UK Gambling & Gaming Online Gambling - PPC Market Share Analysis March 2026

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.

Online Gambling – UK

Google AI Overview visibility for Gambling & Gaming Online Gambling UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 6.4218833896
93.5781166104
6%

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 67
33
67%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 9%
Transactional 10%
Navigational 1%
Seasonal 0%
Local 0%
Problem Solving 19%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
32red.com 13.82
jackpotjoy.com 11
betway.com 10.52
betvictor.com 6.22
666casino.com 4.18
clovercasino.com 4.15
mrluck.com 4.13
playojo.com 3.88
giantwins.com 3.71
lottoland.co.uk 3.54
others 34.85
  • 32red.com - 13.82%
  • jackpotjoy.com - 11%
  • betway.com - 10.52%
  • betvictor.com - 6.22%
  • 666casino.com - 4.18%
  • clovercasino.com - 4.15%
  • mrluck.com - 4.13%
  • playojo.com - 3.88%
  • giantwins.com - 3.71%
  • lottoland.co.uk - 3.54%
  • others - 34.85%

Copyright © Adthena. All rights reserved.

In the gambling PPC landscape, 32red.com leads with 13.82% click share, followed by jackpotjoy.com at 11%. Betway.com captures 10.52%, while ‘others’ collectively hold 34.85%.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date giantwins.com ivycasino.com mrluck.com 666casino.com bestukonlinecasinosites.com 32red.com clovercasino.com bet365.com playright.co.uk kongcasino.com
2026/03/01 7.62% 8.75% 0% 6.83% 6.97% 3.36% 9.54% 9.7% 4.51% 7.7%
2026/03/02 4.72% 8.24% 3.66% 5.21% 3.33% 5.9% 10.07% 6.49% 4.23% 9.09%
2026/03/03 4.77% 7.01% 7.65% 2.83% 4.85% 1.11% 9.03% 3.5% 4.39% 5.49%
2026/03/04 5.23% 9.03% 4.98% 3.95% 7.33% 1.63% 9.47% 3.93% 3.82% 4.16%
2026/03/05 3.71% 10.42% 7.1% 2.96% 5.79% 2.33% 10.34% 4.41% 3.88% 6.98%
2026/03/06 1.24% 3.08% 2.81% 2.22% 4.43% 4.29% 6.35% 12.58% 2.99% 6.95%
2026/03/07 3.28% 6.53% 2.38% 4.01% 7.51% 2.33% 4.12% 10.68% 5.13% 3.3%
2026/03/08 3.76% 6.36% 3.05% 2.01% 6.78% 1.66% 7.14% 11.5% 2.48% 6.18%
2026/03/09 2.09% 1.97% 4.74% 3.88% 6.58% 1.62% 4.4% 8.39% 3.73% 4.98%
2026/03/10 3.38% 0.7% 5.85% 4.12% 5.94% 2.78% 7.65% 8.92% 3.11% 8.48%
2026/03/11 3.55% 2.98% 7.06% 2.98% 5.87% 2.8% 8.04% 8.92% 0.78% 6.23%
2026/03/12 4.54% 1.59% 5.3% 5.59% 4.69% 2.98% 7.35% 5.41% 2.86% 5.03%
2026/03/13 1.83% 0.77% 3.92% 5.29% 3.62% 4.02% 4.74% 12.82% 1.67% 4.42%
2026/03/14 3.6% 1.21% 4.19% 4.66% 7.27% 6.63% 5.4% 12.32% 3.77% 3.86%
2026/03/15 3.57% 1.68% 6.6% 2.82% 5.25% 3% 7.05% 6.47% 4.44% 6.31%
2026/03/16 4.27% 5.48% 4% 2.41% 6.89% 3.74% 6.02% 8.23% 2.67% 3%
2026/03/17 4.53% 4.4% 5.25% 5.13% 3.33% 9.98% 5.66% 5.81% 2.1% 5.82%
2026/03/18 6.6% 5.46% 8.39% 5.39% 5.52% 5.2% 7.08% 7.26% 2.23% 8.3%
2026/03/19 5.02% 1.6% 4.7% 1% 3.92% 8.5% 3.27% 6.38% 2.45% 4.64%
2026/03/20 7.17% 3.1% 7.49% 4.21% 3.44% 5.2% 7.81% 6.75% 4.67% 4.27%
2026/03/21 7% 5.49% 5.5% 3.76% 6.27% 6.8% 0% 11.43% 5.31% 0%
2026/03/22 8.5% 7.54% 4.65% 2.37% 8.76% 2.87% 5.77% 9.38% 2.42% 0%
2026/03/23 5.68% 6.46% 6.88% 2.83% 5.24% 6.95% 6.81% 4.81% 2.98% 0.05%
2026/03/24 4.48% 4.36% 5.2% 5.09% 3.3% 9.88% 5.61% 5.76% 2.08% 5.76%
2026/03/25 2.85% 5.32% 8.23% 1.04% 6.74% 11.06% 8.1% 5.65% 4.63% 0%
2026/03/26 6.47% 4.69% 5.11% 1.11% 6.65% 7.74% 4.17% 7.19% 3.69% 0%
2026/03/27 4.19% 2.9% 4.22% 0.96% 5% 13.73% 2.78% 11.82% 3.47% 0%
2026/03/28 3.34% 4.65% 4.7% 2.22% 5.31% 11.6% 4.87% 6.19% 6.06% 0.02%
2026/03/29 3.09% 5.57% 4.7% 2.72% 8.6% 7% 5.99% 5.75% 4.12% 0%
2026/03/30 13.17% 4.72% 12.12% 5.33% 3.68% 2.63% 5.05% 2.38% 1.61% 0.04%
2026/03/31 13.05% 12.22% 5.46% 5.4% 4.28% 4.11% 3.31% 3% 1.41% 0%
  • giantwins.com
  • ivycasino.com
  • mrluck.com
  • 666casino.com
  • bestukonlinecasinosites.com
  • 32red.com
  • clovercasino.com
  • bet365.com
  • playright.co.uk
  • kongcasino.com

