UK Gambling & Gaming Poker / Poker Tournaments - PPC Market Share Analysis December 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Poker / Poker Tournaments category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Poker / Poker Tournaments – UK

Google AI Overview visibility for Gambling & Gaming Poker / Poker Tournaments 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 12.7694090382
87.2305909618
12%

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 21
79
21%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

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

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Market Exposure

Share of Clicks for top 10 UK Gambling & Gaming Poker / Poker Tournaments 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
pokerstars.uk 65.93
ggpoker.co.uk 8.2
888poker.com 4.68
skypoker.com 2.8
premierpokerchips.com 2.34
ebay.co.uk 1.86
ladbrokes.com 1.67
top10bestpokersites.co.uk 1.6
pokermerchant.com 1.55
partypoker.com 1.48
others 7.89
  • pokerstars.uk - 65.93%
  • ggpoker.co.uk - 8.2%
  • 888poker.com - 4.68%
  • skypoker.com - 2.8%
  • premierpokerchips.com - 2.34%
  • ebay.co.uk - 1.86%
  • ladbrokes.com - 1.67%
  • top10bestpokersites.co.uk - 1.6%
  • pokermerchant.com - 1.55%
  • partypoker.com - 1.48%
  • others - 7.89%

Copyright © Adthena. All rights reserved.

Pokerstars.uk dominates with 65.93% click share, overshadowing ggpoker.co.uk’s 8.2%. Others collectively hold 7.89%, while 888poker.com captures 4.68%. Skypoker.com and premierpokerchips.com trail behind.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Poker / Poker Tournaments 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 pokerstars.uk ggpoker.co.uk grosvenorcasinos.com top10bestpokersites.co.uk ladbrokes.com 10bestcasinos.co.uk 888poker.com playright.co.uk partypoker.com jackpotjoy.com
2025/12/01 69.66% 10.83% 4.11% 0% 6.75% 0% 4.3% 0% 0% 0%
2025/12/02 66.43% 9.01% 0.25% 0% 9.16% 0% 5.2% 0% 0% 0%
2025/12/03 67.94% 2.75% 3.27% 0% 11.4% 0% 10.44% 0% 0% 0%
2025/12/04 39.9% 26.24% 0.68% 4.2% 4.1% 3.44% 5.62% 5.28% 0% 1.68%
2025/12/05 52.54% 14.04% 0.08% 6.22% 7.57% 1.77% 2.02% 1.34% 0% 0%
2025/12/06 47.33% 17.84% 5.62% 10.48% 0.4% 1.03% 3.34% 1.64% 0% 1.86%
2025/12/07 53.25% 14.38% 2.69% 3.35% 6.51% 0% 5.86% 4.57% 0% 0%
2025/12/08 47.04% 21.87% 7.8% 3.29% 4.4% 1.09% 3.65% 3.25% 0% 1.26%
2025/12/09 51.89% 15.52% 5.41% 9% 0.75% 1.52% 1.6% 3.95% 4.03% 0%
2025/12/10 51.16% 19.21% 3.46% 5.81% 0.84% 0.03% 7.15% 1.07% 0% 1.27%
2025/12/11 51.58% 17.78% 4.08% 9.76% 0.91% 0.02% 2.59% 6.65% 1.33% 1.48%
2025/12/12 46.53% 20.64% 0.84% 5.11% 2.84% 1.15% 7.81% 2% 0% 1.77%
2025/12/13 53.76% 11.75% 3.01% 9.7% 4.93% 1.03% 2.59% 2.96% 0% 0.58%
2025/12/14 41.88% 25.69% 1.09% 6.35% 1.92% 6.56% 1.81% 4.33% 0% 1.06%
2025/12/15 48.95% 16.63% 3.76% 7.46% 3.74% 3.95% 4.24% 1.42% 1.85% 0%
2025/12/16 50.83% 7.91% 6.19% 7.37% 3.5% 0% 3.71% 1.11% 2.48% 3.38%
2025/12/17 47.85% 15.26% 7.86% 11.66% 3.29% 0% 2.34% 0.07% 7.24% 0%
2025/12/18 41.34% 23.89% 2.68% 4.88% 3.31% 1.04% 1.82% 3.21% 7.74% 3.39%
2025/12/19 58.88% 18.13% 2.14% 1.78% 3.23% 0% 5.14% 0.04% 0.04% 2.63%
2025/12/20 57.39% 9.92% 7.23% 3.01% 0% 1.11% 4.61% 6.24% 0.03% 6.53%
2025/12/21 55.38% 19.24% 4.62% 3.57% 0.58% 0% 1.42% 2.82% 4.54% 0.83%
2025/12/22 45.07% 17.07% 7.59% 4.38% 3.37% 2.41% 3.34% 1.68% 6.71% 2.64%
2025/12/23 42.16% 20.27% 3.61% 8.22% 2.91% 2.43% 1.47% 0.97% 7.57% 1.13%
2025/12/24 45.85% 11.48% 5.32% 8.89% 2.82% 0% 2.89% 3.92% 9.07% 5.13%
2025/12/25 62.59% 14.36% 6.3% 0.04% 3.39% 0% 4.12% 0% 0% 0%
2025/12/26 52.29% 18.02% 3.55% 3.9% 4.86% 2.24% 2.36% 0% 4.96% 0%
2025/12/27 47.07% 18.92% 1.32% 4.77% 3.56% 3.42% 3.46% 3.83% 5.29% 0%
2025/12/28 43.19% 12.43% 4.74% 4.43% 3.61% 3.45% 2% 1.36% 5.93% 2.12%
2025/12/29 57.52% 21.06% 0.16% 1.33% 7.08% 0% 2.46% 0% 0% 0%
2025/12/30 49.78% 18.16% 4.52% 0% 4.7% 2.37% 3.01% 2.27% 5.25% 0%
2025/12/31 49.23% 14.6% 10.48% 7.59% 4.52% 3.08% 1.71% 1.62% 0.02% 0%
  • pokerstars.uk
  • ggpoker.co.uk
  • grosvenorcasinos.com
  • top10bestpokersites.co.uk
  • ladbrokes.com
  • 10bestcasinos.co.uk
  • 888poker.com
  • playright.co.uk
  • partypoker.com
  • jackpotjoy.com

