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

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AIO Frequency

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

Frequency Percentage
Frequency 12.613227679
87.386772321
12%

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 43
57
43%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 27%
Transactional 9%
Navigational 1%
Seasonal 0%
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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
crazygames.com 21.62
minecraft.net 11.48
playstation.com 10.16
amazon.co.uk 10.15
forgeofempires.com 5.29
nintendo.co.uk 3.83
steampowered.com 3.32
nintendo.com 2.51
elementgames.co.uk 2.38
a1techdeals.com 2.37
others 26.89
  • crazygames.com - 21.62%
  • minecraft.net - 11.48%
  • playstation.com - 10.16%
  • amazon.co.uk - 10.15%
  • forgeofempires.com - 5.29%
  • nintendo.co.uk - 3.83%
  • steampowered.com - 3.32%
  • nintendo.com - 2.51%
  • elementgames.co.uk - 2.38%
  • a1techdeals.com - 2.37%
  • others - 26.89%

Copyright © Adthena. All rights reserved.

In the gaming PPC landscape, CrazyGames.com leads with 21.62% click share, closely followed by Minecraft.net at 11.48%. Others collectively hold 26.89%, 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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date crazygames.com minecraft.net amazon.co.uk forgeofempires.com playstation.com nintendo.co.uk a1techdeals.com warthunder.com playgama.com ladbrokes.com
2026/04/01 18.34% 3.06% 5.66% 9.39% 1.77% 8.78% 1.85% 0.42% 8.28% 0.07%
2026/04/02 12.19% 3.08% 6.37% 8% 5.81% 2.59% 2.82% 1.29% 3.75% 0.37%
2026/04/03 23.32% 0% 5.76% 5.51% 4.65% 4.55% 6.51% 8.31% 2.56% 0.22%
2026/04/04 16.61% 0% 4.46% 6.82% 4.43% 6.95% 2.1% 2.63% 4.83% 0%
2026/04/05 16.2% 0% 5.79% 7.05% 7.64% 2.02% 4.29% 1.04% 4% 1.98%
2026/04/06 21.93% 2.12% 7.34% 3.74% 4.88% 9.57% 2.49% 8.24% 5.2% 0%
2026/04/07 25.24% 0% 6.18% 2.63% 3.46% 1.87% 0.55% 8.03% 1.66% 0.01%
2026/04/08 30.84% 1.91% 3.71% 3.83% 2.09% 0.97% 0.95% 2.13% 2.84% 20.41%
2026/04/09 16.5% 0% 7.31% 4.5% 5.91% 0.99% 2.92% 1.34% 7.92% 15.24%
2026/04/10 20.32% 6.4% 6.15% 9.05% 5.05% 1.3% 2.26% 3.07% 2.81% 0.09%
2026/04/11 31.67% 0% 9.51% 3.39% 7.41% 1.09% 1.41% 2.3% 3.77% 0.1%
2026/04/12 20.61% 0% 6.84% 5.01% 6.25% 1.18% 0.02% 12.29% 1.49% 6.35%
2026/04/13 22.38% 0% 5.48% 5.72% 9.82% 1.1% 1.79% 3.39% 2.15% 6.73%
2026/04/14 22.31% 0% 5.48% 6.86% 6.74% 2.37% 4.13% 5.47% 2.43% 6.33%
2026/04/15 35.83% 2.61% 3.72% 5.4% 4.84% 2.22% 2.71% 4.77% 2.49% 0.03%
2026/04/16 18.07% 0% 6.42% 10.64% 4.89% 1.6% 2.55% 2.69% 2.5% 3.71%
2026/04/17 19.23% 0% 6.87% 9.85% 1.43% 2.32% 1.39% 4% 2.95% 9.3%
2026/04/18 6.38% 13.87% 6.81% 7.73% 5.22% 3.63% 4.3% 1.2% 1.63% 4.67%
2026/04/19 3.16% 3.61% 9.81% 9.44% 4.95% 2.07% 2.69% 6.93% 5.37% 9.26%
2026/04/20 16.62% 0% 11.92% 11.23% 4.38% 1.7% 9.15% 2.24% 1.9% 0%
2026/04/21 31.63% 3.94% 6.27% 6.28% 2.65% 1.35% 3.09% 1.72% 5.61% 0%
2026/04/22 18.05% 17.9% 4.55% 4.03% 5.9% 0.1% 6.53% 1.59% 8.37% 0%
2026/04/23 18.2% 4.26% 8.21% 8.79% 3.58% 0.2% 4.58% 4.31% 2.73% 0%
2026/04/24 6.28% 0% 10.9% 9.29% 8.78% 0.1% 6.98% 7.28% 1.87% 0.77%
2026/04/25 31.99% 15.29% 3.51% 6.71% 2.9% 0.04% 0.47% 3.06% 6.77% 0.02%
2026/04/26 29.93% 0% 10.06% 5.22% 8.43% 0.08% 3.27% 3.58% 1.25% 0%
2026/04/27 25.79% 2.9% 7.77% 5.19% 6.84% 1.24% 3.91% 13.33% 1.26% 0%
2026/04/28 39.16% 6.91% 7.29% 6.05% 4.02% 2.37% 2.44% 5.15% 1.57% 0%
2026/04/29 26.06% 2.95% 6.48% 6.46% 4.6% 8.43% 5.18% 2.38% 1.48% 0%
2026/04/30 17.59% 12.91% 9.78% 6.98% 4.57% 3.27% 2.07% 1.02% 0.59% 0%
  • crazygames.com
  • minecraft.net
  • amazon.co.uk
  • forgeofempires.com
  • playstation.com
  • nintendo.co.uk
  • a1techdeals.com
  • warthunder.com
  • playgama.com
  • ladbrokes.com

