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UK Media & Entertainment Gaming - PPC Market Share Analysis February 2025

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.

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
Domain	Share of clicks
amazon.co.uk	32.27
argos.co.uk	9.7
playstation.com	8.99
ebay.co.uk	7.88
very.co.uk	4.86
cdkeys.com	4.37
currys.co.uk	3.13
webuy.com	1.54
raylo.com	1.18
g2a.com	1.14
others	24.94

In the competitive landscape of Google PPC, Amazon.co.uk leads with 32.27% click share, followed by Argos.co.uk at 9.7%. ‘Others’ collectively hold 24.94%, showcasing diverse competition.

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
Date	amazon.co.uk	argos.co.uk	ebay.co.uk	very.co.uk	playstation.com	cdkeys.com	currys.co.uk	g2a.com	raylo.com	webuy.com
2025/01/01	32.84%	7.46%	5.32%	3.28%	4.25%	5.05%	2.62%	1.82%	1.23%	1.67%
2025/01/02	35.2%	7.56%	7.16%	3.25%	4.35%	4.58%	3.5%	1.55%	1.69%	1.8%
2025/01/03	30.33%	6.51%	7.52%	3.31%	4.18%	5.36%	4.18%	1.47%	1.08%	1.64%
2025/01/04	31.52%	8.94%	8.57%	3.59%	5.38%	3.95%	3.99%	1.48%	1.15%	1.97%
2025/01/05	27.63%	7.9%	9.09%	3.39%	5.77%	4.65%	4.13%	1.44%	1.37%	1.61%
2025/01/06	28.44%	6.67%	10.17%	3.73%	5.66%	4.67%	3.69%	1.69%	1.23%	2.21%
2025/01/07	23.81%	7.07%	9.38%	3.85%	5.26%	5.13%	3.1%	1.54%	1.85%	1.93%
2025/01/08	23.15%	5.83%	5.77%	3.17%	6.59%	6.39%	2.89%	2.04%	2%	1.89%
2025/01/09	24.51%	4.63%	5.61%	3.75%	7.75%	5.09%	3.07%	2%	1.93%	1.7%
2025/01/10	26.75%	7.46%	5.36%	3.59%	4.74%	5.03%	4.03%	1.83%	1.55%	1.77%
2025/01/11	31.14%	9.4%	7.65%	3.38%	4.7%	3.98%	1.97%	1.62%	2.36%	1.76%
2025/01/12	30.72%	10.73%	6.13%	2.7%	6.23%	4.93%	1.4%	1.8%	1.93%	1.02%
2025/01/13	24.22%	8.44%	8.06%	3.49%	7.32%	5.13%	3.49%	2.02%	2.4%	1.39%
2025/01/14	19.69%	5.14%	6.9%	4.27%	7.27%	6.07%	2.5%	1.72%	2.33%	1.94%
2025/01/15	16.87%	5.84%	8.91%	4.35%	6.02%	6.01%	4.51%	2.33%	1.73%	1.67%
2025/01/16	24.54%	4.24%	5.81%	3.92%	8.28%	5.37%	3.21%	2.15%	2.07%	1.82%
2025/01/21	21.75%	4.54%	8.42%	9.88%	10.28%	5.74%	3.15%	1.43%	1%	1.14%
2025/01/22	21.64%	6.9%	7.68%	11.03%	7.02%	5.78%	2.58%	1.6%	1.57%	0.96%
2025/01/23	24.45%	6.96%	6.23%	8.37%	10.17%	6.12%	2.68%	2.05%	1.9%	0.68%
2025/01/24	14.32%	9.25%	5.9%	9.15%	11.53%	5.66%	1.75%	2.05%	2.77%	0.9%
2025/01/25	22.22%	9.63%	6.48%	8.62%	11.22%	5.04%	3.36%	1.87%	2.2%	0.72%
2025/01/26	18.65%	9.53%	7.01%	8.86%	8.92%	6.99%	3.82%	2.07%	2.24%	1.08%
2025/01/27	18.12%	11.11%	7.91%	11.51%	12.29%	4.76%	3.13%	1.92%	0.84%	0.67%
2025/01/28	26.06%	5.81%	7.88%	9.51%	8.48%	4.41%	3.09%	1.77%	0.23%	0.7%
2025/01/29	29.69%	6.68%	6.56%	5.67%	8.41%	4.89%	3.34%	1.83%	0.56%	0.75%
2025/01/30	34.69%	8.08%	7.22%	5.67%	6.98%	5.16%	4.13%	1.36%	0.99%	0.82%
2025/01/31	36.98%	8.41%	5.95%	5.32%	4.33%	3.74%	3.63%	1.28%	1.04%	0.84%