Copyright © Adthena. All rights reserved.

Pokerstars.uk dominated December, peaking early, then fluctuating. Ggpoker.co.uk saw a mid-month surge. Grosvenorcasinos.com and top10bestpokersites.co.uk had sporadic spikes. Ladbrokes.com and 888poker.com showed steady activity. Partypoker.com ended with a strong finish.

Market Exposure

Competitor Count for UK Gambling & Gaming Poker / Poker Tournaments

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
2025/12/01 17
2025/12/02 15
2025/12/03 17
2025/12/04 29
2025/12/05 30
2025/12/06 26
2025/12/07 27
2025/12/08 27
2025/12/09 29
2025/12/10 27
2025/12/11 30
2025/12/12 33
2025/12/13 31
2025/12/14 30
2025/12/15 34
2025/12/16 30
2025/12/17 26
2025/12/18 28
2025/12/19 24
2025/12/20 26
2025/12/21 24
2025/12/22 23
2025/12/23 23
2025/12/24 27
2025/12/25 20
2025/12/26 25
2025/12/27 24
2025/12/28 32
2025/12/29 26
2025/12/30 24
2025/12/31 29

Copyright © Adthena. All rights reserved.

December began with 17 advertisers, peaking at 34 mid-month. A decline followed, ending with 29.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Poker / Poker Tournaments

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
pokerstars.uk 3.01%
ebay.co.uk 2.28%
pokermerchant.com 1.24%
getpokergear.com 0.48%
grosvenorcasinos.com 0.43%
ooothatsnice.co.uk -0.5%
williamhill.com -0.55%
top10bestpokersites.co.uk -0.71%
888poker.com -1.36%
skypoker.com -5.04%

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SkyPoker.com saw a significant drop of 5.04%, while PokerStars.uk surged by 3.01%. eBay.co.uk also gained 2.28%, contrasting with 888Poker.com’s 1.36% decline.

