UK Gambling & Gaming Online Gambling - PPC Market Share Analysis March 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Online Gambling 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 Online Gambling 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
cdkeys.com	10.19
williamhill.com	9.19
skyvegas.com	9.12
virgingames.com	7.01
jackpotjoy.com	5.46
paddypower.com	4.81
meccabingo.com	4.3
betway.com	4.1
32red.com	3.92
ladbrokes.com	3.92
others	37.98

In the gambling PPC landscape, ‘cdkeys.com’ leads with 10.19% click share, closely followed by ‘williamhill.com’ at 9.19%. ‘Others’ collectively dominate with 37.98%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Online Gambling 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	kongcasino.com	playojo.com	playright.co.uk	bet365.com	virgingames.com	top10bestonlinecasinos.co.uk	10bestcasinos.co.uk	32red.com	paddypower.com	bestukonlinecasinosites.com
2025/03/01	12.24%	1.35%	0.32%	1.23%	1.7%	0.14%	0.64%	3.67%	0.01%	0.9%
2025/03/02	11.99%	1.01%	0.23%	1.16%	2.06%	0.02%	0.34%	4.94%	0.03%	0.07%
2025/03/03	0.58%	6.38%	3.87%	3.38%	3.92%	4.65%	6.84%	3.63%	5.35%	5.6%
2025/03/04	0.05%	6.94%	3.5%	3%	5.1%	5.51%	6.48%	2.64%	4.15%	5.67%
2025/03/05	10.31%	8.62%	0.36%	3.74%	0.8%	0.27%	1.34%	0.32%	0.31%	0.61%
2025/03/06	19.72%	1.15%	0.42%	0.83%	0.74%	0.14%	1.01%	0.19%	0.15%	0.31%
2025/03/07	9.03%	6.2%	0.25%	0.96%	0.15%	0.2%	1.01%	0.26%	0.2%	0.77%
2025/03/08	2.53%	6.12%	2.4%	14.62%	0.08%	0.41%	1.84%	0.76%	0.2%	2.54%
2025/03/09	9.94%	1.17%	0.2%	0.27%	0.12%	0.16%	0.85%	0.21%	0.18%	0.34%
2025/03/10	9.12%	1.76%	0.29%	0.28%	0.23%	0.33%	1.03%	0.32%	0.32%	0.56%
2025/03/11	5.87%	2.82%	0.42%	0.45%	0.22%	0.48%	1.42%	0.33%	0.61%	0.87%
2025/03/12	5.86%	0.07%	0%	0%	0%	0%	0%	0%	0.08%	0.01%
2025/03/13	10.97%	0.06%	0%	0%	0%	0%	0%	0%	0.08%	0.01%
2025/03/14	18.55%	0.04%	0%	0%	0%	0%	0%	0%	0.04%	0.01%
2025/03/15	6.44%	0.05%	0%	0%	0%	0%	0%	0%	0.06%	0.01%
2025/03/16	15.5%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/17	18.78%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/18	14.85%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/19	13.8%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/20	11%	0%	0%	0%	0%	0%	0.17%	0%	0%	0%
2025/03/21	11.45%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/22	12.76%	0%	0%	0%	0%	0%	0.38%	0%	0%	0%
2025/03/23	19.76%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/24	12.14%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/25	8.22%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/26	15.8%	0%	0%	0%	1.65%	0%	0.17%	0%	0%	0%
2025/03/27	11.56%	0%	3.19%	4.5%	2.08%	0%	0%	0.4%	0%	0%
2025/03/28	14.67%	0%	0%	0.44%	0%	0%	0%	0%	0%	0%
2025/03/29	18.39%	3.23%	0%	2.19%	0%	0%	0%	0.11%	0%	0%
2025/03/30	20.77%	0%	0%	0%	0%	0%	0%	0%	0%	0%
2025/03/31	25.26%	0%	0%	0%	0%	0%	0%	0%	0%	0%

Kongcasino.com dominated March, peaking at 25.26% on the 31st. Playojo.com and playright.co.uk showed sporadic spikes, while bet365.com surged on the 8th. Virgingames.com and others maintained lower, steady shares.

Market Exposure

Competitor Count for UK Gambling & Gaming Online Gambling

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	169
2025/03/02	172
2025/03/03	221
2025/03/04	223
2025/03/05	185
2025/03/06	193
2025/03/07	191
2025/03/08	189
2025/03/09	186
2025/03/10	178
2025/03/11	158
2025/03/12	69
2025/03/13	59
2025/03/14	68
2025/03/15	60
2025/03/16	49
2025/03/17	53
2025/03/18	44
2025/03/19	41
2025/03/20	39
2025/03/21	27
2025/03/22	41
2025/03/23	35
2025/03/24	35
2025/03/25	35
2025/03/26	49
2025/03/27	55
2025/03/28	51
2025/03/29	55
2025/03/30	43
2025/03/31	42

March began with 169 advertisers, peaking at 223 by the 4th. A sharp decline followed, reaching 27 on the 21st. The month concluded with 42 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Online Gambling

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
cdkeys.com	47.23%
kongcasino.com	7.87%
ivycasino.com	7.26%
mrluck.com	7.17%
clovercasino.com	1.98%
ladbrokes.com	-4.91%
jackpotjoy.com	-6.83%
virgingames.com	-8.34%
williamhill.com	-10.03%
skyvegas.com	-10.29%

Skyvegas.com and williamhill.com saw significant declines, while cdkeys.com experienced a remarkable surge in click share.

