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UK Gambling & Gaming Online Gambling - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Online Gambling 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 Online Gambling 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
williamhill.com 25.31
virgingames.com 11.61
cdkeys.com 10.34
jackpotjoy.com 6.83
skyvegas.com 6.25
betvictor.com 4.26
32red.com 4.16
betway.com 3.57
unibet.co.uk 2.75
mrq.com 2.02
others 22.9

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William Hill leads with 25.31% click share, followed by Virgin Games at 11.61%. Others collectively hold 22.90%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Online Gambling 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 williamhill.com jackpotjoy.com virgingames.com 10bestcasinos.co.uk betvictor.com kongcasino.com 32red.com clovercasino.com skyvegas.com betfred.com
2025/05/01 0.97% 1.06% 4.59% 3.9% 0% 10.56% 0.3% 2.54% 2.36% 0%
2025/05/02 1.14% 4.67% 20.1% 4.63% 8.52% 4.81% 15.79% 3.91% 2.11% 0.07%
2025/05/03 1.57% 0.67% 18.8% 1.38% 5.01% 5.75% 3.6% 4.07% 2.32% 0.39%
2025/05/04 0.97% 0.68% 12.82% 0.91% 2.16% 9.32% 2.63% 0.87% 9.04% 1.62%
2025/05/05 1.4% 4.61% 9.88% 1.18% 0% 9.02% 22.96% 3.59% 7.76% 1.16%
2025/05/06 0.97% 3.36% 3% 7.86% 0.38% 7.31% 2.31% 2.75% 2.58% 0%
2025/05/07 1.11% 8.87% 13.81% 3.54% 6.86% 2.68% 5.54% 3.04% 6.87% 0.12%
2025/05/08 0.9% 6.01% 13.97% 1.97% 7.7% 3.58% 8.83% 5.89% 4.75% 0%
2025/05/09 55.22% 3.87% 4.76% 2.28% 0% 2.21% 0.21% 2.74% 1.04% 0%
2025/05/10 1.19% 4.17% 14.5% 0.46% 9.1% 5.09% 0.68% 3.9% 7.43% 0%
2025/05/11 2.86% 0.48% 2.44% 6.01% 6.22% 5.09% 7.45% 5.14% 11.31% 0.09%
2025/05/12 1.35% 10.18% 2.26% 0.58% 7.75% 8.68% 21.79% 6.55% 1.86% 0.43%
2025/05/13 0.53% 6.19% 13.76% 4.24% 2.13% 4.49% 10.82% 2.25% 8.21% 0.17%
2025/05/14 1.07% 0.96% 12.91% 0.85% 0% 7.66% 1.65% 3.9% 3.3% 0.18%
2025/05/15 0.88% 1.35% 13.54% 0.95% 7.94% 6.28% 0.7% 7.65% 5.29% 0.26%
2025/05/16 2.19% 2.38% 9.02% 0.53% 5.87% 2.7% 27.31% 2.43% 2.1% 0.36%
2025/05/17 2.33% 7.3% 11.38% 3.22% 8.84% 4.26% 10.03% 6.04% 4.67% 0.47%
2025/05/18 2.42% 1.43% 3.53% 1.07% 2.42% 2.07% 15.66% 2.85% 15.21% 0.47%
2025/05/19 1.16% 23.17% 7.94% 0.42% 0.02% 4.65% 3.42% 11.55% 8.52% 1.37%
2025/05/20 1.22% 9.61% 1.14% 5.27% 3.95% 5.7% 19.33% 6.77% 0.88% 0.42%
2025/05/21 36.55% 1.23% 3.58% 1.1% 0.48% 0.64% 1.58% 1.32% 5.77% 17.75%
2025/05/22 3.66% 0.96% 21.52% 1.43% 3.6% 7% 6.02% 7.65% 0.77% 0.4%
2025/05/23 1.51% 1.37% 2.98% 1.35% 0.27% 7.15% 0.15% 10.13% 3.03% 0.13%
2025/05/24 2.13% 1.63% 5.88% 3.62% 7.41% 5.41% 2.34% 8.03% 0.73% 0.33%
2025/05/25 2.54% 1.85% 4.93% 1.79% 2.46% 4.19% 2.2% 3.78% 7.67% 1.04%
2025/05/26 1.76% 11.3% 2.03% 3.3% 0% 3.98% 0.03% 4.21% 13.19% 0.15%
2025/05/27 0.64% 1.23% 2.23% 2.16% 0.11% 4.06% 1.24% 2.4% 1.38% 34.35%
2025/05/28 2.66% 9.94% 2.15% 7.77% 3.03% 2.81% 5.47% 4.57% 1.56% 0.44%
2025/05/29 2.6% 3.56% 11.01% 2.96% 4.09% 1.58% 11.97% 2.82% 5.48% 1.13%
2025/05/30 2.01% 8.97% 1.36% 5.06% 0.87% 2.41% 18.16% 2.27% 0.49% 1.23%
2025/05/31 34.95% 8.03% 3.46% 1.73% 1.59% 1.16% 1.03% 0.97% 0.46% 0.42%

