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UK Gambling & Gaming Sports Betting - PPC Market Share Analysis March 2026

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.

Sports Betting – UK

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 5.52517938361
94.4748206164
5%

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 50
50
50%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 10%
Transactional 11%
Navigational 4%
Seasonal 0%
Local 0%
Problem Solving 0%

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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
skybet.com 25.25
bet365.com 19.68
ladbrokes.com 19.15
williamhill.com 16.25
paddypower.com 4.28
betfair.com 2.83
betfred.com 2.82
boylesports.com 1.3
coral.co.uk 1.09
virginbet.com 1.01
others 6.34
  • skybet.com - 25.25%
  • bet365.com - 19.68%
  • ladbrokes.com - 19.15%
  • williamhill.com - 16.25%
  • paddypower.com - 4.28%
  • betfair.com - 2.83%
  • betfred.com - 2.82%
  • boylesports.com - 1.3%
  • coral.co.uk - 1.09%
  • virginbet.com - 1.01%
  • others - 6.34%

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Skybet.com leads with 25.25% click share, followed by Bet365.com at 19.68%. Ladbrokes.com holds 19.15%, while Williamhill.com captures 16.25%. Others collectively account for 6.34%.

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 skybet.com paddypower.com betfred.com bet365.com ladbrokes.com coral.co.uk williamhill.com 32red.com betvictor.com betfair.com
2026/03/01 12.43% 0.16% 0.44% 7.8% 19.76% 4.47% 21.87% 0.09% 0.31% 0.08%
2026/03/02 8.12% 4.06% 3.19% 13.26% 12.83% 6.95% 36.4% 0.01% 3.34% 0.03%
2026/03/03 0% 16.55% 1.62% 21.54% 9.68% 9.21% 13.41% 1.52% 3.52% 0%
2026/03/04 21.85% 0% 0.36% 5.38% 5.89% 1.71% 7.81% 6.85% 4.24% 15.34%
2026/03/05 14.99% 16.17% 6.11% 9.85% 6.83% 5.31% 14.39% 2.75% 1.49% 0%
2026/03/06 14.33% 8.02% 13.95% 17.73% 9.9% 2.15% 2.96% 0% 3.35% 13.79%
2026/03/07 22.55% 0.05% 9.34% 11.46% 10.45% 4.48% 19.79% 0% 3.51% 0.01%
2026/03/08 20.89% 5.01% 8.28% 13.03% 7.34% 1.18% 9.9% 0% 9.27% 8.67%
2026/03/09 20.07% 8.11% 6.23% 24.98% 0.15% 0.13% 0.15% 0% 3.41% 13.81%
2026/03/10 17.81% 14.27% 6.83% 21.16% 8.76% 0.82% 4.62% 0% 2.93% 0.22%
2026/03/11 26.47% 0.61% 6.42% 16.78% 9.68% 0.92% 9.08% 0% 0.21% 1.17%
2026/03/12 15% 0.15% 13.71% 22.51% 14.33% 0.12% 5.4% 0% 4.3% 4.5%
2026/03/13 17.71% 12.89% 5.69% 27.6% 1.44% 0.62% 2.76% 5.08% 2% 1.38%
2026/03/14 0% 13.73% 16.42% 29.31% 2.18% 2.75% 5.71% 4.91% 0.07% 2.05%
2026/03/15 5.45% 6.51% 8.54% 21.93% 15.66% 0.16% 3.81% 4.66% 3.04% 4.69%
2026/03/16 14.86% 9.02% 8.78% 17.43% 9.88% 3.69% 5.1% 0% 5.26% 0.32%
2026/03/17 5.92% 0.25% 12.76% 12.66% 25.46% 2.29% 2.1% 0.01% 3.14% 8.64%
2026/03/18 13.43% 11.94% 10.64% 13.36% 0.67% 8.92% 5.61% 2.59% 2.99% 0.3%
2026/03/19 6.78% 0.25% 16.67% 8.19% 14.04% 7.69% 3.31% 2.23% 3.68% 19.39%
2026/03/20 0.06% 9.85% 3.35% 14.82% 29.73% 7.24% 7.23% 3.21% 1.33% 3.39%
2026/03/21 13.8% 0.58% 2.77% 23.68% 20.25% 11.46% 0.03% 0.43% 10.59% 0.2%
2026/03/22 3.1% 10.95% 4.27% 19.92% 3.78% 7.06% 13.45% 14.73% 2.87% 1.58%
2026/03/23 13.72% 5.21% 13.95% 15.68% 7.72% 8.71% 7.58% 6.69% 5.29% 0.19%
2026/03/24 5.91% 0.25% 12.73% 12.63% 25.4% 2.28% 2.1% 0.01% 3.13% 8.62%
2026/03/25 31.84% 7.92% 9.73% 4.71% 19.14% 6.71% 0% 4.01% 0.47% 0.14%
2026/03/26 6.07% 10.83% 22.43% 11.6% 8.1% 12.7% 0.22% 9.62% 0.28% 0.55%
2026/03/27 12.4% 5.72% 21.21% 8.3% 10.44% 8.25% 9.28% 8.69% 1.41% 0.01%
2026/03/28 13.7% 0.13% 6.12% 1.49% 8.47% 5.69% 2.35% 11.21% 1.49% 12.93%
2026/03/29 28.04% 10.88% 15.11% 0.79% 16.25% 2.08% 6.5% 2.74% 2.79% 0.11%
2026/03/30 37.66% 0% 5.34% 0.52% 18.01% 0.15% 4.37% 4.82% 7.83% 0.62%
2026/03/31 20.68% 19.56% 12.11% 9.85% 8.14% 6.96% 6.28% 2.8% 1.35% 0%
  • skybet.com
  • paddypower.com
  • betfred.com
  • bet365.com
  • ladbrokes.com
  • coral.co.uk
  • williamhill.com
  • 32red.com
  • betvictor.com
  • betfair.com

