UK Gambling & Gaming Lottery and Scratch Cards - PPC Market Share Analysis February 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	46.51
postcodelottery.co.uk	35.51
wwf.org.uk	2.9
healthlottery.co.uk	2.86
lottoland.co.uk	2.04
pickmypostcode.com	1.37
ageuk.org.uk	1.24
lottomart.com	0.89
lottogo.com	0.72
betfred.com	0.48
others	5.48

In the gambling and lottery PPC landscape, national-lottery.co.uk dominates with 46.51% click share, followed by postcodelottery.co.uk at 35.51%. ‘Others’ collectively hold 5.48%, highlighting diverse competition.

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	national-lottery.co.uk	wwf.org.uk	guidedogs.org.uk	betfred.com	ageuk.org.uk	lottomart.com	postcodelottery.co.uk	lottoland.co.uk	healthlottery.co.uk	lottogo.com
2025/01/01	30.49%	4.75%	0%	3.86%	2.4%	1.96%	30.14%	4.03%	4.77%	1.57%
2025/01/02	28.89%	5.69%	1.38%	3.24%	3.86%	1.79%	25.53%	4.53%	8.06%	1.62%
2025/01/03	32.91%	6.17%	0%	2.28%	6.41%	0.84%	30.6%	3.38%	4.07%	1.6%
2025/01/04	33.52%	5.33%	0%	2.37%	2.02%	1.24%	29.22%	3.7%	4.67%	1.78%
2025/01/05	42.95%	4.29%	1.44%	0.42%	3.79%	0.86%	22.93%	1.49%	7.71%	1.53%
2025/01/06	40.37%	7.38%	0.03%	3.42%	1.74%	1.9%	21.39%	2.81%	6.51%	1.66%
2025/01/07	44.89%	4.54%	0.91%	1.59%	2%	1.04%	22.12%	2.64%	7.45%	1.37%
2025/01/08	29.51%	4.47%	0.81%	3.36%	5.86%	1.91%	26.2%	4.35%	6.65%	2.91%
2025/01/09	40.24%	7.87%	0.88%	1.07%	1.94%	1.54%	17.53%	3.06%	5.09%	2.9%
2025/01/10	34.1%	4.54%	0.11%	3.38%	1.55%	2.03%	27.14%	4.18%	5.38%	2.6%
2025/01/11	31.6%	5.39%	1.26%	6.37%	2.96%	0.29%	15.47%	6.75%	6.22%	2.55%
2025/01/12	37.02%	6.8%	0.4%	4.09%	2.33%	1.53%	17.52%	2.94%	5.74%	1.58%
2025/01/13	40.51%	6.26%	1.01%	1.8%	2.55%	2.08%	20.95%	3.07%	6.96%	1.47%
2025/01/14	32.68%	8.13%	0.77%	4.01%	2.03%	1.73%	22.9%	4.69%	4.95%	1.74%
2025/01/15	43.18%	5.41%	0.05%	2%	1.6%	2.22%	13.66%	3.16%	7.52%	2.96%
2025/01/16	39.43%	7.72%	0.88%	1.06%	2.01%	1.51%	17.17%	2.99%	5.01%	2.85%
2025/01/21	0.1%	20.31%	8.83%	0.02%	6.15%	10.59%	0.17%	0.92%	0.12%	0.08%
2025/01/22	0.19%	9.48%	22.52%	0.02%	4.11%	16.73%	0.27%	1%	0.19%	0.16%
2025/01/23	22.81%	7.77%	2.33%	0.14%	4.56%	3.91%	32.22%	2.72%	2.64%	2.81%
2025/01/24	17.36%	10.5%	2.26%	0.05%	2.75%	3.09%	26.66%	1.94%	6.58%	2.76%
2025/01/25	0.01%	21.66%	14.95%	0%	8.99%	6.46%	3.6%	0.18%	0.24%	0.02%
2025/01/26	1.05%	10.41%	11.67%	0.14%	7.02%	16.96%	12.85%	0.76%	0.66%	0.02%
2025/01/27	20.88%	13.66%	8.93%	0.07%	3.51%	2.1%	24.52%	2.06%	0.35%	0.57%
2025/01/28	34.96%	16.93%	4.32%	0.02%	1.35%	5.19%	6.68%	0.43%	0.87%	0.47%
2025/01/29	8.01%	14.45%	9%	0%	7.64%	7.97%	4.33%	0.74%	1.98%	0.19%
2025/01/30	19.69%	15.61%	9.22%	0%	4.55%	5.58%	2.32%	0.92%	3.67%	0.02%
2025/01/31	26.07%	13.95%	5.35%	4.44%	3.8%	2.87%	1.6%	0.37%	0.24%	0.06%