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In May 2025, William Hill’s PPC spend spiked dramatically on the 9th and 21st, peaking at 55.22 and 36.55, respectively. Virgin Games saw a significant rise on the 22nd, reaching 21.52. Meanwhile, Betfred’s spend surged on the 27th, hitting 34.35. The month concluded with William Hill leading, despite fluctuations.

Market Exposure

Competitor Count for UK Gambling & Gaming Online Gambling

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 93
2025/05/02 88
2025/05/03 98
2025/05/04 80
2025/05/05 100
2025/05/06 99
2025/05/07 103
2025/05/08 93
2025/05/09 95
2025/05/10 106
2025/05/11 103
2025/05/12 91
2025/05/13 113
2025/05/14 108
2025/05/15 114
2025/05/16 114
2025/05/17 104
2025/05/18 116
2025/05/19 98
2025/05/20 98
2025/05/21 101
2025/05/22 99
2025/05/23 99
2025/05/24 103
2025/05/25 100
2025/05/26 96
2025/05/27 95
2025/05/28 103
2025/05/29 99
2025/05/30 102
2025/05/31 96

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In May 2025, distinct advertisers fluctuated, peaking at 116 on May 18. The month concluded with 96 advertisers, reflecting a dynamic advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Online Gambling

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
williamhill.com 13.37%
betfred.com 3.52%
jackpotjoy.com 2.57%
unibet.co.uk 1.81%
coral.co.uk 1.78%
32red.com -1.9%
mrq.com -2.5%
betvictor.com -3.71%
cdkeys.com -4.02%
virgingames.com -11.1%

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Williamhill.com surged with a 13.37% click share increase, while virgingames.com plummeted by 11.1%. Betfred.com and jackpotjoy.com also saw gains, contrasting cdkeys.com and betvictor.com declines.

Campaign Efficiency

UK Gambling & Gaming Online Gambling 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 williamhill.com ladbrokes.com jackpotjoy.com cdkeys.com virgingames.com 32red.com kongcasino.com clovercasino.com betfred.com coral.co.uk
2025/05/01 0.67% 0.12% 1.69% 38.15% 3.33% 0.2% 10.73% 2.29% 0% 0.15%
2025/05/02 1.16% 0.01% 3.51% 27.68% 18.04% 4.57% 6.34% 5.8% 0.02% 0.01%
2025/05/03 1.09% 4.26% 0.33% 28.48% 13.6% 5.66% 6.22% 4.9% 0.13% 0.27%
2025/05/04 0.43% 4.34% 1.05% 27.9% 13.83% 4.75% 5.44% 0.76% 0.38% 0.64%
2025/05/05 0.73% 0% 3.32% 26.4% 8.21% 7.51% 11.32% 3.6% 0.3% 0.38%
2025/05/06 0.46% 0.05% 8.26% 25.15% 3.93% 5.68% 8.37% 2.69% 0% 0.07%
2025/05/07 0.53% 0.15% 6.33% 24.87% 14.1% 11.59% 3.07% 2.18% 0.12% 0.13%
2025/05/08 0.53% 0% 9.64% 29.96% 14.59% 3.14% 3.11% 3.82% 0% 0.09%
2025/05/09 59.11% 0% 2.48% 11.08% 5.02% 0.09% 2.28% 2.08% 0% 0.06%
2025/05/10 0.63% 0.13% 2.41% 18.49% 21.86% 1.72% 6.41% 3.03% 0% 0.01%
2025/05/11 5.08% 0.01% 0.62% 22.02% 4.87% 17.79% 4.41% 3.02% 0.05% 0.12%
2025/05/12 1.05% 0.07% 9.11% 32.32% 4.38% 8.08% 4.71% 4.18% 0.21% 0.14%
2025/05/13 0.3% 0.49% 8.11% 16.38% 15.78% 8.86% 5.34% 1.94% 0.07% 0.17%
2025/05/14 0.41% 0.01% 1.54% 25.73% 9.33% 2.19% 5.5% 2.29% 0.08% 0.16%
2025/05/15 0.45% 0.59% 2.99% 14.31% 15.43% 1.48% 5.47% 5.51% 0.12% 0.17%
2025/05/16 1.78% 4.89% 6.43% 13.44% 9.8% 11.01% 3.69% 3.45% 0.1% 0%
2025/05/17 2.51% 0.67% 10.32% 15.69% 13.96% 2.99% 3.36% 3.27% 0.19% 0.7%
2025/05/18 1.44% 0.09% 3.29% 19.75% 3.79% 8.06% 3.07% 2.64% 0.63% 0.6%
2025/05/19 0.48% 0% 13.08% 13.02% 5.94% 6.11% 5.19% 9.2% 0.29% 4.96%
2025/05/20 0.65% 0.03% 8.39% 6.87% 1.23% 15.39% 4.21% 4.52% 0.16% 0.3%
2025/05/21 22.87% 0.09% 1.96% 3.53% 5.19% 3.1% 0.43% 1.4% 22.48% 23.44%
2025/05/22 1.34% 0.17% 1.2% 18.8% 19.77% 12.03% 5.4% 3.93% 0.11% 0%
2025/05/23 1.02% 0.36% 2.06% 32.74% 2.36% 0.16% 5.77% 4.2% 0.17% 0.56%
2025/05/24 2.06% 0.17% 4.94% 20.38% 6.65% 2.45% 8.69% 8.4% 0.24% 1.17%
2025/05/25 1.14% 0.95% 5.67% 14.72% 10.15% 4.59% 5.45% 1.88% 0.37% 0.14%
2025/05/26 1.25% 0.2% 6.27% 29.95% 1.49% 0.02% 4.44% 3.68% 0.09% 0.26%
2025/05/27 0.25% 0.19% 1.21% 6.26% 1.37% 0.76% 3.4% 1.07% 30.35% 0.02%
2025/05/28 3.89% 0.39% 10.91% 12.31% 2.23% 3.86% 6.02% 5.65% 0.2% 0.39%
2025/05/29 1.45% 0.49% 3.5% 12.67% 9.7% 9.52% 2.2% 2.06% 0.42% 0.4%
2025/05/30 2.26% 0.04% 5.66% 22.51% 0.87% 8.29% 2.26% 1.67% 0.64% 0.05%
2025/05/31 22.4% 21.88% 12.66% 3.41% 1.89% 1.27% 0.8% 0.55% 0.11% 0.08%