Campaign Efficiency

UK Gambling & Gaming Online Gambling 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	cdkeys.com	mrluck.com	ivycasino.com	virgingames.com	playojo.com	ladbrokes.com	bet365.com	coral.co.uk	williamhill.com	skyvegas.com
2025/03/01	11.24%	0.02%	0%	3.13%	6.6%	4.59%	2.33%	4.27%	1.05%	1.09%
2025/03/02	15.41%	0%	0.6%	4.6%	0.41%	5.65%	2.66%	5.45%	2.34%	0.24%
2025/03/03	1.98%	0.22%	0.2%	5.57%	4.23%	5.76%	4.92%	3.66%	5.2%	4.24%
2025/03/04	1.52%	0.04%	0.12%	7.99%	4.98%	7.15%	2.32%	4.28%	4.75%	3.97%
2025/03/05	51.39%	0%	0.02%	1.59%	1.98%	1.59%	1.59%	0.08%	0.06%	0.17%
2025/03/06	28.08%	0%	0.4%	3.78%	0.39%	3.77%	0.24%	0.09%	0.15%	0.14%
2025/03/07	32.45%	14.83%	0%	0.06%	2.7%	0.05%	0.16%	0.06%	0.11%	0.41%
2025/03/08	18.86%	13.92%	0.01%	0.02%	1.15%	17.37%	26.14%	0.59%	1.18%	0.1%
2025/03/09	24.69%	34.62%	0%	0.03%	0.2%	0.03%	0.04%	0.03%	0.04%	0.08%
2025/03/10	50.8%	23.81%	0%	0.06%	0.35%	0.04%	0.05%	0.05%	0.06%	0.15%
2025/03/11	69.71%	3.19%	0%	0.04%	0.32%	0.04%	0.03%	0.05%	0.04%	0.13%
2025/03/12	68.33%	0.82%	0%	0%	0.01%	0%	0%	0%	0.01%	0%
2025/03/13	49.58%	9.41%	1.44%	0%	0.01%	0%	0%	0%	0%	0%
2025/03/14	12.48%	3.48%	21.69%	0%	0%	0%	0%	0%	0%	0%
2025/03/15	70.32%	7.86%	3.72%	0%	0.01%	0%	0%	0%	0%	0%
2025/03/16	42.52%	13.83%	18.01%	0%	0%	0%	0%	0%	0%	0%
2025/03/17	51.44%	10.54%	9.52%	0%	0%	0%	0%	0%	0%	0%
2025/03/18	62.22%	10.44%	2%	0%	0%	0%	0%	0%	0%	0%
2025/03/19	67.31%	5.55%	4.6%	0%	0%	0%	0%	0%	0%	0%
2025/03/20	57.46%	15.08%	4.47%	0%	0%	0%	0%	0%	0%	0%
2025/03/21	69.69%	7.67%	4.63%	0%	0%	0%	0%	0%	0%	0%
2025/03/22	70.66%	3.63%	3.38%	0%	0%	0%	0%	0%	0%	0%
2025/03/23	76.04%	10.24%	1.12%	0%	0%	0%	0%	0%	0%	0%
2025/03/24	62.71%	8.76%	6.11%	0%	0%	0%	0%	0%	0%	0%
2025/03/25	60.26%	14.49%	7.65%	0%	0%	0%	0%	0%	0%	0%
2025/03/26	41.38%	9.39%	8.72%	4.22%	0%	0%	0%	0%	0.24%	0%
2025/03/27	33.48%	24.96%	9.93%	0.9%	0%	0%	2.25%	0%	0%	0.03%
2025/03/28	8.35%	8.87%	64.52%	0%	0%	0.57%	0.57%	0%	0.57%	0.01%
2025/03/29	33.13%	14.64%	16.92%	0%	0.42%	0.17%	0.16%	0.17%	0.33%	0%
2025/03/30	42.88%	17.5%	7.91%	0%	0%	0%	0%	0.14%	0.05%	0%
2025/03/31	25.78%	18.39%	17.18%	0%	0%	0%	0%	0%	0%	0%

In March 2025, cdkeys.com dominated with fluctuating impressions, peaking mid-month. Mrluck.com and ivycasino.com showed sporadic spikes, while virgingames.com and playojo.com had minimal presence. The month concluded with cdkeys.com leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Online Gambling

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
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Create Your Coral™ Account — Please Play Responsibly - Coral™ Bet £5 & Get £20 In Free Bets. 18+. T&Cs Apply. Bet On Your Favourite...
3
New Players Welcome https://www.ivycasino.com
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4
50 Free Spins on First Deposit | No Wagering Requirements Ever https://www.playojo.com
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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. Try Out All Our Best Slots, Roulette & Jackpot Games On The Go. New Customer Offer. Certan Payments Excluded. Types: Slots, Jackpots, Roulette, Blackjack, Bingo.

In the competitive world of online gambling, Betway entices with 125 free spins, while Coral offers £20 in free bets. Ivy Casino welcomes new players with a vast game selection. PlayOJO stands out with no wagering requirements, and William Hill tempts with 200 free spins.

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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 Online Gambling - PPC Market Share Analysis March 2025

Share of Clicks for top 10 UK Gambling & Gaming Online Gambling brands

Share of Spend for the top 10 UK Gambling & Gaming Online Gambling brands

Competitor Count for UK Gambling & Gaming Online Gambling

Market Loss & Market Gains for UK Gambling & Gaming Online Gambling

UK Gambling & Gaming Online Gambling Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Gambling & Gaming Online Gambling

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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 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