UK Gambling & Gaming Online Gambling - PPC Market Share Analysis November 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.

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 3.89991855019
96.1000814498
3%

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 7%
Transactional 2%
Navigational 3%
Seasonal 0%
Local 0%
Problem Solving 12%

Copyright © Adthena. All rights reserved.

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
clovercasino.com 11.91
mrluck.com 10.61
kongcasino.com 10.11
32red.com 6.98
betvictor.com 5.02
virgingames.com 4.41
skyvegas.com 4.17
666casino.com 3.94
ivycasino.com 3.36
betway.com 3.29
others 36.2
  • clovercasino.com - 11.91%
  • mrluck.com - 10.61%
  • kongcasino.com - 10.11%
  • 32red.com - 6.98%
  • betvictor.com - 5.02%
  • virgingames.com - 4.41%
  • skyvegas.com - 4.17%
  • 666casino.com - 3.94%
  • ivycasino.com - 3.36%
  • betway.com - 3.29%
  • others - 36.2%

Copyright © Adthena. All rights reserved.

In the gambling PPC landscape, “others” dominate with 36.2% click share. Clovercasino.com leads individual advertisers at 11.91%, followed by mrluck.com at 10.61%.

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 clovercasino.com 666casino.com kongcasino.com mrluck.com 32red.com wizardslots.com virgingames.com betvictor.com bestukonlinecasinosites.com ladbrokes.com
2025/10/01 9.79% 2.44% 13.31% 18.41% 11.29% 1% 0.08% 0.45% 0.26% 0.27%
2025/10/02 13.8% 7.19% 18.47% 26.14% 1.1% 1.43% 0.07% 0.39% 1.5% 0.17%
2025/10/03 8.43% 3.06% 7.07% 10.53% 6.96% 1.79% 1.69% 1.79% 1.58% 8.27%
2025/10/04 12.41% 2.59% 9.68% 10.22% 3.17% 2.97% 1.44% 9% 1.88% 1.74%
2025/10/05 8.92% 1.7% 15.4% 9.52% 2.17% 3.29% 6.5% 2.08% 1.27% 6.94%
2025/10/06 7.19% 0.29% 12.04% 4.75% 6.17% 0.8% 0.25% 0.81% 1.64% 8.52%
2025/10/07 4.41% 0.14% 6.66% 5.37% 1.67% 1.41% 0.56% 3.43% 9.09% 1.29%
2025/10/08 6.78% 0.54% 6.56% 5.45% 4.02% 1.66% 2.16% 6.14% 8.83% 2.31%
2025/10/09 5.83% 0.02% 4.34% 3.37% 1.39% 2.09% 6.62% 8.9% 0.91% 1.77%
2025/10/10 3.76% 0.03% 4.68% 2.79% 4.21% 1.84% 13.81% 1.46% 5.3% 2.96%
2025/10/11 3.77% 0.06% 4.02% 3.5% 7.52% 1.1% 1.65% 4.39% 6.39% 6.82%
2025/10/12 2.57% 0.17% 4.15% 3.63% 5.73% 0.95% 4.02% 4.56% 6.82% 10.2%
2025/10/13 5.01% 0.04% 1.78% 2.15% 0.97% 0.47% 8.44% 4.56% 4.82% 0.97%
2025/10/14 5.43% 0.25% 0.24% 6.29% 2.51% 3.87% 1.05% 2.97% 1.85% 2.17%
2025/10/15 7.5% 0.48% 0.07% 6.22% 1.44% 9.04% 0.64% 5.48% 2.84% 3.69%
2025/10/16 5.02% 0.14% 0.15% 5.47% 6.78% 2.06% 5.32% 3.54% 3.16% 1.06%
2025/10/17 12.41% 5.03% 0.06% 8.83% 4.6% 4.68% 1.17% 1.91% 7.32% 0.75%
2025/10/18 11.42% 1.81% 0.27% 9.86% 9.68% 5.83% 1.59% 10.5% 1.05% 0.62%
2025/10/19 21.41% 7.01% 0.03% 18.08% 3.45% 7.01% 0.18% 1.92% 0.3% 1.97%
2025/10/20 9.25% 2.08% 13.37% 12.75% 2.14% 13.38% 0.38% 0.43% 0.19% 4.74%
2025/10/21 7.17% 2.75% 5.14% 8.71% 8.12% 3.75% 3% 7.35% 0.34% 0.34%
2025/10/22 9.09% 3.66% 6.62% 5.91% 10.84% 3.04% 8.44% 5% 1.49% 0.55%
2025/10/23 7.79% 4.21% 16.41% 11.46% 0.36% 5.38% 1.16% 1.71% 1.86% 2.55%
2025/10/24 9.9% 3.67% 13.18% 8.06% 5.69% 3.51% 4.38% 5.3% 1% 0.18%
2025/10/25 5.85% 3.44% 7.65% 6.13% 2.29% 2.84% 0.17% 3.3% 0.72% 0.65%
2025/10/26 13.27% 8.47% 20.55% 12.25% 0.13% 4.51% 1.05% 3.25% 0.46% 1.99%
2025/10/27 7.34% 5.42% 9.96% 7.31% 4.26% 2.94% 1.18% 0.78% 4.24% 1.1%
2025/10/28 15.22% 11.34% 11.8% 4.76% 9.25% 3.04% 0.95% 3.4% 0.03% 0.84%
2025/10/29 11.75% 10.09% 13.55% 7.62% 7.75% 4.56% 0.11% 4.51% 1.46% 0.02%
2025/10/30 9.2% 3.3% 11.6% 5.06% 8.48% 4.58% 6.27% 5.25% 0.13% 1.75%
2025/10/31 22.84% 17.83% 12.01% 7.6% 6.76% 3.27% 2.84% 2.66% 0.12% 0.11%
  • clovercasino.com
  • 666casino.com
  • kongcasino.com
  • mrluck.com
  • 32red.com
  • wizardslots.com
  • virgingames.com
  • betvictor.com
  • bestukonlinecasinosites.com
  • ladbrokes.com

