Sports, and especially 'in-play', betting is leading the growth in the UK's online gambling market, with the sector worth more than £2bn in 2012. 

For example, football betting has grown by 69% during 2011 to 2012, making it the second most lucrative, after horse racing. 

Stickeyes has released a report on the sector, which looks at the top 50 keywords driving online search, and which brands are cleaning up.

Here are a few highlights from the study... 

Market share

William Hill has the biggest share of the market, while Ladbrokes, Paddy Power, Betfair and Bet365 have around 11% each. 

UK online gaming and betting market by operator's value share, 2012

William Hill also dominates search volume, though the other brands aren't so close together. 

Brand related search impression volume for the top gambling brands:

The growth of mobile gambling

With the growth of in-play betting and the trend towards using phones and tablets as second screens, consumers are turning to their mobile devices to gamble.

  • During 2012 the number of searches conducted via mobile devices grew by 75%, with sports betting being the largest growth segment.
  • According to a Mintel /GMI survey 29% of users who have gambled online do so via a smartphone.

If you'd like to see a full copy of the report, email

Graham Charlton

Published 25 March, 2013 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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Comments (5)

Aaron Kocourek

Aaron Kocourek, Chief Strategist at Reputation Advocate

It will be very interesting to see how the USA begins to soften to online gambling over the next few years. All it takes is a politician looking at the above infographic to get his brain going.

over 5 years ago



I bookmarked your website for my future search because this site contains good information. I appreciate your work and I hope you will continue to present more and more stuff.

over 5 years ago


Jason Brown

Great information, gambling sites are becoming incredily innovative so it's really interesting to see the stats behind it all.

over 5 years ago


It will be interesting because of the way the US Federal government are hunting down any online gambling websites that seem to be even remotely connected to the US.

Look at PartyPoker for example and numerous others.

over 5 years ago


francisco busta, manager at zcode

the sports bettings and gambling industries are growing up faster than we all calculate. I think there's a huge potential here for 2016! Take a look to my experience with sports betting at

over 2 years ago

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