UK Gambling & Gaming Online Gambling - PPC Market Share Analysis September 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 44.5580878266
55.4419121734
44%

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 46
54
46%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 10%
Transactional 13%
Navigational 7%
Seasonal 0%
Local 0%
Problem Solving 10%

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
jackpotjoy.com 18.99
skyvegas.com 18.9
betway.com 8.78
virgingames.com 7.29
betvictor.com 6.84
32red.com 5.53
playojo.com 3.67
lottoland.co.uk 2.02
kwiff.com 2
mrq.com 1.77
others 24.21
  • jackpotjoy.com - 18.99%
  • skyvegas.com - 18.9%
  • betway.com - 8.78%
  • virgingames.com - 7.29%
  • betvictor.com - 6.84%
  • 32red.com - 5.53%
  • playojo.com - 3.67%
  • lottoland.co.uk - 2.02%
  • kwiff.com - 2%
  • mrq.com - 1.77%
  • others - 24.21%

Copyright © Adthena. All rights reserved.

In the gambling PPC landscape, Jackpotjoy and Sky Vegas dominate with 18.99% and 18.9% click shares, respectively. Others collectively hold 24.21%, showcasing diverse competition.

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 top10bestonlinecasinos.co.uk bet365.com playright.co.uk bestukonlinecasinosites.com betvictor.com skyvegas.com betmgm.co.uk 32red.com betway.com ladbrokes.com
2026/09/01 9.92% 0.58% 6.76% 9.81% 3.11% 2.81% 3.45% 5.21% 6.17% 2.2%
2026/09/02 10.04% 1.28% 6.79% 9.43% 3.04% 3.76% 1.11% 5.48% 4.35% 1.38%
2026/09/03 8.53% 1.68% 7.27% 8.5% 3.29% 3.88% 3.62% 2.72% 4.76% 3.55%
2026/09/04 9.57% 2.02% 8.54% 10.59% 3.17% 4.4% 1.84% 4.37% 7.93% 2.28%
2026/09/05 7.28% 1.6% 6.35% 10.36% 3.13% 3.74% 2.65% 4.99% 6.71% 9.55%
2026/09/06 7.2% 3.61% 7.9% 7.6% 3.59% 4.19% 1.79% 5.05% 5.85% 6.92%
2026/09/07 6.6% 2.72% 8% 8.55% 2.43% 3.66% 4.35% 5.2% 5.17% 8.46%
2026/09/08 8.48% 2.45% 9.79% 10.48% 2.72% 3.01% 3.26% 2.38% 4.24% 5.18%
2026/09/09 7.54% 1.67% 9.21% 11.97% 2.38% 4.24% 4.77% 3.89% 3.72% 6.43%
2026/09/10 8.2% 0.7% 6.69% 11.8% 3.81% 6.6% 4.33% 4.75% 2.58% 3.73%
2026/09/11 5.31% 0.84% 5.81% 11.16% 3.56% 5.67% 7.74% 4.55% 3.96% 6.26%
2026/09/12 6.84% 2.97% 9.84% 10.37% 3.32% 3.8% 4.36% 5.53% 2.25% 0.78%
2026/09/13 7.59% 11.44% 7.02% 10.35% 2.54% 3.1% 3.8% 4.87% 2.75% 1.08%
2026/09/14 5.32% 14.04% 6.35% 7.45% 2.58% 4.27% 3.52% 3.42% 4.89% 0.78%
2026/09/15 9.85% 10.47% 7.85% 9.75% 2.12% 3.45% 5.29% 3.05% 3.08% 2.4%
2026/09/16 7.73% 12.87% 5.36% 8.7% 2.06% 5.39% 8.77% 1.89% 4.63% 2.08%
2026/09/17 7.47% 12.26% 8.73% 9.21% 2.57% 2.81% 7.16% 3.61% 3.78% 0.46%
2026/09/18 7.47% 14.97% 6.95% 8.94% 2.24% 2.78% 3.91% 2.91% 4.26% 3.87%
2026/09/19 10.59% 12.04% 7.98% 13.63% 2.4% 2.69% 2.52% 2.15% 3.34% 0.85%
2026/09/20 11.24% 9.99% 8.82% 12.98% 2.06% 2.25% 3.24% 2.73% 2.15% 1.9%
2026/09/21 9.96% 15.23% 9.12% 10.41% 2.3% 2.52% 2.46% 2.49% 2.34% 1.15%
2026/09/22 9.19% 12.71% 8.3% 9.68% 2.5% 2.71% 2.64% 2.34% 2.94% 2.09%
2026/09/23 9.62% 14.46% 6.26% 7.83% 2.51% 3.03% 3.07% 3.3% 4.13% 2.95%
2026/09/24 9.52% 8.22% 6.19% 12.94% 2.88% 5.48% 1.36% 4.14% 3.57% 2.55%
2026/09/25 10.3% 10.41% 7.15% 12.1% 3.48% 4.31% 0.54% 2.81% 2.92% 2.74%
2026/09/26 7.58% 13.64% 2.67% 9.48% 3.87% 4.94% 1.1% 2.18% 2.41% 3.07%
2026/09/27 9.19% 8.91% 7.16% 14.57% 3.95% 7.48% 1.84% 4.36% 1.18% 1.55%
2026/09/28 6.96% 11.66% 6.75% 7.81% 3.85% 6.16% 2.85% 4.65% 3.02% 3.74%
2026/09/29 8.6% 16.38% 6.9% 4.17% 3.41% 5.88% 1.57% 1.59% 4.73% 1.81%
2026/09/30 8.95% 8.16% 7.93% 5.21% 5.07% 4.46% 4.21% 4.12% 2.64% 1.06%
  • top10bestonlinecasinos.co.uk
  • bet365.com
  • playright.co.uk
  • bestukonlinecasinosites.com
  • betvictor.com
  • skyvegas.com
  • betmgm.co.uk
  • 32red.com
  • betway.com
  • ladbrokes.com