Amazon.co.uk’s PPC spend fluctuated, peaking at 36.98% by month’s end. Argos.co.uk and eBay.co.uk showed moderate stability, while Very.co.uk surged mid-month. PlayStation.com and CDKeys.com had notable spikes, but Raylo.com and Webuy.com remained low.

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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/01/01	725
2025/01/02	669
2025/01/03	651
2025/01/04	624
2025/01/05	654
2025/01/06	657
2025/01/07	706
2025/01/08	677
2025/01/09	682
2025/01/10	709
2025/01/11	682
2025/01/12	672
2025/01/13	623
2025/01/14	663
2025/01/15	697
2025/01/16	682
2025/01/21	575
2025/01/22	583
2025/01/23	523
2025/01/24	534
2025/01/25	507
2025/01/26	507
2025/01/27	565
2025/01/28	551
2025/01/29	560
2025/01/30	608
2025/01/31	579

In January 2025, distinct advertisers on Google SERP began at 725, fluctuated, and ended at 579, showing a notable decline.

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
Name	Market Trend
very.co.uk	5.2%
playstation.com	2.55%
argos.co.uk	0.89%
backmarket.co.uk	0.54%
veno-scorp.co.uk	0.31%
amazon.co.uk	-0.68%
minecraft.net	-0.7%
nintendo.co.uk	-0.73%
smythstoys.com	-0.89%
webuy.com	-0.9%

In the past month, very.co.uk surged with a 5.20% click share increase, while playstation.com rose by 2.55%. Conversely, webuy.com faced a decline of 0.90%.

