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UK Media & Entertainment Gaming - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 UK Media & Entertainment Gaming 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
amazon.co.uk 48.95
cdkeys.com 11.9
playstation.com 8.5
xbox.com 2.99
thrustmaster.com 2.68
g2a.com 2.06
crazygames.com 1.53
poki.com 1.45
thegamecollection.net 1.28
arkadium.com 0.97
others 17.69

Copyright © Adthena. All rights reserved.

Amazon.co.uk dominates with 48.95% click share, overshadowing others at 17.69%. CDKeys.com follows at 11.9%, while PlayStation.com holds 8.5%.

Market Exposure

Share of Spend for the top 10 UK Media & Entertainment Gaming 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 amazon.co.uk cdkeys.com playstation.com g2a.com crazygames.com xbox.com thegamecollection.net giftcard-hub.com chillblast.com thrustmaster.com
2025/04/01 40.8% 12.21% 4.56% 3.18% 10.55% 1.7% 2.03% 0.59% 0.77% 0.92%
2025/04/02 45.69% 12.71% 5.52% 3.65% 0.18% 2.97% 2.03% 0.78% 1.09% 0.95%
2025/04/03 40.43% 17.29% 5.02% 4.97% 0.13% 3.62% 1.57% 1.49% 1.31% 1.34%
2025/04/04 37.58% 17.89% 6.5% 3.11% 0.02% 3.58% 1.78% 0.84% 0.73% 1.05%
2025/04/05 45.6% 18.49% 5.3% 3.36% 3.7% 2.33% 0.35% 0.97% 0.85% 0.99%
2025/04/06 49.35% 10.48% 9.54% 3.21% 0.26% 1.64% 0.43% 1.11% 1.5% 1.19%
2025/04/07 44.11% 11.21% 9.59% 3.84% 0.24% 2.44% 0.76% 1.56% 1.1% 1.37%
2025/04/08 45.18% 9.94% 7.78% 2.86% 4.29% 0.87% 0.77% 1.03% 2% 1.13%
2025/04/09 36.57% 11% 5.73% 2.92% 4.18% 3.29% 0.58% 1.34% 1.94% 1.19%
2025/04/10 41.28% 14.5% 5.66% 3.08% 0.01% 2.4% 0.65% 1.11% 1.43% 1.34%
2025/04/11 48.99% 13.2% 4.64% 2.89% 0.02% 3.33% 0.47% 0.95% 1.6% 1.69%
2025/04/12 44.33% 10.19% 6.05% 3.05% 0.2% 1.69% 0.95% 1.56% 1.81% 1.36%
2025/04/13 48.12% 15.31% 6.53% 3% 0.05% 2.54% 0.72% 0.99% 1.3% 0.93%
2025/04/14 48.76% 12.92% 4.2% 3.05% 0.15% 2.64% 0.91% 0.41% 1.02% 0.88%
2025/04/15 43.53% 16.4% 4.56% 3.06% 3.02% 2.09% 0.82% 0.03% 0.93% 1.16%
2025/04/16 51.52% 13.72% 1.7% 2.36% 3.33% 1.97% 0.44% 0.03% 0.63% 1.02%
2025/04/17 42.76% 19.51% 4.54% 2.29% 0% 2.34% 0.66% 0.03% 1.29% 0.33%
2025/04/18 38.29% 13.18% 4.32% 3.25% 5% 3.03% 0.8% 0.04% 0.91% 1.21%
2025/04/19 45.52% 18.53% 1.88% 3.17% 3.3% 2.85% 1.29% 0.02% 1.46% 1.03%
2025/04/20 51.45% 12.23% 3.51% 3.59% 0.01% 3.38% 1.15% 0.02% 1.32% 1.35%
2025/04/21 41.02% 12.35% 4.39% 5.14% 3.61% 3.32% 1.4% 0.27% 1.12% 1.38%
2025/04/22 47.68% 9.66% 3.32% 3.74% 6% 3.54% 0.85% 1.07% 1.46% 0.71%
2025/04/23 44.81% 15.74% 5.6% 5.25% 0% 3.21% 0.68% 1.55% 1.48% 1.63%
2025/04/24 42.61% 10.97% 5.09% 3.34% 4.13% 2.95% 1.51% 1.63% 0.7% 0.73%
2025/04/25 36.43% 13.95% 7.16% 5.15% 7.99% 2.13% 1.74% 1.75% 1.54% 0.89%
2025/04/26 43.88% 12.6% 7.06% 4.02% 4.5% 1.91% 1.28% 1.57% 1.74% 0.51%
2025/04/27 42.45% 12.71% 4.8% 3.99% 0.85% 1.81% 1.37% 1.64% 1.77% 0.5%
2025/04/28 47.14% 12.44% 7.23% 3.37% 0.29% 2.1% 1.33% 1.57% 1.12% 0.73%
2025/04/29 35.69% 13.12% 4.6% 3.78% 3.78% 3.49% 1.48% 1.85% 1.48% 0.76%
2025/04/30 36.49% 12.75% 6.72% 4.18% 3.88% 2.48% 1.99% 1.78% 0.95% 0.65%

