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US Gambling & Gaming Fantasy Sports - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 US Gambling & Gaming Fantasy Sports 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
draftkings.com 64.23
espn.com 6.97
fanduel.com 3.8
amazon.com 3.14
trophysmack.com 2.12
caesars.com 1.77
wgt.com 1.71
draftkit.com 1.69
temu.com 1.66
parlayplay.io 1.51
others 11.4

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DraftKings dominates with 64.23% click share, overshadowing others like ESPN at 6.97% and FanDuel at 3.8%. ‘Others’ collectively hold 11.4%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Gambling & Gaming Fantasy Sports 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 draftkings.com bet365.com caesars.com trophysmack.com fanduel.com betmgm.com betr.app espn.com parlayplay.io apple.com
2025/01/01 88.4% 0.24% 2.78% 0% 0% 2.03% 0.01% 0.01% 0% 2.34%
2025/01/02 59.02% 1.36% 3.31% 0% 5.92% 3.18% 0.04% 9.47% 10.1% 0.07%
2025/01/03 71.22% 0% 2.75% 0.05% 10.54% 0% 0.25% 6.57% 4.08% 1.76%
2025/01/04 54.64% 0.41% 0.5% 0% 9.47% 0.64% 0.09% 20.68% 7.51% 3.73%
2025/01/05 62.62% 0.61% 5.45% 0% 10.32% 2.66% 2.07% 8.93% 4.17% 0%
2025/01/06 77.12% 0% 2.25% 0% 2.12% 1.76% 3.08% 2.84% 4.91% 1.67%
2025/01/07 74.86% 0% 3.93% 0% 8.53% 2.1% 0% 2.88% 1.95% 0.03%
2025/01/08 73.35% 0% 2.8% 0% 12.51% 2.39% 0.04% 0.01% 3.17% 0.64%
2025/01/09 59.55% 0% 4.04% 0% 12.84% 4.92% 0.62% 5.75% 2.39% 0.01%
2025/01/10 75.82% 0% 6.66% 0.06% 6.75% 4.59% 0.01% 0% 0.01% 0.26%
2025/01/11 58.9% 0% 9.79% 0.07% 8.26% 8.69% 0.89% 0% 1.46% 2.28%
2025/01/12 67.24% 0% 1.59% 3.5% 8.1% 6.46% 0.45% 0% 4.24% 2.28%
2025/01/13 46.57% 0% 6.2% 2.4% 6.32% 9.54% 0.62% 0% 11.55% 0.03%
2025/01/14 77.12% 0% 2.63% 0.88% 10.14% 2.8% 0.3% 0% 0.78% 0%
2025/01/15 72.52% 0% 2.77% 0% 12.38% 2.36% 0.04% 0.01% 3.14% 0.63%
2025/01/16 60.01% 0% 4.07% 0% 12.94% 4.95% 0.62% 5.79% 2.41% 0.01%
2025/01/21 0.02% 0% 0% 4.19% 0% 0% 23.27% 0% 18.58% 0%
2025/01/22 0.04% 0% 0% 18.8% 0% 0% 1.54% 0% 0% 0%
2025/01/23 13.46% 0% 0% 20.11% 0% 0% 0.41% 0% 0% 0%
2025/01/24 75.6% 2.48% 2.26% 2.08% 2.89% 2.29% 0.75% 0% 2.81% 0%
2025/01/25 66.03% 4.8% 5.9% 0.86% 3.68% 1.16% 8.04% 0% 1.23% 0%
2025/01/26 57.89% 13.42% 0% 2.51% 7.34% 0% 1.77% 0% 3.85% 0%
2025/01/27 79.14% 1.78% 4.28% 1.56% 2.7% 0.04% 0.05% 0% 0% 0%
2025/01/28 62.54% 8.91% 1.87% 2.37% 7.62% 0.39% 0.04% 0% 0% 0%
2025/01/29 63% 10.77% 3.72% 2.82% 3.03% 3.99% 0.06% 0% 0% 0%
2025/01/30 77.73% 8.58% 3.45% 2.45% 0% 0% 0.04% 0% 0% 0%
2025/01/31 89.05% 2.83% 1.19% 0.43% 0.3% 0.16% 0.06% 0% 0% 0%

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DraftKings dominated January, peaking at 89.05% on the 31st. ESPN and ParlayPlay saw fluctuations, while Bet365 surged late month. Caesars, FanDuel, and BetMGM had varied performances. Betr and Apple remained minimal.

Market Exposure

Competitor Count for US Gambling & Gaming Fantasy Sports

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
Date Competitor Count
2025/01/01 27
2025/01/02 27
2025/01/03 28
2025/01/04 29
2025/01/05 25
2025/01/06 34
2025/01/07 33
2025/01/08 30
2025/01/09 40
2025/01/10 48
2025/01/11 47
2025/01/12 51
2025/01/13 44
2025/01/14 44
2025/01/15 30
2025/01/16 40
2025/01/21 38
2025/01/22 38
2025/01/23 37
2025/01/24 45
2025/01/25 45
2025/01/26 42
2025/01/27 45
2025/01/28 44
2025/01/29 45
2025/01/30 41
2025/01/31 38

Copyright © Adthena. All rights reserved.

January saw a dynamic shift in distinct advertisers, starting at 27 and peaking at 51 mid-month. The month concluded with a stable 38, reflecting a vibrant advertising landscape.

Campaign Efficiency

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

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
amazon.com 5.9%
trophysmack.com 4.6%
bet365.com 2.95%
crownawards.com 1.84%
customfantasyrings.com 1.59%
parlayplay.io -1.19%
betmgm.com -1.65%
fanduel.com -3.15%
espn.com -9.12%
draftkings.com -9.87%

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Amazon.com surged with a 5.90% click share increase, while DraftKings.com plummeted by 9.87%. Trophysmack.com also rose by 4.60%, contrasting ESPN.com’s 9.12% decline.

