UK Media & Entertainment Gaming - PPC Market Share Analysis June 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.

Gaming – UK

Google AI Overview visibility for Media & Entertainment Gaming UK

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

AIO Frequency

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

Frequency Percentage
Frequency 22.1736145897
77.8263854103
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 41
59
41%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 23%
Transactional 9%
Navigational 1%
Seasonal 0%
Local 1%
Problem Solving 1%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
playstation.com 16.68
nintendo.com 13.3
amazon.co.uk 8.41
crazygames.com 7.25
playhop.com 3.88
coolmathgames.com 3.23
steampowered.com 2.9
xbox.com 2.76
g2a.com 2.51
forgeofempires.com 2.44
others 36.64
  • playstation.com - 16.68%
  • nintendo.com - 13.3%
  • amazon.co.uk - 8.41%
  • crazygames.com - 7.25%
  • playhop.com - 3.88%
  • coolmathgames.com - 3.23%
  • steampowered.com - 2.9%
  • xbox.com - 2.76%
  • g2a.com - 2.51%
  • forgeofempires.com - 2.44%
  • others - 36.64%

Copyright © Adthena. All rights reserved.

In the gaming PPC landscape, PlayStation leads with 16.68% click share, followed by Nintendo at 13.3%. Amazon.co.uk captures 8.41%, while others collectively hold 36.64%.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date crazygames.com playhop.com amazon.co.uk nintendo.com playstation.com steampowered.com forgeofempires.com g2a.com game.co.uk coolmathgames.com
2026/06/01 4.81% 14.95% 4.23% 2.93% 10.48% 3.15% 1% 2.63% 2.52% 0%
2026/06/02 8.86% 8.3% 3.65% 2.45% 10.57% 15.29% 1.15% 2.09% 2.02% 0%
2026/06/03 10.56% 9.95% 4.07% 1% 6.04% 0.02% 0.36% 2.88% 0.67% 0%
2026/06/04 7.71% 6.48% 5.03% 3.96% 13.61% 0.01% 1.8% 3.95% 3.07% 0%
2026/06/05 4.1% 3.89% 5.11% 5.54% 8.73% 10.87% 1.87% 3.25% 2.84% 0%
2026/06/06 8.1% 2.69% 5% 6.21% 10.14% 11.07% 4.02% 3.1% 3.07% 0%
2026/06/07 8.27% 4.95% 7.29% 6.56% 7.7% 5% 2.95% 3.19% 3.37% 0%
2026/06/08 7.57% 3.02% 7.86% 7.34% 10.14% 5.32% 7% 3% 5.73% 0%
2026/06/09 6.04% 1.86% 5.67% 2.39% 13.79% 1.2% 4.71% 3.11% 3.25% 3.23%
2026/06/10 5.19% 4.86% 5.31% 5.78% 13.71% 5.19% 1.93% 3.81% 3.09% 0%
2026/06/11 4.5% 4.4% 5.79% 5.31% 10.38% 0.06% 4.29% 3.48% 2.79% 6.85%
2026/06/12 2.71% 2.17% 6.13% 6.68% 12.69% 0.04% 4.11% 3.66% 3.72% 0%
2026/06/13 2.26% 2.21% 7.48% 6.46% 10.25% 0.02% 6.38% 3.22% 3.87% 4.46%
2026/06/14 5.35% 3.81% 7.2% 6.92% 9.63% 0.02% 3.6% 2.51% 5.4% 15.9%
2026/06/15 0.89% 1.04% 6.36% 2.84% 16.32% 0% 5.16% 3.51% 3.7% 0%
2026/06/16 8.72% 4.24% 4.13% 4.79% 11.6% 3.8% 6.75% 3.18% 2.65% 9.22%
2026/06/17 15.52% 8.26% 5.93% 5.19% 9.29% 0.01% 3.72% 2.99% 2.56% 0%
2026/06/18 10.76% 3.24% 6.4% 4.8% 9.46% 0.06% 6.92% 3.52% 3.4% 0%
2026/06/19 6.31% 2.02% 6.45% 4.35% 15.26% 0.04% 4.19% 3.97% 3.23% 3.88%
2026/06/20 4.05% 9.27% 5.52% 4.15% 3.47% 34.51% 7.32% 1.41% 0.21% 0%
2026/06/21 6.41% 5.12% 6.65% 4.65% 7.61% 0.14% 13.83% 2.37% 0.26% 0%
2026/06/22 20.48% 15.91% 3.92% 4.31% 5.26% 0.02% 11.01% 1.63% 0.36% 0%
2026/06/23 28.79% 10.84% 7.15% 2.82% 3.87% 6.94% 10.25% 0.92% 0.22% 0%
2026/06/24 17.96% 10.41% 7.06% 3.69% 4.19% 14.82% 6.66% 1.48% 0.15% 0%
2026/06/25 26.7% 14.34% 7.54% 3.3% 4.33% 0.09% 8.51% 1.17% 0.17% 0%
2026/06/26 7.9% 5.29% 9.6% 5.61% 9.6% 0.02% 13.46% 1.85% 0.35% 0%
2026/06/27 8.59% 2.69% 4.5% 7.19% 5.18% 0.2% 9.48% 1.73% 0.41% 14.66%
2026/06/28 18.96% 2.34% 5.35% 4.52% 4.41% 19.6% 7.64% 1.9% 0.37% 0%
2026/06/29 22.14% 3.63% 3.85% 3.19% 4.56% 0.11% 6.54% 1.66% 0.33% 0%
2026/06/30 37.24% 7.09% 5.14% 3.68% 3.63% 3.03% 2.52% 1.95% 0.8% 0%
  • crazygames.com
  • playhop.com
  • amazon.co.uk
  • nintendo.com
  • playstation.com
  • steampowered.com
  • forgeofempires.com
  • g2a.com
  • game.co.uk
  • coolmathgames.com

