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UK Gambling & Gaming Casino Games - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Casino Games 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 Casino Games brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

See more data

Share of Clicks - Last month
Domain	Share of clicks
williamhill.com	29.05
partycasino.com	8.94
monopolycasino.com	5.67
grosvenorcasinos.com	4.6
888casino.com	4.36
coral.co.uk	4.3
32red.com	2.4
ladbrokes.com	2.27
ballycasino.co.uk	2.08
galaspins.com	2.04
others	34.29

In the gambling PPC landscape, William Hill dominates with 29.05% click share, while ‘others’ collectively hold 34.29%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Gambling & Gaming Casino Games 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.

See more data

Share of Spend - Last Month
Date	888casino.com	32red.com	williamhill.com	10bestcasinos.co.uk	top10casinositesuk.co.uk	bestukonlinecasinosites.com	virgingames.com	playright.co.uk	topcasinosuk.co.uk	10bestcasinositesuk.co.uk
2025/01/01	3.48%	3.28%	3.46%	6.47%	6.88%	5.41%	4.74%	2.91%	3.99%	2.51%
2025/01/02	3.21%	4.83%	3.35%	7.76%	6.35%	4.71%	4.72%	2.55%	2.81%	3.73%
2025/01/03	3.87%	4.82%	2.68%	8.78%	5.4%	7.3%	4.87%	3.22%	3.88%	2.89%
2025/01/04	2.59%	5.27%	2.87%	8.36%	2.94%	6.63%	4%	3.03%	5.31%	3.42%
2025/01/05	1.94%	1.86%	3.29%	6.97%	4.46%	6.83%	4.31%	2.8%	4.32%	3.55%
2025/01/06	3.8%	3%	3.34%	6.69%	2.35%	6.32%	5.15%	2.83%	3.91%	3.45%
2025/01/07	2.65%	3.67%	4.14%	5.98%	3.6%	6.52%	5.51%	3.9%	3.77%	3.28%
2025/01/08	3.56%	3.65%	2.36%	7.64%	2.35%	7.13%	4.55%	4%	2.71%	2.41%
2025/01/09	3.48%	2.68%	3.72%	6.62%	1.92%	7.36%	4.43%	5.1%	2.27%	3.38%
2025/01/10	3.37%	2.71%	3.6%	8.09%	2.76%	7.21%	4.48%	5.21%	3.95%	4.44%
2025/01/11	2.57%	4.21%	3.88%	8.79%	2.9%	6.49%	2.62%	5.58%	3.61%	3.03%
2025/01/12	4.03%	4.85%	3.07%	7.19%	2.58%	5.79%	2.73%	5.19%	3.12%	2.45%
2025/01/13	5.77%	3.48%	3.6%	6.63%	2.1%	5.01%	3.84%	4.24%	3.38%	2.35%
2025/01/14	3.64%	3.82%	4.08%	6.06%	2.71%	6.78%	2.4%	5.11%	2.17%	3.3%
2025/01/15	5.52%	5.77%	4.66%	7.02%	1.98%	6.02%	3.42%	4.51%	2.01%	1.99%
2025/01/16	3.31%	2.54%	3.57%	6.3%	1.84%	7.03%	4.2%	4.85%	2.17%	3.22%
2025/01/21	14.54%	4.49%	1.48%	4.58%	1.78%	3.28%	2.24%	1.34%	1.53%	0.1%
2025/01/22	14.35%	5.91%	4.55%	3.58%	2.04%	2.9%	1.58%	3.87%	2.42%	1.22%
2025/01/23	9.77%	2.36%	5.14%	3.01%	0.21%	1.32%	2.44%	2.28%	1.32%	0.03%
2025/01/24	4.74%	1.75%	4.21%	2.86%	2.13%	2.21%	2.77%	0.42%	0.86%	0.44%
2025/01/25	18.15%	3.74%	0.9%	3.4%	2.56%	0.78%	4.1%	3.61%	1.71%	0%
2025/01/26	11.9%	4.85%	1.61%	7.03%	1.64%	2.08%	4.69%	0.75%	2.86%	1.35%
2025/01/27	7.32%	2%	2.53%	5.03%	1.68%	3.98%	2.3%	5.18%	1.37%	0.27%
2025/01/28	11.45%	1.89%	3.35%	3.62%	1.47%	3.31%	1.86%	0.85%	2.51%	0.01%
2025/01/29	6.33%	2.62%	2.34%	4.05%	0.46%	2.87%	0.71%	0.78%	2.49%	0.01%
2025/01/30	3.67%	3.61%	7.86%	3.14%	1.86%	1.44%	0.12%	0.32%	2.27%	0.09%
2025/01/31	10.85%	6.93%	4.93%	2.95%	1.32%	1.16%	0.99%	0.88%	0.55%	0%

