UK Media & Entertainment Gaming - PPC Market Share Analysis January 2026

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.

Google AI Overview visibility for Media & Entertainment Gaming 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	22.7068868528
	77.2931131472

22%

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	42
	58

42%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	24%
Transactional	11%
Navigational	1%
Seasonal	2%
Local	2%
Problem Solving	1%

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

Share of Clicks - Last month
Domain	Share of clicks
playstation.com	14.48
amazon.co.uk	12.36
minecraft.net	7.94
crazygames.com	6.82
nintendo.co.uk	6.1
nintendo.com	5.12
elementgames.co.uk	3.45
forgeofempires.com	3.15
cjs-cdkeys.com	2.96
g2a.com	2.49
others	35.13

playstation.com - 14.48%
amazon.co.uk - 12.36%
minecraft.net - 7.94%
crazygames.com - 6.82%
nintendo.co.uk - 6.1%
nintendo.com - 5.12%
elementgames.co.uk - 3.45%
forgeofempires.com - 3.15%
cjs-cdkeys.com - 2.96%
g2a.com - 2.49%
others - 35.13%

In the gaming PPC landscape, PlayStation leads with 14.48% click share, followed by Amazon UK at 12.36%. Notably, ‘others’ collectively hold a significant 35.13%.

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

Share of Spend - Last Month
Date	crazygames.com	amazon.co.uk	10bestcasinos.co.uk	playstation.com	warthunder.com	forgeofempires.com	nintendo.co.uk	happytiger.co.uk	nikke-global.com	williamhill.com
2026/01/01	8.5%	4.6%	0%	9.58%	18.35%	2.01%	0.99%	0%	3.77%	0%
2026/01/02	10.66%	11.26%	0%	9.01%	6.61%	3.94%	2.62%	0%	0%	0%
2026/01/03	9.73%	14.95%	0%	9.82%	3.36%	4.93%	2.4%	0%	0%	0%
2026/01/04	5.8%	12%	0%	8.44%	4.16%	3.77%	2.08%	0%	4.32%	0%
2026/01/05	7.77%	11.29%	0%	7.9%	10.53%	2.7%	4.05%	0%	2.97%	0.06%
2026/01/06	7.24%	8.23%	0%	9.34%	5.79%	2.95%	9.79%	0.77%	7.13%	0%
2026/01/07	8.32%	6.88%	0%	9.1%	6.63%	3.8%	1.35%	0%	3.06%	0%
2026/01/08	3.33%	9.9%	4.83%	8.46%	2.24%	4.93%	10.65%	6.56%	0.04%	5.86%
2026/01/09	1.03%	6.33%	3.93%	7.76%	8.35%	3.98%	2.65%	4.4%	3.83%	8.47%
2026/01/10	2.63%	11.54%	5.14%	10.35%	1.79%	2.13%	9.31%	0.66%	0.84%	5%
2026/01/11	0.56%	9.74%	3.11%	8.01%	11.93%	2.65%	3.7%	4.86%	0.82%	6.85%
2026/01/12	1.52%	6.61%	5.02%	7.78%	1.7%	2.89%	1.91%	6.68%	8.16%	6.01%
2026/01/13	4.9%	12.33%	4.27%	6.54%	3.1%	4.36%	2.01%	6.35%	0%	2.7%
2026/01/14	8.35%	9.72%	4.96%	6.58%	2.53%	4.45%	4.98%	4.16%	2.01%	4.85%
2026/01/15	4.85%	8.77%	5.43%	9.22%	1.48%	3.86%	2.3%	3.15%	0.33%	6.44%
2026/01/16	1%	6.19%	3.84%	7.58%	8.16%	4.09%	2.59%	4.31%	3.86%	8.3%
2026/01/17	1.54%	7.26%	9.32%	5.76%	0.99%	3.91%	9.56%	3.95%	2.1%	7.66%
2026/01/18	2.98%	10.03%	9.3%	7.88%	2.15%	6%	2.43%	2.69%	2.15%	5.81%
2026/01/19	1.27%	5.98%	8.8%	5.69%	2.3%	2.62%	7.27%	5.27%	0.32%	14.44%
2026/01/20	4.37%	5.45%	7.15%	5.63%	1.8%	2.96%	11.87%	4.08%	0.15%	10.4%
2026/01/21	7.27%	2.98%	9.4%	8.78%	7.74%	2.11%	1.46%	4.39%	4.41%	2.62%
2026/01/22	7.28%	3.67%	10.19%	7.55%	1.41%	2.73%	1.3%	1.45%	0.35%	4.22%
2026/01/23	10.81%	2.81%	7.23%	4.93%	0.78%	3.19%	1.35%	1.08%	10.92%	0.39%
2026/01/24	9.23%	2.89%	6.17%	5.1%	0.87%	3.52%	0.9%	2.42%	7.39%	1.07%
2026/01/25	2.18%	2.91%	12.61%	5.58%	1.21%	3.83%	1.7%	6.87%	7.91%	0.89%
2026/01/26	4.92%	3.48%	9.79%	5.28%	1.9%	3.3%	1.3%	5.56%	6.9%	0.05%
2026/01/27	10.31%	5.97%	7.27%	7.41%	1%	4%	4.31%	1.68%	7.05%	0.09%
2026/01/28	10.46%	4.84%	2.74%	7.38%	6.19%	4.04%	7.67%	0.2%	0.68%	0%
2026/01/29	2.44%	7.59%	2.43%	7.42%	4.93%	6.6%	1.87%	3.14%	2.95%	0.06%
2026/01/30	5.91%	7.47%	9.29%	4.64%	0.9%	4.98%	2.7%	6.32%	0.89%	0%
2026/01/31	8.77%	7.97%	5.53%	4.64%	4.53%	4.47%	2.7%	1.69%	0.13%	0%

