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UK Gambling & Gaming Online Gambling - PPC Market Share Analysis April 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
skyvegas.com 13.89
virgingames.com 13.43
jackpotjoy.com 8.61
williamhill.com 8.42
32red.com 7.72
cdkeys.com 7.64
ladbrokes.com 5.65
betway.com 3.27
betvictor.com 2.85
lottoland.co.uk 2.73
others 25.79

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Skyvegas.com leads with 13.89% click share, closely followed by Virgingames.com at 13.43%. ‘Others’ collectively hold a significant 25.79%.

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 32red.com skyvegas.com ladbrokes.com virgingames.com playojo.com jackpotjoy.com betvictor.com kongcasino.com bet365.com williamhill.com
2025/04/01 0% 0% 0% 0% 0% 0% 0% 27.63% 0% 0.29%
2025/04/02 0.29% 1.47% 0% 0% 2.05% 0% 0% 17.33% 0% 0.08%
2025/04/03 0.1% 0% 0% 0% 0% 0% 0% 35.83% 0% 0%
2025/04/04 5.16% 1.09% 2.52% 24.17% 0.91% 4% 2.69% 4.05% 18.22% 0.14%
2025/04/05 15.11% 1.87% 2.33% 9.04% 5.24% 0.48% 0.03% 2.98% 2.15% 0.88%
2025/04/06 4.55% 3.47% 1.53% 12.6% 5.8% 5.59% 1.3% 4.54% 2.58% 0.67%
2025/04/07 1.57% 3.16% 3.38% 13.42% 0.6% 5.32% 6.16% 12.01% 8.32% 0.77%
2025/04/08 5.69% 7.56% 16.06% 22.66% 3.09% 1.51% 0.52% 2.14% 2.13% 13.83%
2025/04/09 3.83% 16.78% 2.62% 17.43% 1.48% 4.63% 0.01% 1.87% 2.31% 0.74%
2025/04/10 12.85% 5.8% 2.87% 16.08% 1.14% 10.41% 4.66% 1.13% 2.83% 1.51%
2025/04/11 17.2% 5.39% 0.31% 3.79% 2.95% 8.92% 3.97% 0.75% 2.06% 0.82%
2025/04/12 11.47% 15.16% 2.52% 5.82% 6.71% 1.56% 2.3% 0.64% 0.76% 1.03%
2025/04/13 12.39% 7.25% 4.06% 17.78% 0.23% 5.2% 2.81% 0.49% 0.78% 0.29%
2025/04/14 7.21% 5.53% 0.03% 33.03% 0.25% 11.29% 1.11% 6.67% 0.67% 0.73%
2025/04/15 2.91% 10.23% 0.12% 3.69% 4.04% 12.49% 2.43% 2.43% 2.81% 2.45%
2025/04/16 11.9% 12.53% 7.5% 13.24% 1.45% 9.54% 2.49% 1.63% 0.98% 0.71%
2025/04/17 7.24% 3.73% 7.11% 8.86% 2.86% 2.9% 0.81% 0.9% 4.22% 22.48%
2025/04/18 9.04% 4.69% 1.55% 8.18% 5.32% 10.14% 1.78% 0.29% 2.81% 1.04%
2025/04/19 16.17% 6.69% 0.34% 9.4% 5.42% 7.34% 1.52% 0.71% 3.01% 0.69%
2025/04/20 20.54% 8.82% 2.47% 9.71% 2.1% 11.27% 2.27% 4.63% 3.1% 0.44%
2025/04/21 16.87% 5.01% 0.16% 1.51% 4.09% 5.59% 2.37% 4.69% 2.53% 0.86%
2025/04/22 19.79% 12.7% 8.93% 2.86% 1.48% 2.47% 3.85% 0.72% 1.17% 1.41%
2025/04/23 4.8% 12.83% 0.41% 3.6% 6.52% 8.54% 3.68% 2.71% 0.36% 0.8%
2025/04/24 13.15% 5.39% 0% 22.44% 2.32% 4.35% 5.78% 5.85% 1.27% 0.84%
2025/04/25 7.33% 0.76% 0.11% 12.12% 6.73% 12.82% 4.87% 6.69% 2.51% 1.02%
2025/04/26 4.09% 10.65% 0% 7.97% 9.44% 1.55% 0% 8.5% 1.13% 1.08%
2025/04/27 1.44% 3.98% 0% 3.9% 10.77% 1.67% 0.04% 14.8% 2.74% 0.96%
2025/04/28 13.36% 3.89% 0.2% 4.16% 3.7% 11.91% 12.18% 7.22% 1.48% 0.74%
2025/04/29 4.33% 5.6% 0% 0.41% 0.56% 8.74% 0% 9.45% 0.23% 0.45%
2025/04/30 15.77% 9.17% 8.28% 6.11% 3.94% 3.76% 3.67% 3.33% 1.31% 0.94%

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In April 2025, 32red.com saw fluctuating PPC spend, peaking mid-month. Skyvegas.com and virgingames.com showed consistent activity, while kongcasino.com started strong but declined. Williamhill.com remained steady, ending with modest spend.

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
2025/04/01 44
2025/04/02 51
2025/04/03 38
2025/04/04 101
2025/04/05 117
2025/04/06 119
2025/04/07 117
2025/04/08 124
2025/04/09 129
2025/04/10 131
2025/04/11 131
2025/04/12 116
2025/04/13 122
2025/04/14 114
2025/04/15 119
2025/04/16 118
2025/04/17 136
2025/04/18 139
2025/04/19 135
2025/04/20 117
2025/04/21 111
2025/04/22 110
2025/04/23 109
2025/04/24 101
2025/04/25 97
2025/04/26 97
2025/04/27 102
2025/04/28 113
2025/04/29 84
2025/04/30 101

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April began with 44 advertisers, peaking at 139 mid-month. A decline followed, ending with 101 advertisers.

