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

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%

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

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%

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%

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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GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

GIMO is a specialist digital marketing agency for the gaming industry. In 2019, they saw their cost-per-clicks (CPCs) rise sharply for their clients, primarily due to brand-bidding among rivals.

GIMO set an ambitious goal: reduce their brand spend by 25%. To do that, they would need to find every opportunity for campaign efficiency.Read case study

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena

Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance. Read case study

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Discover how UNTUCKit optimized its brand search strategy using Adthena’s Brand Activator, resulting in $54k savings in just six months. Learn how they improved efficiency and competitor insights.Read case study

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

Share of Clicks for top 10 UK Gambling & Gaming Online Gambling brands

Share of Spend for the top 10 UK Gambling & Gaming Online Gambling brands

Competitor Count for UK Gambling & Gaming Online Gambling

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

UK Gambling & Gaming Online Gambling Share of Impressions

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

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

the7stars case study: Achieving Google Ads PPC campaign optimization​ with Adthena

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Get the full picture

See this data specific to your brand performance

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena