UK Gambling & Gaming Online Gambling - PPC Market Share Analysis April 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 7.06526196494
92.9347380351
7%

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 68
32
68%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 6%
Transactional 12%
Navigational 1%
Seasonal 0%
Local 0%
Problem Solving 18%

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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
jackpotjoy.com 21.98
mrq.com 11.83
betway.com 10.61
32red.com 9.77
betvictor.com 8.54
lottoland.co.uk 2.81
bet365.com 2.57
playojo.com 2.21
bestukonlinecasinosites.com 1.75
playright.co.uk 1.41
others 26.52
  • jackpotjoy.com - 21.98%
  • mrq.com - 11.83%
  • betway.com - 10.61%
  • 32red.com - 9.77%
  • betvictor.com - 8.54%
  • lottoland.co.uk - 2.81%
  • bet365.com - 2.57%
  • playojo.com - 2.21%
  • bestukonlinecasinosites.com - 1.75%
  • playright.co.uk - 1.41%
  • others - 26.52%

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Jackpotjoy.com leads with 21.98% click share, followed by mrq.com at 11.83%. ‘Others’ collectively hold 26.52%, 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 mrq.com playright.co.uk bestukonlinecasinosites.com jackpotjoy.com top10bestonlinecasinos.co.uk 32red.com betmgm.co.uk ubet.co.uk bet365.com ladbrokes.com
2026/04/01 2.87% 4.18% 8.88% 1.47% 1.36% 8.95% 4.29% 1.98% 2.47% 6.23%
2026/04/02 3.01% 4.25% 10.63% 0.02% 4.14% 3.85% 3.93% 1.16% 3.27% 2.3%
2026/04/03 2.47% 4.69% 8.94% 4% 5.76% 11.45% 3.18% 2.03% 4.71% 3.99%
2026/04/04 0.92% 4.74% 11.91% 4.57% 5.08% 6.82% 2.03% 1.99% 7.62% 3.36%
2026/04/05 2.92% 6.09% 8.86% 2.54% 6.39% 5.13% 3.37% 2.7% 3.05% 3.23%
2026/04/06 4.35% 5.06% 7.76% 5.4% 4.19% 7.62% 4.57% 2.32% 5.74% 1.91%
2026/04/07 3.04% 6.29% 10.34% 4.02% 7% 8.5% 3.63% 2.99% 4.87% 3.18%
2026/04/08 3.71% 5.98% 9.78% 5.25% 9.66% 4.16% 3.3% 6.32% 3.34% 2.62%
2026/04/09 5.66% 4.96% 10.01% 6.47% 6.43% 4.05% 3.53% 6.25% 3.88% 3.07%
2026/04/10 7.03% 4.28% 9.97% 7.47% 7.63% 5.25% 2.6% 3.31% 5.51% 3.91%
2026/04/11 5.08% 7.3% 12.7% 5.72% 6.24% 3.7% 1.04% 5.53% 4.95% 3.63%
2026/04/12 5.62% 7.18% 11.99% 6.45% 8.41% 3.77% 1.29% 5.11% 2.69% 2.46%
2026/04/13 5.56% 8.68% 10.66% 4.94% 9.48% 2.53% 1.18% 4.99% 2.03% 3.38%
2026/04/14 7.77% 6.17% 7.7% 4.97% 8.24% 2.67% 3.07% 4.77% 2.22% 4.86%
2026/04/15 7.39% 6.68% 7.61% 6.23% 5.88% 3.62% 3.91% 4.23% 2.23% 3.39%
2026/04/16 5.37% 8.37% 9.71% 5.34% 3.99% 4.51% 3.13% 5.01% 2.49% 3.74%
2026/04/17 5.76% 8.66% 8.69% 5.46% 5.75% 3.18% 3.51% 5.53% 3.82% 3.02%
2026/04/18 6.06% 7.38% 8% 4.87% 7.34% 3.04% 1.8% 5.35% 3.15% 4.96%
2026/04/19 6.12% 10.29% 8.57% 3.88% 6.45% 5.28% 3.14% 7.5% 2.44% 3.9%
2026/04/20 10.16% 9.22% 7.35% 8.21% 6.87% 6.61% 3.25% 4.67% 1.31% 2.35%
2026/04/21 10.85% 7.24% 6.34% 6.75% 5.03% 4.33% 4.19% 4.07% 1.42% 4.08%
2026/04/22 7.06% 10.64% 7.05% 7.36% 5.55% 4.96% 5.2% 3.6% 2.17% 6.13%
2026/04/23 11% 8.18% 8.45% 5.78% 5.9% 3.45% 5.22% 2.35% 1.74% 3.82%
2026/04/24 10.94% 5.92% 8.67% 7.85% 4.58% 4.67% 3.95% 2.84% 5.26% 6.6%
2026/04/25 9.06% 5.86% 9.88% 6.6% 6.01% 3.83% 7.22% 1.61% 3.16% 3.79%
2026/04/26 9.28% 7.68% 7.3% 6.81% 7.89% 4.59% 4.51% 1.96% 3.15% 2.6%
2026/04/27 8.26% 10.27% 9.32% 4.55% 5.64% 4.01% 3.24% 1.84% 2.8% 2.76%
2026/04/28 6.28% 10.92% 10.08% 5.6% 6.56% 4.48% 1.89% 2.12% 2% 2.76%
2026/04/29 10.61% 10.31% 7.72% 4.18% 5.66% 3.84% 2.38% 1.74% 0.76% 1.77%
2026/04/30 12.68% 8.77% 7.33% 6.79% 6% 4.71% 2.61% 1.09% 0.52% 0.46%
  • mrq.com
  • playright.co.uk
  • bestukonlinecasinosites.com
  • jackpotjoy.com
  • top10bestonlinecasinos.co.uk
  • 32red.com
  • betmgm.co.uk
  • ubet.co.uk
  • bet365.com
  • ladbrokes.com

Copyright © Adthena. All rights reserved.

April saw dynamic shifts in PPC spend share. Mrq.com surged, peaking at 12.68% on April 30. Playright.co.uk fluctuated, ending at 8.77%. Bestukonlinecasinosites.com maintained stability, closing at 7.33%. Jackpotjoy.com rose to 6.79%. Top10bestonlinecasinos.co.uk ended at 6.00%. 32red.com’s share was 4.71%. Betmgm.co.uk fluctuated, finishing at 2.61%. Ubet.co.uk declined to 1.09%. Bet365.com dropped to 0.52%. Ladbrokes.com decreased, closing at 0.46%.

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
2026/04/01 88
2026/04/02 91
2026/04/03 95
2026/04/04 104
2026/04/05 104
2026/04/06 95
2026/04/07 106
2026/04/08 116
2026/04/09 107
2026/04/10 108
2026/04/11 107
2026/04/12 113
2026/04/13 104
2026/04/14 99
2026/04/15 105
2026/04/16 106
2026/04/17 113
2026/04/18 105
2026/04/19 105
2026/04/20 89
2026/04/21 94
2026/04/22 97
2026/04/23 93
2026/04/24 95
2026/04/25 90
2026/04/26 91
2026/04/27 91
2026/04/28 91
2026/04/29 89
2026/04/30 88

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April began with 88 advertisers, peaking at 116 on the 8th. Mid-month saw fluctuations, stabilizing at 88 by month’s end.

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
betway.com 6.29%
mrq.com 5.35%
betvictor.com 0.69%
grosvenorcasinos.com 0.5%
ladbrokes.com 0.27%
virgingames.com -1%
bet365.com -1.14%
foxybingo.com -1.18%
32red.com -1.52%
playojo.com -1.54%

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In the past month, betway.com and mrq.com surged with click share increases of 6.29% and 5.35%, respectively. Meanwhile, playojo.com and 32red.com faced declines of 1.54% and 1.52%.

