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UK Media & Entertainment Gaming - PPC Market Share Analysis May 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 21.0974100189
78.9025899811
21%

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 25%
Transactional 10%
Navigational 1%
Seasonal 1%
Local 0%
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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
minecraft.net 17.26
playstation.com 12.06
amazon.co.uk 9.56
crazygames.com 8.53
nintendo.co.uk 3.89
nintendo.com 3.69
xbox.com 3.44
a1techdeals.com 3.16
steampowered.com 3.08
g2a.com 2.43
others 32.9
  • minecraft.net - 17.26%
  • playstation.com - 12.06%
  • amazon.co.uk - 9.56%
  • crazygames.com - 8.53%
  • nintendo.co.uk - 3.89%
  • nintendo.com - 3.69%
  • xbox.com - 3.44%
  • a1techdeals.com - 3.16%
  • steampowered.com - 3.08%
  • g2a.com - 2.43%
  • others - 32.9%

Copyright © Adthena. All rights reserved.

In the gaming PPC landscape, ‘minecraft.net’ leads with 17.26% click share, followed by ‘playstation.com’ at 12.06%. ‘Others’ collectively hold a significant 32.90%.

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 playstation.com playhop.com crazygames.com amazon.co.uk g2a.com playgama.com a1techdeals.com clovercasino.com lego.com minecraft.net
2026/05/01 10.73% 0.09% 5.46% 9.4% 2.7% 0.56% 5.24% 0% 8.52% 2.55%
2026/05/02 5.22% 0.03% 9.03% 4.43% 1.98% 1.16% 0.57% 0.08% 4.34% 23.67%
2026/05/03 7.49% 1.37% 15.9% 5.94% 1.47% 1.15% 3.79% 0.8% 1.09% 22.55%
2026/05/04 5.23% 0.52% 22.75% 9.36% 2.27% 0.24% 2.66% 0.71% 7.83% 10.58%
2026/05/05 3.1% 0.24% 23.46% 12.37% 2.6% 0.5% 3.23% 0.37% 2.11% 5.4%
2026/05/06 6.61% 0.09% 13.06% 9.8% 2.31% 0.91% 5.04% 0.47% 5.53% 21.01%
2026/05/07 8.03% 0.28% 16.66% 9.06% 3.33% 0.49% 3.35% 0.05% 1.89% 16.93%
2026/05/08 9.49% 0.65% 12.46% 9.12% 2.32% 0.88% 6.91% 0.9% 2% 13.57%
2026/05/09 7.88% 0% 2.5% 5.74% 1.97% 0.58% 1.2% 19.39% 0.92% 11.39%
2026/05/10 9.33% 0% 6.13% 12.1% 2.41% 0.5% 2.03% 1.65% 7.53% 14.52%
2026/05/11 5.06% 0% 3.63% 7.93% 2.66% 0.89% 3.05% 12.66% 4.33% 7.78%
2026/05/12 7.66% 2.93% 12% 6.91% 2.66% 5.76% 4.21% 5.69% 5.91% 7.66%
2026/05/13 4.78% 0% 8.99% 6% 1.74% 9.27% 4.9% 5.97% 6.4% 7.58%
2026/05/14 6.52% 0% 12.88% 6.95% 2.99% 2.01% 7.21% 5.07% 6.13% 0%
2026/05/15 9.47% 0.65% 12.43% 9.09% 2.31% 0.88% 6.89% 0.9% 2% 13.53%
2026/05/16 8.01% 0% 9.75% 8.51% 3.51% 0.76% 7.65% 7.75% 1.22% 0%
2026/05/17 7.49% 0% 5.95% 10.88% 4.26% 1.7% 5.85% 3.41% 0.3% 0%
2026/05/18 7.04% 0% 10.59% 7.66% 2.92% 1.34% 8.3% 12.46% 3.16% 0%
2026/05/19 5.41% 0% 20.02% 7.38% 3.16% 1.97% 9.83% 1.94% 4.23% 1.23%
2026/05/20 5.86% 5.99% 14.62% 6.32% 2.91% 10.41% 8.32% 4.48% 0.97% 0%
2026/05/21 6.38% 5.02% 11.24% 6.88% 4.49% 1.11% 6.55% 4.62% 0.87% 1.27%
2026/05/22 6.22% 5.42% 11.64% 6.12% 3.26% 1.89% 6.21% 4.59% 0.7% 1.04%
2026/05/23 8.35% 2.23% 6.14% 7.8% 4.45% 1.87% 5.97% 2.39% 1.68% 1.28%
2026/05/24 12.19% 3.67% 7.6% 6.06% 4.31% 1.48% 6.48% 1.77% 1.84% 0%
2026/05/25 8.46% 4.75% 4.17% 6.3% 3.82% 1.11% 4.03% 2.46% 2.43% 0%
2026/05/26 5.74% 12.98% 8.2% 4.24% 3.4% 2.81% 3.37% 4.7% 4.62% 0%
2026/05/27 6.51% 9.78% 9.71% 3.94% 2.71% 3.27% 1.48% 5.29% 6.6% 0%
2026/05/28 11.05% 14.76% 6.37% 4.29% 2.99% 3.85% 1.6% 1.86% 4.1% 0%
2026/05/29 10.71% 8.03% 8.55% 4.88% 3% 4.2% 1.35% 5.27% 1.9% 1.26%
2026/05/30 13.65% 10.36% 4.33% 4.4% 2.52% 6.91% 2.15% 1.23% 3.66% 0%
2026/05/31 13.26% 6.73% 6.12% 5.5% 3.3% 3.17% 2.21% 1.93% 1.58% 0.99%
  • playstation.com
  • playhop.com
  • crazygames.com
  • amazon.co.uk
  • g2a.com
  • playgama.com
  • a1techdeals.com
  • clovercasino.com
  • lego.com
  • minecraft.net

