UK Gambling & Gaming Online Gambling - PPC Market Share Analysis July 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 15.0221616907
84.9778383093
15%

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 52
48
52%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 8%
Transactional 11%
Navigational 3%
Seasonal 0%
Local 0%
Problem Solving 12%

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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
skyvegas.com 23.93
jackpotjoy.com 17.89
mrq.com 10.96
betway.com 7.79
betvictor.com 6.41
32red.com 5.52
bet365.com 2.07
virgingames.com 1.92
unibet.co.uk 1.57
betfred.com 1.57
others 20.37
  • skyvegas.com - 23.93%
  • jackpotjoy.com - 17.89%
  • mrq.com - 10.96%
  • betway.com - 7.79%
  • betvictor.com - 6.41%
  • 32red.com - 5.52%
  • bet365.com - 2.07%
  • virgingames.com - 1.92%
  • unibet.co.uk - 1.57%
  • betfred.com - 1.57%
  • others - 20.37%

Copyright © Adthena. All rights reserved.

Skyvegas.com leads with 23.93% click share, followed by ‘others’ at 20.37%. Jackpotjoy.com captures 17.89%, while mrq.com holds 10.96%. Betway.com and betvictor.com trail with 7.79% and 6.41%, respectively.

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 bestukonlinecasinosites.com top10bestonlinecasinos.co.uk mrq.com playright.co.uk skyvegas.com 32red.com betvictor.com 10bestcasinos.co.uk top10casinositesuk.co.uk ubet.co.uk
2026/07/01 6.93% 7.71% 4.74% 10.83% 5.05% 4.01% 3.6% 3.74% 3.87% 0.44%
2026/07/02 6.39% 6.81% 3.64% 6.53% 5.18% 4.09% 3.7% 3.13% 2.33% 4.07%
2026/07/03 5.69% 6.49% 3.14% 5.54% 5.31% 3.24% 4.67% 4.54% 2.58% 3.29%
2026/07/04 9.16% 8.81% 2.54% 8.67% 4.77% 3.21% 3.02% 6.28% 2.42% 4.64%
2026/07/05 9.5% 7.55% 2.89% 9.23% 3.87% 2.97% 3.41% 7.09% 1.74% 2.79%
2026/07/06 9.93% 7.31% 4.38% 12.94% 5.26% 3.14% 2.72% 5.6% 3.44% 2.5%
2026/07/07 10.18% 8.18% 4.35% 10.4% 4.67% 3.19% 1.48% 3.62% 2.05% 3%
2026/07/08 7.08% 7.74% 4.62% 8.92% 4.49% 3.66% 3.35% 3.02% 4.22% 4.9%
2026/07/09 6.52% 4.84% 4.5% 8.75% 4.83% 4.31% 4.04% 3.79% 1.81% 4.79%
2026/07/10 6.89% 7.35% 5.3% 5.91% 3.68% 4.04% 3.89% 4.94% 1.53% 6.31%
2026/07/11 14.57% 7.94% 4.34% 6.78% 3.49% 2.27% 4.34% 4.37% 4.34% 5.08%
2026/07/12 8.75% 6.65% 4.24% 6.8% 4.92% 2.29% 3.66% 4.3% 3.93% 3.78%
2026/07/13 10.1% 7.47% 4.41% 5.32% 4.3% 3.06% 3.6% 3.1% 2.37% 6.86%
2026/07/14 13.39% 8.67% 4.5% 5.3% 3.44% 3.04% 3.99% 4.97% 1.38% 4.25%
2026/07/15 8.78% 5.32% 6.17% 5.5% 4.01% 3.89% 5.14% 5.08% 4.16% 4.94%
2026/07/16 8.85% 9.4% 4.99% 5.57% 6.1% 3.27% 4.79% 3.16% 3.6% 4.78%
2026/07/17 7.17% 8.71% 6.87% 4.07% 6.19% 3.71% 5.62% 4.04% 6.12% 2.8%
2026/07/18 8.5% 8.62% 3.76% 7.09% 6.45% 3.64% 5.37% 5.42% 3.67% 5%
2026/07/19 9.95% 7.17% 4.16% 7.46% 4.72% 1.97% 4.12% 4.85% 4.73% 4.44%
2026/07/20 11.76% 5.61% 3.65% 10.14% 7.95% 3.49% 4.12% 4.83% 4.33% 4.8%
2026/07/21 13.38% 8.66% 4.49% 5.3% 3.43% 3.04% 3.98% 4.97% 1.37% 4.25%
2026/07/22 9.36% 9.69% 4.68% 4.76% 6.35% 3.22% 3.23% 2.89% 4.09% 4.66%
2026/07/23 10.24% 6.3% 4.33% 8.32% 7.01% 4% 3.59% 2.72% 3.07% 3.42%
2026/07/24 8.62% 6.19% 7.12% 6.66% 7.68% 4.57% 3.89% 3.97% 3.07% 3.91%
2026/07/25 9% 8.23% 5.43% 7.52% 8.13% 2.6% 3.1% 3.34% 3.4% 3.95%
2026/07/26 8.55% 5.66% 4.96% 6.04% 5.41% 2.83% 2.89% 2.81% 1.72% 5.73%
2026/07/27 8.1% 5.02% 3.72% 7.77% 9.15% 4.84% 1.86% 3.61% 4.03% 2.69%
2026/07/28 9.06% 5.74% 4.83% 5.96% 7.88% 3.75% 4% 3.12% 2.64% 1.87%
2026/07/29 8.33% 6.76% 6.99% 9.07% 11.26% 5.29% 4.92% 2.75% 2.78% 1.64%
2026/07/30 14.82% 9.99% 6.13% 9.56% 3.97% 6.3% 3.61% 4% 3.67% 1.79%
2026/07/31 11.2% 9.79% 8.6% 7.12% 5.31% 4.31% 3.96% 2.54% 2.09% 1.28%
  • bestukonlinecasinosites.com
  • top10bestonlinecasinos.co.uk
  • mrq.com
  • playright.co.uk
  • skyvegas.com
  • 32red.com
  • betvictor.com
  • 10bestcasinos.co.uk
  • top10casinositesuk.co.uk
  • ubet.co.uk

