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UK Gambling & Gaming Sports Betting - PPC Market Share Analysis June 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Sports Betting 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 Sports Betting 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
williamhill.com 28.72
bet365.com 22.2
skybet.com 13.22
paddypower.com 10.8
ladbrokes.com 9.27
betfair.com 2.03
happytiger.co.uk 2
virginbet.com 1.7
coral.co.uk 1.48
betfred.com 1.13
others 7.45

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William Hill leads with 28.72% click share, followed by Bet365 at 22.2%. Skybet and Paddypower trail with 13.22% and 10.8%, respectively. Others collectively hold 7.45%.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Sports Betting 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 bet365.com paddypower.com ladbrokes.com betfred.com williamhill.com skybet.com happytiger.co.uk coral.co.uk betfair.com virginbet.com
2025/06/01 12.95% 21.61% 7.49% 1.95% 6.16% 9.06% 0.26% 0.37% 0.38% 2.01%
2025/06/02 6.09% 41.67% 12.36% 2.19% 13.37% 8.87% 0.61% 0.01% 0.08% 0%
2025/06/03 3.96% 35.55% 7.18% 1.48% 9.09% 7.75% 0.9% 0.65% 14.83% 0.05%
2025/06/04 3.76% 24.36% 6.91% 4.78% 16.3% 13.19% 0.35% 0.61% 0.1% 11.04%
2025/06/05 12.41% 25.29% 8.87% 2.28% 7.75% 9.92% 0.53% 1.48% 10.02% 0.05%
2025/06/06 7.36% 17.45% 7.83% 2.62% 14.88% 6.78% 2.19% 2.02% 4.15% 0.44%
2025/06/07 14.79% 16.13% 8.54% 6.46% 15.92% 6.75% 0.73% 2.22% 2% 1.15%
2025/06/08 12.11% 24.36% 9.74% 4.4% 11.13% 8.11% 0.94% 2.78% 0.27% 1.12%
2025/06/09 18.08% 19.05% 5.66% 1.57% 13.69% 6.8% 3.36% 3.33% 5.14% 5.52%
2025/06/10 15.19% 7.46% 8.12% 3.55% 21.76% 3.42% 3.77% 4.27% 0.32% 1.93%
2025/06/11 17.28% 9.99% 7.94% 4.34% 12.96% 3.61% 2.74% 2.85% 3.65% 2.43%
2025/06/12 18.16% 18.94% 4.18% 2.83% 16.47% 4.7% 1.73% 1.33% 10.65% 1.88%
2025/06/13 20.77% 24.67% 3.91% 1.41% 11.56% 4.17% 1.2% 1.23% 11.1% 5.34%
2025/06/14 20.65% 14.63% 8.79% 2.33% 18.34% 3.05% 4.77% 3.73% 5.15% 2.06%
2025/06/15 10.03% 20.15% 6.36% 3.91% 20.37% 4.79% 4.25% 3.62% 6.54% 4.68%
2025/06/16 7.74% 21.08% 9.72% 1.61% 22.49% 6.28% 4.83% 4.41% 0.08% 1.72%
2025/06/17 6.25% 17.33% 5.93% 3.45% 20.6% 3.01% 4.63% 2.36% 0.15% 3.12%
2025/06/18 13.03% 15.33% 5.97% 2.01% 15.04% 3.13% 1.47% 1.78% 3.28% 2.91%
2025/06/19 5.8% 17.17% 9.22% 2.51% 19.36% 4.79% 8.26% 2.95% 0.02% 7.88%
2025/06/20 11.69% 12.18% 9.56% 1.39% 6.63% 3.96% 0.69% 6.55% 9.93% 6.03%
2025/06/21 9.66% 12.83% 8.99% 4.04% 19.37% 4.15% 0.59% 8.22% 0.52% 1.78%
2025/06/22 7.53% 10.42% 4.33% 3.85% 16.44% 2.88% 6.8% 7.75% 10.93% 3.99%
2025/06/23 6.66% 18.35% 9.84% 4.43% 12.71% 4.39% 3.19% 4.93% 0.05% 9.03%
2025/06/24 2.72% 21.64% 5.16% 1.35% 21.8% 5.81% 1.5% 5.53% 5.92% 1.18%
2025/06/25 3.25% 22.19% 5.72% 2.14% 20.87% 6.47% 0.38% 1.17% 0.13% 0.27%
2025/06/26 1.99% 11.04% 2.15% 4.42% 18.09% 8.68% 0.07% 0.42% 0.6% 21.64%
2025/06/27 2.39% 9.45% 10.24% 7.83% 27.8% 9.66% 4.56% 1.74% 0.28% 9.21%
2025/06/28 3.47% 19.8% 16.06% 7.69% 7.1% 3.48% 0.21% 7.27% 0.06% 0.13%
2025/06/29 6.58% 30.57% 4.12% 2.82% 11.57% 5.75% 0.76% 1.82% 0.25% 10.22%
2025/06/30 18.27% 16.82% 11.6% 9.76% 7.57% 6.83% 3.22% 0.74% 0.49% 0.03%

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In June 2025, bet365.com saw fluctuating PPC spend, peaking at 20.77% on June 13. Paddypower.com led with a high of 41.67% on June 2. Williamhill.com showed consistent strength, ending with 7.57% on June 30.