Campaign Efficiency

US Gambling & Gaming Fantasy Sports 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 amazon.com temu.com etsy.com caesars.com fantasyjocks.com trophysmack.com fanduel.com betmgm.com parlayplay.io
2025/01/01 57.07% 1.55% 2.32% 0.39% 14.59% 0% 0% 0% 5% 0%
2025/01/02 32.51% 1.96% 1.31% 0% 5.42% 0% 0% 16.53% 4.06% 13.38%
2025/01/03 33.4% 2.84% 2.36% 0% 8.99% 0% 0.11% 28.21% 0% 6.64%
2025/01/04 24.07% 0.94% 1.4% 0% 0.97% 0% 0% 17.77% 0.97% 15.44%
2025/01/05 27.33% 1.7% 1.28% 0.85% 14.11% 0% 0% 23.79% 6.2% 7.05%
2025/01/06 42.26% 4.18% 1.57% 2.61% 5.36% 0% 0% 3.26% 3.24% 10.8%
2025/01/07 37.49% 2.52% 3.03% 0% 14.62% 0% 0% 15.04% 4.12% 3.13%
2025/01/08 33.35% 2.24% 2.24% 1.87% 7.9% 0.37% 0% 29.5% 6.18% 5.1%
2025/01/09 27.66% 4.29% 2.14% 0.54% 7.76% 0% 0% 20.87% 11.09% 3.33%
2025/01/10 14.35% 4.33% 2.33% 3.84% 8.18% 1.67% 40.27% 8.51% 3.04% 0.01%
2025/01/11 23.89% 1.62% 2.43% 3.24% 19.19% 0% 0.41% 15.56% 10.77% 1.68%
2025/01/12 25.66% 1.96% 1.54% 1.91% 2.59% 1.2% 5.19% 16.74% 14.39% 6.47%
2025/01/13 18.51% 4.65% 2.49% 2.93% 6.48% 1.83% 4.58% 5.34% 7.77% 11.66%
2025/01/14 35.65% 3.21% 2.73% 2.53% 4.01% 1.34% 3.55% 23.68% 4.82% 1.02%
2025/01/15 33.51% 2.25% 2.25% 1.88% 7.94% 0.38% 0% 29.65% 6.21% 5.13%
2025/01/16 28.31% 4.39% 2.19% 0.55% 7.95% 0% 0% 21.37% 11.36% 3.41%
2025/01/21 0.01% 7.65% 14.36% 5.6% 0% 0% 3% 0% 0% 8.5%
2025/01/22 0.01% 16.74% 3.41% 13.33% 0% 0% 14.77% 0% 0% 0%
2025/01/23 9.37% 8.87% 3.91% 3.31% 0% 4.13% 16.53% 0% 0.93% 0%
2025/01/24 28.15% 8.84% 3.53% 4.06% 4.63% 1.67% 6.97% 4.63% 4.63% 4.63%
2025/01/25 27.57% 3.9% 1.8% 1.62% 16.7% 0.72% 1.92% 8.56% 1.39% 1.36%
2025/01/26 18.83% 15.78% 2.13% 3.72% 0% 3.34% 5.95% 6.19% 0% 4.16%
2025/01/27 36.3% 9.78% 3.73% 4.18% 8.06% 3.56% 3.92% 4.02% 0.33% 0%
2025/01/28 26.28% 10.47% 3.91% 6.83% 2.51% 0.44% 4.59% 11.2% 0.33% 0%
2025/01/29 3.7% 17.61% 8.05% 18.79% 0.8% 20.04% 19.3% 0.52% 0.79% 0%
2025/01/30 32.88% 8.32% 2.38% 1.87% 5.28% 2.57% 6.06% 0% 0.17% 0%
2025/01/31 51.93% 13.94% 3.32% 2.88% 2.7% 2.22% 1.33% 0.61% 0.33% 0%

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DraftKings started January strong, peaking at 57.07% but fluctuated, ending at 51.93%. Amazon’s share rose steadily, closing at 13.94%. ParlayPlay and Temu showed minor variations, while Etsy and Caesars experienced mid-month spikes. FanDuel and BetMGM had inconsistent trends, with FanDuel dropping to 0.61% and BetMGM to 0.33% by month’s end.

Campaign Efficiency

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

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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  1. 1
    Place Your First Bet Today - Get Up To $1,500 In Bonus Bets https://www.betmgm.com

    Join The Action Every Game Day With BetMGM. Parlays, Props, And Live Bets For Football. Sign...

  2. 2
    Online Sports Betting https://www.caesars.com › sportsbook › welcome

    Sports Betting Welcome Offer — Wager On Spreads, Moneylines, Totals, Same Game Parlays, Super Parlays, Futures + Teasers. Place...

  3. 3
    DraftKings® Daily Fantasy | Play Free on DraftKings® https://www.draftkings.com

    Join DraftKings & Draft Your Favorite NFL Players. Compete Against Others All Season Long!

  4. 4
    ESPN College Football https://www.espn.com

    Watch The CFP on ESPN — Don't Miss the College Football Playoff Semifinals on January 9 and 10 on ESPN. Watch The College Football Playoff Semifinals on January 9 and 10 on ESPN.

  5. 5
    FanDuel Sportsbook New York - Bet $5 Get $200 If Bet Wins https://www.fanduel.com

    Get $200 In Bonus Bets If Your First Bet Wins. Win...

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In the competitive world of online sports betting, BetMGM entices with a $1,500 bonus, while Caesars offers diverse betting options. DraftKings focuses on fantasy sports, and ESPN highlights college football playoffs. FanDuel tempts New Yorkers with a $200 bonus.

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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.