UK Gambling & Gaming Sports Betting - PPC Market Share Analysis December 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.

Google AI Overview visibility for Gambling & Gaming Sports Betting UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	5.34717012586
	94.6528298741

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	45
	55

45%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	9%
Transactional	5%
Navigational	1%
Seasonal	0%
Local	0%
Problem Solving	5%

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

Share of Clicks - Last month
Domain	Share of clicks
ladbrokes.com	30.8
skybet.com	18.43
williamhill.com	16.9
bet365.com	7.05
paddypower.com	6.34
coral.co.uk	4.06
betfred.com	2.53
jackpotjoy.com	2.51
boylesports.com	1.78
virginbet.com	1.53
others	8.07

ladbrokes.com - 30.8%
skybet.com - 18.43%
williamhill.com - 16.9%
bet365.com - 7.05%
paddypower.com - 6.34%
coral.co.uk - 4.06%
betfred.com - 2.53%
jackpotjoy.com - 2.51%
boylesports.com - 1.78%
virginbet.com - 1.53%
others - 8.07%

In the PPC landscape, Ladbrokes dominates with 30.8% click share, followed by Skybet at 18.43%. William Hill holds 16.9%, while ‘others’ collectively capture 8.07%.

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

Share of Spend - Last Month
Date	ladbrokes.com	coral.co.uk	paddypower.com	betfred.com	williamhill.com	jackpotjoy.com	skybet.com	virgingames.com	betvictor.com	bet365.com
2025/12/01	9.53%	1.38%	0.06%	7.6%	35.88%	0.93%	3.11%	3.23%	10.94%	3.37%
2025/12/02	14.24%	8.66%	3.83%	7.21%	25.2%	0.77%	13.26%	1.45%	7.79%	6.64%
2025/12/03	20.25%	12.29%	12.56%	7.69%	10.78%	3.83%	13.76%	1.76%	0.64%	6.47%
2025/12/04	21.99%	11.78%	9.28%	9.9%	8.52%	3.43%	9.02%	1.81%	1.33%	4.23%
2025/12/05	21.66%	12.85%	9.67%	8.64%	7.14%	2.83%	7.46%	3.29%	1.92%	8.44%
2025/12/06	23.82%	15.76%	7.46%	5.38%	6.4%	3.3%	5.74%	3.21%	2.22%	5.87%
2025/12/07	23.42%	14.71%	10.33%	2.37%	5.89%	3.8%	9.43%	1.63%	1.93%	9.75%
2025/12/08	23.81%	16.45%	11.26%	3.07%	7.67%	3.76%	11.25%	1.32%	2.53%	3.95%
2025/12/09	23.52%	15.99%	12.22%	2.16%	5.9%	4.8%	11.94%	1.35%	0.6%	3.22%
2025/12/10	17.12%	9.3%	10.6%	4.33%	9.21%	5.17%	8.77%	3.27%	1.07%	4.28%
2025/12/11	23.95%	8.8%	10.82%	6.1%	10.87%	3.12%	8.31%	2.61%	2.92%	5.56%
2025/12/12	12.56%	8.52%	2.62%	2.4%	16.88%	1.46%	5.02%	4.92%	12.93%	17.34%
2025/12/13	16.97%	14.63%	10.24%	3.78%	11.7%	1.74%	8.35%	3.09%	2.42%	10.65%
2025/12/14	22.06%	14.25%	9.36%	7.38%	9.52%	3.76%	7.01%	1.7%	2.58%	4.73%
2025/12/15	21.99%	9.08%	9.89%	6.12%	4.92%	2.39%	14.1%	1.06%	2.36%	7.35%
2025/12/16	24.64%	11.6%	7.74%	4.32%	8.53%	3.4%	12.72%	0.76%	1.55%	5.09%
2025/12/17	31.31%	16.56%	10.58%	2.59%	2.57%	2.97%	10.11%	0.73%	0.34%	4.05%
2025/12/18	29.33%	14.75%	11.79%	5.14%	5.61%	3.56%	7.85%	1.51%	0.77%	2.47%
2025/12/19	22.9%	9.22%	8.63%	4.69%	6.49%	6.03%	9.75%	4.37%	1.73%	5.96%
2025/12/20	30.43%	13.97%	6.59%	6.28%	1.26%	6.99%	9.07%	1.99%	0.88%	5.47%
2025/12/21	25.13%	11.69%	6.3%	8.21%	3.62%	4.49%	9.71%	1.87%	1.5%	5.65%
2025/12/22	28.39%	10.98%	6.1%	6.67%	4.3%	5.96%	8.78%	1.75%	2.76%	8.76%
2025/12/23	22.71%	14.41%	8.53%	6.98%	4.35%	4.39%	9.47%	1.35%	2.62%	3.34%
2025/12/24	21.74%	8.93%	4.89%	6.93%	5.76%	7.8%	11.69%	2.68%	4.96%	6.03%
2025/12/25	24.39%	10.91%	11.59%	0.03%	0.01%	11.19%	8.8%	4.5%	5.36%	2.27%
2025/12/26	25.38%	13.98%	6.54%	4.43%	4.36%	6.16%	8.11%	2.01%	3.67%	5.14%
2025/12/27	26.26%	13.47%	4.76%	7.85%	4.99%	4%	6.9%	1.16%	2.88%	5.53%
2025/12/28	24.44%	12.78%	2.93%	9.01%	4.84%	3.25%	11.09%	2.67%	1.42%	5%
2025/12/29	19.88%	11.49%	7.42%	8.6%	8.03%	4.9%	3.95%	3.91%	2.53%	2.01%
2025/12/30	20.93%	10.11%	7.13%	7.65%	3.5%	4.52%	9.62%	2.32%	0.81%	3.83%
2025/12/31	19.81%	13.07%	12%	8.08%	7.08%	4.63%	3.35%	2.44%	2.34%	1.91%

