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UK Gambling & Gaming Lottery and Scratch Cards - PPC Market Share Analysis November 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.

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 4.24122049369
95.7587795063
4%

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 65
35
65%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 6%
Transactional 7%
Navigational 7%
Seasonal 0%
Local 0%
Problem Solving 54%

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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 65.63
postcodelottery.co.uk 11.79
pickmypostcode.com 7.76
lottomart.com 5.75
lottoland.co.uk 1.59
actionaid.org.uk 0.95
healthlottery.co.uk 0.87
betfred.com 0.6
lottogo.com 0.52
raffletickets4u.co.uk 0.42
others 4.12
  • national-lottery.co.uk - 65.63%
  • postcodelottery.co.uk - 11.79%
  • pickmypostcode.com - 7.76%
  • lottomart.com - 5.75%
  • lottoland.co.uk - 1.59%
  • actionaid.org.uk - 0.95%
  • healthlottery.co.uk - 0.87%
  • betfred.com - 0.6%
  • lottogo.com - 0.52%
  • raffletickets4u.co.uk - 0.42%
  • others - 4.12%

Copyright © Adthena. All rights reserved.

In the gambling and gaming PPC landscape, national-lottery.co.uk dominates with 65.63% click share, overshadowing others. Postcodelottery.co.uk follows at 11.79%, while ‘others’ collectively hold 4.12%.

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 lottomart.com postcodelottery.co.uk lottoland.co.uk kongcasino.com clovercasino.com pickmypostcode.com letswin.co.uk betfred.com paddypower.com
2025/11/01 13.92% 0% 5.21% 0% 12% 13.39% 13.84% 8.07% 0.01% 0.25%
2025/11/02 19.51% 20.57% 4.27% 2.91% 3.92% 4.98% 8.3% 1.91% 0.16% 0.03%
2025/11/03 23.33% 29.87% 2.06% 6.78% 4.9% 5.92% 4.89% 0.67% 2.17% 0.04%
2025/11/04 40.65% 0% 17% 0% 8.59% 7.68% 6.2% 0.11% 0.01% 0.54%
2025/11/05 22.4% 0% 2.15% 0.06% 15.59% 14.39% 6.07% 0.18% 0.12% 0.01%
2025/11/06 22.73% 30.63% 3.96% 4.86% 4.62% 4.21% 9.39% 1.75% 0% 0.96%
2025/11/07 25.45% 0% 7.08% 0.1% 5.75% 10.87% 31.55% 5.27% 0.07% 0.03%
2025/11/08 32.25% 0% 0.91% 0.11% 8.39% 9.72% 22.98% 4.86% 0.05% 0.13%
2025/11/09 1.86% 0% 2.95% 1.41% 12.71% 23.28% 21.56% 4.84% 0.12% 2.15%
2025/11/10 72.81% 2.54% 2.2% 6.13% 2.02% 3.2% 4.78% 1.08% 0.27% 1.64%
2025/11/11 1.14% 36.68% 2.09% 10.11% 1.45% 2.72% 12.65% 1.39% 11.85% 13.34%
2025/11/12 25.13% 0% 5.36% 0% 11.05% 20.93% 15.42% 2.78% 0.13% 0.13%
2025/11/13 24.65% 4.11% 3.08% 11.7% 2.26% 7.81% 22.23% 0.36% 0.01% 0.04%
2025/11/14 41.05% 4.32% 9.17% 1.24% 2.17% 3.43% 2.18% 0.67% 15.36% 9.78%
2025/11/15 62.23% 4.87% 2.51% 4.99% 0.68% 0.96% 0.73% 0.35% 12.76% 4.73%
2025/11/16 56.91% 0% 6.73% 0.27% 1.12% 1.34% 1.04% 0.96% 0.1% 0.46%
2025/11/17 26.1% 9.38% 28.96% 4.9% 2.43% 2.87% 4.24% 2.21% 2.03% 3.08%
2025/11/18 36.2% 6.88% 6.28% 6% 2.52% 2.12% 2.12% 1.17% 11.84% 5.58%
2025/11/19 51.06% 9.79% 9.2% 9.55% 1.14% 1.41% 0.6% 1.78% 6.13% 4.12%
2025/11/20 59.84% 7.44% 6.9% 2.58% 0.99% 1.13% 11.29% 0.28% 0.62% 1.57%
2025/11/21 40.87% 22.3% 1.64% 6.85% 2.07% 2.55% 10.61% 0.12% 1.66% 0.67%
2025/11/22 79.74% 0% 2.84% 0.2% 1.89% 3.14% 2.23% 1.43% 0.36% 0.18%
2025/11/23 41.9% 0% 13.06% 0.4% 2.98% 3.75% 17.49% 3.39% 1.29% 0.95%
2025/11/24 51.29% 8.52% 18.74% 1.05% 2.05% 4.22% 3.03% 1.87% 0.22% 0.7%
2025/11/25 38.05% 0% 14.55% 2.33% 4.44% 3% 10.99% 3.88% 2.04% 1.79%
2025/11/26 16.75% 0% 28.4% 1.14% 2.8% 4.8% 5.45% 1.97% 1.07% 0.66%
2025/11/27 31.32% 36.77% 10.97% 6% 2.88% 1.81% 3.09% 0.58% 0.99% 0.01%
2025/11/28 47.17% 0% 9.64% 1.02% 8.45% 9.65% 4.98% 3.91% 2.72% 0%
2025/11/29 34.08% 20.79% 17.09% 1.5% 4.82% 3.54% 1.87% 3.26% 0.17% 0%
2025/11/30 55.53% 14.18% 5.74% 5.6% 3.43% 2.61% 2.19% 1.39% 0.02% 0%
  • national-lottery.co.uk
  • lottomart.com
  • postcodelottery.co.uk
  • lottoland.co.uk
  • kongcasino.com
  • clovercasino.com
  • pickmypostcode.com
  • letswin.co.uk
  • betfred.com
  • paddypower.com