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	argos.co.uk	ebay.co.uk	very.co.uk	cdkeys.com	currys.co.uk	playstation.com	webuy.com	g2a.com	raylo.com
2025/01/01	37.44%	9.4%	7.09%	3.75%	4.39%	2.94%	2.51%	2.31%	1.82%	1.16%
2025/01/02	39.58%	9.1%	9.2%	3.67%	4.25%	3.65%	2.34%	2.43%	1.54%	1.61%
2025/01/03	33.79%	7.95%	10.26%	3.87%	4.72%	4.51%	2.24%	2.34%	1.48%	1.04%
2025/01/04	35.9%	10.55%	10.56%	4.14%	3.52%	4.14%	2.79%	2.57%	1.38%	0.96%
2025/01/05	31.71%	9.34%	11.56%	3.81%	3.88%	4.17%	3.11%	2.27%	1.45%	1.25%
2025/01/06	32.34%	7.75%	12.28%	4.18%	4.35%	3.7%	3.07%	2.84%	1.79%	1.08%
2025/01/07	26.54%	8.52%	12.01%	4.33%	4.82%	3.29%	2.8%	2.58%	1.54%	1.64%
2025/01/08	27.1%	7.22%	8.08%	3.69%	5.68%	3.07%	3.51%	2.7%	1.74%	1.88%
2025/01/09	30.59%	5.63%	7.44%	4.33%	4.88%	3.21%	4.25%	2.37%	1.81%	1.88%
2025/01/10	31.02%	8.85%	7.76%	4.12%	4.56%	4.09%	2.6%	2.41%	1.54%	1.53%
2025/01/11	35.35%	11.09%	9.25%	3.55%	3.71%	1.93%	2.4%	2.38%	1.31%	2.01%
2025/01/12	36.09%	12.37%	8.02%	3.09%	4.35%	1.46%	3.13%	1.39%	1.48%	1.78%
2025/01/13	30.27%	11.11%	10.35%	3.9%	4.5%	3.55%	3.79%	1.8%	1.62%	2.14%
2025/01/14	24.55%	6.54%	9.89%	5.21%	5.55%	2.42%	3.71%	2.86%	1.45%	2.08%
2025/01/15	20.11%	7.57%	12.62%	5.66%	5.73%	4.65%	3.23%	2.5%	1.65%	1.66%
2025/01/16	31.69%	5.13%	7.7%	4.47%	5.09%	3.33%	4.48%	2.51%	1.92%	1.97%
2025/01/21	25.64%	5.08%	11.38%	12.16%	5.8%	3.18%	5.23%	1.92%	1.38%	0.93%
2025/01/22	25.13%	8.33%	9.72%	15.55%	5.29%	2.16%	3.12%	1.34%	1.39%	1.28%
2025/01/23	26.9%	8.05%	8.39%	11.2%	6.15%	2.92%	5.13%	1.06%	1.7%	1.62%
2025/01/24	18.55%	11.3%	8.29%	12.65%	4.98%	1.95%	6.24%	1.39%	1.61%	2.58%
2025/01/25	26.22%	12.02%	8.52%	11.63%	4.48%	3.32%	5.42%	1.01%	1.73%	1.85%
2025/01/26	22.83%	12.25%	9.5%	12.56%	6.66%	3.29%	4.29%	1.36%	1.96%	1.82%
2025/01/27	21.58%	13.41%	9.78%	15.72%	4.94%	3.05%	6.3%	0.97%	1.7%	0.73%
2025/01/28	31.48%	6.74%	10.64%	11.86%	4.26%	2.95%	4.05%	0.98%	1.43%	0.2%
2025/01/29	35.09%	8.25%	8.91%	7.47%	4.73%	3.23%	3.95%	1.1%	1.52%	0.46%
2025/01/30	39.31%	8.65%	8.93%	6.76%	4.32%	3.67%	3.13%	1.13%	1.09%	0.76%
2025/01/31	41.58%	9.57%	7.64%	6.47%	3.62%	3.24%	2.02%	1.18%	0.96%	0.75%

Amazon.co.uk’s impression share fluctuated, peaking at 41.58% by month’s end. Argos.co.uk and eBay.co.uk showed moderate stability, while Very.co.uk surged mid-month. Raylo.com experienced a significant decline.

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.

See more data

1
10 Best Online Casinos 2025 | Fast Withdrawal Casinos 2025 https://www.10bestcasinos.co.uk
Compare UK's Top Online Casino Sites, Carefully & Masterfully Hand-Picked By Our Experts. Choose...
2
Free game to play online | Free-to-play magical rpg https://www.hero-wars.com
Ready to enter a fantasy world? Play Hero Wars, a free game, and fight mystical beings.
3
PlayStation®Plus https://www.playstation.com
Play Online With Friends — Access the Game Catalog, featuring hundreds of games, with new titles added regularly. Discover...
4
War Thunder Free War Game http://www.warthunder.com › registration › free
Warplanes and Tanks in 1 Game — Fight with Real Players. Join Now absolutely for free! Historical Tanks & Planes.
5
William Hill™ Vegas - Deposit - + Stake £10 Get 200 Free Spins https://promotion.williamhill.com › bigbashsplash › t&cs_apply_18+
Deposit & Stake £10 Get 200 Free Spins. T&Cs Apply. Play Safe. 18+. Some Payment Excluded.

In the vibrant world of Google PPC, five top-performing text ads captivate audiences with distinct themes. “10 Best Online Casinos 2025” entices with expertly curated casino choices, while “Hero Wars” invites players into a mystical RPG adventure. “PlayStation®Plus” offers a vast game catalog, and “War Thunder” thrills with historical combat. Lastly, “William Hill™ Vegas” tempts with enticing free spins. Each ad uniquely engages its audience, showcasing diverse entertainment experiences.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
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.
The PPC Marketing Share 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.

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The PPC Market Share Report 2024 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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