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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 19.7008700064
80.2991299936
19%

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 27%
Transactional 9%
Navigational 1%
Seasonal 0%
Local 1%
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.

Crazygames.com leads with 21.62% click share, closely followed by ‘others’ at 26.89%. Minecraft.net and PlayStation.com trail behind, highlighting diverse advertiser presence.

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.

Crazygames.com dominated April with fluctuating 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, while Forgeofempires.com and Playstation.com had moderate fluctuations. Nintendo.co.uk’s spend was minimal, except for a surge on April 29. A1techdeals.com and Warthunder.com showed sporadic peaks. Playgama.com and Ladbrokes.com had low, inconsistent spend. April concluded with Crazygames.com leading the pack.

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.com and Nintendo.co.uk.

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 had a notable spike on the 22nd with 19.54%. Crazygames.com led with 27.54% on the 28th. The month concluded with varied shares across domains.

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
    Hundreds of Available Games https://www.clovercasino.com

    UK Megaways Games — Play megaways games online at Clover. Pragmatic Play. Microgaming. Yggdrasil. NetEnt. Brands: Fluffy Favourites, Legacy of Dead, Gold Rush Express.

  2. 2
    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. The Best Games Are on CrazyGames, We Require Nothing but a Click: Start Playing Now. 1000+ Games to Explore.

  3. 3
    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...

  4. 4
    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...

  5. 5
    Top 10 Video Games - Find Your Next Game https://www.voicemag.uk › top-10 › video-games

    Introducing the Top 10s of 2023. The best new movies, albums, books, video games and news. Step into our selection of the best video games, books...

Copyright © Adthena. All rights reserved.

In the vibrant world of online gaming, Clover Casino entices with a vast array of UK Megaways games, while CrazyGames offers over 4,000 free games, updated daily. Hero Wars invites players into a magical RPG adventure, LEGO® captivates with gaming sets, and VoiceMag curates top video game selections.

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