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

Why is the US Gambling & Gaming Sports Betting May 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 May 2026 Report Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.

How often is the data updated?

Data within the US Gambling & Gaming Sports Betting May 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.

How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google. 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 May 2026 Report?

The US Gambling & Gaming Sports Betting May 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. Learn more about our data. Learn more about our data accuracy

Does this include mobile, desktop and Google Shopping data?

Yes. The US Gambling & Gaming Sports Betting May 2026 Report aggregates data from across both device types and Google Shopping.

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

The US Gambling & Gaming Sports Betting May 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.

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform. With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date. Learn more about Ask Arlo.

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

Q: Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring. Complete the form below to get started.

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	15.8933333333
	84.1066666667

15%

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	1%
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
twinspires.com	34.26
fanduel.com	27.45
draftkings.com	20.74
bet365.com	4.82
betmgm.com	4.35
ballybet.com	2.83
everythingtulalip.com	1.99
hardrock.bet	1.86
caesars.com	1.16
parlayplay.io	0.55

twinspires.com - 34.26%
fanduel.com - 27.45%
draftkings.com - 20.74%
bet365.com - 4.82%
betmgm.com - 4.35%
ballybet.com - 2.83%
everythingtulalip.com - 1.99%
hardrock.bet - 1.86%
caesars.com - 1.16%
parlayplay.io - 0.55%

In the competitive landscape of Google PPC for gambling and gaming, Twinspires.com leads with a 34.26% click share. Following closely are Fanduel.com at 27.45% and Draftkings.com at 20.74%. Bet365.com and Betmgm.com hold 4.82% and 4.35% respectively. Ballybet.com, Everythingtulalip.com, and Hardrock.bet capture smaller shares, while Caesars.com and Parlayplay.io trail behind. The ‘others’ category completes the pie, highlighting 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	draftkings.com	twinspires.com	parlayplay.io	fanduel.com	ballybet.com	bet365.com	everythingtulalip.com	hardrock.bet	caesars.com	betmgm.com
2026/05/03	100%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2026/05/05	0%	0%	100%	0%	0%	0%	0%	0%	0%	0%
2026/05/06	25.85%	0%	0%	41.73%	0%	8.04%	0%	0%	0%	24.37%
2026/05/07	43.11%	0%	0%	30.39%	10.04%	0%	0%	0%	0%	16.45%
2026/05/08	0%	0%	0%	100%	0%	0%	0%	0%	0%	0%
2026/05/15	0%	0%	0%	100%	0%	0%	0%	0%	0%	0%
2026/05/20	0%	0%	0%	0%	0%	0%	0%	0%	0%	100%
2026/05/21	0%	0%	0%	100%	0%	0%	0%	0%	0%	0%
2026/05/27	0%	100%	0%	0%	0%	0%	0%	0%	0%	0%
2026/05/29	13.87%	0%	0%	44.78%	19.11%	8.63%	13.61%	0%	0%	0%
2026/05/30	12.01%	0%	0%	46.83%	0%	14.65%	0%	13.24%	8.83%	4.44%
2026/05/31	100%	0%	0%	0%	0%	0%	0%	0%	0%	0%

draftkings.com
twinspires.com
parlayplay.io
fanduel.com
ballybet.com
bet365.com
everythingtulalip.com
hardrock.bet
caesars.com
betmgm.com

In May 2026, DraftKings and FanDuel dominated PPC spend, peaking at 100.0 on multiple days. TwinSpires and ParlayPlay also hit 100.0, while BallyBet and Bet365 showed modest activity. The month ended with DraftKings and FanDuel leading.

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
2026/05/03	1
2026/05/05	1
2026/05/06	4
2026/05/07	4
2026/05/08	1
2026/05/15	1
2026/05/20	1
2026/05/21	1
2026/05/27	1
2026/05/29	5
2026/05/30	6
2026/05/31	1

In May 2026, advertiser numbers fluctuated, peaking at 6 on May 30. The month ended with a decline to 1.

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
twinspires.com	43.25%
everythingtulalip.com	2.51%
hardrock.bet	2.35%
caesars.com	1.46%
bet365.com	0.64%
ballybet.com	-1.38%
parlayplay.io	-2.86%
betmgm.com	-11.1%
draftkings.com	-11.92%
fanduel.com	-22.94%

Twinspires.com surged with a 43.25% click share increase, while fanduel.com plummeted by 22.94%.

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	draftkings.com	twinspires.com	parlayplay.io	fanduel.com	everythingtulalip.com	bet365.com	ballybet.com	hardrock.bet	caesars.com	betmgm.com
2026/05/03	100%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2026/05/05	0%	0%	100%	0%	0%	0%	0%	0%	0%	0%
2026/05/06	28.57%	0%	0%	28.57%	0%	14.29%	0%	0%	0%	28.57%
2026/05/07	40%	0%	0%	20%	0%	0%	20%	0%	0%	20%
2026/05/08	0%	0%	0%	100%	0%	0%	0%	0%	0%	0%
2026/05/15	0%	0%	0%	100%	0%	0%	0%	0%	0%	0%
2026/05/20	0%	0%	0%	0%	0%	0%	0%	0%	0%	100%
2026/05/21	0%	0%	0%	100%	0%	0%	0%	0%	0%	0%
2026/05/27	0%	100%	0%	0%	0%	0%	0%	0%	0%	0%
2026/05/29	12.14%	0%	0%	24.29%	27.14%	12.14%	24.29%	0%	0%	0%
2026/05/30	11.15%	0%	0%	31.36%	0%	26.13%	0%	15.68%	10.45%	5.23%
2026/05/31	100%	0%	0%	0%	0%	0%	0%	0%	0%	0%

draftkings.com
twinspires.com
parlayplay.io
fanduel.com
everythingtulalip.com
bet365.com
ballybet.com
hardrock.bet
caesars.com
betmgm.com

In May 2026, Twinspires and DraftKings dominated early, with DraftKings fluctuating mid-month. FanDuel surged mid-month, while BetMGM peaked briefly. By month’s end, DraftKings and FanDuel regained dominance.

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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Frequently Asked Questions

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

Why is the US Gambling & Gaming Sports Betting May 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 May 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the US Gambling & Gaming Sports Betting May 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

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 May 2026 Report?

The US Gambling & Gaming Sports Betting May 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.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

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

The US Gambling & Gaming Sports Betting May 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.
Can I get a custom report for my brand?

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

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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

the7stars achieves Google Ads PPC campaign optimization with Adthena

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. Read case study

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

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.

Related reports

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

Sports Betting – US

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 May 2026 Report useful and how should I use it?

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

How often is the data updated?

How does Adthena collect this data?

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

Does this include mobile, desktop and Google Shopping data?

Who is this US Gambling & Gaming Sports Betting May 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

Related reports

UK Sports Betting

AUS Sports Betting

the7stars achieves Google Ads PPC campaign optimization with Adthena