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
ladbrokes.com 4.23%
williamhill.com 3.54%
32red.com 2.53%
jackpotjoy.com 2.17%
mrq.com 1.9%
merkurcasinouk.com -1.21%
cdkeys.com -1.21%
bet365.com -2%
skyvegas.com -2.15%
virgingames.com -10.16%

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Ladbrokes.com surged with a 4.23% click share increase, while virgingames.com plummeted by 10.16%. Williamhill.com, 32red.com, and jackpotjoy.com also rose, contrasting declines from skyvegas.com and bet365.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.

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Date virgingames.com cdkeys.com 32red.com skyvegas.com jackpotjoy.com ladbrokes.com bet365.com kongcasino.com happytiger.co.uk williamhill.com
2025/04/01 0% 29.39% 0% 0% 0% 0% 0% 25.19% 0% 0.08%
2025/04/02 0% 41.21% 0.18% 0.16% 0% 0% 0% 13.24% 0.18% 0.01%
2025/04/03 0% 24.9% 0.01% 0% 0% 0% 0% 20.09% 0% 0%
2025/04/04 8.44% 7.7% 1.99% 0.5% 2.43% 1.45% 36.97% 2.84% 0.11% 0.05%
2025/04/05 6.36% 25.03% 4.28% 1.57% 1.04% 7.87% 2.18% 3.28% 1.43% 1.02%
2025/04/06 14.8% 10.57% 7.98% 2.7% 4.66% 3.92% 1.86% 2.82% 0.84% 0.6%
2025/04/07 12.08% 8.16% 2.8% 1.19% 4.3% 5.7% 11.48% 7.99% 1.54% 0.73%
2025/04/08 9.63% 2.76% 1.17% 5.37% 1.54% 23.78% 0.66% 1.82% 11.56% 11.11%
2025/04/09 10.59% 6.04% 9.89% 16.65% 3.73% 6.82% 1.62% 2.33% 1.61% 0.46%
2025/04/10 11.19% 5.77% 10% 6.01% 9.96% 5.69% 3.06% 2.9% 0.54% 2.14%
2025/04/11 8.96% 9.59% 8.75% 2.55% 8.3% 0.52% 1.85% 1.21% 2.74% 0.76%
2025/04/12 11.3% 12.88% 3.45% 12.07% 3.99% 7.97% 0.85% 1.08% 0.54% 2.55%
2025/04/13 14.49% 6.76% 11.37% 6.12% 6.47% 4.94% 1.6% 0.71% 0.9% 0.22%
2025/04/14 20.66% 15.08% 9.86% 5.35% 7.15% 0.03% 1.1% 3.87% 0.29% 0.44%
2025/04/15 6.75% 23.52% 5.64% 4.81% 6% 0.02% 4.05% 3.41% 1% 4.5%
2025/04/16 15.11% 19.56% 6.19% 6.32% 6.51% 7.79% 0.34% 2.52% 0.76% 0.45%
2025/04/17 6.11% 2.74% 8.59% 2.48% 1.32% 11.33% 2.68% 0.38% 4.44% 15.9%
2025/04/18 7.19% 4.81% 7.88% 3.46% 7.55% 2.77% 3.09% 0.43% 8.82% 0.84%
2025/04/19 9.54% 6.79% 11.57% 5.49% 7.38% 0.54% 4.91% 0.66% 3.28% 1.37%
2025/04/20 7.36% 5.16% 17.15% 6.85% 7.08% 3.79% 1.97% 3.91% 1.57% 0.38%
2025/04/21 4.34% 11.28% 7.68% 4.52% 3.53% 0.68% 4.61% 4.67% 3.13% 0.72%
2025/04/22 8.3% 7.39% 11.39% 9.59% 7.74% 14.75% 3.19% 1.2% 2.94% 2.25%
2025/04/23 8.6% 15.45% 10.14% 8.84% 6.11% 0.09% 0.2% 1.35% 2.28% 0.37%
2025/04/24 13.64% 5.95% 8.39% 4% 4.48% 0% 1.1% 5.41% 0.84% 0.92%
2025/04/25 9.54% 21.4% 5.25% 0.58% 6.93% 0.03% 1.78% 10.3% 4.67% 0.51%
2025/04/26 9.64% 19.52% 9.24% 6.62% 3.19% 0% 0.39% 8.36% 0.42% 0.59%
2025/04/27 5.16% 20.02% 0.84% 0.89% 3.14% 0% 2.5% 15.86% 2.11% 0.59%
2025/04/28 6.44% 14.01% 14.72% 3.31% 8.32% 0.21% 1.58% 6.02% 1.14% 0.65%
2025/04/29 0.16% 21.44% 11.21% 5.51% 6.39% 0% 0.03% 7.11% 2.98% 0.14%
2025/04/30 12.51% 12.21% 10.21% 6.94% 6.65% 5.67% 1.9% 1.76% 1.67% 0.5%

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April’s PPC landscape saw dynamic shifts. Virgin Games peaked mid-month, while CDKeys fluctuated, ending strong. 32Red and SkyVegas showed moderate gains. Ladbrokes and Bet365 had sporadic visibility. KongCasino and HappyTiger maintained low profiles. William Hill remained minimal.

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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In the competitive world of online gambling, 32Red entices with 232 free spins, while Coral offers a tempting £20 in free bets for a £5 wager. Happy Tiger lures players with a £300 bonus, and MrQ captivates with uncapped winnings. William Hill stands out with a £60 bonus for a £10 bet.

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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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