UK Media & Entertainment Gaming - PPC Market Share Analysis August 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 24.4730700845
75.5269299155
24%

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 36
64
36%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 24%
Transactional 7%
Navigational 1%
Seasonal 1%
Local 0%
Problem Solving 2%

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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
nintendo.com 18.68
crazygames.com 13.79
amazon.co.uk 7.37
roblox.com 5.61
playstation.com 5.6
xbox.com 5.58
elementgames.co.uk 4.41
a1techdeals.com 4.3
lego.com 3.27
forgeofempires.com 2.62
others 28.77
  • nintendo.com - 18.68%
  • crazygames.com - 13.79%
  • amazon.co.uk - 7.37%
  • roblox.com - 5.61%
  • playstation.com - 5.6%
  • xbox.com - 5.58%
  • elementgames.co.uk - 4.41%
  • a1techdeals.com - 4.3%
  • lego.com - 3.27%
  • forgeofempires.com - 2.62%
  • others - 28.77%

Copyright © Adthena. All rights reserved.

Nintendo leads with 18.68% click share, followed by CrazyGames at 13.79%. Others collectively hold 28.77%, showcasing diverse competition.

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 lego.com nintendo.com amazon.co.uk playstation.com temu.com xbox.com a1techdeals.com warthunder.com forgeofempires.com
2026/08/01 27.4% 3.15% 2.28% 6.19% 3.83% 2.96% 1.09% 6.5% 2.72% 6.01%
2026/08/02 28.62% 2.98% 4.8% 4.61% 3.47% 0.76% 1.65% 1.82% 3.53% 9.01%
2026/08/03 16.27% 1.68% 5.27% 8.38% 5.44% 2.29% 2.64% 4.14% 3.14% 5.82%
2026/08/04 15.52% 1.2% 6.74% 8.57% 6.85% 4.06% 2.35% 3.95% 3.14% 8.12%
2026/08/05 27.03% 5.7% 3.68% 5.86% 2.21% 0.99% 3.49% 0.96% 4.88% 8.16%
2026/08/06 33.71% 3.47% 2.34% 4.72% 1.76% 1.19% 4.4% 2.45% 2.98% 8.25%
2026/08/07 28.24% 4.26% 4.75% 3.88% 1.64% 2.67% 4.88% 3.8% 0.75% 5.51%
2026/08/08 26.07% 11.59% 7.19% 6.52% 2.81% 6.25% 2.69% 6.91% 2.66% 2.75%
2026/08/09 26.43% 7.42% 11.85% 5.61% 2.46% 1.19% 3.55% 1.8% 1.18% 3.75%
2026/08/10 41.52% 3.61% 5.57% 4.56% 2.77% 1.6% 2.83% 6.55% 0.31% 1.33%
2026/08/11 20.06% 12.87% 2.89% 3.94% 2% 1.91% 3.58% 2.91% 2.97% 3.38%
2026/08/12 40.02% 8.25% 6.04% 4.22% 1.8% 1.99% 2.21% 1.37% 0.3% 6.57%
2026/08/13 31.37% 6.74% 3.37% 2.91% 1.85% 0.93% 3.37% 1.21% 0.42% 5.6%
2026/08/14 30.21% 7.43% 4.5% 3.73% 1.98% 1.84% 3.97% 4.96% 2% 4.02%
2026/08/15 31.82% 4.8% 3.07% 3.24% 1.39% 2.38% 2.83% 4.4% 0.07% 0.93%
2026/08/16 13.32% 16.4% 9.04% 4.81% 3.15% 1.99% 6.17% 4.01% 3.22% 1.09%
2026/08/17 6.44% 14.22% 5.8% 5.17% 1.63% 1.52% 3.8% 3.67% 2.13% 1.1%
2026/08/18 0.44% 3.16% 14.96% 6.27% 1.73% 1.46% 3.3% 1.86% 1.81% 2.21%
2026/08/19 0.62% 5.07% 4.66% 6.94% 3.7% 1.84% 4.16% 1.66% 0.79% 1.99%
2026/08/20 23.33% 7% 5.21% 2.88% 2.2% 2.14% 2.33% 6.13% 1.79% 5.68%
2026/08/21 21.54% 8.62% 5.75% 4.52% 3.87% 3.57% 2.26% 4.33% 2.18% 1.93%
2026/08/22 12.03% 3.85% 19.35% 5.29% 2.05% 2.84% 2.22% 7.56% 2.42% 2.54%
2026/08/23 0.46% 3.6% 12.24% 8.31% 6.11% 4.4% 1.95% 10.83% 1.35% 2.12%
2026/08/24 28.94% 6.77% 5.93% 5.97% 2.92% 1.28% 2.88% 5.63% 2.81% 7.98%
2026/08/25 7.42% 6.63% 6.36% 7.06% 4.41% 2.54% 2.9% 8.51% 1.97% 3.39%
2026/08/26 5.37% 3.35% 6.12% 6.07% 4.3% 2.78% 3.71% 7.51% 2.7% 2.56%
2026/08/27 2.95% 6.94% 4.38% 7.52% 6.51% 3.38% 4.03% 7.15% 3.68% 5.25%
2026/08/28 10.13% 4.22% 15.56% 5.3% 4.47% 2.05% 2.79% 5.7% 4.07% 2.93%
2026/08/29 22.5% 6.89% 9.03% 5.93% 5.23% 1.29% 2.05% 9.86% 2.05% 3.11%
2026/08/30 21.79% 7.16% 11.92% 6.53% 4.29% 2.94% 1.8% 8.58% 2.51% 1.18%
2026/08/31 14.31% 9.07% 8.28% 6.82% 5.35% 4.67% 3.49% 2.03% 1.09% 1.05%
  • crazygames.com
  • lego.com
  • nintendo.com
  • amazon.co.uk
  • playstation.com
  • temu.com
  • xbox.com
  • a1techdeals.com
  • warthunder.com
  • forgeofempires.com

Copyright © Adthena. All rights reserved.

Crazygames.com led August with fluctuating spend, peaking at 41.52% on the 10th. Lego.com saw a mid-month surge, while Nintendo.com spiked on the 22nd. Amazon.co.uk maintained steady growth, ending at 6.82%.

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
2026/08/01 149
2026/08/02 160
2026/08/03 161
2026/08/04 162
2026/08/05 162
2026/08/06 155
2026/08/07 153
2026/08/08 138
2026/08/09 136
2026/08/10 143
2026/08/11 148
2026/08/12 159
2026/08/13 159
2026/08/14 149
2026/08/15 144
2026/08/16 139
2026/08/17 137
2026/08/18 135
2026/08/19 129
2026/08/20 140
2026/08/21 137
2026/08/22 145
2026/08/23 149
2026/08/24 144
2026/08/25 166
2026/08/26 160
2026/08/27 161
2026/08/28 159
2026/08/29 144
2026/08/30 153
2026/08/31 139

Copyright © Adthena. All rights reserved.

August began with 149 advertisers, peaking at 166 mid-month. A fluctuating trend followed, ending at 139.

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
nintendo.com 6.55%
steampowered.com 4.28%
a1techdeals.com 2.84%
playstation.com 2.1%
amazon.co.uk 1.15%
forgeofempires.com -0.74%
elementgames.co.uk -0.91%
xbox.com -1.31%
solitaire.net -1.56%
crazygames.com -14.46%

Copyright © Adthena. All rights reserved.

Nintendo.com surged with a 6.55% increase, while Crazygames.com plummeted by 14.46%.