Copyright © Adthena. All rights reserved.

In March 2026, “giantwins.com” saw a dramatic rise, peaking at 13.17% on March 30. “ivycasino.com” fluctuated, ending strong at 12.22%. “mrluck.com” had a notable spike on March 30 with 12.12%. “bet365.com” maintained a steady presence, peaking at 12.82% mid-month. “clovercasino.com” started strong but dipped towards month-end. “kongcasino.com” experienced a significant drop, nearly disappearing by month’s end.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/03/01 84
2026/03/02 88
2026/03/03 93
2026/03/04 91
2026/03/05 98
2026/03/06 92
2026/03/07 93
2026/03/08 94
2026/03/09 90
2026/03/10 80
2026/03/11 99
2026/03/12 93
2026/03/13 93
2026/03/14 87
2026/03/15 93
2026/03/16 96
2026/03/17 101
2026/03/18 95
2026/03/19 91
2026/03/20 91
2026/03/21 94
2026/03/22 96
2026/03/23 96
2026/03/24 101
2026/03/25 81
2026/03/26 82
2026/03/27 90
2026/03/28 90
2026/03/29 82
2026/03/30 76
2026/03/31 74

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March began with 84 advertisers, peaking at 101 mid-month. A decline followed, ending at 74.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
jackpotjoy.com 12.07%
32red.com 5.23%
betway.com 3.16%
lottoland.co.uk 1.39%
giantwins.com 1.33%
mrq.com -1.78%
clovercasino.com -2.38%
skyvegas.com -2.71%
kongcasino.com -2.73%
virgingames.com -3.89%

Copyright © Adthena. All rights reserved.

Jackpotjoy.com surged with a 12.07% click share increase, while virgingames.com dropped by 3.89%. 32red.com and betway.com also saw positive gains, contrasting with declines for kongcasino.com and skyvegas.com.

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.

