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UK Gambling & Gaming Lottery and Scratch Cards - PPC Market Share Analysis March 2025

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

Market Exposure

Share of Clicks for top 10 UK 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
Domain Share of clicks
national-lottery.co.uk 43.35
postcodelottery.co.uk 33.14
pickmypostcode.com 7.58
healthlottery.co.uk 6.06
lottoland.co.uk 2.3
lottomart.com 1.7
elitecompetitions.co.uk 0.37
stubbstickets.com 0.32
botbwin.com 0.31
omaze.co.uk 0.3
others 4.57

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In the competitive landscape of Google’s PPC for gambling and gaming, the National Lottery dominates with a 43.35% click share. Postcode Lottery follows at 33.14%, while others collectively hold 4.57%.

Market Exposure

Share of Spend for the top 10 UK 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
Date gogovox.com postcodelottery.co.uk letswin.co.uk elitecompetitions.co.uk pickmypostcode.com lottomart.com national-lottery.co.uk healthlottery.co.uk lottoland.co.uk betfred.com
2025/03/01 0.37% 34.37% 0.46% 0.79% 7.26% 5.53% 24.1% 14.92% 1.04% 0%
2025/03/02 0.17% 34.94% 0.41% 0.8% 1.35% 7.55% 24.49% 16.14% 0.25% 0%
2025/03/03 0.22% 22% 0.3% 0.83% 0.58% 4.62% 36.23% 11.88% 3.73% 3.76%
2025/03/04 0.27% 27.81% 0.1% 0.34% 0.38% 6.66% 36.74% 12.71% 5.47% 0.06%
2025/03/05 12.12% 3.47% 8.6% 8.78% 13.37% 0% 1.28% 1.93% 0.02% 0%
2025/03/06 7.95% 5.04% 6.44% 4.46% 13.32% 0% 12.56% 3.4% 0.03% 0%
2025/03/07 9.45% 17.01% 8.41% 5.31% 9.46% 0% 1.91% 3.91% 0.02% 0%
2025/03/08 4.07% 5.41% 3.37% 6% 2.99% 0% 6.54% 8.09% 5.88% 13.88%
2025/03/09 7.77% 0.27% 7.51% 6.69% 31.12% 0% 0.32% 0.61% 0.03% 0%
2025/03/10 12.55% 0.27% 4.7% 14.79% 15.39% 0% 0.36% 0.46% 0.04% 0%
2025/03/11 11.99% 0.09% 0.95% 11.01% 8.87% 0% 0.23% 0.18% 0% 0%
2025/03/12 10.9% 0.03% 5.11% 15.33% 27.19% 0% 0% 0.04% 0% 0%
2025/03/13 7.76% 0.02% 12.07% 7.25% 28.71% 0% 0% 0.04% 0% 0%
2025/03/14 15.2% 0.03% 7.13% 8.28% 6.16% 0% 0% 0.04% 0% 0%
2025/03/15 11.14% 0.04% 2.74% 2.78% 20.63% 0% 0% 0.02% 0% 0%
2025/03/16 10.84% 0% 0% 8.58% 13.5% 0% 0% 0% 0% 0%
2025/03/17 9.19% 0% 14.1% 7.24% 25.27% 0% 0% 0% 0% 0%
2025/03/18 5.29% 0% 7.32% 21.34% 6.34% 0% 0% 0% 0% 0%
2025/03/19 5.7% 0% 15.76% 9.82% 19.59% 0% 0% 0% 0% 0%
2025/03/20 9.17% 0% 3.94% 14.33% 16.33% 0% 0% 0% 0% 0%
2025/03/21 3.1% 0% 1.43% 3.37% 26.41% 0% 0% 0% 0% 0%
2025/03/22 11.44% 0% 26.38% 9.35% 5.87% 0% 0% 0% 0% 0%
2025/03/23 17.63% 0% 5.77% 8.19% 8.41% 0% 0% 0% 0% 0%
2025/03/24 5.17% 4.49% 3.48% 7.76% 22.8% 0% 0% 0% 0% 0%
2025/03/25 1.6% 5.16% 8.85% 11.28% 21.22% 0% 0% 0% 0% 0%
2025/03/26 8.16% 5.93% 11.36% 11.41% 5.48% 0% 2.96% 0% 0% 0%
2025/03/27 0.95% 2.41% 12.4% 9.73% 19.16% 0% 0% 7.9% 0% 0%
2025/03/28 7.05% 7.38% 21.83% 5.98% 1.93% 0% 0% 0% 0% 0%
2025/03/29 13.07% 4.32% 3.33% 6.09% 9.21% 0% 0% 0% 0% 0%
2025/03/30 5.72% 3.14% 7.65% 8.36% 6.98% 0% 2.51% 0.83% 0% 0%
2025/03/31 7.45% 7.16% 5.03% 4.59% 4.38% 0% 0% 0% 0% 0%