Market Exposure

Competitor Count for UK Gambling & Gaming Sports Betting

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
2025/06/01 63
2025/06/02 59
2025/06/03 60
2025/06/04 64
2025/06/05 60
2025/06/06 77
2025/06/07 86
2025/06/08 78
2025/06/09 82
2025/06/10 93
2025/06/11 108
2025/06/12 98
2025/06/13 101
2025/06/14 106
2025/06/15 106
2025/06/16 96
2025/06/17 100
2025/06/18 100
2025/06/19 101
2025/06/20 97
2025/06/21 95
2025/06/22 96
2025/06/23 95
2025/06/24 91
2025/06/25 88
2025/06/26 83
2025/06/27 84
2025/06/28 87
2025/06/29 86
2025/06/30 82

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June saw a dynamic rise in distinct advertisers, peaking mid-month at 108, before settling at 82.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Sports Betting

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
williamhill.com 5.72%
ladbrokes.com 3.27%
virginbet.com 1.32%
happytiger.co.uk 1.29%
coral.co.uk 1.1%
quinnbet.com -0.07%
skyvegas.com -0.23%
skybet.com -0.51%
betfair.com -0.74%
bet365.com -17.79%

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Williamhill.com surged with a 5.72% click share increase, while bet365.com plummeted by 17.79%. Ladbrokes.com also rose by 3.27%.

Campaign Efficiency

UK Gambling & Gaming Sports Betting 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 ladbrokes.com bet365.com betfred.com williamhill.com happytiger.co.uk skybet.com paddypower.com 32red.com virgingames.com coral.co.uk
2025/06/01 9.93% 12.07% 3.15% 3.33% 0.42% 5.24% 7.13% 14.94% 4.48% 0.42%
2025/06/02 19.38% 9.51% 5.84% 11.92% 1.61% 11.03% 19.74% 4.64% 5.21% 0.01%
2025/06/03 16.11% 8.45% 6.01% 8.87% 1.84% 10.11% 18.84% 3.07% 8.42% 0.37%
2025/06/04 11.92% 5.02% 11.93% 14.57% 0.15% 15.08% 13.32% 7.09% 2.67% 0.68%
2025/06/05 17.5% 15.51% 5.34% 5.17% 1.16% 10.14% 10.57% 4.13% 15.35% 3.11%
2025/06/06 10.69% 8.92% 5.18% 14.85% 4.29% 6.28% 5.7% 11.45% 11.82% 2.92%
2025/06/07 13.57% 13.61% 9.56% 10.8% 4.9% 9.94% 10.94% 1% 5.1% 3.06%
2025/06/08 15.74% 14.64% 7.6% 7.79% 2.23% 8.87% 9.51% 4.37% 2.76% 5.87%
2025/06/09 11.5% 25.37% 1.93% 13% 7.35% 9.09% 6.85% 1.83% 1.07% 6.75%
2025/06/10 12.01% 15.64% 4.91% 18.94% 8.15% 3.51% 2.99% 2.76% 4.17% 7.13%
2025/06/11 13.91% 17.3% 6.34% 10.12% 8.65% 4.1% 3.67% 4.21% 5.3% 6.03%
2025/06/12 6.48% 23.55% 6.09% 18.41% 5.62% 7.53% 7.67% 4.81% 2.69% 1.4%
2025/06/13 8.11% 30.13% 3% 14.98% 3.99% 6.8% 11.39% 1.38% 1.58% 2.12%
2025/06/14 14.64% 23.25% 3.45% 17.03% 11.15% 4.13% 4.76% 4.91% 0.33% 7.09%
2025/06/15 9.06% 10.72% 8.13% 25.65% 11.51% 8.37% 7.74% 2% 0.28% 4.4%
2025/06/16 14.84% 6.31% 3.34% 25.59% 10.32% 8.96% 6.67% 6.23% 0.85% 6.49%
2025/06/17 8.37% 5.39% 6.07% 19.34% 12.2% 3.96% 5.36% 5.32% 5.41% 3.68%
2025/06/18 8.23% 12.07% 3.65% 11.1% 3.71% 3.3% 4.57% 10.25% 4.29% 2.56%
2025/06/19 13.43% 7.24% 3.92% 15.43% 15.98% 5.14% 6.42% 7.05% 2.83% 4.98%
2025/06/20 18.98% 10.04% 2.51% 4.94% 1.43% 4.15% 4.19% 13.68% 6.06% 14.8%
2025/06/21 10.99% 6.95% 6.07% 17.15% 10.93% 3.84% 3.79% 7.36% 2.5% 11.3%
2025/06/22 4.71% 6.05% 5.18% 17.38% 15.41% 2.9% 3.58% 5.87% 1.08% 14.29%
2025/06/23 13.9% 6.08% 6.74% 14.93% 5.61% 6.11% 6.37% 4.36% 3.53% 7.55%
2025/06/24 12.28% 2.9% 2.32% 16.47% 6.85% 6.6% 7.37% 2.32% 0.12% 16.19%
2025/06/25 9.06% 2.15% 3.63% 21.86% 0.85% 8.44% 9.02% 13.7% 7.51% 2.59%
2025/06/26 4.09% 3.19% 10.13% 17.46% 0.1% 9.15% 4.34% 9.85% 5.56% 0.31%
2025/06/27 17.83% 1.97% 12.88% 15.88% 15.91% 9.18% 4.3% 6.95% 4.44% 2.96%
2025/06/28 19.44% 3.52% 10.53% 4.46% 0.35% 4.05% 5% 13.43% 8.91% 10.35%
2025/06/29 9.83% 9.26% 7.9% 13.04% 2.32% 8.78% 15.23% 2.82% 2.07% 4.03%
2025/06/30 16.88% 16.17% 14.16% 9.39% 6.74% 5.89% 5.34% 2.3% 1.94% 1.34%

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In June 2025, Ladbrokes and Bet365 saw fluctuating PPC impressions, with Ladbrokes peaking at 19.44% and Bet365 at 30.13%. William Hill maintained a strong presence, while Coral surged mid-month. The month concluded with diverse performances.

Campaign Efficiency

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

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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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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