Copyright © Adthena. All rights reserved.

April saw Amazon.co.uk dominate PPC spend, peaking mid-month at 51.52%. CDKeys.com fluctuated, ending at 12.75%. PlayStation.com and G2A.com showed modest gains, while CrazyGames.com had sporadic spikes. Xbox.com maintained steady growth.

Market Exposure

Competitor Count for UK Media & Entertainment Gaming

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
2025/04/01 251
2025/04/02 244
2025/04/03 248
2025/04/04 245
2025/04/05 244
2025/04/06 252
2025/04/07 244
2025/04/08 247
2025/04/09 246
2025/04/10 255
2025/04/11 253
2025/04/12 244
2025/04/13 250
2025/04/14 237
2025/04/15 249
2025/04/16 241
2025/04/17 244
2025/04/18 233
2025/04/19 237
2025/04/20 251
2025/04/21 242
2025/04/22 241
2025/04/23 245
2025/04/24 260
2025/04/25 259
2025/04/26 265
2025/04/27 270
2025/04/28 258
2025/04/29 247
2025/04/30 263

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, starting at 251 and dipping to 233 mid-month. A strong recovery followed, peaking at 270, ending at 263.

Campaign Efficiency

Market Loss & Market Gains for UK Media & Entertainment Gaming

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
steampowered.com 1.16%
poki.com 0.98%
crazygames.com 0.86%
thegamecollection.net 0.68%
nintendo.com 0.41%
cdkeys.com -0.4%
playstation.com -0.65%
thrustmaster.com -0.88%
minecraft.net -1.07%
amazon.co.uk -2.25%

Copyright © Adthena. All rights reserved.

In the past month, steampowered.com surged by 1.16%, while amazon.co.uk dropped by 2.25%.

