US Gambling & Gaming Sports Betting - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 US Gambling & Gaming Sports Betting 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
stake.us	49.65
draftkings.com	8.91
fanduel.com	6.71
betmgm.com	5.64
bet365.com	5.02
twinspires.com	2.91
ticketmaster.com	2.88
seatgeek.com	2.16
caesars.com	1.54
stubhub.com	1.36
others	13.22

Stake.us dominates with 49.65% click share, overshadowing others at 13.22%. DraftKings follows at 8.91%, while FanDuel captures 6.71%.

Market Exposure

Share of Spend for the top 10 US Gambling & Gaming Sports Betting 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	betmgm.com	draftkings.com	stake.us	bet365.com	caesars.com	fanduel.com	crowncoinscasino.com	espnbet.com	crypto.com	hardrock.bet
2025/01/01	4.41%	27.87%	9.35%	8.44%	3.25%	4.88%	1.95%	11.97%	5.29%	0.17%
2025/01/02	17.48%	16.85%	6.55%	14.85%	4.3%	10.92%	1.34%	0.73%	3.53%	1.03%
2025/01/03	16.49%	12.34%	5.26%	17.47%	3.71%	23.85%	0.73%	5%	3.62%	0.4%
2025/01/04	19.47%	10.06%	5.95%	14.04%	3.71%	22.1%	0.62%	8.98%	3.62%	0.1%
2025/01/05	16.72%	15.32%	4.37%	14.04%	3.06%	23.9%	0%	7.85%	0.37%	0.94%
2025/01/06	6.91%	19.04%	3.72%	5.29%	8.31%	16.55%	1.63%	2.05%	4.82%	7.65%
2025/01/07	10.3%	24.87%	3.27%	3.81%	7.36%	29.16%	1.73%	0.25%	4.77%	0.63%
2025/01/08	5.93%	19.52%	5.79%	0.22%	6.92%	32.82%	2.57%	0%	8.76%	0%
2025/01/09	7.56%	17.92%	6.61%	3.46%	8%	20.95%	2.34%	0%	5%	1.59%
2025/01/10	21.03%	10.69%	2.88%	9.38%	4.08%	27.38%	0.93%	1.78%	0.82%	5.73%
2025/01/11	7.49%	21.74%	3.42%	9.85%	4%	21.23%	3.18%	3.11%	6.56%	0.84%
2025/01/12	12.47%	19.86%	4.15%	11.02%	3.41%	18.4%	1.71%	1.32%	2.39%	4.72%
2025/01/13	15.93%	21.98%	4.82%	11.04%	2.78%	30.5%	0.5%	0.94%	0.12%	0.19%
2025/01/14	11.89%	17.85%	6.16%	10.91%	2.44%	29.77%	0.73%	0%	0%	5.99%
2025/01/15	6.08%	18.39%	5.45%	0.21%	6.59%	32.36%	2.42%	0%	8.31%	0.01%
2025/01/16	7.48%	16.07%	5.93%	3.1%	7.76%	20.44%	2.1%	0%	4.97%	1.42%
2025/01/21	3.62%	5.98%	26.18%	18.1%	0.8%	3.56%	5.27%	0%	0%	0%
2025/01/22	2.43%	5.1%	14.73%	36.63%	4.03%	3.94%	5.24%	0%	0%	0%
2025/01/23	20.36%	16.72%	6.09%	7.11%	8.63%	16.11%	2.45%	2.96%	0%	0.02%
2025/01/24	15.44%	12.14%	5.65%	22.82%	4.14%	3.58%	2.6%	0%	0%	15.89%
2025/01/25	9.93%	10.03%	11.78%	20.16%	3.34%	6.14%	4.38%	0%	0%	1.05%
2025/01/26	38.09%	17.01%	5.75%	6.27%	5.29%	8.32%	3.24%	5.34%	0%	0.05%
2025/01/27	32.9%	14.63%	7.97%	14.23%	2.16%	2.06%	0.7%	0.02%	0%	0%
2025/01/28	11.61%	18.01%	15.78%	8.05%	1.44%	6.82%	2.29%	0%	0%	0%
2025/01/29	18.49%	11.32%	13.33%	23.68%	4.28%	8.22%	3.06%	0.18%	0%	0%
2025/01/30	13.84%	11.84%	13.31%	11.86%	5.21%	14.26%	4.84%	1.83%	0%	0%
2025/01/31	29.53%	17.8%	11.41%	8.12%	5.49%	4.65%	4.44%	0.72%	0%	0%

In January 2025, BetMGM’s PPC spend fluctuated, peaking at 38.09 on the 26th. DraftKings maintained a steady presence, while Stake.us surged mid-month. Bet365 saw a significant spike on the 22nd. By month’s end, BetMGM led, closing at 29.53.

Market Exposure

Competitor Count for US Gambling & Gaming Sports Betting

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	81
2025/01/02	63
2025/01/03	58
2025/01/04	67
2025/01/05	61
2025/01/06	89
2025/01/07	84
2025/01/08	76
2025/01/09	70
2025/01/10	93
2025/01/11	91
2025/01/12	94
2025/01/13	65
2025/01/14	66
2025/01/15	76
2025/01/16	70
2025/01/21	45
2025/01/22	45
2025/01/23	70
2025/01/24	49
2025/01/25	57
2025/01/26	47
2025/01/27	61
2025/01/28	48
2025/01/29	62
2025/01/30	62
2025/01/31	56

January began with 81 advertisers, fluctuating throughout. Peaks on the 10th and 12th reached 93 and 94. The month concluded with a dip to 56.