January saw dynamic shifts in PPC spend share. 888casino.com peaked mid-month, while 32red.com ended strong. Williamhill.com fluctuated, and 10bestcasinos.co.uk declined. The month concluded with diverse performances across domains.

Market Exposure

Competitor Count for UK Gambling & Gaming Casino Games

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	411
2025/01/02	396
2025/01/03	400
2025/01/04	384
2025/01/05	404
2025/01/06	393
2025/01/07	384
2025/01/08	386
2025/01/09	402
2025/01/10	421
2025/01/11	423
2025/01/12	417
2025/01/13	413
2025/01/14	403
2025/01/15	397
2025/01/16	402
2025/01/21	369
2025/01/22	372
2025/01/23	259
2025/01/24	270
2025/01/25	222
2025/01/26	224
2025/01/27	265
2025/01/28	274
2025/01/29	265
2025/01/30	264
2025/01/31	252

January began with 411 advertisers, fluctuating slightly, peaking at 423 mid-month. A sharp decline followed, ending at 252.

Campaign Efficiency

Market Loss & Market Gains for UK Gambling & Gaming Casino Games

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
partycasino.com	9.42%
888casino.com	5.09%
grosvenorcasinos.com	4.08%
bezy.co.uk	2.2%
kongcasino.com	1.31%
ballycasino.co.uk	-1.04%
32red.com	-1.14%
monopolycasino.com	-2.23%
coral.co.uk	-2.56%
williamhill.com	-9.44%

Partycasino.com surged with a 9.42% click share increase, while williamhill.com dropped by 9.44%. 888casino.com and grosvenorcasinos.com also saw positive gains.

Campaign Efficiency

UK Gambling & Gaming Casino Games Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

See more data

Date	32red.com	williamhill.com	ladbrokes.com	unibet.co.uk	coral.co.uk	mrq.com	virgingames.com	10bestcasinos.co.uk	admiralcasino.co.uk	grosvenorcasinos.com
2025/01/01	6.5%	7.84%	4.07%	1.56%	3.78%	3.96%	4.68%	2.74%	3.57%	2.23%
2025/01/02	8.75%	6.83%	5.97%	2.34%	4.67%	4.05%	4.59%	3.04%	3.82%	2.36%
2025/01/03	8.97%	5.65%	5.95%	2.14%	3.94%	5.12%	5.39%	3.26%	1.99%	3.73%
2025/01/04	8.1%	6.54%	5.67%	2.83%	4.66%	2.45%	3.25%	3.46%	3.53%	2.87%
2025/01/05	4.77%	6.69%	6.11%	3.13%	5.21%	4.02%	3.58%	2.99%	3.66%	2.84%
2025/01/06	8.63%	5.94%	4.92%	2.19%	5.33%	3.47%	5.78%	2.54%	3.01%	1.77%
2025/01/07	7.7%	7.23%	4.24%	2.29%	5.75%	2.81%	7.22%	2.34%	4.15%	1.89%
2025/01/08	7.95%	4.85%	2.77%	3.05%	6.06%	2.23%	5.4%	3.09%	2.93%	3.11%
2025/01/09	6.4%	7.59%	3.73%	3.98%	4.41%	2.45%	5.43%	2.52%	2.59%	2.74%
2025/01/10	6.93%	6.41%	4.06%	3.36%	5.06%	2.89%	5.99%	3.18%	2.08%	2.72%
2025/01/11	8.42%	7.62%	5.43%	3.6%	5.19%	2.44%	4.46%	3.12%	1.35%	1.91%
2025/01/12	7.97%	6.02%	2.4%	2.74%	4.11%	3.34%	3.87%	2.98%	1.73%	3.15%
2025/01/13	6.83%	6.2%	3.41%	3.12%	3.92%	2.48%	5.87%	2.7%	3.57%	2.61%
2025/01/14	8.43%	7.89%	3.75%	3.36%	3.7%	3.05%	4.36%	2.56%	2.38%	2.78%
2025/01/15	10.42%	9.91%	4.84%	2.66%	5.23%	2.05%	5.65%	2.67%	3.45%	2.11%
2025/01/16	6.4%	7.58%	3.73%	3.99%	4.41%	2.45%	5.42%	2.53%	2.59%	2.74%
2025/01/21	4.47%	1.7%	0.05%	2.06%	0.08%	2.75%	3.67%	2.31%	0.58%	5.18%
2025/01/22	4.62%	3.94%	1.28%	1.74%	0.07%	1.35%	1.39%	1.88%	1.69%	3.03%
2025/01/23	1.36%	9.28%	6.42%	0.9%	8.25%	0.7%	3.06%	1.25%	6%	3.79%
2025/01/24	1.34%	7.24%	3.8%	0.97%	7.05%	0.82%	2.67%	1.24%	6.57%	4.02%
2025/01/25	5.35%	2.6%	1.1%	1.67%	0.5%	0.42%	6.95%	1.88%	0.99%	3.62%
2025/01/26	4.05%	0.77%	1.36%	1.11%	0.58%	0.41%	3.63%	3.55%	0%	2.12%
2025/01/27	4.85%	0.91%	1.68%	1.41%	1.7%	2.12%	4.86%	1.81%	2.3%	2.03%
2025/01/28	2.55%	5.56%	3.68%	1.71%	2.5%	0.95%	4.05%	1.52%	4.37%	1.63%
2025/01/29	5.68%	4.29%	4.05%	0.43%	1.58%	1.8%	1.68%	1.78%	2.34%	0.96%
2025/01/30	5.03%	9.9%	3.97%	1.32%	3.43%	4.02%	0.03%	1.05%	2.42%	2.31%
2025/01/31	9.18%	4.55%	3.28%	3.1%	2.96%	2.23%	1.63%	1.04%	0.19%	0.03%