Copyright © Adthena. All rights reserved.

In June 2026, CrazyGames.com saw a dramatic rise, peaking at 37.24% on the 30th. PlayStation.com had a steady presence, while SteamPowered.com fluctuated, ending with a notable 19.6% on the 28th.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/06/01 216
2026/06/02 233
2026/06/03 219
2026/06/04 232
2026/06/05 233
2026/06/06 226
2026/06/07 225
2026/06/08 232
2026/06/09 221
2026/06/10 226
2026/06/11 227
2026/06/12 222
2026/06/13 224
2026/06/14 228
2026/06/15 217
2026/06/16 221
2026/06/17 232
2026/06/18 234
2026/06/19 224
2026/06/20 209
2026/06/21 198
2026/06/22 195
2026/06/23 206
2026/06/24 210
2026/06/25 198
2026/06/26 207
2026/06/27 204
2026/06/28 191
2026/06/29 195
2026/06/30 196

Copyright © Adthena. All rights reserved.

June began with 216 advertisers, peaking at 234 mid-month. A decline followed, ending at 196. The month showcased dynamic shifts, concluding with a notable decrease.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
crazygames.com 9.25%
xbox.com 1.72%
elementgames.co.uk 1.71%
playhop.com 1.66%
forgeofempires.com 1.39%
temu.com -0.84%
g2a.com -0.85%
game.co.uk -1.9%
coolmathgames.com -3.34%
playstation.com -5.38%

Copyright © Adthena. All rights reserved.

Crazygames.com surged with a 9.25% click share increase, while playstation.com faced a 5.38% decline. Xbox.com and elementgames.co.uk also saw positive growth.

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.