ladbrokes.com
coral.co.uk
paddypower.com
betfred.com
williamhill.com
jackpotjoy.com
skybet.com
virgingames.com
betvictor.com
bet365.com

Ladbrokes.com surged mid-month, peaking at 31.31% on December 17. Coral.co.uk and paddypower.com showed fluctuating trends, while williamhill.com started strong but declined. By month-end, Ladbrokes led, with Coral and Paddy Power trailing.

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

Competitor Count - Last month
Date	Competitor Count
2025/12/01	66
2025/12/02	65
2025/12/03	69
2025/12/04	86
2025/12/05	87
2025/12/06	81
2025/12/07	85
2025/12/08	89
2025/12/09	79
2025/12/10	83
2025/12/11	86
2025/12/12	78
2025/12/13	82
2025/12/14	77
2025/12/15	83
2025/12/16	81
2025/12/17	80
2025/12/18	80
2025/12/19	78
2025/12/20	78
2025/12/21	81
2025/12/22	76
2025/12/23	77
2025/12/24	73
2025/12/25	76
2025/12/26	77
2025/12/27	74
2025/12/28	77
2025/12/29	77
2025/12/30	77
2025/12/31	70

December saw a dynamic shift in distinct advertisers, peaking at 89 on the 8th. The month concluded with a slight dip, ending at 70.

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

Market Loss & Market Gains - Last month
Name	Market Trend
ladbrokes.com	3.84%
jackpotjoy.com	1.59%
talksportbet.com	1.01%
betfred.com	0.93%
skybet.com	0.85%
kongcasino.com	-0.15%
paddypower.com	-0.53%
betfair.com	-0.58%
williamhill.com	-4.75%
bet365.com	-5.37%

Ladbrokes.com surged with a 3.84% click share increase, while bet365.com dropped by 5.37%. Jackpotjoy.com rose by 1.59%, contrasting with williamhill.com’s 4.75% decline.