crazygames.com
amazon.co.uk
10bestcasinos.co.uk
playstation.com
warthunder.com
forgeofempires.com
nintendo.co.uk
happytiger.co.uk
nikke-global.com
williamhill.com

In January 2026, CrazyGames.com saw fluctuating PPC spend, peaking at 10.81% on the 23rd. Amazon.co.uk started strong, reaching 14.95% on the 3rd, then declined. 10BestCasinos.co.uk surged mid-month, peaking at 12.61% on the 25th. PlayStation.com maintained steady spend, while WarThunder.com had a volatile month, starting high at 18.35% and ending lower. ForgeOfEmpires.com and Nintendo.co.uk showed moderate fluctuations. HappyTiger.co.uk and Nikke-Global.com had sporadic peaks. WilliamHill.com experienced a significant spike on the 19th, reaching 14.44%. The month concluded with varied spend patterns across advertisers.

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

Competitor Count - Last month
Date	Competitor Count
2026/01/01	192
2026/01/02	208
2026/01/03	200
2026/01/04	190
2026/01/05	193
2026/01/06	199
2026/01/07	194
2026/01/08	189
2026/01/09	203
2026/01/10	210
2026/01/11	217
2026/01/12	200
2026/01/13	216
2026/01/14	203
2026/01/15	198
2026/01/16	203
2026/01/17	199
2026/01/18	191
2026/01/19	194
2026/01/20	213
2026/01/21	185
2026/01/22	179
2026/01/23	171
2026/01/24	166
2026/01/25	170
2026/01/26	169
2026/01/27	173
2026/01/28	170
2026/01/29	188
2026/01/30	179
2026/01/31	183

January saw a dynamic shift in advertisers, peaking at 217 on January 11th, before declining to 183 by month’s end.

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

Market Loss & Market Gains - Last month
Name	Market Trend
crazygames.com	4.03%
xbox.com	3.75%
nintendo.com	3.72%
minecraft.net	2.45%
10bestcasinos.co.uk	1.12%
cjs-cdkeys.com	-0.99%
g2a.com	-1.02%
playstation.com	-2.05%
nintendo.co.uk	-2.16%
amazon.co.uk	-5.9%

Crazygames.com leads with a 4.03% click share increase, while amazon.co.uk drops by 5.9%. Xbox.com and nintendo.com also see positive growth, contrasting with declines for nintendo.co.uk and playstation.com.

