UK Gambling & Gaming Online Gambling - PPC Market Share Analysis February 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.

See more data

Share of Clicks - Last month
Domain	Share of clicks
williamhill.com	12.92
jackpotjoy.com	8.1
virgingames.com	7.3
paddypower.com	7.12
32red.com	6.72
ladbrokes.com	4.11
betway.com	3.7
g2a.com	3.66
skyvegas.com	3.54
unibet.co.uk	2.7
others	40.13

In the gambling & gaming PPC landscape, William Hill leads with 12.92% click share, followed by Jackpotjoy at 8.1%. Notably, ‘others’ dominate with 40.13%, 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.

See more data

Share of Spend - Last Month
Date	paddypower.com	32red.com	jackpotjoy.com	10bestcasinos.co.uk	bestukonlinecasinosites.com	playright.co.uk	top10casinositesuk.co.uk	top10bestonlinecasinos.co.uk	ubet.co.uk	bestonlinecasinos.games
2025/01/01	7.42%	3.87%	3.78%	6.62%	6.64%	4%	6.11%	4.05%	3.92%	6.48%
2025/01/02	1.46%	4.38%	2.98%	6.63%	5.82%	3.57%	5.7%	4.11%	3.57%	7.38%
2025/01/03	7.11%	3.73%	3.24%	7.21%	6.9%	4.17%	5.69%	4.56%	3.96%	6.69%
2025/01/04	5.31%	4.39%	2.95%	7.05%	6.3%	3.2%	5.82%	4.91%	3.81%	5.24%
2025/01/05	5.64%	2.85%	2.85%	6.16%	7.22%	4.33%	5.27%	4.41%	4.14%	5.03%
2025/01/06	7.9%	3.59%	2.01%	5.79%	5.97%	4.59%	3.42%	3.95%	2.78%	6.51%
2025/01/07	5.81%	3.22%	3.24%	6.96%	8.43%	4.48%	4.53%	5.6%	3.01%	4.34%
2025/01/08	2.03%	2.16%	2.86%	7.05%	7.9%	4.71%	3.83%	8.13%	3.53%	5.06%
2025/01/09	7.32%	1.91%	3.05%	6.8%	7.11%	4.35%	2.76%	5.52%	2.97%	6.08%
2025/01/10	3.48%	2.57%	3.77%	8.17%	7.77%	6.53%	4.29%	6.72%	4.05%	1%
2025/01/11	4.06%	2.9%	2.89%	7.69%	7.15%	6.3%	4.26%	7.04%	4.27%	0.33%
2025/01/12	2.16%	2.93%	3.1%	7.3%	8.13%	5.59%	4.63%	6.21%	4.55%	0.3%
2025/01/13	4.3%	2.15%	2.77%	6.97%	7.77%	6.9%	4.54%	6.82%	3.34%	0.31%
2025/01/14	2.89%	3.17%	3.07%	6.59%	8.34%	5.83%	4.03%	6.58%	2.96%	0.19%
2025/01/15	5.53%	3.41%	3.41%	6.69%	6.62%	5.64%	2.98%	6.58%	2.6%	0.18%
2025/01/16	6.8%	1.76%	2.82%	6.39%	6.68%	4.03%	2.6%	5.24%	2.75%	5.75%
2025/01/21	0.28%	8.29%	0.72%	2.61%	3.1%	1.09%	1.56%	2.81%	1.12%	0%
2025/01/22	0.8%	5.52%	0.9%	2.82%	3.62%	1.13%	1.89%	3.34%	1.28%	0.01%
2025/01/23	0.47%	4.79%	0.46%	1.04%	0.76%	0.94%	0.45%	0.67%	0.57%	0%
2025/01/24	6.02%	1.86%	4.13%	1.52%	1.22%	0.99%	0.52%	1.26%	0.47%	0%
2025/01/25	0.36%	8.28%	0.44%	0.41%	0.21%	0.2%	0.16%	0.47%	0.18%	0%
2025/01/26	0.82%	2.94%	0.34%	3.43%	2.65%	1.77%	1.13%	1.25%	0.23%	0%
2025/01/27	0.91%	1.33%	0.27%	4.93%	4.49%	2.75%	1.61%	2.8%	0.4%	0%
2025/01/28	0.88%	4.19%	3.32%	2.36%	2.28%	1.66%	0.7%	1.27%	0.82%	0%
2025/01/29	0.6%	2.04%	1.18%	1.68%	1.86%	1.68%	0.49%	1.25%	0.19%	0%
2025/01/30	1.14%	4.39%	3.54%	1.2%	1.14%	0.5%	0.39%	0.76%	0.19%	0%
2025/01/31	12.47%	5.81%	2.95%	1.41%	1.37%	0.77%	0.73%	0.7%	0.33%	0%