Copyright © Adthena. All rights reserved.

In May 2026, playstation.com saw fluctuating PPC spend, peaking at 13.65% on May 30. Crazygames.com led early with 23.46% on May 5, while minecraft.net surged to 23.67% on May 2. The month ended with playstation.com at 13.26%.

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
2026/05/01 154
2026/05/02 146
2026/05/03 147
2026/05/04 151
2026/05/05 160
2026/05/06 165
2026/05/07 164
2026/05/08 174
2026/05/09 163
2026/05/10 158
2026/05/11 180
2026/05/12 199
2026/05/13 200
2026/05/14 190
2026/05/15 174
2026/05/16 198
2026/05/17 192
2026/05/18 200
2026/05/19 199
2026/05/20 200
2026/05/21 200
2026/05/22 211
2026/05/23 212
2026/05/24 216
2026/05/25 213
2026/05/26 218
2026/05/27 219
2026/05/28 212
2026/05/29 216
2026/05/30 224
2026/05/31 219

Copyright © Adthena. All rights reserved.

May began with 154 advertisers, fluctuating initially, then steadily rising. Mid-month saw a surge, peaking at 224 on May 30. The month concluded with 219 advertisers, marking significant growth.

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
playstation.com 5.62%
playhop.com 3.66%
nintendo.co.uk 1.44%
g2a.com 1.21%
chillblast.com 1.04%
xbox.com -0.19%
temu.com -0.19%
crazygames.com -0.5%
forgeofempires.com -0.85%
minecraft.net -25.92%

Copyright © Adthena. All rights reserved.

Playstation.com surged with a 5.62% click share increase, while minecraft.net plummeted by 25.92%.