January saw dynamic shifts in PPC spend. National-lottery.co.uk led early, peaking at 44.89% on January 7. Postcodelottery.co.uk surged mid-month, reaching 32.22% on January 23. By month’s end, national-lottery.co.uk regained dominance.

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
2025/01/01	163
2025/01/02	184
2025/01/03	176
2025/01/04	159
2025/01/05	171
2025/01/06	157
2025/01/07	171
2025/01/08	166
2025/01/09	175
2025/01/10	183
2025/01/11	179
2025/01/12	170
2025/01/13	164
2025/01/14	179
2025/01/15	171
2025/01/16	175
2025/01/21	150
2025/01/22	151
2025/01/23	107
2025/01/24	141
2025/01/25	91
2025/01/26	105
2025/01/27	115
2025/01/28	122
2025/01/29	129
2025/01/30	122
2025/01/31	123

January began with 163 advertisers, peaking at 184. Mid-month saw fluctuations, but a sharp decline to 91 by the 25th. The month concluded with a slight recovery to 123.

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
wwf.org.uk	4.58%
pickmypostcode.com	2.85%
lottomart.com	2.62%
breastcancernow.org	2.09%
guidedogs.org.uk	1.77%
lottogo.com	-0.34%
betfred.com	-0.36%
healthlottery.co.uk	-1.5%
postcodelottery.co.uk	-2.38%
national-lottery.co.uk	-18.52%

WWF.org.uk surged with a 4.58% click share increase, while national-lottery.co.uk plummeted by 18.52%. Pickmypostcode.com and lottomart.com also saw positive gains.

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	wwf.org.uk	national-lottery.co.uk	ageuk.org.uk	betfred.com	pickmypostcode.com	postcodelottery.co.uk	lottoland.co.uk	healthlottery.co.uk	lottogo.com	omaze.co.uk
2025/01/01	8.09%	26.04%	4.65%	2.87%	1.68%	26.13%	3.26%	7.23%	2.63%	0.26%
2025/01/02	7.14%	27.92%	6.39%	1.61%	0.9%	19.38%	2.69%	10.7%	2.03%	11.25%
2025/01/03	11.27%	27.99%	8.04%	1.3%	0.67%	23.22%	2.51%	6.88%	2.84%	5.42%
2025/01/04	8.77%	30.77%	2.84%	1.59%	0.54%	22.81%	2.89%	6.5%	2.27%	4.22%
2025/01/05	7.57%	40.23%	5.57%	0.29%	1.07%	16.45%	1.22%	10.59%	1.97%	4.46%
2025/01/06	13.05%	40.42%	2.69%	2.2%	1.1%	16.73%	2.11%	8.06%	2.34%	0.35%
2025/01/07	8.07%	45.26%	3.08%	1.14%	0.47%	15.91%	1.84%	10.39%	2.09%	0.41%
2025/01/08	7.72%	32.97%	4.82%	2.41%	1.27%	20.44%	3.19%	10.23%	4.37%	0.16%
2025/01/09	11.53%	39.46%	2.81%	0.61%	2.12%	14.63%	2.43%	6.36%	3.46%	0.14%
2025/01/10	6.92%	38.97%	2.82%	2.32%	0.84%	17.81%	3.15%	7.51%	3.98%	0.12%
2025/01/11	8.63%	30.48%	4.81%	3.75%	0.88%	13.68%	4.46%	7.66%	4.11%	0.09%
2025/01/12	11.56%	38.25%	3.53%	2.7%	1.04%	14.61%	2.15%	6.11%	2.12%	0.07%
2025/01/13	13.64%	34.35%	3.98%	1.16%	1.34%	15.31%	2.16%	10.58%	2.24%	0.03%
2025/01/14	15.32%	26.02%	3.32%	2.9%	1.9%	21.07%	3.75%	6.37%	2.29%	0.1%
2025/01/15	8.32%	41.24%	2.23%	1.23%	1.74%	11.13%	2.22%	9.04%	5.22%	0.14%
2025/01/16	11.51%	39.42%	2.81%	0.61%	2.12%	14.61%	2.42%	6.37%	3.46%	0.15%
2025/01/21	27.75%	0.05%	8.56%	0%	12.66%	0.05%	1.39%	0.05%	0.05%	0.01%
2025/01/22	15.53%	0.13%	5.57%	0.01%	4.87%	0.11%	2.08%	0.1%	0.14%	0.02%
2025/01/23	12.64%	21.5%	7.88%	0.03%	1.05%	26.53%	2.42%	4.69%	4.34%	1.85%
2025/01/24	14.79%	14.51%	3.85%	0.01%	3.78%	18.12%	1.6%	7.42%	3.52%	9.16%
2025/01/25	26.42%	0.01%	11.09%	0%	6.42%	2.78%	0.25%	0.03%	0.01%	2.77%
2025/01/26	14.51%	0.83%	10.03%	0.01%	7.14%	9.48%	0.86%	0.35%	0.01%	0.03%
2025/01/27	19.9%	22.28%	5.16%	0.01%	5.26%	16.4%	1.58%	0.47%	1.1%	0%
2025/01/28	25.18%	34.65%	1.94%	0.01%	2.43%	4.99%	0.73%	1.73%	0.87%	0.05%
2025/01/29	19.13%	11.51%	10.07%	0%	1.96%	4.19%	0.99%	1.69%	0.25%	0.63%
2025/01/30	16.82%	22.75%	5.19%	0%	3.34%	1.29%	0.7%	4.62%	0.01%	0%
2025/01/31	19.51%	18.94%	5.43%	2.8%	2.74%	1.13%	0.55%	0.13%	0.04%	0%