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 amazon.co.uk lego.com nintendo.com temu.com playstation.com xbox.com a1techdeals.com crazygames.com forgeofempires.com roblox.com
2026/08/01 10.9% 5.09% 4.75% 4.34% 4.46% 0.99% 10.17% 12.98% 6.48% 8.96%
2026/08/02 8.03% 4.14% 7.36% 1.19% 3.46% 1.64% 2.83% 18.21% 11.49% 4.26%
2026/08/03 12.74% 2.21% 8.02% 3.56% 5.56% 1.98% 5.08% 9.41% 5.67% 5.57%
2026/08/04 12.28% 2.41% 9.1% 4.82% 9.78% 2.04% 5.27% 6.23% 7.85% 3.38%
2026/08/05 11.03% 9.16% 7.45% 1.48% 2.68% 3.36% 1.99% 15.64% 6.99% 1.38%
2026/08/06 11.75% 6.1% 5.72% 1.55% 1.67% 4.11% 7.14% 12.68% 5.39% 7.06%
2026/08/07 6.88% 8.3% 7.16% 3.31% 1.4% 4.74% 5.05% 20.48% 3.21% 2.65%
2026/08/08 10.23% 18.76% 9.54% 7.9% 3% 2.8% 9.86% 10.37% 2.97% 0.18%
2026/08/09 13.98% 12.66% 11.37% 1.61% 2.12% 3.64% 6.7% 5.88% 2.65% 8.31%
2026/08/10 16.33% 6.19% 8.12% 2.88% 2.89% 3.14% 14.96% 13.15% 1% 0.26%
2026/08/11 8.28% 18.68% 5.48% 3.14% 1.69% 3.94% 5.5% 9.08% 2.04% 0.3%
2026/08/12 8.76% 17.65% 8.07% 3.41% 1.93% 3.37% 3.24% 15.29% 3.38% 0.06%
2026/08/13 5.52% 11.03% 10.41% 1.52% 2.13% 2.6% 4.77% 15.91% 5.33% 3.15%
2026/08/14 6.29% 11.27% 6.51% 3.44% 2.77% 3.93% 7.76% 17.13% 1.76% 0.02%
2026/08/15 7.93% 11.01% 5.38% 4.1% 1.71% 3.81% 8.67% 15.25% 0.93% 0.1%
2026/08/16 7.76% 22.44% 11.22% 2.36% 2.4% 5.41% 4.97% 4.34% 0.94% 0%
2026/08/17 9.34% 18.27% 7.32% 2.29% 1.33% 4.1% 5.23% 3.92% 0.78% 0.02%
2026/08/18 9.6% 7.19% 15.14% 1.72% 1.32% 3.22% 3.78% 0.15% 1.37% 10.64%
2026/08/19 9.59% 9.62% 8.19% 2.05% 2.3% 4.08% 1.91% 0.28% 0.92% 13.39%
2026/08/20 4.89% 12.18% 6.81% 2.83% 2.74% 2.65% 8.61% 7.39% 3.2% 0.07%
2026/08/21 7.28% 12.93% 11.53% 5.79% 4.56% 2.57% 6.71% 9.75% 1.18% 0.13%
2026/08/22 9.53% 6.77% 19.5% 4.12% 2.47% 2.45% 11.45% 2.38% 2% 0.06%
2026/08/23 14.77% 5.36% 10.71% 6.37% 5.19% 1.6% 16.02% 0.17% 1.5% 0.06%
2026/08/24 11.72% 11.64% 8.22% 1.88% 3.65% 3.02% 10.05% 14.18% 3.08% 4.43%
2026/08/25 11.24% 11.42% 7.88% 3.51% 4.7% 2.56% 12.3% 1.02% 2.62% 0.16%
2026/08/26 9.84% 6% 6.6% 3.39% 4.04% 3.33% 10.62% 1.44% 2.11% 3.81%
2026/08/27 11.32% 10.7% 5.5% 4.48% 5.03% 3.27% 8.83% 0.69% 3.97% 0.1%
2026/08/28 8.73% 6.32% 14.43% 2.64% 4.04% 2.46% 10.47% 2.04% 1.28% 0.02%
2026/08/29 11.14% 9.62% 11.14% 2.06% 6.49% 2.23% 15.3% 3.38% 1.26% 0.06%
2026/08/30 13.83% 8.74% 13.34% 4.7% 4.19% 1.76% 12.2% 2.64% 0.69% 0.02%
2026/08/31 16.07% 12.14% 9.44% 8.49% 5.06% 3.46% 3.02% 1.92% 0.64% 0.16%
  • amazon.co.uk
  • lego.com
  • nintendo.com
  • temu.com
  • playstation.com
  • xbox.com
  • a1techdeals.com
  • crazygames.com
  • forgeofempires.com
  • roblox.com

Copyright © Adthena. All rights reserved.

Amazon.co.uk’s impression share fluctuated, peaking at 16.33% on August 10. Lego.com saw a significant rise mid-month, reaching 22.44% on August 16. Nintendo.com had a notable spike on August 22 with 19.5%. Temu.com ended strong at 8.49% on August 31.

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
    Indie Puzzle Math Game | Play Free https://www.cinqmarsmedia.com

    The Devil's Calculator is a non-profit, educational game by the creator of Synonymy.

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

    Forge of Empires — Gamers around the world have been waiting for this. Join the community today.

  3. 3
    LEGO® Pokémon™ Has Arrived - Discover LEGO® Pokémon™ Now https://www.lego.com › pokémon › eevee

    Immerse yourself in the engaging build and create the super cute Pokémon™ Eevee. Adjust its tail, head, legs, feet and even its ears to recreate cute poses.

  4. 4
    Play, Create, Share on Roblox https://www.roblox.com

    Discover Trending Action Games — Connect, create, and play together in massive multiplayer PC games. It's free.

  5. 5
    XBOX Game Pass Ultimate | Play on PC, Console, & More https://www.xbox.com

    Enjoy New Games Day One, EA Play Membership, and 400+ Games with XBOX Game Pass Ultimate. XBOX Game Pass Ultimate Gives You Our Best...

Copyright © Adthena. All rights reserved.

In the vibrant world of PPC ads, Cinqmars Media captivates with an educational twist, while Forge of Empires builds anticipation for strategic gamers. LEGO® enchants with customizable Pokémon™ creations, Roblox fosters creativity and connection, and XBOX offers an ultimate gaming experience.

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