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In March 2025, gogovox.com saw a dramatic rise, peaking at 17.63% on the 23rd. Postcodelottery.co.uk started strong but declined mid-month. Pickmypostcode.com had a notable surge on the 12th. The month concluded with diverse fluctuations across domains.

Market Exposure

Competitor Count for UK 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
Date Competitor Count
2025/03/01 66
2025/03/02 66
2025/03/03 86
2025/03/04 82
2025/03/05 69
2025/03/06 66
2025/03/07 70
2025/03/08 71
2025/03/09 63
2025/03/10 56
2025/03/11 52
2025/03/12 46
2025/03/13 44
2025/03/14 47
2025/03/15 39
2025/03/16 34
2025/03/17 32
2025/03/18 31
2025/03/19 29
2025/03/20 29
2025/03/21 33
2025/03/22 31
2025/03/23 34
2025/03/24 33
2025/03/25 30
2025/03/26 37
2025/03/27 37
2025/03/28 35
2025/03/29 37
2025/03/30 39
2025/03/31 35

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March began with 66 advertisers, peaking at 86 on the 3rd. A steady decline followed, reaching 29 by the 19th. The month concluded with a slight recovery, ending at 35 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK 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
Name Market Trend
pickmypostcode.com 45.38%
stubbstickets.com 3.03%
elitecompetitions.co.uk 2%
botbwin.com 1.83%
letswin.co.uk 1.74%
lottomart.com -1.5%
healthlottery.co.uk -3.43%
lottoland.co.uk -5.5%
postcodelottery.co.uk -19.29%
national-lottery.co.uk -39.18%

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In a dramatic shift, pickmypostcode.com surged by 45.38%, while national-lottery.co.uk plummeted by 39.18%.