In January 2025, “paddypower.com” saw fluctuating PPC spend, peaking at 12.47% on the 31st. “32red.com” maintained steady growth, ending at 5.81%. “jackpotjoy.com” remained consistent, while “10bestcasinos.co.uk” and “bestukonlinecasinosites.com” experienced mid-month declines. “playright.co.uk” and “top10casinositesuk.co.uk” showed gradual decreases. “top10bestonlinecasinos.co.uk” and “ubet.co.uk” had minor fluctuations. “bestonlinecasinos.games” had a significant drop mid-month.

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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/01/01	593
2025/01/02	558
2025/01/03	561
2025/01/04	537
2025/01/05	539
2025/01/06	526
2025/01/07	532
2025/01/08	543
2025/01/09	554
2025/01/10	596
2025/01/11	574
2025/01/12	580
2025/01/13	563
2025/01/14	590
2025/01/15	586
2025/01/16	554
2025/01/21	560
2025/01/22	561
2025/01/23	444
2025/01/24	443
2025/01/25	401
2025/01/26	413
2025/01/27	431
2025/01/28	449
2025/01/29	476
2025/01/30	464
2025/01/31	473

January began with 593 advertisers, fluctuating mid-month, peaking at 596, then declining sharply to 473 by month’s end.

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.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
betway.com	7.79%
g2a.com	4.6%
williamhill.com	3.41%
bezy.co.uk	2.49%
unibet.co.uk	1.95%
skyvegas.com	-1.32%
foxygames.com	-1.68%
paddypower.com	-3.99%
jackpotjoy.com	-4.98%
virgingames.com	-5.06%

Betway.com surged with a 7.79% click share increase, while virgingames.com dropped by 5.06%.

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.