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	coral.co.uk	betfred.com	jackpotjoy.com	williamhill.com	paddypower.com	virgingames.com	betvictor.com	skybet.com	bet365.com
2025/12/01	16.61%	2.22%	10.81%	1.28%	22.3%	0.01%	8.62%	18.5%	1.53%	0.99%
2025/12/02	19.23%	12.49%	10.74%	0.97%	14.11%	1.7%	3.36%	11.46%	8.82%	9.08%
2025/12/03	23.41%	14.75%	9.98%	6.31%	7.5%	5.99%	3.97%	0.68%	10.01%	10.85%
2025/12/04	24.54%	12.15%	13.55%	5.66%	6.15%	3.25%	3.69%	1.66%	6.75%	7%
2025/12/05	23.25%	15.68%	11.06%	4.65%	4.5%	3.38%	5.65%	2.68%	5.14%	11.85%
2025/12/06	26.88%	16.99%	8.26%	5.7%	4.89%	2.55%	5.38%	2.8%	4.28%	6.38%
2025/12/07	26.22%	18.32%	3.36%	6.96%	4.3%	3.78%	3.2%	3.42%	6.18%	11.88%
2025/12/08	26.9%	19.26%	4.3%	6.91%	5.77%	3.92%	3.04%	4.19%	7.45%	5.48%
2025/12/09	28.55%	19.57%	4.57%	9.94%	5.31%	4.61%	2.1%	0.75%	8.59%	4.63%
2025/12/10	20.99%	11.55%	6.41%	9.37%	7.54%	5.05%	6.69%	2.16%	6.58%	6.59%
2025/12/11	29.87%	8.66%	9.81%	5.81%	10.19%	3.63%	6.67%	5.01%	6.15%	4.75%
2025/12/12	18.23%	13.47%	2.42%	1.95%	9.12%	0.93%	8.32%	13.6%	3.43%	21.66%
2025/12/13	20.22%	15%	7.56%	3.93%	8.64%	3.11%	5.42%	4.06%	5.59%	10.75%
2025/12/14	24.04%	14.53%	11.29%	6.76%	6.47%	3.72%	3.75%	3.42%	5.65%	7.81%
2025/12/15	24.7%	11.6%	8.41%	4.18%	3.6%	3.3%	2.36%	3.36%	9.78%	12.49%
2025/12/16	29.33%	12.72%	6.46%	6.06%	5.79%	2.41%	1.77%	2.2%	8.75%	9.06%
2025/12/17	35.03%	17.74%	4.13%	5.36%	1.78%	3.67%	1.37%	0.22%	7.07%	7.49%
2025/12/18	32.21%	15.91%	7.99%	6.92%	4.17%	4.31%	3.08%	1.07%	5.4%	4.24%
2025/12/19	23.58%	8.66%	7.32%	9.31%	4.19%	2.71%	8.24%	2.42%	6.25%	10.25%
2025/12/20	30.58%	13.4%	8.32%	11.01%	0.86%	1.95%	3.76%	0.85%	5.7%	9.79%
2025/12/21	27.97%	13.29%	11.87%	6.87%	2.39%	2.06%	3.36%	2.44%	6.16%	9.08%
2025/12/22	28.57%	11.05%	9.79%	8.88%	2.83%	2.16%	3.57%	3.62%	6.27%	14.14%
2025/12/23	25.29%	12.72%	11.7%	7.74%	3.02%	2.73%	2.97%	2.96%	7.65%	6.24%
2025/12/24	24.57%	9.99%	9.83%	10.7%	3.45%	1.34%	5.01%	5.29%	7%	9.22%
2025/12/25	26.46%	9.76%	0.01%	16.67%	0%	3.67%	8.13%	5.79%	6.73%	3.64%
2025/12/26	28.28%	15.73%	6.93%	9.91%	2.66%	2.04%	3.31%	3.77%	5.12%	8.45%
2025/12/27	29.6%	16.15%	10.76%	6.04%	3.15%	1.48%	2.05%	2.66%	3.93%	7.38%
2025/12/28	25.8%	16.67%	12.63%	4.85%	2.74%	0.77%	4.19%	1.22%	6.1%	7.4%
2025/12/29	23.03%	13.95%	11.69%	7.3%	4.75%	1.85%	7.3%	2.92%	2.89%	2.8%
2025/12/30	25.05%	14.83%	10.73%	7.23%	2.45%	2.35%	4.41%	0.95%	6.06%	6.07%
2025/12/31	23.98%	15.07%	13.1%	7.8%	5.47%	4.32%	3.57%	3.02%	2.71%	2.21%

