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Gaming Sector Report | December 2015 | The most visible websites and advertisers ... including the search terms 'free bi
The greenlight sector

REPORT FOCUS: Bingo Casino Poker Sports Betting

An exclusive snapshot of the online Search landscape

DEC 2015

Report Overview Executive Summary This report profiles search behaviour for the online Gaming sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Gaming-related terms. In our analysis we established that:

In December, 1.1 million searches were made by consumers searching for Gaming-related terms on Google UK.

Queries for sports betting keywords accounted for 37% of all searches made for the sector.

The search term 'bingo' was queried 90,500 times, accounting for 8% of all searches made for the sector.

paddypower.com was the most visible website in the Natural Search listings, achieving a 32% share of voice.

williamhill.com was the most visible advertiser in the Paid Media space, achieving a 61% share of voice.

williamhill.com ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

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December Overview In December 2015, 1.1 million searches were made for Gaming-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Gaming market in the past 12 months. Number of searches by subsector At a glance In December, 1.1 million searches were made for gaming keywords. Searches for sports betting keywords were most popular, accounting for 37% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Gaming: Overall 1.1 million searches In December 2015, 1.1 million searches were made by consumers searching for Gaming-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,206 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘bingo’ was queried 90,500 times, accounting for 8% of all searches made for Gaming-related keywords.

paddypower.com was the most visible website, achieving a 32% share of voice through ranking for 343 keywords, including the search terms ‘betting’ and ‘premier league odds’. The 20 most visible websites: coral.co.uk attained a 24% share of voice through ranking for 285 keywords, including the search terms ‘online betting offers’ and ‘betting deals’.

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Gaming: Bingo 235,770 searches In December 2015, 235,770 searches were made by consumers searching for bingo-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 140 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘bingo’ was queried 90,500 times, accounting for 38% of all searches made for Bingo-related keywords. bootybingo.com was the most visible website, achieving a 76% share of voice through ranking for 52 keywords, including the search terms ‘free bingo’ and ‘no deposit bingo’.

The 20 most visible websites:

foxybingo.com attained a 72% share of voice through ranking for 47 keywords, including the search terms ‘bingo’ and ‘online bingo’.

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Natural Search Gaming: Casino 208,470 searches In December 2015, 208,470 searches were made by consumers searching for casino-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 282 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘casino’ was queried 40,500 times, accounting for 19% of all searches made for Casino-related keywords.

pinkcasino.co.uk was the most visible website, achieving a 54% share of voice through ranking for 106 keywords, including the search terms ‘no deposit casino’ and ‘casino no deposit bonus’.

The 20 most visible websites:

unibet.co.uk attained a 41% share of voice through ranking for 53 keywords, including the search terms ‘casino online’ and ‘online casinos’.

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Gaming: Poker 254,290 searches In December 2015, 254,290 searches were made by consumers searching for poker-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 191 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘poker’ was queried 74,000 times, accounting for 29% of all searches made for Poker-related keywords. pokerstars.com was the most visible website, achieving an 87% share of voice through ranking for 82 keywords, including the search terms ‘poker’ and ‘poker hands’. fulltilt.com attained a 70% share of

The 20 most visible websites:

voice through ranking for 79 keywords, including the search terms ‘poker rules’ and ‘online poker’.

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Natural Search Gaming: Sports Betting 401,710 searches In December 2015, 401,710 searches were made by consumers searching for sports betting-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 593 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘bet’ was queried 49,500 times, accounting for 12% of all searches made for Sports Betting-related keywords.

paddypower.com was the most visible website, achieving a 58% share of voice through ranking for 243 keywords, including the search terms ‘betting’ and ‘premier league odds’. The 20 most visible websites: williamhill.com attained a 52% share of voice through ranking for 233 keywords, including the search terms ‘betting sites’ and ‘football odds’.

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Paid Media Gaming: Overall 1.1 million searches In December 2015, 1.1 million searches were made for Gaming-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,206 keywords analysed. The 30 most visible advertisers: At a glance: In December, williamhill.com was the most visible advertiser, achieving a 61% share of voice through bidding on 390 keywords, at an average ad position of 4. bet365.com achieved a 36% share of voice through bidding on 155 keywords, at an average ad position of 4.

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Paid Media Gaming: Bingo 235,770 searches In December 2015, 235,770 searches were made for bingo-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 140 keywords analysed. The 20 most visible advertisers: At a glance: In December, williamhill.com was the most visible advertiser, achieving a 91% share of voice through bidding on 65 keywords, at an average ad position of 4. top10bestonlinebingosites.co.uk achieved an 81% share of voice through bidding on 54 keywords, at an average ad position of 4. virgingames.com displayed the most visible individual ad creative, achieving a 51% share of voice.

The 5 most visible ad creatives:

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Gaming: Casino 208,470 searches In December 2015, 208,470 searches were made for casino-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 282 keywords analysed. The 20 most visible advertisers: At a glance: In December, williamhill.com was the most visible advertiser, achieving a 72% share of voice through bidding on 105 keywords, at an average ad position of 3. top10bestonlinecasinos.co.uk achieved a 61% share of voice through bidding on 113 keywords, at an average ad position of 4. leovegas.com displayed the most visible individual ad creative, achieving a 35% share of voice.

The 5 most visible ad creatives:

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T: +44 (0)20 7253 7000

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Paid Media Gaming: Poker 254,290 searches In December 2015, 254,290 searches were made for poker-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 191 keywords analysed. The 20 most visible advertisers: At a glance: In December, top10bestpokersites.co.uk was the most visible advertiser, achieving a 57% share of voice through bidding on 68 keywords, at an average ad position of 2.

888.com achieved a 56% share of voice through bidding on 60 keywords, at an average ad position of 2.

replaypoker.com displayed the most visible individual ad creative, achieving a 36% share of voice.

The 5 most visible ad creatives:

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Gaming: Sports Betting 401,710 searches In December 2015, 401,710 searches were made for sports betting-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 593 keywords analysed. The 20 most visible advertisers: At a glance: In December, williamhill.com was the most visible advertiser, achieving a 46% share of voice through bidding on 162 keywords, at an average ad position of 3. top10sportsbettingsites.co.uk achieved a 41% share of voice through bidding on 133 keywords, at an average ad position of 4. betfred.com displayed the most visible individual ad creative, achieving a 17% share of voice.

The 5 most visible ad creatives:

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Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

No website achieved strong

No website achieved strong

williamhill.com achieved strong

Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.

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The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance williamhill.com featured at the top of our integrated search league table, as its combined share of voice was most dominant. paddypower.com ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.

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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 1,206 Gaming-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Gaming sector in December 2015.

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Get in touch

If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

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