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UK Gambling & Gaming Sports Betting - PPC Market Share Analysis May 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 30.39
skybet.com 25.03
paddypower.com 15.67
ladbrokes.com 13.81
bet365.com 5.65
betfair.com 1.43
coral.co.uk 0.93
virgingames.com 0.9
virginbet.com 0.89
betfred.com 0.89
others 4.41

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William Hill leads with 30.39% click share, followed by Sky Bet at 25.03%. Paddy Power and Ladbrokes trail, while ‘others’ collectively hold 4.41%.

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 paddypower.com williamhill.com ladbrokes.com skybet.com bet365.com betfred.com coral.co.uk jackpotjoy.com virgingames.com betfair.com
2025/05/01 24.84% 32.14% 4.41% 3.77% 9.01% 4.02% 1.38% 0.61% 2.23% 0.08%
2025/05/02 32.2% 24.32% 4.32% 7.46% 7.96% 0.03% 1.56% 1.56% 1.37% 0%
2025/05/03 26.44% 13.47% 9.92% 5.59% 21.81% 1.43% 2.41% 1.47% 1.85% 0.01%
2025/05/04 22.42% 16.81% 12.98% 3.9% 10.79% 3.25% 1.29% 0.33% 2.26% 0.35%
2025/05/05 38.73% 13.65% 10.66% 3.39% 6.63% 2.64% 2.24% 1.32% 3.85% 0%
2025/05/06 35.5% 10.47% 7.87% 3.83% 17.26% 0.29% 1.87% 1.13% 1.72% 0.03%
2025/05/07 26.08% 23.28% 4.56% 6.9% 10.1% 2.79% 2.28% 0.01% 2.22% 0.11%
2025/05/08 40.22% 21.26% 5.28% 5.94% 5.18% 0.43% 1.79% 0.79% 1.73% 0%
2025/05/09 25.95% 10.38% 12.71% 3.59% 5.4% 0.13% 1.27% 1.25% 1% 13.88%
2025/05/10 11.52% 14.29% 12.85% 5.15% 6.49% 1.6% 10.45% 1.07% 2.06% 22.4%
2025/05/11 29.07% 25.82% 9.54% 6.09% 5.89% 1.46% 1.6% 0.69% 3.8% 2.74%
2025/05/12 34.27% 13.52% 7.46% 8.65% 6.36% 3.19% 5.28% 1.67% 3.74% 0.17%
2025/05/13 24.88% 8.41% 13.4% 4.78% 13.47% 1.14% 4.58% 2% 3.21% 10.37%
2025/05/14 17.71% 25.85% 10.87% 9.32% 5.37% 1.57% 11% 2.4% 5.88% 0.2%
2025/05/15 30.9% 12.06% 9.51% 4.16% 5.87% 2.42% 4.66% 5.36% 6.47% 0.57%
2025/05/16 17.42% 13.07% 12.75% 4.3% 6.41% 3% 7.6% 2.33% 5.26% 8.61%
2025/05/17 21.14% 28.11% 9.25% 5.01% 6.75% 3.17% 2.62% 2.1% 2.75% 0.21%
2025/05/18 20.41% 20.86% 11.75% 6.73% 8.25% 4.05% 3.63% 2.02% 1.53% 7.97%
2025/05/19 40.02% 14.48% 8.95% 6.32% 5.81% 3.96% 4.24% 3.78% 6.36% 0.09%
2025/05/20 43.65% 18.61% 12.16% 4.47% 2.99% 3.47% 1.55% 2.35% 3.26% 0.04%
2025/05/21 33.48% 23.39% 9.07% 8.22% 6.48% 2.84% 3.31% 1.36% 2.76% 0.33%
2025/05/22 29.94% 15.4% 9.42% 7.78% 1.97% 3.98% 3.13% 2.26% 5.77% 12.45%
2025/05/23 39.48% 16.09% 9.94% 7.43% 5.95% 4.4% 1.89% 2.1% 2.91% 0.1%
2025/05/24 29.24% 17.73% 13.54% 5.64% 5.98% 5.26% 1.54% 2.33% 3.63% 0.11%
2025/05/25 29.67% 12.97% 10.7% 8.3% 6.31% 5.17% 3.92% 2.19% 4.85% 0.4%
2025/05/26 32.81% 8.53% 8.19% 7.41% 19.82% 3.24% 0.77% 2.44% 4% 0.25%
2025/05/27 37% 14.15% 11.18% 9.63% 4.81% 4.32% 1.66% 2.75% 3.17% 0.08%
2025/05/28 25.75% 22.8% 10.82% 7.25% 4.55% 4.82% 0.98% 1.35% 2.83% 0.49%
2025/05/29 33.27% 16.78% 10.54% 7.9% 5.73% 3.09% 2.09% 2.77% 2.59% 4.57%
2025/05/30 29.93% 15.82% 11.87% 7.64% 3.6% 3.23% 2.43% 3.39% 4.01% 4.53%
2025/05/31 37.07% 20.35% 13.56% 6.43% 5% 3.09% 2.24% 1.66% 0.74% 0.11%