Copyright © Adthena. All rights reserved.

In July 2026, “bestukonlinecasinosites.com” saw a fluctuating spend share, peaking at 14.82% on the 30th. “top10bestonlinecasinos.co.uk” maintained a steady presence, ending at 9.79%. “mrq.com” experienced a gradual rise, closing at 8.6%. “playright.co.uk” showed variability, finishing at 7.12%. “skyvegas.com” had a notable peak on the 29th at 11.26%. “32red.com” remained consistent, ending at 4.31%. “betvictor.com” fluctuated, closing at 3.96%. “10bestcasinos.co.uk” had a steady decline, ending at 2.54%. “top10casinositesuk.co.uk” showed minor fluctuations, finishing at 2.09%. “ubet.co.uk” experienced a significant drop, closing at 1.28%.

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
2026/07/01 100
2026/07/02 105
2026/07/03 106
2026/07/04 106
2026/07/05 106
2026/07/06 105
2026/07/07 100
2026/07/08 95
2026/07/09 100
2026/07/10 99
2026/07/11 101
2026/07/12 102
2026/07/13 100
2026/07/14 111
2026/07/15 102
2026/07/16 107
2026/07/17 98
2026/07/18 100
2026/07/19 99
2026/07/20 98
2026/07/21 111
2026/07/22 108
2026/07/23 110
2026/07/24 116
2026/07/25 118
2026/07/26 120
2026/07/27 106
2026/07/28 111
2026/07/29 90
2026/07/30 86
2026/07/31 83

Copyright © Adthena. All rights reserved.

July began with 100 advertisers, peaking at 120 on the 26th. A decline followed, ending the month at 83.

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
skyvegas.com 3.29%
jackpotjoy.com 1.66%
unibet.co.uk 0.65%
kwiff.com 0.55%
meccabingo.com 0.19%
paddypower.com -0.54%
playojo.com -0.58%
lottoland.co.uk -0.61%
betvictor.com -0.79%
bet365.com -0.98%

Copyright © Adthena. All rights reserved.

Skyvegas.com soared with a 3.29% click share increase, while bet365.com faced a 0.98% decline.