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In May 2025, William Hill’s PPC impressions fluctuated, peaking at 59.11% on May 9. Ladbrokes saw a significant spike on May 31 with 21.88%. Jackpotjoy’s impressions were highest on May 31 at 12.66%. CDKeys dominated early May, reaching 38.15% on May 1. Virgin Games peaked on May 22 with 19.77%. 32Red’s impressions were highest on May 11 at 17.79%. Kong Casino’s impressions were steady, peaking at 11.32% on May 5. Clover Casino’s impressions peaked at 9.2% on May 19. Betfred saw a significant spike on May 27 with 30.35%. Coral’s impressions peaked on May 21 at 23.44%. The month concluded with varied performances across domains.

Campaign Efficiency

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

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
    Admiral Casino UK - Grand Blackjack on Admiral https://www.admiralcasino.co.uk

    Join the fun on Admiral Casino. Play UK's best slots and #1 rated casino games. 18+. T&Cs.

  2. 2
    Welcome Offer - 140 Free Spins - Jackpotjoy - Join Today https://www.jackpotjoy.com

    Play £10 on Casino Games, Get 140 Free Slot Spins & Keep What You Win. 18+ T&Cs. Join us!

  3. 3
    £20 in Free Bets or £50 Bonus | Ladbrokes™ New Welcome Offer https://promo.ladbrokes.com › sports_betting › online_casino

    Bet & Pick Your Offer: Bet £10 Get £50 Bonus or Bet £5 Get £20 Free Bets. 18+ T&Cs Apply.

  4. 4
    Bet £10 Get £50 +10 Free Spins - Place A £10 Bet Builder https://www.paddypower.com

    Bet £10, Get £50 In Sports Bets & 10 Free Spins On Daily Jackpots! T&Cs. 18+ Gamble Safely. Exclusive New Offer - Play 10 Free Spins On A Selection Of Daily Jackpot Games! Join Now! Daily Promotions.

  5. 5
    William Hill™ Online Betting | Deposit, Bet & Get £60 Bonus https://promotion.williamhill.com › online-betting › terms-apply

    New Customers Deposit & Bet £10 Get £60. Some Payments Excluded. T&Cs Apply. Play Safe 18+

Copyright © Adthena. All rights reserved.

In the competitive world of online gambling, top advertisers like Admiral Casino, Jackpotjoy, Ladbrokes, Paddy Power, and William Hill captivate audiences with enticing offers. Themes of generous bonuses and free spins dominate, with each brand highlighting unique propositions to attract new players.

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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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