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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 8.0268743945
91.9731256055
8%

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 62
38
62%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 8%
Navigational 7%
Seasonal 0%
Local 0%
Problem Solving 48%

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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. Postcodelottery.co.uk follows at 13.4%, while others collectively hold 1.82%.

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% before declining to 26.18%. Lottogo.com and lottomart.com showed steady growth, while postcodelottery.co.uk fluctuated. The month ended with diverse spend shares across advertisers.

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% before declining to 38.87%. Meanwhile, postcodelottery.co.uk ended strong at 22.55%, and lottoland.co.uk maintained a steady presence, 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 shine on Google’s SERP. “10 Best Casinos” entices with instant deposits and bonuses, while “Health Lottery” promises daily £100,000 jackpots. “Lottoland” offers up to 200 free spins for new users. The “National Lottery” highlights its charitable contributions, raising £32 million weekly. Meanwhile, “Postcode Lottery” invites everyone to join, regardless of homeownership, with a £20.2 million prize pot. Each ad uniquely captivates, blending excitement with opportunity.

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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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