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	crazygames.com	g2a.com	nintendo.co.uk	playstation.com	forgeofempires.com	cjs-cdkeys.com	minecraft.net	warthunder.com	nikke-global.com
2026/01/01	8.33%	6.15%	2.99%	1.74%	9.32%	1.77%	3.97%	2.67%	10.94%	3.93%
2026/01/02	16.65%	4.72%	4.51%	3.2%	8.16%	3.01%	0.68%	4.14%	4.4%	0.02%
2026/01/03	21.21%	4.41%	5.09%	3.31%	8.65%	3.47%	1.14%	3.7%	2.15%	0.27%
2026/01/04	18.02%	1.85%	4.88%	2.64%	7.14%	3.35%	1.62%	2.62%	2.17%	3.99%
2026/01/05	18.96%	4.88%	5.05%	3.92%	7.61%	2.33%	5.76%	1.21%	2.6%	4.36%
2026/01/06	12.22%	4.43%	3.78%	5.81%	8.43%	2.81%	5.8%	2.72%	2.5%	8.12%
2026/01/07	11.99%	4.61%	4.1%	1.82%	8.76%	3.6%	6.31%	0%	1.65%	2.33%
2026/01/08	18.67%	1.44%	3.68%	8.02%	8.12%	4.7%	6.12%	4.38%	1.84%	0.05%
2026/01/09	11.07%	0.57%	3.74%	3.81%	7.21%	2.84%	7.42%	1.87%	4.7%	4.59%
2026/01/10	20.4%	2.22%	7.67%	7.02%	8.98%	1.62%	4.92%	2.67%	1.19%	2%
2026/01/11	15.82%	0.41%	5.78%	5.89%	7.34%	2.11%	5.41%	1.4%	5.51%	2.08%
2026/01/12	14.1%	1.08%	5.48%	2.86%	8.32%	2.75%	4.93%	0%	1.71%	5.61%
2026/01/13	20.26%	2.55%	5.41%	3.21%	6.22%	3.09%	4.68%	1.25%	2.07%	0.15%
2026/01/14	14.02%	7.08%	5.49%	5.89%	5.94%	3.85%	4.18%	2.69%	2.09%	2.33%
2026/01/15	15.29%	1.28%	5.63%	3.85%	8.49%	2.91%	5.5%	0%	1.23%	0.41%
2026/01/16	11.07%	0.57%	3.74%	3.81%	7.21%	2.84%	7.42%	1.87%	4.7%	4.59%
2026/01/17	13.91%	1.19%	2.44%	7.56%	6.32%	4.22%	2.71%	3.25%	0.93%	2.74%
2026/01/18	16.32%	2.72%	4.22%	3.47%	7.37%	4.18%	3.55%	0%	2.22%	2.27%
2026/01/19	12.05%	1.01%	4.47%	8.6%	7.09%	2.69%	3.83%	0%	1.41%	0.54%
2026/01/20	11.01%	2.62%	4.27%	7.78%	6.34%	2.72%	3.54%	0%	1.48%	0.29%
2026/01/21	5.44%	5.48%	2.43%	1.69%	9.63%	2.29%	2.5%	7.05%	6.34%	5.34%
2026/01/22	7.56%	7.7%	1.9%	1.61%	9.04%	3.08%	2.16%	2.38%	1.54%	0.85%
2026/01/23	5.1%	9.84%	2.32%	1.09%	4.51%	2.97%	2.65%	1.89%	0.74%	11.86%
2026/01/24	6.17%	9.6%	2%	1.05%	5.83%	3.82%	2.23%	3.73%	0.87%	8.75%
2026/01/25	5.66%	1.98%	3.09%	1.83%	6.95%	3.85%	2.88%	6.37%	1.14%	10.6%
2026/01/26	7.02%	5.26%	3.76%	1.88%	6.47%	3.42%	3.77%	2.19%	1.66%	7.7%
2026/01/27	10.64%	8.06%	3.4%	4.74%	7.41%	4.06%	2.73%	3.25%	0.67%	6.22%
2026/01/28	9.01%	7.51%	2.68%	4.48%	7.43%	4.14%	2.73%	6.89%	3.34%	0.61%
2026/01/29	12.6%	1.45%	3.25%	2.2%	6.19%	6.04%	3.55%	4.78%	3.22%	2.93%
2026/01/30	15.58%	3.29%	4.07%	3.71%	5.42%	5.23%	3.32%	0%	1%	1.02%
2026/01/31	15.84%	5.51%	5.12%	4.45%	4.21%	4.01%	3.79%	1.7%	1.26%	0.18%