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Paddy Power led May with fluctuating spend, peaking at 43.65. William Hill’s spend was inconsistent, while Ladbrokes and Skybet maintained steady levels. Betfair had sporadic spikes, notably on the 10th.

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
2025/05/01 56
2025/05/02 53
2025/05/03 53
2025/05/04 49
2025/05/05 57
2025/05/06 61
2025/05/07 55
2025/05/08 52
2025/05/09 56
2025/05/10 50
2025/05/11 57
2025/05/12 55
2025/05/13 71
2025/05/14 49
2025/05/15 54
2025/05/16 56
2025/05/17 57
2025/05/18 53
2025/05/19 45
2025/05/20 53
2025/05/21 51
2025/05/22 57
2025/05/23 57
2025/05/24 65
2025/05/25 59
2025/05/26 65
2025/05/27 61
2025/05/28 61
2025/05/29 68
2025/05/30 66
2025/05/31 52

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May began with 56 advertisers, fluctuating throughout. A peak of 71 on May 13th marked a high, while May 19th saw a low of 45. The month concluded with 52 advertisers.

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
skybet.com 8.13%
paddypower.com 1.66%
betfred.com 0.51%
jackpotjoy.com 0.25%
happytiger.co.uk 0.15%
betfair.com -0.38%
coral.co.uk -0.55%
virginbet.com -0.84%
williamhill.com -3.28%
bet365.com -3.55%

Copyright © Adthena. All rights reserved.

Skybet.com surged with an 8.13% click share increase, while bet365.com dropped by 3.55%.