Copyright © Adthena. All rights reserved.

In September 2026, “bet365.com” surged, peaking at 16.38% on the 29th. “top10bestonlinecasinos.co.uk” fluctuated, ending at 8.95%. “bestukonlinecasinosites.com” saw highs mid-month, closing at 5.21%.

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
2026/09/01 94
2026/09/02 99
2026/09/03 91
2026/09/04 94
2026/09/05 91
2026/09/06 94
2026/09/07 94
2026/09/08 95
2026/09/09 94
2026/09/10 86
2026/09/11 88
2026/09/12 85
2026/09/13 87
2026/09/14 90
2026/09/15 93
2026/09/16 91
2026/09/17 92
2026/09/18 88
2026/09/19 94
2026/09/20 97
2026/09/21 91
2026/09/22 86
2026/09/23 96
2026/09/24 93
2026/09/25 94
2026/09/26 99
2026/09/27 96
2026/09/28 93
2026/09/29 97
2026/09/30 96

Copyright © Adthena. All rights reserved.

September saw fluctuating advertiser numbers, peaking at 99 on the 2nd and 26th. The month concluded with a stable 96, indicating a resilient advertising 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
virgingames.com 10.68%
bet365.com 1.25%
kongcasino.com 0.53%
paddypower.com 0.49%
betvictor.com 0.42%
kwiff.com -0.85%
32red.com -0.9%
betway.com -2.42%
jackpotjoy.com -2.57%
skyvegas.com -4.35%

Copyright © Adthena. All rights reserved.

In the past month, virgingames.com soared with a 10.68% click share increase, while skyvegas.com plummeted by 4.35%.