amazon.co.uk
crazygames.com
g2a.com
nintendo.co.uk
playstation.com
forgeofempires.com
cjs-cdkeys.com
minecraft.net
warthunder.com
nikke-global.com

Amazon.co.uk started January strong, peaking at 21.21% on the 3rd, but ended at 15.84%. Crazygames.com saw a late surge, reaching 9.84% on the 23rd. G2A.com maintained a steady presence, closing at 5.12%. Nintendo.co.uk fluctuated, peaking at 8.6% on the 19th. Playstation.com began high at 9.32%, but declined to 4.21% by month’s end. Forgeofempires.com showed consistent growth, ending at 4.01%. CJS-CDKeys.com peaked mid-month at 7.42%, closing at 3.79%. Minecraft.net had a notable spike on the 28th at 6.89%. Warthunder.com started strong at 10.94%, but finished at 1.26%. Nikke-global.com had a significant peak on the 23rd at 11.86%, ending at 0.18%.

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

1
Play Free Online Games https://www.crazygames.com › free-online › browser-games
Games At CrazyGames — We Have More than 4K Free Games Available and We Add New Ones Everyday. Check Our Games Updated Catalogue and Try the Latest Games, More Than 4.000 to choose from. No Pop-Ups.
2
Biggest Online Poker Room - GGPoker - Home of WSOP https://promo.ggpoker.co.uk
Chance to play $100k Freeroll + 100% Mached Deposit. T&Cs apply. 18+. GambleAware.org
3
PlayStation®Plus https://www.playstation.com
Join PlayStation®Plus Today — Access the Game Catalog, featuring hundreds of games, with new titles added regularly. Discover...
4
Play For Free - Online Combat Game https://www.warthunder.com
Play for free with friends in the most realistic online game
5
William Hill™ Vegas - Deposit - + Stake £10 Get 200 Free Spins https://promotion.williamhill.com › bigbashsplash › t&cs_apply_18+
Deposit & Stake £10 Get 200 Free Spins. T&Cs Apply. Play Safe. 18+. Some Payment Excluded.

In the competitive world of online gaming and entertainment, CrazyGames captivates with over 4,000 free games, while GGPoker entices with $100k freerolls. PlayStation®Plus offers a vast game catalog, War Thunder promises realistic combat, and William Hill™ Vegas lures with 200 free spins.

Frequently Asked Questions

Why is the UK Media & Entertainment Gaming January 2026 Report useful and how should I use it?

Why is the UK Media & Entertainment Gaming January 2026 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 Media & Entertainment Gaming January 2026 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 Media & Entertainment Gaming January 2026 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 Media & Entertainment Gaming January 2026 Report?

The UK Media & Entertainment Gaming January 2026 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 Media & Entertainment Gaming January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Media & Entertainment Gaming January 2026 Report for?

The UK Media & Entertainment Gaming January 2026 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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Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

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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Google AI Overview visibility for Media & Entertainment Gaming UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Media & Entertainment Gaming brands

Share of Spend for the top 10 UK Media & Entertainment Gaming brands

Competitor Count for UK Media & Entertainment Gaming

Market Loss & Market Gains for UK Media & Entertainment Gaming

UK Media & Entertainment Gaming Share of Impressions

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

Frequently Asked Questions

Why is the UK Media & Entertainment Gaming January 2026 Report useful and how should I use it?

Why is the UK Media & Entertainment Gaming January 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Media & Entertainment Gaming January 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Media & Entertainment Gaming January 2026 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

Related reports

US Gaming

AUS Gaming