Copyright © Adthena. All rights reserved.

Clovercasino.com saw a rollercoaster month, peaking at 22.84% on October 31. Meanwhile, 666casino.com ended strong with 17.83%, and kongcasino.com maintained steady growth, closing at 12.01%.

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
2025/10/01 94
2025/10/02 85
2025/10/03 117
2025/10/04 108
2025/10/05 117
2025/10/06 115
2025/10/07 113
2025/10/08 117
2025/10/09 118
2025/10/10 112
2025/10/11 111
2025/10/12 112
2025/10/13 114
2025/10/14 121
2025/10/15 120
2025/10/16 118
2025/10/17 111
2025/10/18 105
2025/10/19 104
2025/10/20 99
2025/10/21 109
2025/10/22 98
2025/10/23 91
2025/10/24 101
2025/10/25 119
2025/10/26 101
2025/10/27 102
2025/10/28 100
2025/10/29 106
2025/10/30 90
2025/10/31 91

Copyright © Adthena. All rights reserved.

October began with 94 advertisers, peaking at 121 mid-month. A decline followed, ending with 91. The month showcased dynamic shifts, reflecting a competitive 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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
666casino.com 6.85%
kongcasino.com 4.39%
clovercasino.com 4.31%
mrluck.com 2.26%
wizardslots.com 2.11%
unibet.co.uk -1.14%
betway.com -1.79%
ladbrokes.com -2.57%
virgingames.com -3.11%
ivycasino.com -6.09%

Copyright © Adthena. All rights reserved.

