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US Gambling & Gaming Lottery and Scratch Cards - PPC Market Share Analysis February 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Lottery and Scratch Cards category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Lottery and Scratch Cards – US

Google AI Overview visibility for Gambling & Gaming Lottery and Scratch Cards US

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 4.71765546819
95.2823445318
4%

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 1
99
<1%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 0%
Transactional 0%
Navigational 0%
Seasonal 0%
Local 0%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 US Gambling & Gaming Lottery and Scratch Cards 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
illinoislottery.com 73.56
valottery.com 11.13
pailottery.com 5
lotto.com 3.95
jackpot.com 3.19
parlayplay.io 1.47
hellomillions.com 1.29
lines.com 0.22
probabilityworks.com 0.15
draftkings.com 0.02
others 0.02
  • illinoislottery.com - 73.56%
  • valottery.com - 11.13%
  • pailottery.com - 5%
  • lotto.com - 3.95%
  • jackpot.com - 3.19%
  • parlayplay.io - 1.47%
  • hellomillions.com - 1.29%
  • lines.com - 0.22%
  • probabilityworks.com - 0.15%
  • draftkings.com - 0.02%
  • others - 0.02%

Copyright © Adthena. All rights reserved.

Illinoislottery.com dominates with 73.56% click share, overshadowing valottery.com’s 11.13%. Others collectively hold a mere 0.02%.

Market Exposure

Share of Spend for the top 10 US Gambling & Gaming Lottery and Scratch Cards 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 hellomillions.com parlayplay.io draftkings.com lines.com pailottery.com valottery.com illinoislottery.com probabilityworks.com lotto.com jackpot.com
2026/02/01 0% 0% 0% 0% 0% 0% 0% 0% 100% 0%
2026/02/02 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/04 0% 0% 0% 100% 0% 0% 0% 0% 0% 0%
2026/02/05 0% 0% 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/06 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/07 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/08 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/09 45.53% 54.47% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/10 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/11 41.46% 58.54% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/12 0% 0% 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/13 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/14 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/15 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/16 45.53% 54.47% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/17 0% 0% 0% 0% 97.82% 0% 2.18% 0% 0% 0%
2026/02/18 0% 4.7% 0% 0% 0% 90.08% 0% 0% 0% 5.22%
2026/02/19 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/20 0% 0% 0% 0% 0% 0% 0% 0% 100% 0%
2026/02/22 0% 0% 0% 0% 0% 0% 82.79% 0% 17.21% 0%
2026/02/23 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/24 14.11% 56.87% 0% 0% 0% 0% 0% 29.02% 0% 0%
2026/02/26 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/27 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/28 52.78% 47.22% 0% 0% 0% 0% 0% 0% 0% 0%
  • hellomillions.com
  • parlayplay.io
  • draftkings.com
  • lines.com
  • pailottery.com
  • valottery.com
  • illinoislottery.com
  • probabilityworks.com
  • lotto.com
  • jackpot.com

Copyright © Adthena. All rights reserved.

DraftKings and Lines maintained a perfect 100% spend share early February. HelloMillions fluctuated, peaking at 100% multiple times but dropped to 14.11% by month’s end. ParlayPlay saw highs and lows, ending at 47.22%.

Market Exposure

Competitor Count for US Gambling & Gaming Lottery and Scratch Cards

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
2026/02/01 1
2026/02/02 1
2026/02/04 1
2026/02/05 1
2026/02/06 1
2026/02/07 1
2026/02/08 1
2026/02/09 2
2026/02/10 2
2026/02/11 2
2026/02/12 1
2026/02/13 1
2026/02/14 1
2026/02/15 1
2026/02/16 2
2026/02/17 3
2026/02/18 3
2026/02/19 1
2026/02/20 1
2026/02/22 2
2026/02/23 1
2026/02/24 3
2026/02/26 1
2026/02/27 1
2026/02/28 2

Copyright © Adthena. All rights reserved.

February saw fluctuating advertiser numbers, peaking at 3 on the 17th and 24th. The month concluded with 2 advertisers, indicating a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for US Gambling & Gaming Lottery and Scratch Cards

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
illinoislottery.com 74.92%
valottery.com 11.34%
pailottery.com 5.09%
jackpot.com 3.25%
probabilityworks.com 0.16%
draftkings.com -1.07%
lines.com -12.03%
lotto.com -12.08%
parlayplay.io -17.27%
hellomillions.com -52.32%

Copyright © Adthena. All rights reserved.

Illinoislottery.com surged with a 74.92% click share increase, while hellomillions.com plummeted by 52.32%.

Campaign Efficiency

US Gambling & Gaming Lottery and Scratch Cards 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 parlayplay.io hellomillions.com draftkings.com lines.com illinoislottery.com pailottery.com valottery.com probabilityworks.com jackpot.com lotto.com
2026/02/01 0% 0% 0% 0% 0% 0% 0% 0% 0% 100%
2026/02/02 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/04 0% 0% 0% 100% 0% 0% 0% 0% 0% 0%
2026/02/05 0% 0% 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/06 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/07 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/08 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/09 58.3% 41.7% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/10 81.01% 18.99% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/11 62.58% 37.42% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/12 0% 0% 100% 0% 0% 0% 0% 0% 0% 0%
2026/02/13 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/14 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/15 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/16 58.3% 41.7% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/17 0% 0% 0% 0% 31.1% 68.74% 0% 0% 0.16% 0%
2026/02/18 3.12% 0% 0% 0% 0% 0% 58.4% 0% 38.48% 0%
2026/02/19 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/20 0% 0% 0% 0% 0% 0% 0% 0% 0% 100%
2026/02/22 0% 0% 0% 0% 98.54% 0% 0% 0% 0% 1.46%
2026/02/23 0% 100% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/24 44.76% 10.49% 0% 0% 0% 0% 0% 44.76% 0% 0%
2026/02/26 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/27 100% 0% 0% 0% 0% 0% 0% 0% 0% 0%
2026/02/28 66.67% 33.33% 0% 0% 0% 0% 0% 0% 0% 0%
  • parlayplay.io
  • hellomillions.com
  • draftkings.com
  • lines.com
  • illinoislottery.com
  • pailottery.com
  • valottery.com
  • probabilityworks.com
  • jackpot.com
  • lotto.com

Copyright © Adthena. All rights reserved.

DraftKings and HelloMillions dominated early February. ParlayPlay fluctuated, peaking mid-month. IllinoisLottery surged late, while Lotto.com ended with minimal presence. February closed with diverse advertiser dynamics.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Gambling & Gaming Lottery and Scratch Cards

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 US Gambling & Gaming Lottery and Scratch Cards - Last month
  1. 1
    Win Big at HelloMillions Slot - Quick – Get Mega Slots Wins https://www.hellomillions.com

    Time's ticking! Snag your HelloMillions offer now and watch those wins roll in with slots

Copyright © Adthena. All rights reserved.

HelloMillions captivates with urgency and excitement, urging players to seize the moment for mega slot wins. Their compelling message, “Time’s ticking!” creates a sense of immediacy, enticing users to engage and experience the thrill of potential big wins.

Frequently Asked Questions

Customer Success Stories

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Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance.






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Discover how UNTUCKit optimized its brand search strategy using Adthena’s Brand Activator, resulting in $54k savings in just six months. Learn how they improved efficiency and competitor insights.Read case study

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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