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Skybet.com surged mid-month, peaking at 37.66% on March 30. Bet365.com showed consistent strength, while Williamhill.com started strong but declined. Ladbrokes.com and Betfair.com had notable fluctuations. March ended with diverse advertiser dynamics.

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
2026/03/01 61
2026/03/02 60
2026/03/03 51
2026/03/04 53
2026/03/05 53
2026/03/06 52
2026/03/07 52
2026/03/08 55
2026/03/09 57
2026/03/10 59
2026/03/11 52
2026/03/12 51
2026/03/13 55
2026/03/14 48
2026/03/15 45
2026/03/16 63
2026/03/17 59
2026/03/18 51
2026/03/19 43
2026/03/20 51
2026/03/21 43
2026/03/22 46
2026/03/23 47
2026/03/24 59
2026/03/25 42
2026/03/26 49
2026/03/27 48
2026/03/28 58
2026/03/29 52
2026/03/30 35
2026/03/31 32

Copyright © Adthena. All rights reserved.

March began with 61 advertisers, fluctuating throughout. Mid-month peaked at 63, then declined, ending at 32.

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
bet365.com 6.12%
coral.co.uk 1.21%
32red.com 1.02%
ladbrokes.com 0.99%
betfred.com 0.66%
kongcasino.com -0.39%
betway.com -0.51%
paddypower.com -0.63%
skybet.com -2.71%
williamhill.com -4.99%

