US Gambling & Gaming Sports Betting - PPC Market Share Analysis January 2026

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

Google AI Overview visibility for Gambling & Gaming Sports Betting 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	10.1622137405
	89.8377862595

10%

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

Search Intent Distribution

Breakdown of search queries by their underlying goal.

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

Market Exposure

Share of Clicks for top 10 US Gambling & Gaming Sports Betting 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
hellomillions.com	26.95
fanduel.com	17.3
draftkings.com	16.82
betmgm.com	9.27
spinblitz.com	7.06
ballybet.com	3.01
casinoworld.com	2.53
caesarspalaceonline.com	2.13
bet365.com	1.94
10bestcasinosusa.com	1.78
others	11.21

hellomillions.com - 26.95%
fanduel.com - 17.3%
draftkings.com - 16.82%
betmgm.com - 9.27%
spinblitz.com - 7.06%
ballybet.com - 3.01%
casinoworld.com - 2.53%
caesarspalaceonline.com - 2.13%
bet365.com - 1.94%
10bestcasinosusa.com - 1.78%
others - 11.21%

In the competitive landscape, HelloMillions.com leads with 26.95% click share, followed by FanDuel.com at 17.3%. Others collectively hold 11.21%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Gambling & Gaming Sports Betting 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	spinblitz.com	everythingtulalip.com	caesarspalaceonline.com	draftkings.com	casinoworld.com	ballybet.com	10bestcasinosusa.com	betmgm.com	fanduel.com
2026/01/01	49.31%	24.52%	0%	0%	11.44%	0%	0%	0%	10.24%	4.48%
2026/01/02	68.34%	31.66%	0%	0%	0%	0%	0%	0%	0%	0%
2026/01/03	21.45%	13.14%	0%	0%	38.86%	0%	0%	0%	17.02%	0.28%
2026/01/04	18.86%	18.24%	0%	0%	39.06%	0%	0%	0%	8.15%	10.93%
2026/01/05	30.53%	32.39%	0%	0%	10.77%	0%	0%	0%	19.08%	1.18%
2026/01/06	26.27%	16.09%	0%	0%	19.17%	0%	0%	11.07%	0%	12.04%
2026/01/07	58.98%	36.14%	0%	0%	0%	0%	0%	0%	2.38%	1.03%
2026/01/08	0%	0%	0%	0%	35.83%	0%	0%	0%	0%	44.54%
2026/01/09	0%	0%	0%	22.5%	0%	0%	0%	0%	0%	46.38%
2026/01/10	30.5%	23.98%	0%	0%	31.16%	0%	0%	0%	0%	14.36%
2026/01/11	43.62%	26.72%	0%	0%	17.64%	0%	0%	0%	0%	11.31%
2026/01/12	0%	0%	0%	0%	63.12%	0%	17.07%	0%	0%	19.81%
2026/01/13	48.48%	0%	0%	0%	0%	38.64%	0%	0%	8.52%	4.36%
2026/01/14	30.31%	0%	0%	0%	28.97%	13.61%	5.22%	0%	7%	6.06%
2026/01/15	0%	0%	0%	0%	65.28%	0%	0%	0%	0%	20.9%
2026/01/16	0%	0%	0%	22.5%	0%	0%	0%	0%	0%	46.38%
2026/01/17	0%	0%	50.4%	0%	29.96%	0%	0%	0%	0%	18.81%
2026/01/18	48.73%	0%	0%	0%	35.57%	0%	0%	0%	15.25%	0%
2026/01/19	0%	0%	0%	0%	0%	0%	0%	0%	52.61%	47.39%
2026/01/20	48.48%	0%	0%	0%	0%	38.64%	0%	0%	8.52%	4.36%
2026/01/21	0%	0%	37.19%	0%	28.42%	0%	15.37%	0%	1.18%	17.84%
2026/01/22	23.84%	0%	0%	0%	9.72%	0%	18.38%	0%	28.36%	6.59%
2026/01/23	29.55%	0%	0%	0%	13.73%	0%	0%	0%	23.87%	23.13%
2026/01/24	49.25%	0%	0%	0%	20.92%	0%	0%	0%	22.74%	7.09%
2026/01/25	18.2%	0%	0%	0%	34.12%	18.73%	0%	0%	9.63%	18.49%
2026/01/26	0%	0%	0%	15.93%	28.5%	0%	8.04%	19.47%	0%	24.08%
2026/01/27	19.12%	0%	0%	0%	7.76%	0%	0%	5.37%	24.22%	24.3%
2026/01/28	56.21%	0%	0%	0%	13.05%	9.19%	0%	0%	0%	17.03%
2026/01/29	99.85%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2026/01/30	63.66%	0%	20.27%	0%	0%	0%	0%	0%	1.28%	1.11%
2026/01/31	97.64%	0%	0%	0%	0%	0%	0%	0%	0%	0%

hellomillions.com
spinblitz.com
everythingtulalip.com
caesarspalaceonline.com
draftkings.com
casinoworld.com
ballybet.com
10bestcasinosusa.com
betmgm.com
fanduel.com

In January 2026, Hellomillions.com dominated with fluctuating spend, peaking at 99.85 on the 29th. Spinblitz.com maintained moderate activity, while Draftkings.com showed varied engagement. Fanduel.com had sporadic spikes, notably on the 8th and 19th.