Campaign Efficiency

UK 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 pickmypostcode.com postcodelottery.co.uk botbwin.com national-lottery.co.uk healthlottery.co.uk lotto3.com omaze.co.uk lottoland.co.uk telegraph.co.uk playojo.com
2025/03/01 11.55% 24.83% 0.46% 27.52% 23.85% 0.04% 1.16% 1.19% 0% 0.12%
2025/03/02 2.38% 24.56% 0.36% 31.13% 25.25% 0.98% 1.44% 0.21% 0% 1.63%
2025/03/03 1.33% 15.63% 0.24% 45.94% 17.51% 0% 1.71% 3.28% 0% 0.71%
2025/03/04 0.99% 19.38% 0.25% 43.62% 17.78% 0% 0.35% 5.07% 0% 1.12%
2025/03/05 30.72% 2.56% 3.18% 1.65% 1.62% 0% 0.18% 0.01% 0% 0.03%
2025/03/06 26.66% 3.25% 2.49% 10.17% 2.15% 0% 0.64% 0.02% 0% 9.98%
2025/03/07 19.19% 17.31% 0.55% 1.54% 2.44% 0% 0.1% 0.02% 0% 0.12%
2025/03/08 5.66% 9.64% 0.94% 7.43% 7.25% 0% 5.42% 2.81% 0.03% 5.84%
2025/03/09 57.04% 0.08% 2.67% 0.13% 0.26% 0% 0.07% 0.03% 0% 0.05%
2025/03/10 36.21% 0.08% 8.41% 0.15% 0.24% 0% 0.06% 0.03% 0% 0.05%
2025/03/11 28.99% 0.03% 5.55% 0.08% 0.14% 0% 0.04% 0% 0% 0.01%
2025/03/12 52.55% 0% 3.04% 0% 0.03% 0% 0% 0% 0% 0%
2025/03/13 48.53% 0% 2.51% 0% 0.02% 17.53% 0% 0% 0% 0%
2025/03/14 2.47% 0% 0.81% 0% 0% 6.19% 0% 0% 82.98% 0%
2025/03/15 36.41% 0% 6.69% 0% 0.01% 22.53% 0% 0% 0.01% 0%
2025/03/16 31.5% 0% 6.61% 0% 0% 0.01% 0% 0% 0.02% 0%
2025/03/17 48.2% 0% 19.39% 0% 0% 0.01% 0% 0% 0.01% 0%
2025/03/18 23.14% 0% 9.68% 0% 0% 0.02% 0% 0% 0.03% 0%
2025/03/19 40.24% 0% 2.33% 0% 0% 23.7% 0% 0% 0.01% 0%
2025/03/20 44.4% 0% 1.39% 0% 0% 0.02% 0% 0% 0.04% 0%
2025/03/21 42.03% 0% 3.45% 0% 0% 16.64% 0% 0% 0.02% 0%
2025/03/22 28.58% 0% 8.82% 0% 0% 0.02% 0% 0% 0% 0%
2025/03/23 18.2% 0% 6.66% 0% 0% 0.02% 0% 0% 0% 0%
2025/03/24 46.57% 3.1% 5.43% 0% 0% 0.01% 0% 0% 0% 0%
2025/03/25 47.45% 4.04% 2.72% 0% 0% 0.02% 0% 0% 0% 0%
2025/03/26 21.45% 5.34% 7.33% 10.97% 0% 0.01% 0.14% 0% 0% 0%
2025/03/27 40.7% 1.56% 3.25% 0% 3.9% 0.01% 0% 0% 0% 0%
2025/03/28 16.78% 8.28% 5.54% 0% 0% 0.02% 0% 0% 0% 0%
2025/03/29 17.6% 3.63% 7.06% 0% 0% 0% 0% 0% 0% 0%
2025/03/30 28.57% 2.54% 5.32% 3.07% 0.23% 0.23% 0% 0% 0% 0%
2025/03/31 23.63% 5.8% 4.01% 0% 0% 0% 0% 0% 0% 0%

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March saw pickmypostcode.com dominate with fluctuating highs, peaking at 57.04% on the 9th. Meanwhile, postcodelottery.co.uk’s presence dwindled mid-month, only to slightly recover by month’s end. National-lottery.co.uk started strong but faded, while lotto3.com had sporadic spikes. The month concluded with pickmypostcode.com leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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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  1. 1
    Age UK Weekly Lottery | £1 A Week & £25,000 Superdraw https://www.ageuk.org.uk

    Enter Our Weekly Lottery And Get Automatic Entry Into The Big Prize Quarterly Superdraw! Weekly Prizes Up To £2,000 And Quarterly Superdraw Prizes Up To £25,000 - Enter Today.

  2. 2
    Lottery account login - Blind Veterans UK Lottery https://lottery.blindveterans.org.uk

    Together We Can Help Rebuild Blind Veterans’ Lives After Sight Loss. Learn More Online. Explore The Fantastic Ways to Raise Money...

  3. 3
    Official Lotto This Wednesday | Play Online Or On The App https://www.national-lottery.co.uk › lotto

    Thanks To You, Around £30M Is Raised For Good Causes Every Week. Rules Apply. 18+ Changing Lives And Supporting Good Causes In The UK Since 1994. Life Changing Jackpots. Play By Direct Debit.

  4. 4
    People's Postcode Lottery - Win £30,000 Every Sunday https://www.postcodelottery.co.uk

    There’s A Share Of £25.4 Million To Be Won In Our April Draws. Is Your Door In The Draw? A Minimum...

  5. 5
    WWF Weekly Lottery - Play Today For Just £1 A Week https://lottery.wwf.org.uk

    Flip Your £1 Entry Into £1000 Every Week And Help Turn Our World Around. Plus You Could Win Up To...

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In the world of Google PPC, Age UK entices with a £25,000 Superdraw, while Blind Veterans UK focuses on rebuilding lives. The National Lottery highlights £30M raised weekly for good causes. People’s Postcode Lottery offers £30,000 every Sunday, and WWF combines charity with weekly winnings.

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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.