Copyright © Adthena. All rights reserved.

In November 2025, national-lottery.co.uk dominated PPC spend, peaking at 79.74% on the 22nd. Lottomart.com and postcodelottery.co.uk showed consistent activity, while betfred.com and paddypower.com had minimal presence.

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
2025/11/01 42
2025/11/02 50
2025/11/03 45
2025/11/04 38
2025/11/05 41
2025/11/06 45
2025/11/07 39
2025/11/08 39
2025/11/09 45
2025/11/10 42
2025/11/11 36
2025/11/12 41
2025/11/13 44
2025/11/14 45
2025/11/15 51
2025/11/16 46
2025/11/17 49
2025/11/18 56
2025/11/19 45
2025/11/20 49
2025/11/21 48
2025/11/22 50
2025/11/23 51
2025/11/24 51
2025/11/25 48
2025/11/26 48
2025/11/27 45
2025/11/28 43
2025/11/29 44
2025/11/30 47

Copyright © Adthena. All rights reserved.

November began with 42 advertisers, fluctuating throughout the month, peaking at 56 on the 18th. The month concluded with 47 advertisers, indicating a dynamic advertising landscape.

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
postcodelottery.co.uk 4.99%
national-lottery.co.uk 2.83%
healthlottery.co.uk 0.7%
happytiger.co.uk 0.48%
strikewild.co.uk 0.1%
tombola.co.uk -0.73%
lottoland.co.uk -0.88%
lottogo.com -0.9%
actionaid.org.uk -1.42%
pickmypostcode.com -2.94%

Copyright © Adthena. All rights reserved.

Postcodelottery.co.uk surged with a 4.99% increase, while pickmypostcode.com dropped by 2.94%. National-lottery.co.uk gained 2.83%, contrasting lottogo.com’s 0.9% decline.