Date giantwins.com 666casino.com ivycasino.com jackpotjoy.com betvictor.com mrluck.com 32red.com clovercasino.com virgingames.com kongcasino.com
2026/03/01 14.76% 12.24% 12.19% 1.18% 2.9% 0% 3.92% 18.58% 1.1% 8.62%
2026/03/02 8.15% 11.11% 9.86% 0.92% 9.21% 3.99% 5.6% 14.79% 3.6% 7.62%
2026/03/03 7.32% 10.12% 8.95% 0.52% 6.81% 7.27% 3.3% 13.62% 1.28% 3.91%
2026/03/04 7.7% 4.68% 16.28% 0.48% 3.44% 9.58% 1.49% 18.39% 0.19% 4.46%
2026/03/05 3.53% 8.17% 23.82% 0.09% 2.09% 8.34% 3.8% 14.71% 0.03% 6.33%
2026/03/06 3.13% 8.15% 6.19% 0.7% 3.24% 4.85% 6.72% 7.06% 13.69% 5.35%
2026/03/07 3.58% 13.02% 11.34% 2.5% 8.93% 5.01% 1.98% 5.39% 2% 4.3%
2026/03/08 8.1% 6.52% 15.91% 1.62% 4.48% 6.23% 1.89% 7.85% 4.97% 7.73%
2026/03/09 4.26% 15.71% 5.98% 5.96% 1.12% 8.71% 1.37% 5.34% 0.27% 10.06%
2026/03/10 5.42% 13.93% 0.69% 2.36% 1.97% 10.76% 2.74% 5.17% 6.92% 8.9%
2026/03/11 3.82% 7.27% 3.6% 1.72% 1.55% 14.69% 2.47% 5.45% 3.67% 5.59%
2026/03/12 6.32% 12.51% 1.77% 0.42% 4.46% 7.33% 2.94% 4.96% 2.96% 4.27%
2026/03/13 0.79% 7.29% 1.46% 2.22% 11.23% 7.76% 3.02% 5.54% 2.19% 4.82%
2026/03/14 8.01% 14.67% 2.15% 0.43% 2.06% 9.71% 7.48% 8.27% 4.89% 5.57%
2026/03/15 4.68% 8.33% 2.25% 3.86% 6.96% 8.17% 4.09% 6.79% 7.73% 6.64%
2026/03/16 6.57% 3.59% 4.27% 4.38% 3.08% 7.04% 6.34% 5.52% 2.39% 3.31%
2026/03/17 5.14% 8.34% 3.16% 8.76% 1.26% 6.17% 10.33% 3.93% 6.18% 5.76%
2026/03/18 11.1% 12.16% 3.76% 6.86% 0.04% 9.35% 7.16% 6.01% 0.29% 7.95%
2026/03/19 9.12% 2.15% 3.03% 12.31% 3.61% 5.98% 9.79% 1.98% 7.12% 4.21%
2026/03/20 7.87% 6.34% 2.9% 3.71% 4.18% 9.27% 10% 6.01% 1.07% 2.91%
2026/03/21 9.66% 6.2% 4.67% 7.62% 5.44% 7.3% 9.59% 0% 4.35% 0%
2026/03/22 13.62% 7% 7.14% 6.19% 0.43% 7.42% 8.78% 4.46% 0.18% 0%
2026/03/23 6.82% 2.88% 2.53% 7.94% 12.46% 6.03% 12.14% 3.43% 4.67% 0.03%
2026/03/24 5.14% 8.34% 3.16% 8.76% 1.26% 6.17% 10.33% 3.93% 6.18% 5.76%
2026/03/25 4.51% 1.01% 2.39% 4.92% 8.47% 6.26% 24.31% 4% 3.12% 0%
2026/03/26 7.67% 4.22% 3.93% 5.99% 1.23% 5.9% 23.62% 3.54% 6.52% 0%
2026/03/27 3.89% 2.51% 3.77% 4.86% 2.29% 4.1% 19.5% 3.31% 4.96% 0%
2026/03/28 4.3% 5.39% 6.72% 2.99% 5.06% 13.24% 16.77% 5.08% 1.85% 0.04%
2026/03/29 5.94% 5.38% 4.29% 5.98% 3.54% 5.73% 14.38% 4.56% 6.79% 0%
2026/03/30 14.73% 10.73% 4.59% 8.64% 5.58% 9.21% 7.88% 1.44% 0.18% 0.07%
2026/03/31 13.22% 12.19% 10.15% 9.03% 7.64% 4.72% 2.79% 2.29% 0% 0%
  • giantwins.com
  • 666casino.com
  • ivycasino.com
  • jackpotjoy.com
  • betvictor.com
  • mrluck.com
  • 32red.com
  • clovercasino.com
  • virgingames.com
  • kongcasino.com

Copyright © Adthena. All rights reserved.

In March 2026, “giantwins.com” started strong, dipped mid-month, then surged to end at 13.22%. “666casino.com” fluctuated, peaking mid-month, closing at 12.19%. “ivycasino.com” saw early highs, then steadied, finishing at 10.15%. “jackpotjoy.com” rose steadily, ending at 9.03%. “betvictor.com” had a mid-month peak, closing at 7.64%. “mrluck.com” fluctuated, ending at 4.72%. “32red.com” peaked late, closing at 2.79%. “clovercasino.com” started high, then declined, ending at 2.29%. “kongcasino.com” had early highs, then dropped, ending at 0.07%. “virgingames.com” fluctuated, ending at 0.0%.

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.

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Online Gambling - Last month
  1. 1
    250 Free Spins Welcome Offer - 32Red™ New Customer Offer https://welcome.32red.com › casino-offer › register

    Get 250 Free Spins (No Wagering) Across 5 Top Slot Games On 32Red™. Register & Deposit To Get IncREDible Site-Wide Rewards.

  2. 2
    New Players Welcome - Online Megaways UK https://www.666casino.com

    Discover hundreds of online games available to play on 666. New players welcome

  3. 3
    New Players Welcome - UK Megaways Games https://www.clovercasino.com

    Play megaways games online at Clover. Pragmatic Play. Yggdrasil. NetEnt. Microgaming. Brands: Fluffy Favourites, Legacy of Dead, Gold Rush Express.

  4. 4
    New Players Welcome https://www.kongcasino.com

    Kong - Megaways Online — Best online UK games. New Players welcome. 2025 updated site. Discover hundreds of online megaways games available to play at Kong.

  5. 5
    Mr Luck - Megaways Games https://www.mrluck.com

    Discover Megaways Games — Hundreds of online games available to play at Mr Luck. Online hot slots at Mr Luck. New players welcome.

Copyright © Adthena. All rights reserved.

In the competitive world of online gambling, 32Red stands out with its enticing “250 Free Spins Welcome Offer,” emphasizing no wagering requirements. Meanwhile, 666Casino, CloverCasino, KongCasino, and Mr Luck focus on welcoming new players with a vast array of Megaways games, highlighting popular brands and updated platforms.

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