Copyright © Adthena. All rights reserved.

In April 2026, CrazyGames.com dominated PPC spend, peaking at 39.16% on April 28. Minecraft.net saw a notable spike on April 22 with 17.9%. Amazon.co.uk maintained steady growth, ending at 9.78%. Forgeofempires.com and PlayStation.com showed consistent fluctuations. Nintendo.co.uk’s spend was minimal, while A1TechDeals.com and WarThunder.com had sporadic peaks. PlayGama.com and Ladbrokes.com had lower, varied spend. The month concluded with CrazyGames.com leading the charge.

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
2026/04/01 157
2026/04/02 170
2026/04/03 166
2026/04/04 161
2026/04/05 168
2026/04/06 173
2026/04/07 165
2026/04/08 167
2026/04/09 176
2026/04/10 173
2026/04/11 163
2026/04/12 161
2026/04/13 160
2026/04/14 167
2026/04/15 170
2026/04/16 168
2026/04/17 162
2026/04/18 157
2026/04/19 153
2026/04/20 161
2026/04/21 155
2026/04/22 161
2026/04/23 153
2026/04/24 163
2026/04/25 150
2026/04/26 143
2026/04/27 142
2026/04/28 147
2026/04/29 160
2026/04/30 156

Copyright © Adthena. All rights reserved.

April began with 157 advertisers, peaking at 176 on April 9. A gradual decline followed, ending with 156 advertisers on April 30.

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
minecraft.net 16.49%
xbox.com 0.71%
a1techdeals.com 0.59%
amazon.co.uk 0.45%
lego.com 0.41%
steampowered.com -0.81%
poki.com -0.84%
nintendo.co.uk -1.62%
playstation.com -3.2%
crazygames.com -7.14%

Copyright © Adthena. All rights reserved.

Minecraft.net surged with a 16.49% click share increase, while Crazygames.com plummeted by 7.14%. Xbox.com and A1techdeals.com saw modest gains, contrasting with declines for PlayStation and Nintendo.