January saw dynamic shifts in PPC impressions. National-lottery.co.uk started strong, peaking mid-month, then dipped. Wwf.org.uk steadily rose, ending with a significant share. Ageuk.org.uk and betfred.com fluctuated, while omaze.co.uk remained low.

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
Age UK Lottery https://www.ageuk.org.uk
£1 A Week & £25,000 Superdraw — Weekly Prizes Up To £2,000 And Quarterly Superdraw Prizes Up To £25,000 - Enter Today
2
Official Lotto This Saturday | Play Online Or On The App https://www.national-lottery.co.uk
Thanks To You, Around £30M Is Raised For Good Causes Every Week. Rules Apply. 18+ Changing Lives And Supporting Good Causes In The UK...
3
Win a £4M House + £250,000 https://www.omaze.co.uk
Omaze Million Pound House Draw — Enter draw for your chance to win a £4M+ House in Bath + £250,000. No purchase necessary. A £4M...
4
People's Postcode Lottery https://www.postcodelottery.co.uk
Win £12K/Month For 12 Months — Play For A Chance To Win £12K/Month For 12 Months & Other Prizes In Our February Draws.
5
WWF Weekly Lottery https://lottery.wwf.org.uk
Play Today For Just £1 A Week — Flip Your £1 Entry Into £1000 Every Week And Help Turn Our World Around. Plus You Could Win Up To...

In the vibrant world of Google PPC, five standout text ads capture attention with their unique propositions. Age UK Lottery entices with affordable weekly entries and substantial superdraws. The National Lottery highlights its charitable impact, raising £30M weekly. Omaze offers a dream £4M house, while People’s Postcode Lottery promises monthly winnings. WWF Weekly Lottery combines affordable play with environmental impact. Each ad weaves a compelling narrative, blending excitement with purpose.

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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

the7stars Case Study: Achieving 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

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

Share of Clicks for top 10 UK Gambling & Gaming Lottery and Scratch Cards brands

Share of Spend for the top 10 UK Gambling & Gaming Lottery and Scratch Cards brands

Competitor Count for UK Gambling & Gaming Lottery and Scratch Cards

Market Loss & Market Gains for UK Gambling & Gaming Lottery and Scratch Cards

UK Gambling & Gaming Lottery and Scratch Cards Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Lottery and Scratch Cards

Frequently Asked Questions

Customer Success Stories

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

the7stars Case Study: Achieving 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

the7stars Case Study: Achieving Google Ads PPC Campaign Optimization with Adthena