Market Exposure

Competitor Count for US Gambling & Gaming Sports Betting

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
2026/01/01	5
2026/01/02	2
2026/01/03	7
2026/01/04	7
2026/01/05	7
2026/01/06	6
2026/01/07	5
2026/01/08	3
2026/01/09	5
2026/01/10	4
2026/01/11	6
2026/01/12	3
2026/01/13	4
2026/01/14	8
2026/01/15	5
2026/01/16	5
2026/01/17	4
2026/01/18	4
2026/01/19	2
2026/01/20	4
2026/01/21	5
2026/01/22	7
2026/01/23	6
2026/01/24	4
2026/01/25	7
2026/01/26	7
2026/01/27	9
2026/01/28	5
2026/01/29	2
2026/01/30	6
2026/01/31	3

January saw fluctuating advertiser numbers, peaking at 9 on the 27th. The month ended with a modest 3, reflecting dynamic market shifts.

Campaign Efficiency

Market Loss & Market Gains for US Gambling & Gaming Sports Betting

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
betmgm.com	10.93%
hellomillions.com	7.88%
ballybet.com	3.82%
top10sportsbettingma.com	2.72%
10bestcasinosusa.com	2.7%
bestonlinecasinosmi.com	-2.49%
fanduel.com	-2.68%
topcasinosus.com	-3.99%
draftkings.com	-8%
spinblitz.com	-10.48%

In the past month, betmgm.com surged with a 10.93% click share increase, while spinblitz.com plummeted by 10.48%. Hellomillions.com also rose by 7.88%, contrasting draftkings.com’s 8.0% decline.

Campaign Efficiency

US Gambling & Gaming Sports Betting 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	hellomillions.com	spinblitz.com	bet365.com	caesarspalaceonline.com	ballybet.com	draftkings.com	casinoworld.com	10bestcasinosusa.com	betmgm.com	fanduel.com
2026/01/01	54.57%	31.18%	0%	0%	0%	5.7%	0%	0%	5.7%	2.85%
2026/01/02	71.43%	28.57%	0%	0%	0%	0%	0%	0%	0%	0%
2026/01/03	22.36%	11.18%	16.77%	0%	0%	30.52%	0%	0%	16.77%	0.91%
2026/01/04	18.52%	18.52%	0%	0%	0%	30.86%	0%	0%	9.55%	12.34%
2026/01/05	30.35%	30.35%	10.12%	0%	0%	8.12%	0%	0%	18.36%	1.35%
2026/01/06	28.57%	14.29%	0%	0%	0%	14.29%	0%	14.29%	0%	14.29%
2026/01/07	56.42%	28.21%	0%	0%	0%	0%	0%	0%	6.15%	3.08%
2026/01/08	0%	0%	0%	0%	0%	29.99%	0%	0%	0%	40.02%
2026/01/09	0%	0%	0%	20%	0%	0%	0%	0%	0%	40%
2026/01/10	34.67%	24.5%	0%	0%	0%	24.5%	0%	0%	0%	16.33%
2026/01/11	49.7%	24.85%	0%	0%	0%	13.82%	0%	0%	0%	8.25%
2026/01/12	0%	0%	0%	0%	25%	50%	0%	0%	0%	25%
2026/01/13	44.1%	0%	0%	0%	0%	0%	44.1%	0%	5.9%	5.9%
2026/01/14	28.57%	0%	7.14%	0%	7.14%	21.43%	14.29%	0%	7.14%	7.14%
2026/01/15	0%	0%	0%	0%	0%	48.11%	0%	0%	0%	25%
2026/01/16	0%	0%	0%	20%	0%	0%	0%	0%	0%	40%
2026/01/17	0%	0%	0%	0%	0%	24.02%	0%	0%	0%	24.02%
2026/01/18	47.62%	0%	0%	0%	0%	23.81%	0%	0%	23.81%	0%
2026/01/19	0%	0%	0%	0%	0%	0%	0%	0%	50%	50%
2026/01/20	44.1%	0%	0%	0%	0%	0%	44.1%	0%	5.9%	5.9%
2026/01/21	0%	0%	0%	0%	19.37%	19.37%	0%	0%	3.17%	19.37%
2026/01/22	19.57%	0%	0%	0%	19.57%	6.52%	0%	0%	26.81%	6.52%
2026/01/23	23.81%	0%	0%	0%	0%	10.9%	0%	0%	21.81%	30.78%
2026/01/24	50%	0%	0%	0%	0%	16.67%	0%	0%	25%	8.33%
2026/01/25	18.21%	0%	0%	0%	0%	30.3%	18.21%	0%	9.11%	19.7%
2026/01/26	0%	0%	0%	15.78%	10.52%	21.04%	0%	21.04%	0%	26.29%
2026/01/27	17.65%	0%	5.88%	0%	0%	5.88%	0%	5.88%	23.53%	23.53%
2026/01/28	54.55%	0%	9.09%	0%	0%	9.09%	9.09%	0%	0%	18.18%
2026/01/29	98.43%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2026/01/30	51.57%	0%	17.19%	0%	0%	0%	0%	0%	2.81%	2.81%
2026/01/31	90.73%	0%	0%	0%	0%	0%	0%	0%	0%	0%