Ivycasino.com saw a significant drop of 6.09%, while 666casino.com surged by 6.85%. Kongcasino.com and Clovercasino.com also experienced positive growth, contrasting with declines for virgingames.com and ladbrokes.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 clovercasino.com 666casino.com kongcasino.com 32red.com mrluck.com virgingames.com betvictor.com betway.com ladbrokes.com ivycasino.com
2025/10/01 7.23% 2.12% 14.66% 10.03% 21.86% 0.12% 0.87% 0% 0.29% 5.44%
2025/10/02 12.11% 3.09% 21.17% 2.33% 32.98% 0.08% 0.21% 0% 0.31% 8.03%
2025/10/03 8.22% 2.42% 6.93% 6.48% 10.43% 2.38% 2.7% 2.67% 8.76% 2.29%
2025/10/04 14.2% 1.82% 10.64% 5.35% 12.48% 2.85% 4.08% 4.18% 3.19% 9.14%
2025/10/05 9.97% 1.05% 17.07% 3.25% 12.1% 6.04% 3.3% 0% 6.47% 7.36%
2025/10/06 9.11% 0.19% 15.71% 9.7% 5.47% 0.25% 1.23% 4.21% 6.96% 5.96%
2025/10/07 7.92% 0.11% 12.44% 4.77% 10.85% 1.12% 7.96% 0.05% 2.3% 4.95%
2025/10/08 11.15% 0.54% 9.79% 8.96% 9.03% 5.37% 3.57% 0.06% 3.53% 9.44%
2025/10/09 8.35% 0.02% 5.74% 1.33% 5.93% 7.08% 11.23% 5.16% 2.62% 9.66%
2025/10/10 6.24% 0.02% 7.4% 8.38% 5.57% 16.44% 2.59% 3.01% 5.24% 4.37%
2025/10/11 5.42% 0.12% 6.48% 10.62% 6.06% 2.72% 7.56% 1.07% 7.76% 2.94%
2025/10/12 4.08% 0.28% 6.3% 8.56% 6.05% 6.84% 6.32% 2.5% 7.09% 3.58%
2025/10/13 8.22% 0.07% 3.02% 1.26% 4.48% 13.29% 6.56% 14.78% 1.26% 12.72%
2025/10/14 7.98% 0.28% 0.12% 4.34% 10.11% 1.86% 2.96% 5.79% 2.34% 0.01%
2025/10/15 11.73% 0.69% 0.02% 1.86% 9.97% 0.63% 8.12% 10.36% 1.9% 0%
2025/10/16 7.39% 0.24% 0.1% 10.45% 8.93% 6.23% 5.42% 9.67% 0.76% 0%
2025/10/17 20.47% 9.27% 0.02% 3.59% 16.21% 0.23% 0.82% 1.73% 1.5% 0%
2025/10/18 13.48% 2.28% 0.29% 15.23% 13.37% 2.56% 6.73% 0.01% 0.84% 0%
2025/10/19 25.72% 8.88% 0.01% 4.77% 21.83% 0.23% 2.53% 2.18% 2.51% 0%
2025/10/20 10.15% 2.79% 14.65% 2.99% 15.32% 0.51% 0.44% 2.18% 6.57% 0%
2025/10/21 7.93% 3.57% 5.91% 9.96% 10.96% 3.18% 7.72% 1.31% 0.16% 0%
2025/10/22 10.72% 4.86% 7.98% 13.6% 7.07% 10.5% 7.41% 2.28% 0.81% 0%
2025/10/23 10.35% 5.76% 22.53% 0.69% 16.04% 0.57% 0.96% 2.76% 4.54% 0%
2025/10/24 10.93% 3.96% 14.13% 7.39% 9.81% 4.31% 6.74% 0.01% 0.24% 0%
2025/10/25 7.13% 3.5% 9.8% 3.54% 7.35% 0.3% 4.93% 4.69% 0.87% 0%
2025/10/26 15.13% 8% 21.64% 0.17% 14.65% 0.53% 3.99% 0.79% 2.32% 0%
2025/10/27 11.62% 7.86% 15.93% 7.94% 11.64% 2.45% 0.93% 2.2% 1.93% 0%
2025/10/28 16.46% 13.07% 11.32% 10.12% 4.64% 1.11% 2.58% 5.64% 1.04% 0%
2025/10/29 12.94% 11.16% 14.47% 9.73% 9.08% 0.14% 5.86% 0.14% 0% 0%
2025/10/30 10.43% 3.34% 12.79% 10.97% 5.82% 8.15% 5.97% 4.28% 2.34% 0%
2025/10/31 23.99% 19.66% 11.92% 9.21% 8.08% 3.61% 3.43% 2.39% 0.1% 0%
  • clovercasino.com
  • 666casino.com
  • kongcasino.com
  • 32red.com
  • mrluck.com
  • virgingames.com
  • betvictor.com
  • betway.com
  • ladbrokes.com
  • ivycasino.com

Copyright © Adthena. All rights reserved.

Clovercasino.com saw fluctuating impressions, peaking at 25.72% on October 19. 666casino.com had a notable rise on October 31 with 19.66%. Kongcasino.com maintained a strong presence, ending at 11.92%.

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
    200 Free Spins Fishin' Frenzy https://promotions.betfred.com › new_cust_only › t&cs_apply_18+

    Winnings Paid As Cash — Betfred™ Claim Our Welcome Offer. 200 Free Spins When You Stake £10. Play Safe & Secure.

  2. 2
    Try BetVictor Casino Today - Play £10 & Get £30 + 200 Spins https://lp.betvictor.com › freespins-offer › play-safe

    Get £30 Bonus + 200 Spins on Gold Train If You Play £10. 18+ New Customers. T&Cs apply. Sign Up for...

  3. 3
    New Players Welcome https://www.kongcasino.com

    Kong - Megaways Online — Discover hundreds of online megaways games available to play at Kong. New players welcome. Sign up & play online at Kong 2025 Updated Site.

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

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

  5. 5
    200 Free Spins https://www.virgingames.com

    Claim Your Welcome Offer — Play £10, Get 200 Free Spins! Online Slots & Casino. Join Us 18+. T&Cs.

Copyright © Adthena. All rights reserved.

In the competitive world of online gambling, Betfred, BetVictor, Kong Casino, Mr Luck, and Virgin Games captivate with enticing offers. Betfred and Virgin Games allure with 200 free spins, while BetVictor adds a £30 bonus. Kong Casino and Mr Luck emphasize vast game selections, welcoming new players to explore their megaways.

Frequently Asked Questions

Customer Success Stories

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.

Related reports