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Bet365.com surged with a 6.12% click share increase, while williamhill.com dropped by 4.99%. Coral.co.uk and 32red.com also gained, contrasting skybet.com’s 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 skybet.com betfred.com ladbrokes.com coral.co.uk paddypower.com bet365.com 32red.com williamhill.com betvictor.com grosvenorcasinos.com
2026/03/01 9.68% 1.32% 25.21% 9.95% 0.04% 9.11% 0.07% 18.78% 0.53% 0%
2026/03/02 5.22% 7.6% 15.56% 10.22% 1.85% 13.35% 0% 26.85% 7.96% 0.81%
2026/03/03 0% 3.16% 11.17% 14.88% 10.5% 23.25% 3.43% 10.33% 5.88% 0.01%
2026/03/04 19.93% 0.08% 7.68% 4.65% 0% 5.44% 8.99% 9.84% 8.59% 6.13%
2026/03/05 11.98% 10.39% 7.21% 9.22% 6.69% 10.41% 4.07% 11.74% 2.53% 2.7%
2026/03/06 11.27% 19.25% 15.56% 4.28% 2.85% 27.2% 0% 3.02% 4.68% 0.06%
2026/03/07 14.54% 19.13% 10.03% 4.96% 0.01% 13.03% 0% 13.37% 8.09% 4.55%
2026/03/08 16.62% 13.37% 6.3% 0.53% 1.55% 19.45% 0% 8.46% 13.65% 0%
2026/03/09 23.04% 8.3% 0.07% 0.06% 3.82% 25.72% 0% 0.11% 5.54% 8.2%
2026/03/10 13.4% 8.88% 8.13% 0.35% 8.88% 29.34% 0% 3.97% 3.96% 9.37%
2026/03/11 26.14% 7.23% 15.3% 1.1% 0.08% 13.68% 0% 9.24% 0.11% 0%
2026/03/12 11.05% 20.71% 16.66% 0.01% 0.02% 23.58% 0% 4.52% 5.03% 5.75%
2026/03/13 15.15% 7.06% 3.42% 0.14% 10.19% 30.76% 5.88% 2.45% 3.72% 9.63%
2026/03/14 0% 22.81% 2.09% 2.3% 4.56% 34.76% 5.57% 5.01% 0.12% 6.03%
2026/03/15 3.36% 12.43% 12.97% 0.06% 2.39% 28.7% 5.44% 2.76% 3.65% 6.95%
2026/03/16 11.86% 14.28% 9.81% 4.8% 3.67% 14.51% 0% 3.88% 9.55% 3.04%
2026/03/17 3.93% 23.38% 19.74% 3.98% 0.03% 12.2% 0% 2.09% 5.42% 0%
2026/03/18 9.45% 16.33% 0.4% 17.84% 6.42% 13.78% 3.39% 4.59% 5.1% 0%
2026/03/19 4.32% 29.16% 18.84% 13.98% 0.03% 6.8% 1.69% 2.88% 3.34% 0.02%
2026/03/20 0.01% 6.02% 33.17% 9.05% 3.23% 9.64% 7.83% 6.95% 0.23% 0.02%
2026/03/21 8.98% 4.71% 24.57% 19.25% 0.12% 20.77% 0.05% 0% 13.53% 0.08%
2026/03/22 1.82% 6.08% 5.43% 10.68% 3.02% 21.95% 19.62% 9.66% 6.55% 5.41%
2026/03/23 7.88% 22.11% 9.92% 13.08% 2.43% 11.94% 11.65% 5.26% 7.85% 1.08%
2026/03/24 3.93% 23.38% 19.74% 3.98% 0.03% 12.2% 0% 2.09% 5.42% 0%
2026/03/25 21.12% 14.33% 24.8% 11.17% 2.96% 4.43% 5.84% 0% 0.43% 0%
2026/03/26 3.76% 31.32% 9.45% 15.68% 3.14% 11.52% 13.18% 0.1% 0.18% 1.36%
2026/03/27 6.89% 27.97% 12.25% 11% 1.58% 6.69% 11.42% 5.24% 2.69% 2.4%
2026/03/28 9.76% 8.64% 12.42% 8.2% 0.08% 0.26% 12.97% 2.16% 1.57% 11.72%
2026/03/29 19.59% 27.86% 18.79% 4.64% 3.24% 0.32% 5.31% 5.22% 3.26% 0.33%
2026/03/30 21.81% 9.01% 18.18% 0.01% 0% 0.11% 8.92% 7.34% 8.99% 0%
2026/03/31 18.49% 16.94% 13.32% 8.84% 8.67% 8.2% 4.7% 4.7% 0.28% 0.01%
  • skybet.com
  • betfred.com
  • ladbrokes.com
  • coral.co.uk
  • paddypower.com
  • bet365.com
  • 32red.com
  • williamhill.com
  • betvictor.com
  • grosvenorcasinos.com

Copyright © Adthena. All rights reserved.

In March 2026, Skybet’s impression share fluctuated, peaking at 26.14% on the 11th. Betfred saw a high of 31.32% on the 26th. Ladbrokes maintained a strong presence, while Bet365’s share peaked mid-month. The month ended with varied shares across domains.

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. 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
    200 Free Spins Fishin' Frenzy - Online Games 200 Free Spins https://promotions.betfred.com › new_cust_only › t&cs_apply_18+

    Play at Betfred Games, Online Slots, Roulette, Blackjack & Live Casino

  3. 3
    Get £30 Bonus + 100 Free Spins | Exclusive Slots Welcome Offer https://lp.betvictor.com › freespins-offer › play-safe

    Get £30 Bonus + 100 Spins on Gold Train If You Play £10. 18+ New Customers. T&Cs apply.

  4. 4
    Bet £5 & Get £30 in Free Bets | New Welcome Offer https://www.ladbrokes.com › sports_betting › t&cs_apply_18+

    Please Play Responsibly - Bet £5 & Get a £30 Bonus For New Customers. T&C's Apply. 18+ Bet on...

  5. 5
    William Hill™ Online Betting | Deposit & Bet £10, Get £40 https://promotion.williamhill.com › betting-online › terms-apply

    New Customers Deposit & Bet £10 Get £40. Some Payments Excluded. T&Cs Apply. Play Safe 18+ Deposit & Bet £10 & Get £40 In Bonuses. Paid As 4x £10 Sports Bets.

Copyright © Adthena. All rights reserved.

In the competitive world of online gaming, 32Red, Betfred, BetVictor, Ladbrokes, and William Hill captivate new players with enticing offers. From 250 free spins to substantial bonus bets, these ads highlight irresistible welcome offers, emphasizing no wagering and responsible play.

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Get the full picture

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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