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 minecraft.net crazygames.com forgeofempires.com g2a.com a1techdeals.com playstation.com lego.com temu.com playgama.com
2026/04/01 10.99% 3.68% 12.28% 8.09% 2.17% 2.82% 2.04% 0.34% 1.02% 9.46%
2026/04/02 11.06% 3.24% 8.51% 6.09% 2.38% 3.62% 5.81% 6.8% 2.74% 3.64%
2026/04/03 9.58% 0% 16.28% 4.61% 2.19% 9.61% 5.13% 3.45% 3.11% 2.65%
2026/04/04 10.28% 0% 9.08% 5.92% 3.81% 3.15% 4.92% 10.66% 1.2% 5.21%
2026/04/05 10.2% 0% 9.76% 4.99% 2.73% 5.91% 8.02% 1.59% 4.25% 4.15%
2026/04/06 12.98% 2.47% 14.42% 2.71% 3.08% 4.14% 5.51% 1.3% 3.26% 4.13%
2026/04/07 12.87% 0% 19.45% 2.18% 2.41% 1.01% 4.18% 3.66% 1.43% 1.9%
2026/04/08 8.8% 2.91% 26.72% 4.36% 2.75% 2.38% 3.15% 0.28% 2.35% 4.21%
2026/04/09 12.58% 0% 9.7% 4.11% 2.56% 5.28% 7.86% 0.43% 9.46% 6.6%
2026/04/10 11.5% 7.38% 11.72% 9.2% 1.95% 3.6% 6.14% 5.82% 8.69% 3.14%
2026/04/11 14.6% 0% 23.06% 2.35% 3.44% 2.3% 8.48% 1.64% 5.2% 4.17%
2026/04/12 9.04% 0% 15.79% 4.97% 3.19% 0.02% 6.94% 0.66% 2.54% 1.82%
2026/04/13 8.98% 0% 14.07% 4.35% 3.74% 2.39% 10.44% 3.95% 4.07% 1.88%
2026/04/14 8.06% 0% 12.38% 5.48% 5.72% 5.63% 6.89% 0.18% 3.1% 2.47%
2026/04/15 6.91% 2.8% 20.8% 4.23% 3.81% 4% 4.94% 0.1% 1.38% 2.46%
2026/04/16 12.45% 0% 6.59% 9.43% 5.8% 4.01% 5.22% 2.37% 3.24% 2.24%
2026/04/17 13.29% 0% 6.27% 8.83% 3.39% 2.05% 1.58% 8.26% 0.79% 2.9%
2026/04/18 12.29% 13.53% 4.86% 4.12% 4.31% 5.52% 5.29% 3.81% 5.3% 1.55%
2026/04/19 16.2% 3.92% 2.39% 6.98% 5.97% 4.41% 5.04% 6.05% 1.17% 2.39%
2026/04/20 17.52% 0% 8.87% 8.96% 5.25% 9.76% 4.41% 1.42% 0.96% 1.5%
2026/04/21 11.48% 4.44% 23.55% 5.61% 3.85% 5.71% 2.87% 2.76% 0.86% 6.11%
2026/04/22 8.78% 19.54% 9.3% 3.48% 2.5% 9.67% 6.61% 1.89% 3.91% 3.63%
2026/04/23 13.2% 4.26% 8.27% 7.31% 4.31% 6.47% 3.8% 2.56% 4.24% 3.13%
2026/04/24 15.37% 0% 3.63% 6.11% 3.83% 8.41% 7.78% 3.52% 4.48% 1.51%
2026/04/25 8.21% 18.03% 21.96% 6.24% 2.85% 0.92% 3.25% 7.09% 0.77% 6.92%
2026/04/26 14.1% 0% 18.44% 3.48% 3.65% 4.91% 9.47% 4.65% 4.79% 1.13%
2026/04/27 14.3% 3.09% 15.53% 3.82% 3.79% 5.66% 7.17% 0.73% 3.67% 1.17%
2026/04/28 13% 7.32% 27.54% 4.41% 3.19% 3.67% 4.12% 2.31% 0.81% 1.5%
2026/04/29 10.71% 2.97% 17.29% 5.58% 3.51% 7.91% 4.66% 5.78% 4.61% 1.43%
2026/04/30 15.7% 11.88% 7.67% 5.39% 4.73% 4.11% 3.74% 2.3% 1.17% 0.44%
  • amazon.co.uk
  • minecraft.net
  • crazygames.com
  • forgeofempires.com
  • g2a.com
  • a1techdeals.com
  • playstation.com
  • lego.com
  • temu.com
  • playgama.com

Copyright © Adthena. All rights reserved.

April saw Amazon.co.uk’s impression share fluctuate, peaking at 17.52% on the 20th. Minecraft.net spiked to 19.54% on the 22nd. Crazygames.com led with 27.54% on the 28th. The month ended with varied shares.

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. 1
    Your Online Gaming Adventure https://www.happytiger.co.uk

    Happy Tiger™ - Join the Fun — 100% Bonus up to £100 at Happy Tiger Bingo | T&Cs apply. 18+. Play Safe. BeGambleAware.org

  2. 2
    Free game to play online https://www.hero-wars.com › cast_spells › fight_enemies

    Free-to-play magical rpg — Free magical game to play in your browser. Begin the fight now! Ready to enter a fantasy world? Play Hero Wars, a free...

  3. 3
    The Official LEGO® Website | For Play and Display https://www.lego.com › gaming

    Explore the latest LEGO® gaming sets that will bring out your inner gamer. LEGO® gaming sets...

  4. 4
    Minecraft https://www.minecraft.net

    Play Your Way — Minecraft: where adventure never sleeps. Every horizon brings new biomes to discover. Read News. Shop Online.

  5. 5
    PlayStation® Plus - Join PlayStation® Plus Today https://www.playstation.com

    Discover hundreds of current and classic games to stream or download. Terms Apply. Experience...

Copyright © Adthena. All rights reserved.

In the vibrant world of PPC ads, Happy Tiger entices with a 100% bonus, Hero Wars invites players to a magical RPG, LEGO® sparks creativity, Minecraft promises endless adventure, and PlayStation® Plus offers a vast gaming library.

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