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 williamhill.com ladbrokes.com skybet.com paddypower.com bet365.com betfred.com coral.co.uk jackpotjoy.com 32red.com virgingames.com
2025/05/01 39.34% 6.39% 7.38% 9.01% 13.49% 7.39% 2.32% 1.43% 1.81% 3.41%
2025/05/02 30.4% 7.8% 12.02% 12.38% 14.2% 0.01% 3.99% 2.79% 0.72% 2.09%
2025/05/03 16.78% 10.79% 10.18% 8.26% 27.8% 2.71% 3.57% 2.82% 4.15% 2.57%
2025/05/04 19.69% 15.32% 6.39% 11.26% 12.24% 4.73% 1.35% 0.55% 3.85% 4.24%
2025/05/05 12.37% 13.23% 6.65% 15.05% 12.39% 5.97% 4.55% 3.26% 3.59% 8.34%
2025/05/06 8.34% 14.31% 6.88% 10.73% 19.28% 0.47% 3.17% 2.31% 1.57% 2.91%
2025/05/07 24.38% 7.71% 10.98% 9.86% 10.84% 5.88% 3.15% 0.01% 1.03% 3.22%
2025/05/08 23.14% 7.66% 14.97% 16.79% 8.69% 1.76% 4.71% 1.42% 4.92% 4.08%
2025/05/09 13.65% 16.55% 10.28% 12.64% 10.39% 0.06% 1.9% 3.11% 4.54% 3.37%
2025/05/10 14.57% 23.12% 10.12% 4.98% 9.76% 3.56% 14.47% 2.24% 1.21% 3.18%
2025/05/11 25.27% 11.78% 11.32% 8.29% 10.76% 2.56% 4.62% 0.73% 1.21% 9.14%
2025/05/12 11.68% 9.28% 15.44% 13.61% 9.6% 5.79% 8.62% 3.73% 3.15% 7.41%
2025/05/13 7.8% 15.16% 8.22% 10.93% 19.48% 2.06% 6.99% 4.45% 3.79% 5.89%
2025/05/14 22.33% 12.99% 9.91% 5.12% 7.34% 2.76% 15.74% 4.62% 3.33% 7.91%
2025/05/15 14.66% 14.18% 6.35% 11.27% 7.28% 4.95% 8.12% 9.09% 2.27% 10.89%
2025/05/16 12.09% 17.75% 8.19% 5.57% 9.23% 5.93% 13.31% 3.73% 3.4% 7.85%
2025/05/17 32.2% 11.67% 7.9% 6.7% 10.1% 4.85% 4.56% 4.13% 0.98% 5.63%
2025/05/18 21.33% 13.75% 10.09% 7.41% 12.74% 8% 7.55% 3.87% 1.71% 2.62%
2025/05/19 15.47% 9.77% 10.25% 12.68% 8.2% 7.51% 6.78% 7.36% 2.71% 12.28%
2025/05/20 20.78% 14.67% 9.59% 14.26% 4.87% 8.43% 2.99% 4.81% 5.23% 6.56%
2025/05/21 26.48% 9.17% 14.7% 10.3% 10.8% 4.66% 4.96% 2.92% 3.85% 4.65%
2025/05/22 13.44% 11.39% 15.47% 10.57% 3.32% 7.77% 6.11% 6.01% 1.94% 10.68%
2025/05/23 12.59% 11.78% 13.71% 17.45% 10.6% 10.21% 3.22% 4.68% 2.97% 4.91%
2025/05/24 17.15% 16.35% 10.5% 8.64% 8.84% 10.17% 4.04% 4.6% 3.2% 5.54%
2025/05/25 11.77% 13.93% 14.35% 10.02% 10.31% 9.35% 6.31% 3.92% 2.32% 7.51%
2025/05/26 7.15% 10.04% 12.45% 12.44% 25.77% 5.94% 0.53% 5.43% 2.47% 6.49%
2025/05/27 13.39% 12.32% 15.48% 11.77% 9.01% 8.65% 2.6% 6.24% 3.63% 6.13%
2025/05/28 24.42% 11.97% 12.32% 8.38% 6.45% 7.96% 0.89% 2.8% 1.36% 4.29%
2025/05/29 18.33% 13.64% 13.37% 9.17% 8.99% 5.42% 3.95% 4.65% 3.17% 4.18%
2025/05/30 12.98% 14.98% 14.16% 8.78% 4.76% 6.97% 3.22% 6.49% 7.7% 5.4%
2025/05/31 23.32% 18% 11.91% 11.03% 7.79% 5.47% 3.64% 3.63% 2.64% 1.32%

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In May 2025, William Hill’s impression share fluctuated, peaking at 39.34% and ending at 23.32%. Ladbrokes and Skybet showed steady gains, while Bet365 experienced a mid-month dip. Virgin Games had a notable rise mid-month.

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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  1. 1
    £30 Free Bets If You Bet £10 - bet365™ New Customer Offer https://www.bet365.com › bet365™ › offer

    New Customer Offer. Returns Excl Bet Credits Stake. T&Cs & Limits Apply. 18+. GambleAware. Join...

  2. 2
    Welcome Offer - 140 Free Spins - Jackpotjoy - Join Us https://www.jackpotjoy.com

    Play £10 on Casino Games, Get 140 Free Slot Spins & Keep What You Win. 18+ T&Cs. Join us!

  3. 3
    Bet £10 Get £50 Bonus | Claim Your £50 Free Bonus https://promo.ladbrokes.com › online_casino › new_customers

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

  4. 4
    200 Free Spins | Virgin Games Online Casino https://www.virgingames.com

    Play £10, Get 200 Free Spins! Online Slots & Casino. Join Us 18+. T&Cs. Free Spins are...

  5. 5
    William Hill™ Online Betting | Deposit, Bet & Get £60 Bonus https://promotion.williamhill.com › online-betting › terms-apply

    New Customers Deposit & Bet £10 Get £60. Some Payments Excluded. T&Cs Apply. Play Safe 18+

Copyright © Adthena. All rights reserved.

In the competitive world of online betting, top advertisers like bet365, Jackpotjoy, Ladbrokes, Virgin Games, and William Hill captivate audiences with enticing offers. Themes of generous bonuses and free spins dominate, with each brand emphasizing responsible gambling and attractive new customer incentives.

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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.

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