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 pickmypostcode.com lottomart.com happytiger.co.uk healthlottery.co.uk actionaid.org.uk betfred.com paddypower.com
2025/11/01 12.04% 5.16% 0% 32.32% 0% 0.02% 0.74% 16.91% 0.01% 0.1%
2025/11/02 20.72% 5.05% 4.76% 17.13% 7.13% 0.02% 0.35% 9.33% 0.3% 0.01%
2025/11/03 29.2% 3.5% 8.57% 10.79% 7.34% 1.25% 0.27% 24.72% 3.67% 0.05%
2025/11/04 25.87% 22.52% 0% 12.43% 0% 0.37% 0.2% 29.54% 0% 0.2%
2025/11/05 26.03% 2.48% 0.16% 6.59% 0% 0.01% 0.89% 39.04% 0.2% 0%
2025/11/06 28.88% 3.59% 9.21% 23% 12.28% 0.09% 0.35% 0.17% 0% 1.56%
2025/11/07 37.5% 5.87% 0.09% 36.85% 0% 0.01% 0.8% 5.54% 0.11% 0.01%
2025/11/08 39.96% 0.93% 0.11% 35.12% 0% 0.07% 0.17% 0.51% 0.03% 0.76%
2025/11/09 2.88% 5.16% 0.2% 51.48% 0% 0.07% 1.22% 2.51% 0.06% 0.58%
2025/11/10 63.98% 5.14% 4.17% 16.91% 1.4% 0% 0.27% 0.3% 0.26% 2.36%
2025/11/11 3.93% 4.71% 18.78% 20.46% 17.12% 0.03% 0.02% 0.66% 4.54% 13.41%
2025/11/12 53.78% 4.03% 0% 25.84% 0% 0.06% 1.5% 0.02% 0.12% 0.05%
2025/11/13 48.62% 2.14% 4.95% 20.65% 4.78% 0.01% 0.11% 0.04% 0% 0.02%
2025/11/14 53.74% 13.71% 0.65% 6.12% 1.35% 0.1% 0.8% 0.01% 8.56% 3.77%
2025/11/15 64.53% 6.53% 4.49% 2.55% 2.03% 2.24% 0.66% 1.22% 7.2% 3.25%
2025/11/16 44.67% 15.98% 0.2% 2.3% 0% 0.03% 1.55% 0.03% 0.02% 0.22%
2025/11/17 23.87% 34.18% 4.79% 8.92% 5.85% 2.15% 2.13% 2.14% 0.19% 3.71%
2025/11/18 44.34% 10.19% 5.26% 5.64% 2.22% 1.94% 2.08% 1.45% 6.11% 5.64%
2025/11/19 54.05% 11.57% 8.98% 1.19% 3.89% 0.74% 4.04% 0.03% 4.71% 4.26%
2025/11/20 51.56% 7.48% 3.7% 19.38% 3% 2.19% 1.66% 2.94% 0.27% 2.05%
2025/11/21 48.26% 2.01% 8.71% 17.67% 7.88% 5.45% 0.77% 0.01% 0.76% 1.15%
2025/11/22 84.1% 3.27% 0.06% 4.39% 0% 1.75% 0.23% 0.02% 0.07% 0.02%
2025/11/23 44.32% 14.86% 0.06% 23.42% 0% 1.62% 0.77% 1.31% 0.1% 0.08%
2025/11/24 52.61% 19.96% 1.46% 6.14% 2.03% 0.48% 6.04% 3.87% 0.06% 1.22%
2025/11/25 27.9% 20.51% 2.13% 22.62% 0% 4.67% 3.55% 2.52% 1.04% 0.15%
2025/11/26 18.55% 23.47% 0.94% 11.16% 0% 7.93% 8.55% 0.51% 0.61% 0.87%
2025/11/27 26.41% 23.59% 11.6% 9.91% 13.83% 0.92% 0.77% 0.24% 0.68% 0.02%
2025/11/28 43.87% 13.91% 0.43% 21.69% 0% 2.04% 3.08% 0.27% 1.94% 0%
2025/11/29 48.94% 23.75% 1.89% 3.49% 5.07% 5% 0.15% 0.36% 4.88% 0%
2025/11/30 54.04% 10.9% 8.96% 7.53% 5.31% 4.66% 0.27% 0.01% 0.01% 0%
  • national-lottery.co.uk
  • postcodelottery.co.uk
  • lottoland.co.uk
  • pickmypostcode.com
  • lottomart.com
  • happytiger.co.uk
  • healthlottery.co.uk
  • actionaid.org.uk
  • betfred.com
  • paddypower.com

Copyright © Adthena. All rights reserved.

November saw national-lottery.co.uk’s impression share peak at 84.1% on the 22nd, while postcodelottery.co.uk ended strong at 23.75% on the 29th.

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
    Join Mencap's Weekly Lottery - £25,000 cash prize every week https://mencap.charitylotteries.co.uk › enter › lottery

    Mencap's Charity Lottery costs just £1 per play and you could win one of our weekly prizes. Buy a Online Lottery Ticket for £1 a week and you could win up...

  2. 2
    100% Deposit Bonus Up To £200* - Get Up To £200* Bonus To Play https://www.lottogo.com

    Welcome Offer. T&Cs Apply 18+ Gambleaware.org. Play All Your Favourite Games From Top Providers Like NetEnt, Play’n GO & So Many More.

  3. 3
    Play Lotto This Wednesday | Play Online Or On The App https://www.national-lottery.co.uk

    Play Lotto With £2 And It Could Be You Winning Millions This Wednesday. Rules Apply. 18+ It Could Be You If You Play 6 Winning Numbers For Wednesday Jackpot Draw. Play Now. Life Changing Jackpots. Play By Direct Debit.

  4. 4
    £38.2M December Draw Prize Pot - People's Postcode Lottery https://www.postcodelottery.co.uk

    A Minimum Of 30% Of Each Ticket Price Goes To Charity. Sign Up And Help Amazing Causes!

  5. 5
    New to tombola™? - New Players Get £50 Free https://www.tombola.co.uk › spend_£50 › play_with_£100

    Join now to play safe. Enjoy our exclusive games, friendly chat, and low maximum stakes.

Copyright © Adthena. All rights reserved.

In the world of online lotteries, Mencap’s weekly lottery stands out with its enticing £25,000 cash prize, promoting charity with just a £1 entry. Meanwhile, LottoGo tempts players with a 100% deposit bonus up to £200, offering games from top providers. The National Lottery invites players to dream big with life-changing jackpots, while the People’s Postcode Lottery emphasizes charity, dedicating 30% of ticket sales to good causes. Tombola attracts newcomers with a £50 free offer, focusing on safe play and community engagement.

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Get the full picture

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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