Date crazygames.com amazon.co.uk nintendo.com playhop.com playstation.com g2a.com a1techdeals.com cjs-cdkeys.com lego.com forgeofempires.com
2026/06/01 1.56% 6.56% 5.24% 8.62% 10.9% 4.49% 2.42% 2.17% 6.55% 0.73%
2026/06/02 4.86% 6.5% 4.15% 6.39% 12.85% 3.85% 1.43% 2.05% 3.33% 0.7%
2026/06/03 4% 7.59% 2.73% 5.21% 6.74% 5.03% 1.9% 2.18% 7.15% 0.39%
2026/06/04 2.56% 7.04% 9.55% 4.55% 12.88% 5.41% 2.84% 2.66% 3.38% 0.97%
2026/06/05 1.45% 7.66% 12.47% 2.22% 8.87% 4.95% 2.07% 2.94% 3.49% 0.9%
2026/06/06 2.73% 7.46% 11.39% 1.76% 10.08% 4.53% 1.67% 2.94% 4.78% 2.76%
2026/06/07 2.48% 11.04% 13.04% 3.15% 7.41% 4.99% 2.79% 3.01% 2.68% 1.68%
2026/06/08 2.44% 10.98% 13.68% 2.35% 10.22% 4.36% 2.17% 2.1% 1.92% 4.61%
2026/06/09 1.71% 8.26% 4.08% 1.49% 14.1% 4.72% 1.77% 2.5% 3.47% 3.13%
2026/06/10 2.33% 7.85% 10.21% 2.79% 14.18% 5.49% 2.97% 2.73% 1.32% 1.14%
2026/06/11 2.54% 8.3% 11.74% 3.22% 10.31% 5.04% 2% 2.91% 1.78% 2.05%
2026/06/12 0.86% 8.69% 12.1% 1.14% 11.8% 5.1% 1.93% 3.39% 1.1% 1.68%
2026/06/13 1.24% 10.29% 11.62% 1.47% 8.89% 4.68% 2.47% 2.91% 4.19% 3.66%
2026/06/14 1.74% 10.56% 13.17% 1.83% 10.17% 4.16% 2.13% 2.09% 2.57% 1.66%
2026/06/15 0.27% 8.35% 4.15% 0.74% 14.81% 4.95% 1.88% 2.7% 4.48% 2.23%
2026/06/16 3.94% 6.1% 8.62% 2.69% 11.67% 4.68% 2.59% 2.35% 3.71% 4.5%
2026/06/17 7.23% 8.52% 9.01% 4.26% 9.45% 4.6% 4.21% 2.46% 1.44% 1.84%
2026/06/18 4.81% 8.9% 8.03% 1.74% 9.18% 4.73% 3.86% 2.71% 0.9% 4.55%
2026/06/19 1.96% 9.21% 7.74% 1.2% 15.08% 5.52% 2.67% 3.39% 0.85% 2.1%
2026/06/20 1.86% 12.78% 7.94% 8.61% 4.62% 3.27% 2.26% 0.37% 2.65% 5.08%
2026/06/21 3.47% 11.37% 8.58% 3.33% 7.04% 4.12% 6.87% 0.43% 2.93% 10.36%
2026/06/22 8.63% 7.15% 8.62% 10.59% 5.76% 3.02% 3.67% 0.83% 1.88% 7.13%
2026/06/23 18.36% 11.82% 7.05% 8.05% 4.94% 1.95% 3.01% 0.59% 3.95% 7.34%
2026/06/24 10.68% 13.08% 8.64% 7.35% 5.66% 3.06% 4.27% 1.16% 0.93% 4.2%
2026/06/25 14.54% 10.9% 7.56% 11.65% 4.46% 1.97% 6.96% 0.44% 8.08% 6.09%
2026/06/26 2.55% 14.64% 11.14% 2.61% 9.81% 2.91% 1.59% 0.98% 12.53% 5.97%
2026/06/27 3.32% 8.5% 12.9% 1.9% 5.71% 3.21% 2.08% 1.54% 9.32% 5.87%
2026/06/28 10.63% 8.39% 10.48% 2.61% 5.73% 3.4% 0.35% 1.21% 4.7% 5.91%
2026/06/29 8.08% 6.68% 8.3% 3.28% 5.45% 3.02% 2.38% 1.1% 7.86% 4.19%
2026/06/30 17.68% 9.99% 9.27% 4.27% 4.24% 3.82% 2.19% 1.61% 1.3% 1.22%
  • crazygames.com
  • amazon.co.uk
  • nintendo.com
  • playhop.com
  • playstation.com
  • g2a.com
  • a1techdeals.com
  • cjs-cdkeys.com
  • lego.com
  • forgeofempires.com

Copyright © Adthena. All rights reserved.

In June 2026, CrazyGames.com saw a dramatic rise in PPC impressions, peaking at 18.36% on June 23. Amazon.co.uk maintained a steady presence, while Nintendo.com experienced fluctuations, ending strong. PlayStation.com had a mid-month dip but recovered.

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.

Google Text Ad Copy Insights & Creative Trends for UK Media & Entertainment Gaming - Last month
  1. 1
    Free Online Games on CrazyGames | Play Now https://www.crazygames.com

    Play Free Games Instantly: No Download Required. Click Now And Start Playing! Explore Top Free Browser Games Today. Join Millions Of Players And Have Fun!

  2. 2
    Build your empire online | Best empire building games https://play.forgeofempires.com › city-building › strategy

    Gamers around the world have been waiting for this. Join the community today.

  3. 3
    New LEGO® Pokémon™ Sets https://www.lego.com › smart-play › pokemon

    New LEGO® SMART Play™ Sets — Build the Pokémon world that you've always dreamed of with the LEGO® Pokémon™ sets.

  4. 4
    PlayStation® Plus https://www.playstation.com

    Join PlayStation® Plus Today — Experience exclusive benefits like game trials and cloud streaming. Terms Apply. Get More From...

  5. 5
    Official Pokémon© Plush - Shop Pokémon© Center Plush Now https://www.pokemoncenter.com

    Shop exclusive Pokémon© Plush. Receive free shipping on all orders £20+. Soft, huggable, and waiting for you at Pokémon© Center. Types: Plush, Figures & Pins, Clothing, Home & Office.

Copyright © Adthena. All rights reserved.

In the vibrant world of Google PPC, CrazyGames entices with instant, no-download fun, while Forge of Empires invites global gamers to build empires. LEGO® captivates with Pokémon™ sets, PlayStation® Plus offers exclusive gaming perks, and Pokémon© Center charms with plush collectibles.

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