Campaign Efficiency

UK Media & Entertainment Gaming 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 amazon.co.uk cdkeys.com playstation.com g2a.com thegamecollection.net k4g.com xbox.com temu.com chillblast.com electronicfirst.com
2025/04/01 55.04% 12.61% 2.85% 3.13% 1.98% 0.64% 0.68% 1.06% 0.56% 1.02%
2025/04/02 57.88% 12.41% 3.44% 3.39% 1.57% 0.86% 1.07% 0.89% 0.68% 1.29%
2025/04/03 51.61% 16.28% 3.06% 4.53% 1.85% 0.58% 1.24% 1.18% 0.74% 0.94%
2025/04/04 52.9% 17.79% 4.01% 3.05% 1.77% 0.68% 1.28% 0.7% 0.5% 1%
2025/04/05 57.47% 14.96% 3.4% 3.11% 0.64% 0.68% 1% 0.95% 0.6% 0.85%
2025/04/06 61.11% 10.39% 5.73% 3.07% 0.65% 0.77% 0.61% 0.61% 0.95% 0.98%
2025/04/07 57.88% 10.59% 5.71% 3.8% 1.07% 0.81% 0.89% 1.34% 0.77% 0.97%
2025/04/08 57.7% 10.75% 4.8% 2.51% 1.02% 1.03% 0.47% 1.17% 1.26% 0.83%
2025/04/09 51.27% 12.32% 3.79% 2.78% 0.96% 0.63% 1.33% 1.37% 1.29% 0.23%
2025/04/10 53.82% 14.54% 3.53% 2.81% 1.03% 0.97% 1% 1.34% 0.96% 0.41%
2025/04/11 56.96% 13.35% 3.09% 3.73% 0.68% 0.88% 1.3% 1.79% 0.88% 0.7%
2025/04/12 57.36% 9.96% 3.69% 3% 1.13% 0.7% 0.97% 1.9% 1.22% 1.1%
2025/04/13 59.8% 13% 3.63% 2.74% 0.85% 0.66% 0.94% 1.53% 0.72% 0.99%
2025/04/14 59.11% 11.86% 2.38% 2.91% 1.08% 0.82% 1% 1.46% 0.62% 1.11%
2025/04/15 53.42% 16.8% 2.86% 3.01% 1.1% 0.88% 0.91% 1.19% 0.65% 1.53%
2025/04/16 63.21% 12.83% 1.07% 2.21% 0.59% 0.72% 0.73% 0.98% 0.41% 0.86%
2025/04/17 56.2% 14.39% 3.19% 2.58% 0.97% 0.48% 1.07% 0.81% 0.92% 0.88%
2025/04/18 52.1% 14.02% 3.09% 3.08% 1.12% 0.74% 1.19% 1.29% 0.57% 1.18%
2025/04/19 59.03% 11.74% 1.55% 2.8% 1.46% 0.62% 1.04% 1.77% 0.9% 0.92%
2025/04/20 61.74% 11.32% 2.37% 2.82% 1.28% 0.56% 1.22% 1.57% 0.79% 0.93%
2025/04/21 54.76% 12.14% 3% 4.51% 1.76% 0.86% 1.27% 1.57% 0.83% 1.02%
2025/04/22 59.45% 9.67% 2.16% 3.3% 0.9% 0.94% 1.31% 1.62% 0.88% 0.72%
2025/04/23 54.22% 14.45% 3.57% 5.05% 0.87% 0.98% 1.06% 0.78% 0.93% 1.04%
2025/04/24 55.94% 10.09% 3.25% 3.21% 1.68% 0.8% 1.09% 0.86% 0.53% 0.75%
2025/04/25 48.5% 14.46% 4.76% 5.21% 1.53% 0.87% 0.96% 0.87% 0.94% 0.75%
2025/04/26 56.34% 12.44% 4.49% 3.89% 1.25% 0.59% 0.75% 1.25% 1.12% 0.53%
2025/04/27 54.28% 12.4% 3.11% 3.86% 1.15% 1.05% 0.74% 0.81% 0.96% 0.75%
2025/04/28 57.57% 11.46% 4.46% 3.39% 1.23% 0.94% 0.86% 1.2% 0.64% 0.46%
2025/04/29 47.51% 12.81% 3.21% 3.7% 1.81% 1.33% 1.37% 1.75% 0.97% 0.63%
2025/04/30 46% 11.76% 4.2% 4.13% 1.77% 1.19% 1.1% 1.07% 0.6% 0.43%

Copyright © Adthena. All rights reserved.

April saw Amazon.co.uk’s impression share fluctuate, peaking at 63.21% mid-month before dropping to 46.00% by month’s end. CDKeys.com maintained a steady presence, while PlayStation.com and G2A.com experienced minor variations. Overall, Amazon.co.uk led, despite a declining trend.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Media & Entertainment Gaming

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
    Unlimited Access to 100+ Games https://luna.amazon.co.uk/play-now

    Play Fortnite on Amazon Luna — Fortnite, Jackbox Games, Ubisoft, GoG. Play 100+ of your favorite games on Amazon Luna.

  2. 2
    Free Online Games https://www.playhop.com

    Play Free Games on Playhop — We have the best online games for free to play on mobile or desktop. Are you ready to play...

  3. 3
    PlayStation®Plus https://www.playstation.com

    Access To Exclusive Discounts — Access the Game Catalog, featuring hundreds of games, with new titles added regularly. Discover...

  4. 4
    Play VALORANT now https://www.playvalorant.com

    It ain't easy. It's VALORANT. Blend your style and skill on a global, competitive stage in VALORANT--now on console.

  5. 5
    Play For Free https://www.warthunder.com

    War Thunder — Play for free with friends in the most realistic online game. Experience inmersive battles...

Copyright © Adthena. All rights reserved.

Amazon Luna entices gamers with unlimited access to over 100 games, including Fortnite. Playhop offers free online games for mobile and desktop. PlayStation®Plus provides exclusive discounts and a vast game catalog. VALORANT challenges players on a global stage, while War Thunder offers immersive, realistic battles for free.

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