ladbrokes.com
coral.co.uk
betfred.com
jackpotjoy.com
williamhill.com
paddypower.com
virgingames.com
betvictor.com
skybet.com
bet365.com

Ladbrokes.com led December with fluctuating impressions, peaking mid-month. Coral.co.uk and Betfred.com showed varied trends, while Jackpotjoy.com surged on Christmas. Williamhill.com and others had inconsistent shares, ending the month with diverse standings.

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

1
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2
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3
£50 Bonus or £50 In Free Bets | Coral™ New Welcome Offer https://www.coral.co.uk › sports_betting › online_casino
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4
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5
£50 Bonus or £30 in Free Bets | Ladbrokes™ New Welcome Offer https://www.ladbrokes.com › sports_betting › online_casino
Bet & Pick Your Offer: Bet £10 Get £50 Bonus or Bet £5 Get £30 Free Bets. 18+ T&Cs Apply.

In the competitive world of online gaming, Betfred, BetVictor, Coral, Jackpotjoy, and Ladbrokes captivate with enticing offers. Betfred and BetVictor lure with free spins and bonuses, while Coral and Ladbrokes offer flexible betting options. Jackpotjoy stands out, letting players keep their winnings.

Frequently Asked Questions

Why is the UK Gambling & Gaming Sports Betting December 2025 Report useful and how should I use it?

Why is the UK Gambling & Gaming Sports Betting December 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the UK Gambling & Gaming Sports Betting December 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Gambling & Gaming Sports Betting December 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Gambling & Gaming Sports Betting December 2025 Report?

The UK Gambling & Gaming Sports Betting December 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Gambling & Gaming Sports Betting December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Gambling & Gaming Sports Betting December 2025 Report for?

The UK Gambling & Gaming Sports Betting December 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

GIMO is a specialist digital marketing agency for the gaming industry. In 2019, they saw their cost-per-clicks (CPCs) rise sharply for their clients, primarily due to brand-bidding among rivals.

GIMO set an ambitious goal: reduce their brand spend by 25%. To do that, they would need to find every opportunity for campaign efficiency.Read case study

the7stars achieves Google Ads PPC campaign optimization with Adthena

Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance.

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UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Discover how UNTUCKit optimized its brand search strategy using Adthena’s Brand Activator, resulting in $54k savings in just six months. Learn how they improved efficiency and competitor insights.Read case study

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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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AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Gambling & Gaming Sports Betting brands

Share of Spend for the top 10 UK Gambling & Gaming Sports Betting brands

Competitor Count for UK Gambling & Gaming Sports Betting

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

UK Gambling & Gaming Sports Betting Share of Impressions

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

Frequently Asked Questions

Why is the UK Gambling & Gaming Sports Betting December 2025 Report useful and how should I use it?

Why is the UK Gambling & Gaming Sports Betting December 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Gambling & Gaming Sports Betting December 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Gambling & Gaming Sports Betting December 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

the7stars achieves Google Ads PPC campaign optimization​ with Adthena

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Get the full picture

See this data specific to your brand performance

Related reports

US Sports Betting

AUS Sports Betting

the7stars achieves Google Ads PPC campaign optimization with Adthena