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 kwiff.com mrq.com betvictor.com 32red.com betfred.com jackpotjoy.com virgingames.com skyvegas.com paddypower.com amazonslots.com
2026/07/01 1.57% 6.24% 10.13% 6.14% 5.61% 4.45% 4.68% 5.66% 4.73% 2.58%
2026/07/02 3.18% 5.11% 10.84% 5.42% 5.96% 4.06% 5.82% 5.52% 5.73% 2.18%
2026/07/03 1.07% 5.38% 10.47% 4.93% 3.28% 4.29% 7.9% 5.25% 4.58% 3.92%
2026/07/04 0.82% 5.01% 9.34% 6.66% 1.8% 3.32% 6.46% 6% 4.54% 2.43%
2026/07/05 1.23% 5.14% 10.07% 5.34% 3.61% 4.16% 5.33% 5.28% 8.2% 3.72%
2026/07/06 2.84% 9.47% 10.1% 3.08% 2.77% 4.95% 9.04% 6.25% 4.05% 3.72%
2026/07/07 4.18% 6.35% 5.9% 4.27% 6.5% 4.96% 9.08% 5.92% 4.58% 2.74%
2026/07/08 3.2% 7.29% 9.11% 3.89% 7.85% 4.87% 6.7% 5.53% 6.86% 2.6%
2026/07/09 3.01% 5.83% 8.87% 4.07% 9.44% 4.24% 7.85% 5.9% 6.34% 2.34%
2026/07/10 3.11% 6.61% 11.16% 2.79% 5.97% 4.32% 7.95% 4.16% 6.83% 3.96%
2026/07/11 2.93% 5.5% 14.37% 2.19% 6.25% 4.24% 6.8% 4.14% 4.94% 5.33%
2026/07/12 3.51% 5.77% 11.72% 1.43% 5.98% 4.54% 10.23% 6.05% 2.04% 2.62%
2026/07/13 3.36% 5.99% 10.4% 2.57% 9.95% 3.55% 7.82% 5.19% 5.98% 2.68%
2026/07/14 2.64% 6.55% 13.1% 2.97% 6.02% 4.65% 6.26% 4.57% 4.65% 3.18%
2026/07/15 2.15% 6.72% 15.43% 5.83% 3.86% 3.8% 7.86% 4.79% 3.03% 3.93%
2026/07/16 4.13% 4.58% 13.31% 2.89% 5.04% 3.84% 7.72% 6.25% 3.27% 2.89%
2026/07/17 4.2% 6.82% 14.33% 3.91% 5.41% 5.13% 8.17% 6.77% 2.27% 3.84%
2026/07/18 4.14% 6.24% 15.76% 3.58% 5.2% 3.17% 8.37% 6.81% 1.75% 5.23%
2026/07/19 4.19% 5.25% 14.15% 2.1% 3.78% 7.82% 12.57% 5.63% 1.81% 0.44%
2026/07/20 5.97% 7.58% 13.36% 4.12% 4.51% 3.23% 7.35% 7.8% 3.1% 3.08%
2026/07/21 2.64% 6.55% 13.1% 2.97% 6.02% 4.65% 6.26% 4.57% 4.65% 3.18%
2026/07/22 3.34% 6.19% 11.55% 2.62% 5.88% 6.99% 8.97% 6.49% 3.23% 2.91%
2026/07/23 5.7% 4.75% 13.19% 4.18% 2.97% 5.14% 8.67% 7.32% 2.95% 3.07%
2026/07/24 5.17% 7.68% 9.98% 3.32% 4.93% 4.42% 7.06% 7.67% 3.81% 2.7%
2026/07/25 3.24% 6.75% 7.71% 3.7% 6.99% 4.91% 8.81% 8.22% 1.95% 2.25%
2026/07/26 4.26% 6.69% 8.75% 5.29% 6.42% 5.85% 7.65% 6.23% 3.5% 2.11%
2026/07/27 6.8% 8.84% 3.75% 4.59% 7.08% 4.92% 5.34% 9.3% 3.61% 3.61%
2026/07/28 8.78% 7.53% 7.99% 5.91% 5.13% 5.42% 5.68% 8.22% 2.07% 3.75%
2026/07/29 6.2% 8.31% 11.49% 6.67% 4.04% 5.33% 8.39% 9.77% 0.58% 5.75%
2026/07/30 7.49% 8.54% 9.98% 9.18% 3.59% 5.88% 6.64% 3.04% 1.95% 1.49%
2026/07/31 11.65% 9.67% 9.34% 7.13% 5.23% 5.12% 4.86% 3.95% 2.87% 0.92%
  • kwiff.com
  • mrq.com
  • betvictor.com
  • 32red.com
  • betfred.com
  • jackpotjoy.com
  • virgingames.com
  • skyvegas.com
  • paddypower.com
  • amazonslots.com

Copyright © Adthena. All rights reserved.

In July 2026, BetVictor led with a strong impression share, peaking mid-month. Kwiff surged late, ending with 11.65%. MrQ and Virgin Games showed consistent growth, while Amazon Slots fluctuated, closing at 0.92%.

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
    Get £30 Bonus + 100 Free Spins https://lp.betvictor.com › freespins-offer › play-safe

    Exclusive Slots Welcome Offer — Get £30 Bonus + 100 Spins on Gold Train If You Play £10. 18+ New Customers. T&Cs apply.

  2. 2
    Play £10 & Get 100 Free Spins | Or 150 Free Spins On Our App https://lp.heartbingo.co.uk › freespins-offer › play-safe

    Get 100 Spins via Web or 150 Spins via App on Double Bubble. New Customers.18+ T&Cs Apply

  3. 3
    260 Free Spins Welcome Offer | 60 Free Spins, No Deposit https://promotions.paddypower.com › welcome-offer

    Enjoy 60 Spins on Our Eligible Games + 200 More On 1st Deposit.T&Cs Apply 18+ Bet Safely

  4. 4
    Sky Vegas | Offical Site - Play Online Casino Games https://www.skyvegas.com

    50 Free Spins Plus Spend £10 & Get 200 Free Spins T&C's Apply. 18+ Only. GambleAware.

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

    Fast Withdrawals — Virgin Games Casino. Play £10, Get 200 Free Spins. Join Us! 18+ T&Cs. Please Play Responsibly. Free Spins on Game Of Thrones.

Copyright © Adthena. All rights reserved.

In the competitive world of online gambling, BetVictor, Heart Bingo, Paddy Power, Sky Vegas, and Virgin Games captivate audiences with enticing offers. From BetVictor’s £30 bonus and 100 spins to Virgin Games’ 200 spins on Game of Thrones, these ads highlight irresistible welcome offers, emphasizing free spins and bonuses to attract new customers.

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