Campaign Efficiency

UK Gambling & Gaming Poker / Poker Tournaments Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date pokerstars.uk ggpoker.co.uk ladbrokes.com ebay.co.uk grosvenorcasinos.com top10bestpokersites.co.uk pokermerchant.com premierpokerchips.com 888poker.com jackpotjoy.com
2025/12/01 38.69% 22.44% 8.6% 3.15% 9.22% 0% 3.13% 6.7% 1.88% 0%
2025/12/02 36.88% 25.78% 16.39% 0% 0.3% 0% 4.64% 3.53% 1.79% 0%
2025/12/03 37.33% 7.93% 21.6% 0.71% 6.5% 0% 1.42% 15.26% 4.27% 0%
2025/12/04 29.54% 21.35% 9.95% 0.6% 0.68% 3.6% 3.13% 7.63% 2.36% 2.71%
2025/12/05 31.04% 22.35% 14.82% 0% 0.09% 6.74% 0.77% 4.12% 0.94% 0%
2025/12/06 32.88% 21.23% 0.46% 0.58% 4.32% 12.36% 1.81% 1.42% 2.33% 1.79%
2025/12/07 36.85% 27.06% 9.93% 0.56% 5.45% 2.79% 0% 0.56% 3.22% 0%
2025/12/08 32.32% 30.6% 9.51% 0.2% 5.89% 4.61% 0.92% 0.92% 1.5% 2.29%
2025/12/09 40.29% 30.8% 1.62% 0% 4.05% 5.67% 1.03% 0.49% 0.87% 0%
2025/12/10 36.33% 34.27% 0.43% 0.31% 2.19% 4.77% 2.63% 1.5% 4.98% 1.21%
2025/12/11 38.54% 27.97% 3.02% 0% 3.18% 9.1% 0.54% 0.8% 2.69% 1.66%
2025/12/12 31.99% 31.31% 4.47% 0% 1.06% 3.71% 1.83% 1.17% 4.84% 2.23%
2025/12/13 40.05% 20.48% 9.36% 0.73% 4.53% 6.99% 1.19% 0.56% 1.1% 1.28%
2025/12/14 34.16% 27.63% 6.93% 0% 1.19% 5.2% 0% 0% 1.17% 2.31%
2025/12/15 28.83% 24.87% 7.62% 1.39% 5.89% 5.78% 1.35% 1.02% 1.59% 0%
2025/12/16 36.31% 16.91% 6.04% 10.19% 6.41% 4.38% 1.01% 1.16% 1.73% 7.28%
2025/12/17 33.29% 30.23% 6.24% 0% 5.96% 9.2% 2.71% 2.33% 1.52% 0%
2025/12/18 26.44% 30.42% 5.86% 1.82% 1.49% 4.45% 2.6% 2.28% 1.06% 4.4%
2025/12/19 35.88% 30.46% 5.49% 0% 2.69% 3.29% 1.23% 0.87% 4.11% 1.64%
2025/12/20 38.56% 26.08% 0% 0.91% 8.63% 2.95% 1.54% 0.64% 1.74% 5.66%
2025/12/21 36% 33.63% 1.45% 2.69% 3.22% 4.31% 1.66% 0.85% 0.63% 1.45%
2025/12/22 27.23% 29.92% 6.25% 0.47% 6.79% 3.76% 3.52% 0.17% 4.07% 3.12%
2025/12/23 30.48% 26.62% 7.13% 1.11% 4.31% 7.38% 0.46% 1.83% 1.93% 2.34%
2025/12/24 29.84% 25.82% 5.51% 3.97% 4.49% 5.24% 1.34% 1.95% 1.14% 4.55%
2025/12/25 33.99% 28.47% 5.11% 3.05% 6.24% 0.01% 3.49% 6.48% 1.44% 0%
2025/12/26 28.12% 29.02% 11.13% 5.04% 3.36% 2.05% 1.72% 4.84% 0.9% 0%
2025/12/27 28.46% 26.5% 7.37% 3.49% 2.87% 3.66% 1.18% 0.97% 1.42% 0%
2025/12/28 24.45% 19.95% 7.04% 1.91% 7.92% 3.78% 1.47% 0.97% 0.99% 0.75%
2025/12/29 34.38% 27.52% 12.96% 3.69% 0.16% 2.07% 3.89% 2.7% 0.9% 0%
2025/12/30 30% 26.9% 8.3% 11.79% 3.84% 0% 3.95% 2.21% 1.38% 0%
2025/12/31 28.41% 27.69% 9.75% 8.3% 7.27% 4.28% 3.16% 1.07% 0.62% 0%
  • pokerstars.uk
  • ggpoker.co.uk
  • ladbrokes.com
  • ebay.co.uk
  • grosvenorcasinos.com
  • top10bestpokersites.co.uk
  • pokermerchant.com
  • premierpokerchips.com
  • 888poker.com
  • jackpotjoy.com

Copyright © Adthena. All rights reserved.

Pokerstars.uk led December with fluctuating impressions, peaking at 40.29% on the 9th. Ggpoker.co.uk saw a steady rise, ending strong at 27.69%. Ladbrokes.com had a volatile month, closing at 9.75%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Poker / Poker Tournaments

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 Poker / Poker Tournaments - Last month
  1. 1
    Biggest Online Poker Room | GGPoker - Home of WSOP https://promo.ggpoker.co.uk

    Chance to play $100k Freeroll + 100% Mached Deposit. T&Cs apply. 18+. GambleAware.org. Exciting game formats and software features that...

  2. 2
    Play £10 Play With £50 Bonus - Play £10 Get £50 Bonus https://www.ladbrokes.com › ladbrokescasino › new_customers

    Please Play Responsibly – Play £10 & Get £50 Casino Bonus with Ladbrokes™. 18+ T&Cs Apply

  3. 3
    Top 10 Best Poker Sites UK | Get £20 Free + 100% Up To £800 https://www.playright.co.uk › poker_sites › best_offers

    Top 10 Online Poker Welcome Offers. Read Experts Reviews - Sign Up - Get Your Bonus Now!

  4. 4
    PokerStars™ Official Site | Play Online Poker Games https://www.pokerstars.uk

    Deposit £20+ to get a £200 welcome bonus. 18+ BeGambleAware.org. Join the action at PokerStars with an exclusive £200 welcome bonus.

  5. 5
    William Hill Vegas - Deposit | + Stake £10 Get 200 Free Spins https://promotion.williamhill.com › bigbashsplash › t&cs_apply_18+

    Deposit & Stake £10 Get 200 Free Spins. T&Cs Apply. Play Safe. 18+. Some Payment Excluded.

Copyright © Adthena. All rights reserved.

In the competitive world of online poker and casino gaming, GGPoker, Ladbrokes, PlayRight, PokerStars, and William Hill stand out with enticing offers. GGPoker highlights its WSOP affiliation and $100k Freeroll, while Ladbrokes tempts with a £50 bonus. PlayRight showcases top poker sites, PokerStars offers a £200 bonus, and William Hill entices with 200 free spins.

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