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 jackpotjoy.com betvictor.com mrq.com 32red.com happytiger.co.uk virginbet.com betway.com bestukonlinecasinosites.com paddypower.com ladbrokes.com
2026/04/01 2.97% 0.1% 1.87% 11.65% 2.5% 1.9% 0.02% 2.03% 7.42% 0.73%
2026/04/02 0.08% 3.65% 4.65% 5.71% 0.32% 1.06% 4.6% 3.4% 2.62% 0.79%
2026/04/03 7.62% 3.56% 2.51% 10.46% 2.72% 2.64% 0.54% 3.17% 2.95% 2.7%
2026/04/04 9.19% 4.16% 2.74% 10.89% 2.42% 1.32% 0.97% 3.99% 3.53% 1.29%
2026/04/05 6.93% 6.77% 2.29% 8.79% 1.53% 1.82% 2.97% 2.93% 5.19% 2.71%
2026/04/06 10.71% 4.67% 5.37% 6.78% 2.08% 1.65% 0.06% 2.46% 2.49% 2.83%
2026/04/07 8.48% 10.75% 4.42% 13.07% 1.47% 0.88% 2.81% 3.11% 1.16% 1.34%
2026/04/08 14.65% 7.31% 3.97% 7.93% 1.78% 2.88% 3.84% 3.27% 1.31% 2.11%
2026/04/09 16.13% 9.41% 8.62% 5.18% 3.59% 2.13% 2.64% 3.06% 2.61% 1.12%
2026/04/10 17.35% 6.88% 5.92% 7.79% 4.3% 1.36% 2.34% 2.89% 2.25% 0.94%
2026/04/11 15.17% 4.1% 4.1% 5.91% 2.36% 2.52% 0% 4.22% 3.07% 1.14%
2026/04/12 17.56% 7.82% 7.34% 7.23% 3.59% 3.73% 2.18% 3.61% 2.15% 1.79%
2026/04/13 14.48% 6% 8.86% 4.12% 3.38% 2.06% 2.54% 4.19% 1.12% 3.89%
2026/04/14 11.67% 8.14% 9.18% 2.96% 5.92% 2.15% 3.45% 2.2% 1.13% 4.82%
2026/04/15 14.46% 10.1% 9.5% 2.9% 2.66% 2.23% 2.77% 2.25% 4.07% 2.25%
2026/04/16 15.46% 9.33% 6.69% 6.49% 1.63% 2.54% 3.33% 3.05% 2.09% 1.46%
2026/04/17 14.95% 5.02% 6.29% 4.89% 0.98% 3.66% 4.25% 2.73% 3.84% 2.52%
2026/04/18 14.28% 3.22% 6.91% 5.74% 1.52% 2.31% 4.53% 2.67% 4.54% 5.74%
2026/04/19 9.84% 2.5% 6.38% 7.59% 1.1% 2.8% 6.01% 2.68% 6.66% 3.1%
2026/04/20 19.6% 2.8% 12.3% 6.44% 3.45% 2.75% 5.65% 2.04% 2.85% 2.3%
2026/04/21 15.36% 5.97% 9.89% 4.95% 2.82% 3.63% 7.61% 1.73% 3.4% 2.79%
2026/04/22 15.41% 5.05% 8.86% 6.32% 6.34% 2.89% 4.39% 1.94% 0.56% 8.63%
2026/04/23 12.19% 7.73% 12.07% 3.73% 5.06% 3.05% 3.87% 1.97% 3.36% 5.35%
2026/04/24 13.87% 10.03% 12.11% 6.05% 1.55% 2.64% 3.3% 2.26% 2.88% 8.81%
2026/04/25 14.78% 9.1% 8.74% 6.25% 1.14% 2.26% 4.33% 2.59% 3.25% 5.35%
2026/04/26 14.32% 14.88% 9.44% 5.07% 3.09% 3.47% 5.19% 1.9% 3.41% 1.76%
2026/04/27 11.26% 11.71% 11.3% 7.85% 2.25% 3.71% 4.04% 2.63% 3% 2.45%
2026/04/28 11.35% 10.81% 7.63% 9.75% 1.37% 1.12% 4.07% 3.05% 2.67% 2.73%
2026/04/29 9.69% 11.18% 9.04% 6.1% 3.92% 3.18% 3.74% 2.22% 3.14% 0.87%
2026/04/30 13.48% 11.64% 9.15% 5.33% 3.25% 2.73% 2.31% 1.59% 0.74% 0.3%
  • jackpotjoy.com
  • betvictor.com
  • mrq.com
  • 32red.com
  • happytiger.co.uk
  • virginbet.com
  • betway.com
  • bestukonlinecasinosites.com
  • paddypower.com
  • ladbrokes.com

Copyright © Adthena. All rights reserved.

April saw jackpotjoy.com dominate with a peak impression share of 19.60% on the 20th. Betvictor.com and mrq.com followed, showing consistent growth. By month’s end, jackpotjoy.com maintained a strong lead.

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
    250 Free Spins Welcome Offer - 32Red™ New Customer Offer https://welcome.32red.com › casino-offer › register

    Join 32Red™ and Enjoy 250 Free Spins On Top Slot Games. No Wagering . New Players Only.

  2. 2
    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.

  3. 3
    Happy Tiger™ - Welcome Offer | 100% Welcome Bonus up to £100 https://www.happytiger.co.uk

    100% Bonus up to £100 at Happy Tiger Bingo | T&Cs apply. 18+. Play Safe. BeGambleAware.org

  4. 4
    Mr Luck - Megaways Games https://www.mrluck.com

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

  5. 5
    Play £10, Get 100 Free Spins - Keep What You Win https://www.virginbet.com

    Play £10 On Slots, Get 100 Free Spins. Online Casino Betting. New Members Only. T&Cs. 18+.

Copyright © Adthena. All rights reserved.

In the competitive world of online gambling, 32Red, BetVictor, Happy Tiger, Mr Luck, and Virgin Bet captivate audiences with enticing offers. From 250 free spins at 32Red to Virgin Bet’s “Keep What You Win” promise, these ads highlight generous bonuses and unique gaming experiences, drawing in new players with irresistible allure.

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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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