 2.72% 1.41%
2026/04/20 59.25% 11.42% 6.9% 0.21% 4.18% 2.7% 3.9% 0.55% 2.49% 0.37%
2026/04/21 37.63% 9.59% 11.96% 6.46% 10.62% 3.68% 4.99% 0.02% 2.67% 0.05%
2026/04/22 44.42% 11.48% 15.77% 1.52% 3.89% 3.91% 6.61% 0.68% 1.44% 0.6%
2026/04/23 34.78% 4.65% 16.48% 0.1% 4.64% 5.62% 8.77% 2.31% 3.89% 0.1%
2026/04/24 44.96% 4.05% 19.22% 2.93% 4.04% 3.32% 3.24% 0.26% 4.54% 0.05%
2026/04/25 41.95% 2.01% 14.08% 2.23% 2.42% 5.51% 5.02% 0.66% 2.83% 0.16%
2026/04/26 28.51% 8.09% 17.58% 4.2% 1.11% 9.11% 8.82% 0.82% 1.39% 0.16%
2026/04/27 43.95% 11.86% 11.1% 5.38% 4.42% 2.48% 3.31% 3.21% 0.99% 0.14%
2026/04/28 35% 19.96% 10.12% 3.41% 5.24% 2.17% 3.07% 7.75% 1.64% 0.25%
2026/04/29 30.94% 18.78% 11.82% 11.12% 4.25% 3.22% 2.35% 3.67% 5.53% 0.33%
2026/04/30 38.87% 22.55% 10.27% 4.83% 4.1% 3.82% 3.81% 3.69% 1.58% 0%
  • national-lottery.co.uk
  • postcodelottery.co.uk
  • lottoland.co.uk
  • 10bestcasinos.co.uk
  • healthlottery.co.uk
  • lottomart.com
  • lottogo.com
  • tombola.co.uk
  • betfred.com
  • omaze.co.uk

Copyright © Adthena. All rights reserved.

April saw national-lottery.co.uk’s impression share fluctuate, peaking early at 77.2% and ending at 38.87%. Postcodelottery.co.uk rose from 9.36% to 22.55%. Lottoland.co.uk’s share increased, closing at 10.27%.

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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Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Lottery and Scratch Cards - Last month
  1. 1
    Top 10 Online Lotto Sites UK - Instant Deposit https://www.10bestcasinos.co.uk

    Updated: April 2026 - UK's Best Online Lotto Sites. Sign Up, Get Bonus & Play Now!

  2. 2
    £100,000 Jackpots To Be Won - Win Big Every Day Of The Week https://www.healthlottery.co.uk › play › online

    7 £25K Big Win Lottery Draws A Week With £100K Jackpots Every Wednesday & Saturday.

  3. 3
    Free Spins Deals £20, £30, £50 - Up to 200 Free Spins https://www.lottoland.co.uk › wagerfree › spins

    New Users. Stake up to £50. Get up to 200 Free Spins. 18+. GambleAware.org T&Cs apply

  4. 4
    Play National Lottery Games - The Official National Lottery https://www.national-lottery.co.uk

    Play National Lottery for Draw Based Jackpots and Instant Win Games. Rules Apply. 18+. Because of You, £32M Is Raised Weekly for Good Causes.

  5. 5
    Postcode Lottery - £20.2M May Draws Prize Pot https://www.postcodelottery.co.uk

    Own Or Rent? Any Door Can Enter For A Chance To Win With Postcode Lottery.

Copyright © Adthena. All rights reserved.

In the vibrant world of online lotteries, five advertisers captivate with unique propositions. “10 Best Casinos” entices with instant deposits and bonuses, while “Health Lottery” promises daily £100,000 jackpots. “Lottoland” offers enticing free spins, and the “National Lottery” highlights its charitable contributions. Meanwhile, “Postcode Lottery” invites everyone to join the £20.2M prize pot, regardless of their living situation. Each ad weaves a compelling narrative, drawing players into the thrilling lottery experience.

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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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