hellomillions.com
spinblitz.com
bet365.com
caesarspalaceonline.com
ballybet.com
draftkings.com
casinoworld.com
10bestcasinosusa.com
betmgm.com
fanduel.com

In January 2026, hellomillions.com saw fluctuating impressions, peaking at 98.43% on the 29th. Spinblitz.com maintained a steady presence, while bet365.com and caesarspalaceonline.com had lower shares. By month’s end, hellomillions.com dominated.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Gambling & Gaming Sports Betting

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 Sports Betting - Last month

1
FanDuel Casino Official Site - $1000 Play It Again Offer https://www.fanduel.com
Winning Is Still The #1 Feeling On FanDuel Casino. Try The #1 Rated Online Casino App. Play Your Favorite Online Slots & Other Casino Games.
2
Gamblers Tickets | 2026 Schedule & Tickets https://www.tickets-center.com/
Green Bay Gamblers Schedule & Tickets. Last Minute Resale Tickets Available. View Huge Inventory with Interactive Seat Maps, Secure Checkout & Great Customer Service. Authentic Event Listings. Feel the Energy Live. Huge Inventory.

FanDuel’s ad highlights a $1,000 “Play It Again” offer, emphasizing the thrill of winning and its top-rated casino app. Tickets Center focuses on the Green Bay Gamblers, offering last-minute resale tickets with interactive seat maps and secure checkout.

Frequently Asked Questions

Why is the US Gambling & Gaming Sports Betting January 2026 Report useful and how should I use it?

Why is the US Gambling & Gaming Sports Betting January 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the US Gambling & Gaming Sports Betting January 2026 Report
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How often is the data updated?

Data within the US Gambling & Gaming Sports Betting January 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
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On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the US Gambling & Gaming Sports Betting January 2026 Report?

The US Gambling & Gaming Sports Betting January 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The US Gambling & Gaming Sports Betting January 2026 Report aggregates data from across both device types and Google Shopping.
Who is this US Gambling & Gaming Sports Betting January 2026 Report for?

The US Gambling & Gaming Sports Betting January 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

GIMO is a specialist digital marketing agency for the gaming industry. In 2019, they saw their cost-per-clicks (CPCs) rise sharply for their clients, primarily due to brand-bidding among rivals.

GIMO set an ambitious goal: reduce their brand spend by 25%. To do that, they would need to find every opportunity for campaign efficiency.Read case study

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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

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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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Google AI Overview visibility for Gambling & Gaming Sports Betting US

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 US Gambling & Gaming Sports Betting brands

Share of Spend for the top 10 US Gambling & Gaming Sports Betting brands

Competitor Count for US Gambling & Gaming Sports Betting

Market Loss & Market Gains for US Gambling & Gaming Sports Betting

US Gambling & Gaming Sports Betting Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Gambling & Gaming Sports Betting

Frequently Asked Questions

Why is the US Gambling & Gaming Sports Betting January 2026 Report useful and how should I use it?

Why is the US Gambling & Gaming Sports Betting January 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Gambling & Gaming Sports Betting January 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Gambling & Gaming Sports Betting January 2026 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

GIMO Case Study: Reducing CPCs and Saving €1.12M for Clients

the7stars achieves Google Ads PPC campaign optimization​ with Adthena

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

Get the full picture

See this data specific to your brand performance

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AUS Sports Betting

the7stars achieves Google Ads PPC campaign optimization with Adthena