See more data

Date	bezy.co.uk	32red.com	williamhill.com	paddypower.com	mrq.com	virgingames.com	jackpotjoy.com	unibet.co.uk	ladbrokes.com	bet365.com
2025/01/01	1.49%	6.73%	1.6%	4.97%	4.13%	7.74%	4.31%	2.89%	3.56%	1.92%
2025/01/02	1.86%	7.4%	3.04%	1.34%	5.41%	5.41%	2.79%	3.11%	4.81%	2.05%
2025/01/03	1.8%	6.96%	2.56%	4.2%	3.81%	5.31%	3.24%	2.97%	2.63%	2.22%
2025/01/04	1.31%	7.7%	2.36%	4.16%	4.33%	6.01%	3.21%	3.4%	3.22%	3.58%
2025/01/05	1.71%	4.55%	2.76%	3.95%	3.73%	5.53%	3.52%	3.7%	4.88%	2.27%
2025/01/06	1.9%	6.24%	0.83%	4.59%	4.58%	8.59%	2.41%	3.24%	3.21%	3.08%
2025/01/07	1.99%	5.53%	4.21%	3.94%	3.86%	6.87%	3.75%	2.8%	1.56%	3.08%
2025/01/08	2.44%	5.13%	2.58%	1.9%	5.15%	4.77%	3.5%	3.95%	1.49%	3.94%
2025/01/09	3.43%	5.12%	2.82%	4.35%	3.97%	4.68%	3.41%	3.15%	2.14%	2.45%
2025/01/10	4.64%	4.53%	5.87%	2.76%	2.44%	3.56%	3.56%	2.58%	2.86%	3.18%
2025/01/11	3.16%	6.08%	4.15%	3.17%	2.87%	3.37%	3.14%	2.64%	1.76%	3.59%
2025/01/12	2.37%	6.02%	4.33%	1.53%	4.14%	3.63%	3.65%	3.82%	4.33%	1.86%
2025/01/13	1.85%	5.39%	7.2%	2.98%	3.24%	4.09%	3.22%	4.33%	2.59%	1.57%
2025/01/14	0.98%	6.44%	4.96%	2.12%	3.49%	5.53%	3.3%	2.32%	3.69%	3.87%
2025/01/15	0.75%	7.86%	3.3%	3.53%	2.56%	4.18%	3.54%	4.18%	3.64%	3.89%
2025/01/16	3.41%	5.11%	2.82%	4.36%	3.96%	4.68%	3.4%	3.14%	2.13%	2.45%
2025/01/21	14.32%	5.18%	0.83%	0.32%	2.48%	2.83%	1.53%	1.86%	0.67%	1.21%
2025/01/22	12.42%	3.02%	1.13%	1.22%	2.61%	3.07%	2.27%	2.29%	1.29%	1.4%
2025/01/23	4.39%	2.64%	5.81%	1.05%	1.6%	5.23%	1.34%	2.15%	7.44%	5.14%
2025/01/24	3.25%	1.76%	9.61%	2.71%	1.53%	3.61%	3.67%	1.42%	4.69%	8.33%
2025/01/25	12.25%	3.87%	1.29%	0.49%	1.07%	2.09%	0.75%	1.67%	4.3%	2.1%
2025/01/26	9.9%	1.94%	9.94%	0.65%	0.71%	0.68%	0.81%	2.24%	2.12%	4.05%
2025/01/27	9.85%	1.01%	1.2%	1.38%	2.28%	2.53%	0.91%	2.06%	1.95%	1.67%
2025/01/28	6.73%	4.56%	0.81%	1.67%	1.36%	3.31%	3.71%	3.34%	1.09%	0.78%
2025/01/29	7.58%	2.38%	1%	0.89%	1.08%	0.9%	1.42%	1.74%	1.34%	1.67%
2025/01/30	6.65%	4.23%	7.74%	0.77%	0.65%	2.63%	2.78%	3.17%	8.05%	0.4%
2025/01/31	7.95%	7.28%	6.49%	4.26%	1.96%	1.38%	1.26%	1.01%	0.68%	0.63%

In January 2025, Bezy.co.uk’s impression share surged mid-month, peaking at 14.32% on the 21st. Meanwhile, 32red.com and Williamhill.com experienced fluctuations, with 32red.com ending strong at 7.28%. VirginGames.com started high but declined, finishing at 1.38%. Overall, the month showcased dynamic shifts in advertiser visibility.

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.

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
Bezy Casino https://www.bezy.co.uk
New Player Welcome Bonus — Play The Best Online Slots & Casino Games at Bezy Casino - Hundreds Of Games Available
3
Spend £5 & Get 50 Free Spins | When You Join Heart Bingo https://lp.heartbingo.co.uk › freespins-offer › play-safe
Play £5 & Get 50 Free Spins on Selected Games. New Customers. 18+ T&Cs Apply. Join The...
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 4x £10 Sports Bets & A £20 Bonus On Vegas. 2 Up.

In the competitive world of online gambling, 32Red entices with 232 free spins, while Bezy Casino offers a vast game selection. Heart Bingo and Unibet focus on free spins, with Heart’s £5 entry and Unibet’s Fishin Frenzy. William Hill stands out with a £60 bonus, blending sports and casino offers.

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.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

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.

Learn more about our data.

Learn more about our data accuracy
Yes. The PPC Market Share Report 2024 aggregates data from across both device types and Google Shopping.
The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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

Get the full picture

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.

UK Gambling & Gaming Online Gambling - PPC Market Share Analysis February 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

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