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 playstation.com amazon.co.uk g2a.com lego.com crazygames.com temu.com a1techdeals.com xbox.com minecraft.net nintendo.co.uk
2026/05/01 10.44% 14.27% 4.12% 8.19% 3.36% 3.92% 7.73% 7.58% 3.68% 3.1%
2026/05/02 4.26% 8.18% 2.86% 8.92% 4.18% 0.79% 0.97% 3.06% 30.09% 4%
2026/05/03 7.67% 9.29% 2.27% 1.88% 8.9% 2.89% 4.35% 1.44% 28.6% 0.73%
2026/05/04 5.11% 14.98% 3.57% 7.07% 14.66% 3.97% 4.47% 3.12% 12.92% 1.31%
2026/05/05 2.64% 18.38% 4.32% 4.68% 16.61% 1.8% 3.81% 3.04% 7.19% 3.13%
2026/05/06 5.5% 12.7% 3.7% 4.38% 6.06% 5.47% 6.88% 2.05% 25.06% 3.25%
2026/05/07 5.91% 13.53% 3.98% 3.75% 9.92% 1.41% 4.65% 4.04% 18.14% 3%
2026/05/08 8.79% 13.82% 2.77% 4.32% 4.24% 3.98% 9.11% 6.22% 17.34% 0.99%
2026/05/09 7.95% 10.6% 3.32% 3.18% 1.92% 1.92% 1.44% 5.12% 17.76% 1.43%
2026/05/10 8.1% 13.29% 3.23% 9.04% 4.31% 3.93% 2.79% 1.86% 15.67% 2.09%
2026/05/11 4.63% 13% 4.21% 5.55% 1.76% 2.29% 4.4% 5.85% 10.35% 2.89%
2026/05/12 7.74% 11.14% 3.95% 6.33% 6.4% 0.95% 5.24% 3.11% 10.01% 2.78%
2026/05/13 4.64% 9.39% 2.57% 8.55% 4.73% 2.96% 6.52% 3.96% 9.65% 3.3%
2026/05/14 6.62% 11.85% 4.27% 7.17% 9.22% 4.14% 10.39% 2.34% 0% 3.58%
2026/05/15 8.79% 13.82% 2.77% 4.32% 4.24% 3.98% 9.11% 6.22% 17.34% 0.99%
2026/05/16 7.33% 14.03% 4.93% 2.72% 5.75% 4.02% 9.92% 1.06% 0% 2.2%
2026/05/17 6.53% 16.44% 5.86% 0.34% 4.29% 4.37% 7.49% 1.04% 0% 3.29%
2026/05/18 7.26% 12.8% 4.56% 3.08% 9.07% 1.34% 10.68% 1.44% 0% 2.9%
2026/05/19 5.41% 13.04% 4.97% 3.87% 10.37% 1.9% 12.7% 1.16% 1.54% 3.33%
2026/05/20 6.18% 11.6% 4.61% 1.72% 8.83% 1.07% 11.25% 2.62% 0% 2.18%
2026/05/21 5.34% 12.05% 6.21% 1.51% 6.21% 1.99% 8.72% 2.83% 1.73% 2.85%
2026/05/22 5.65% 11% 4.92% 0.71% 7.27% 3.07% 8.73% 2.96% 1.3% 2.45%
2026/05/23 6.96% 13% 6.33% 3.3% 4.27% 2.64% 7.18% 1.83% 1.43% 4%
2026/05/24 11.59% 10.39% 6.39% 3.05% 3.44% 2.28% 8.02% 1.47% 0% 3.64%
2026/05/25 7.31% 10.22% 5.63% 3.33% 1.28% 1.79% 4.65% 1.61% 0% 4.41%
2026/05/26 4.97% 7.19% 7.24% 7.36% 2.78% 2.07% 3.98% 1.31% 0% 6.48%
2026/05/27 6.49% 7.68% 4.61% 7.73% 4.11% 3.17% 1.77% 1.45% 0% 4.72%
2026/05/28 10.8% 8% 5.08% 4.56% 2.29% 1.54% 1.48% 1.71% 0% 1.61%
2026/05/29 11.47% 8.57% 4.87% 2.3% 2.37% 3.58% 1.37% 1.65% 1.51% 0.57%
2026/05/30 12.9% 7.63% 4.1% 6.44% 1.9% 2.15% 1.9% 1.57% 0% 0.46%
2026/05/31 12.25% 8.54% 4.65% 2.3% 2.27% 2.03% 1.69% 1.36% 1.31% 0.35%
  • playstation.com
  • amazon.co.uk
  • g2a.com
  • lego.com
  • crazygames.com
  • temu.com
  • a1techdeals.com
  • xbox.com
  • minecraft.net
  • nintendo.co.uk

Copyright © Adthena. All rights reserved.

In May 2026, playstation.com saw fluctuating impressions, peaking at 12.90% on May 30. amazon.co.uk started strong, then declined, ending at 8.54%. g2a.com had a steady rise, finishing at 4.65%. lego.com experienced volatility, closing at 2.30%. crazygames.com peaked early, then dropped, ending at 2.27%. temu.com showed inconsistency, closing at 2.03%. a1techdeals.com had a mid-month peak, finishing at 1.69%. xbox.com remained low, ending at 1.36%. minecraft.net had early highs, closing at 1.31%. nintendo.co.uk started strong, then declined, ending at 0.35%.

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

    Multiplayer magical battles — 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
    LEGO® Pokémon™ Has Arrived https://www.lego.com › pokémon

    New LEGO® Pokémon™ Sets — Enjoy nostalgic Pokémon™ memories with the LEGO® Pokémon™ sets. Available now at LEGO.com. Feel like the real-life Pokémon™ trainer you always...

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

    Play Your Way — Minecraft: where adventure never sleeps. Every horizon brings new biomes to...

  5. 5
    Play For Free - Online Combat Game https://www.warthunder.com

    Play for free with friends in the most realistic online game

Copyright © Adthena. All rights reserved.

In the vibrant world of Google PPC, CrazyGames leads with instant, no-download fun, while Hero Wars invites players into magical multiplayer battles. LEGO® Pokémon™ taps into nostalgia, Minecraft promises endless adventure, and War Thunder offers realistic combat—all captivating millions.

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