January 2025 saw fluctuating PPC impressions for top casino advertisers. 32red.com peaked mid-month, while williamhill.com surged late. Ladbrokes.com and unibet.co.uk showed steady declines. The month ended with varied performances across domains.

Campaign Efficiency

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

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
232 Free Spins + 10 UltraSpins | Join 32Red™ Casino https://www.32red.com
Casino Players Only. Get 232 Free Spins + 10 Free Ultra Spins On Immortal Romance II. An Immersive...
2
Bet £10 Get £50 Bonus - Play £10 & Get £50 https://promo.ladbrokes.com › online_casino › new_customers
Please Play Responsibly – Bet £10 & Get £50 Casino Bonus with Ladbrokes™. 18+ T&Cs Apply
3
Bet £10 Get £50 +10 Free Spins | Place A £10 Bet Builder https://www.paddypower.com
Bet £10, Get £50 In Sports Bets & 10 Free Spins On Daily Jackpots! T&Cs. 18+ Gamble Safely. Cash Out.
4
Get 150 Spins on Fishin Frenzy - Free Spins On Fishin Frenzy https://welcome.unibet.co.uk › online_casino › welcome_bonus
Deposit £10, Get 150 Free Spins On Fishin Frenzy + £20 Bonus. Register. 18+, T&Cs Apply. a Wide...
5
William Hill™ Online Betting | Deposit, Bet & Get £60 Bonus https://promotion.williamhill.com › online-betting › terms-apply
New Customers Deposit & Bet £10 Get £60. Some Payments Excluded. T&Cs Apply. Play Safe 18+ Deposit & Bet £10 & Get £60 In Bonuses. Paid As...

In the competitive world of online casinos, enticing offers dominate Google’s SERP. 32Red tempts with 232 free spins, while Ladbrokes and Paddy Power both promise a £50 bonus for a £10 bet. Unibet lures with 150 spins on Fishin Frenzy, and William Hill offers a £60 bonus. Each ad emphasizes generous bonuses, targeting thrill-seekers and strategic players alike.

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.

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Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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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 Casino Games - PPC Market Share Analysis February 2025

Share of Clicks for top 10 UK Gambling & Gaming Casino Games brands

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

Competitor Count for UK Gambling & Gaming Casino Games

Market Loss & Market Gains for UK Gambling & Gaming Casino Games

UK Gambling & Gaming Casino Games Share of Impressions

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

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