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 betvictor.com paddypower.com kwiff.com virgingames.com jackpotjoy.com grosvenorcasinos.com mrq.com skyvegas.com betway.com bet365.com
2026/09/01 6.89% 3.58% 13.57% 5.79% 4.66% 9.06% 4.54% 3.64% 4.6% 0.19%
2026/09/02 8.41% 4.65% 12.3% 5.93% 4.74% 10.41% 3.12% 3.91% 3.26% 0.35%
2026/09/03 10.06% 4.57% 11.1% 6.55% 4.61% 9.31% 6.21% 4.42% 3.6% 0.29%
2026/09/04 9.34% 5.16% 15.58% 5.14% 5.1% 8.98% 2.32% 5.71% 4.9% 0.46%
2026/09/05 8.51% 3.95% 14.5% 6.76% 6.71% 9% 1.13% 4.62% 6.55% 0.65%
2026/09/06 8.68% 4.36% 14.87% 5.71% 6.59% 10.91% 4.99% 4.6% 4.4% 0.57%
2026/09/07 8.89% 5% 9.38% 5.93% 6.3% 6.54% 2.21% 4.67% 6.19% 0.56%
2026/09/08 9.87% 2.03% 8.84% 5.06% 6.88% 6.95% 3.12% 3.52% 6.16% 1.18%
2026/09/09 8.64% 2.14% 12.22% 6.11% 4.38% 11.87% 1.33% 6.19% 4.03% 0.45%
2026/09/10 9.44% 3.64% 9.59% 4.68% 4.61% 7.48% 6.28% 9.12% 2.91% 1.14%
2026/09/11 10.05% 2.76% 8.31% 8.3% 6.62% 7.4% 2.59% 6.66% 4.21% 0.58%
2026/09/12 10.43% 0.97% 11.49% 6.55% 4.8% 5.09% 4.35% 5.01% 3.54% 1.45%
2026/09/13 9.14% 0.32% 14.9% 5.73% 5.29% 4.64% 3.77% 4.72% 4.43% 3.36%
2026/09/14 7.18% 0.71% 10.52% 5.68% 6.61% 6.68% 3.03% 5.92% 5.47% 8.79%
2026/09/15 8% 0.8% 10.64% 7.25% 4.42% 6.33% 7.15% 5.07% 4.19% 4.28%
2026/09/16 8.3% 1.35% 10.28% 3.41% 4.66% 7.47% 2.43% 6.75% 5.72% 5.92%
2026/09/17 11.77% 2.4% 7.78% 7.55% 4.6% 2.8% 7.35% 4.1% 3.92% 7.31%
2026/09/18 8.12% 2.01% 6.09% 5% 6.15% 1.9% 3.71% 4.12% 5.63% 5.99%
2026/09/19 11.11% 1.31% 4.54% 5% 5.21% 3.38% 3.76% 4.66% 4.1% 8.96%
2026/09/20 9.96% 0.52% 9.21% 5.14% 5.75% 5.1% 9.98% 3.66% 2.96% 2.58%
2026/09/21 9.78% 1.04% 9.27% 2.96% 3.6% 3.72% 7.74% 3.86% 4.48% 7%
2026/09/22 10.58% 6.56% 9.97% 9.42% 3.44% 7.24% 2.25% 3.18% 2.26% 3.82%
2026/09/23 11.01% 5.17% 8.07% 10.65% 4.6% 2.32% 1.31% 4.18% 3.58% 6.69%
2026/09/24 11.84% 6.95% 7.86% 9.63% 2.94% 2.91% 5.25% 5.44% 3.67% 2.53%
2026/09/25 12.63% 6.88% 6.12% 7.87% 4.92% 2.07% 8.04% 4.39% 4.66% 2.36%
2026/09/26 12.85% 6.21% 5.9% 9.8% 5.01% 5.34% 3.79% 5.13% 3.57% 7.33%
2026/09/27 14.88% 4.97% 5.51% 9.19% 5.85% 3.46% 6.09% 5.94% 1.97% 2.81%
2026/09/28 14.54% 5.85% 5.46% 6.28% 4.66% 4.25% 4.64% 6.4% 2.05% 3.85%
2026/09/29 11.18% 8.76% 4.02% 4.86% 4.84% 4.68% 4.18% 5.69% 4.96% 4.43%
2026/09/30 14.99% 7.39% 6.03% 5.68% 5.02% 4.8% 4.13% 3.71% 2.01% 1.48%
  • betvictor.com
  • paddypower.com
  • kwiff.com
  • virgingames.com
  • jackpotjoy.com
  • grosvenorcasinos.com
  • mrq.com
  • skyvegas.com
  • betway.com
  • bet365.com

Copyright © Adthena. All rights reserved.

In September 2026, BetVictor’s impression share surged, peaking at 14.99% on the 30th. PaddyPower fluctuated, ending at 7.39%. Kwiff started strong but declined, closing at 6.03%. VirginGames saw a mid-month spike, finishing at 5.68%. JackpotJoy remained steady, ending at 5.02%. GrosvenorCasinos dipped, closing at 4.8%. MrQ’s share varied, ending at 4.13%. SkyVegas fluctuated, closing at 3.71%. Betway’s share decreased, ending at 2.01%. Bet365 saw a mid-month rise, closing at 1.48%.

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
    666 Casino - Red Hot Offers | 66 Extra Spins on Deposit https://www.666casino.com

    Claim 66 extra spins - no wagering on winnings when you deposit and play £20. 666 Casino

  2. 2
    Get £30 Bonus + 100 Free Spins | Exclusive Slots Welcome Offer https://lp.betvictor.com › freespins-offer › play-safe

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

  3. 3
    £40 Welcome Bonus With 100FS - Claim Bonus, Fast Withdrawals https://www.grosvenorcasinos.com

    Deposit £20 To Get £40 + 100 Free Spins Bonus. Keep It Fun. 18+. T&Cs Apply.

  4. 4
    Play £15 & Get 150 Free Spins | On Heart Bingo Big Bass Splash https://lp.heartbingo.co.uk › freespins-offer › play-safe

    Play £15 & Get 150 Spins on Heart Bingo Big Bass Splash. New Customers. 18+ T&Cs Apply

  5. 5
    kwiff Casino Welcome Offer | Wager £20 Get & 200 Free Spins https://promos.kwiff.com › casino › welcome-bonus

    Wager £20 & Get 200 Free Spins At kwiff Casino. T&Cs Apply. 18+ GambleAware

Copyright © Adthena. All rights reserved.

In the competitive world of online gambling, enticing offers are key. 666 Casino tempts with 66 extra spins, while BetVictor lures with a £30 bonus and 100 spins. Grosvenor Casinos offers a £40 bonus, Heart Bingo entices with 150 spins, and kwiff Casino dazzles with 200 spins.

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