Campaign Efficiency

Market Loss & Market Gains for US Gambling & Gaming Sports Betting

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
stake.us	17.52%
betmgm.com	1.96%
stubhub.com	0.61%
bet365.com	0.58%
seatgeek.com	0.48%
crowncoinscasino.com	-0.8%
caesars.com	-0.92%
crypto.com	-1.46%
draftkings.com	-6.69%
fanduel.com	-8.15%

Stake.us surged with a 17.52% click share increase, while FanDuel.com plummeted by 8.15%. BetMGM.com rose by 1.96%, contrasting DraftKings.com’s 6.69% drop.

Campaign Efficiency

US Gambling & Gaming Sports Betting 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	stake.us	betmgm.com	draftkings.com	bet365.com	fanduel.com	caesars.com	crowncoinscasino.com	stubhub.com	ticketmaster.com	seatgeek.com
2025/01/01	20.64%	2.55%	13%	5.64%	3.52%	3.09%	3.38%	1.12%	0.59%	0.9%
2025/01/02	12.94%	3.98%	8.45%	5.63%	7.43%	2.13%	3.59%	8.87%	3.2%	8.73%
2025/01/03	15.02%	6.93%	9.18%	7.84%	26.18%	4.71%	2.29%	1.15%	0.45%	0.63%
2025/01/04	16.38%	5.19%	6.91%	6.59%	19.73%	3.23%	0.45%	4.04%	4.36%	4.19%
2025/01/05	11.45%	6.54%	7.58%	6.94%	15.87%	6.16%	0%	6.67%	6.46%	3.54%
2025/01/06	9.46%	4.56%	9.9%	2.57%	14.12%	6.49%	4.18%	0.59%	2.26%	2.5%
2025/01/07	9.92%	6.85%	15.38%	1.57%	19.68%	7.88%	5.77%	0.28%	5.37%	2.68%
2025/01/08	16.89%	6.24%	10.99%	0.05%	24.18%	8.96%	4.3%	0.31%	0.28%	0.43%
2025/01/09	12.68%	4.4%	6.45%	0.91%	15.56%	5.1%	3.55%	4.93%	4.99%	5.1%
2025/01/10	9.2%	8.1%	8.16%	4.1%	23.86%	3.98%	3.34%	2.31%	2.45%	2.41%
2025/01/11	9.01%	7.85%	10.98%	3.39%	14.84%	3.9%	11.5%	1.11%	3.78%	3.3%
2025/01/12	11.88%	9.74%	10.35%	4.33%	16.88%	3.51%	3.55%	0.9%	0.83%	0.91%
2025/01/13	11.94%	8.99%	12.49%	4%	29.04%	2.42%	1.65%	0.74%	3.11%	0.5%
2025/01/14	17.88%	6.22%	11.59%	4.21%	26.12%	1.82%	0.65%	0.78%	4.28%	4.22%
2025/01/15	17.12%	6.33%	11.14%	0.05%	24.48%	9.08%	4.36%	0.32%	0.29%	0.44%
2025/01/16	12.7%	4.31%	6.46%	0.91%	15.55%	5.1%	3.56%	4.94%	5%	5.11%
2025/01/21	41.68%	2.95%	1.32%	4.15%	2.21%	0.83%	2.04%	9.35%	9.23%	9.39%
2025/01/22	29.2%	1.25%	3.96%	9.67%	2.55%	1.85%	2.77%	7.34%	1.47%	7.38%
2025/01/23	13.3%	8.34%	6.4%	5.03%	5.9%	6.89%	8.72%	2.06%	2.01%	2.22%
2025/01/24	16.61%	10.7%	8.45%	14.9%	2.04%	4.78%	4.88%	1.72%	1.63%	1.42%
2025/01/25	19.53%	2.89%	3.69%	6.07%	2.55%	2.65%	1.8%	6.4%	6.2%	6.55%
2025/01/26	20.67%	15.76%	12.15%	4.7%	7.23%	7.71%	2.73%	0.78%	1.53%	1.3%
2025/01/27	13.5%	15.65%	8.25%	7.8%	2.05%	2.65%	0.29%	6.29%	5.89%	5.79%
2025/01/28	26.22%	6.38%	7.48%	5.43%	2.78%	2.5%	1.03%	6.96%	6.88%	6.2%
2025/01/29	30.75%	12.97%	4.46%	11.5%	6.01%	4.72%	2.36%	2.39%	2.41%	2.33%
2025/01/30	29.75%	6.62%	4.5%	7.82%	6.98%	5.15%	2.55%	2.12%	2.91%	2.33%
2025/01/31	25.63%	10.36%	9.51%	6.42%	3.33%	2.94%	2.66%	0.99%	0.77%	0.71%

In January 2025, Stake.us led with fluctuating impressions, peaking at 41.68% on the 21st. BetMGM and DraftKings showed moderate activity, while FanDuel’s early dominance waned. Bet365 and Caesars had sporadic peaks. The month ended with Stake.us maintaining a strong presence.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Gambling & Gaming Sports Betting

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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2
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4
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5
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In the competitive world of online gaming and sports betting, Betr.app entices with a simple fantasy sports model promising up to 1,000x returns. CrownCoinsCasino.com offers a fun sweepstakes experience, while DraftKings and FanDuel lure new players with enticing $200 bonus bets. Stake.us highlights instant withdrawals and community engagement.

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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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US Gambling & Gaming Sports Betting - PPC Market Share Analysis February 2025

Share of Clicks for top 10 US Gambling & Gaming Sports Betting brands

Share of Spend for the top 10 US Gambling & Gaming Sports Betting brands

Competitor Count for US Gambling & Gaming Sports Betting

Market Loss & Market Gains for US Gambling & Gaming Sports Betting

US Gambling & Gaming Sports Betting Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Gambling & Gaming Sports Betting

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