National Lottery retains UK search lead as Sky Bet and Ladbrokes surge in June
egamingmonitor.com’s June 2026 analysis shows a significant reshuffling beneath the National Lottery, with Sky Bet and Ladbrokes moving sharply higher while Paddy Power drops from second to sixth.
The latest egamingmonitor.com UK search analysis covers 381 operator domains and attributes approximately 27,152,430 in estimated traffic to their tracked keyword rankings. That compares with 303 domains and approximately 19.41 million in the May dataset.
June’s tracked traffic total was 39.9% higher month on month, while the number of domains represented increased by 25.7%. The expansion in the monitored set is important context: changes should be read as movements in search visibility within the tracked dataset rather than as direct measures of commercial growth.
Figure 1. UK gambling search visibility by ranking-keyword coverage and estimated traffic, June 2026.
National Lottery extends its lead
National-lottery.co.uk remained the clear leader, generating estimated traffic of 4,476,626 from 489 tracked ranking keywords. Its traffic was up 9.4% from May’s 4.09 million.
As in May, the National Lottery should be viewed partly as a distinct category because its search demand includes draw results, jackpots, ticket queries and high-volume branded searches as well as gambling-related terms. Note that whilst traffic volumes for the lottery are high, the potential value of lottery ‘eyeballs’ is far less than that of other operators in the mix here. Sports and casino traffic generate more revenue per visit. The full egamingmonitor.com dataset does allow for comparisons of traffic by vertical and a new weighted traffic figure is soon to be available, where traffic is weighted by the relative GGR contribution of each vertical by country.
Sky Bet and Ladbrokes make the biggest moves among major operators
Skybet.com rose from third in May to second in June, with estimated traffic increasing 75.3% to 2,990,465. It achieved that from only 94 tracked keywords.
Ladbrokes.com moved from fifth to third, with estimated traffic rising 86.6% to 2,450,105. Coral also strengthened, increasing 30.8% to 1,128,897.
Bet365 enters the leading group while Paddy Power falls back
Bet365.com recorded one of the largest increases in the dataset, rising from approximately 242,649 in May to 1,728,045 in June. It ranked fourth overall in the June table.
Paddypower.com moved in the opposite direction. Its estimated traffic declined 31.2% to 1,238,602, moving from second place in May to sixth in June. William Hill also eased, falling from fourth to fifth.
Leading domains by UK search visibility
| June rank | Domain | Group | Keywords | June traffic | May rank | MoM |
| 1 | national-lottery.co.uk | Allwyn | 489 | 4,476,626 | 1 | +9.4% |
| 2 | skybet.com | Flutter Entertainment plc | 94 | 2,990,465 | 3 | +75.3% |
| 3 | ladbrokes.com | Entain plc | 186 | 2,450,105 | 5 | +86.6% |
| 4 | bet365.com | Bet365 Group Ltd | 55 | 1,728,045 | — | +612.2% |
| 5 | williamhill.com | Bally’s Intralot | 180 | 1,442,568 | 4 | -7.8% |
| 6 | paddypower.com | Flutter Entertainment plc | 396 | 1,238,602 | 2 | -31.2% |
| 7 | lottery.co.uk | ProgressPlay Limited | 283 | 1,178,561 | 8 | +62.1% |
| 8 | coral.co.uk | Entain plc | 90 | 1,128,897 | 6 | +30.8% |
| 9 | galabingo.com | Entain plc | 73 | 886,702 | — | +654.9% |
| 10 | skyvegas.com | Flutter Entertainment plc | 29 | 861,487 | — | +2657.3% |
Operator groups reveal a stronger portfolio effect
Flutter Entertainment remained the largest conventional operator group by combined tracked traffic, generating 6,155,514 across 17 domains. That was up roughly 34.7% from May, helped by the sharp increase at Sky Bet.
Entain’s combined traffic rose even more strongly, reaching 5,394,686 across 18 domains, around 64.8% above May. Ladbrokes, Coral and Gala Bingo were the main June contributors.
Bally’s Intralot was broadly stable at group level, with combined tracked traffic of 2,706,602, despite William Hill’s individual decline. This illustrates why group-level and brand-level search share of voice can tell different stories.
Keyword breadth still does not equal traffic
The June results reinforce one of the clearest findings from the May analysis: ranking for more keywords does not automatically produce more traffic. Paddy Power ranked for 396 tracked terms but generated less traffic than Sky Bet, which ranked for only 94.
The same contrast appears elsewhere in the table. The commercial value, search volume and ranking position of individual keywords can matter far more than the raw breadth of the keyword footprint.
Visibility remains concentrated, but the leading mix changes
The six leading domains accounted for approximately 52.8% of all estimated traffic in the June dataset, down from 58.4% in May. The market therefore remained concentrated, but the larger June domain universe spread a greater share of tracked traffic across the long tail.
The composition of the leading group also changed materially, with Bet365 entering the top four and Gala Bingo and Sky Vegas moving into the top ten. This highlights how quickly search share of voice can shift as rankings, search demand and keyword coverage change.
A search share-of-voice measure, not a revenue ranking
The analysis compares the number of tracked keywords for which each operator domain ranked with the estimated traffic attributed to those rankings. It is best understood as a search share-of-voice indicator.
It does not measure total website visits from every channel, active players, deposits, stakes, gross gaming revenue or profitability. Estimated traffic can be influenced by keyword volumes, ranking positions, branded search demand and changes in the tracked keyword and domain universe.
Source and methodology: egamingmonitor.com UK SEO monitoring data, June 2026. The supplied dataset contains 381 operator domains and records operator group, root domain, regulator coverage, ranking-keyword count and estimated traffic. The June dataset attributes approximately 27,152,430 in estimated traffic to 6,870 tracked domain-keyword ranking records. Traffic figures reflect the tracked search dataset and should be interpreted as relative search visibility rather than total traffic or commercial performance. egamingmonitor.com provides traffic data for 40+ markets, segmentable by vertical, by country and by site type, including affiliates. For more information or a demo, contact egamingmonitor.com.
FAQs
Which UK gambling operators had the highest estimated search traffic in June 2026?
The National Lottery ranked first with estimated traffic of 4,476,626, followed by Sky Bet with 2,990,465, Ladbrokes with 2,450,105 and Bet365 with 1,728,045.
Which UK gambling brands recorded the biggest increase in estimated search traffic in June 2026?
Sky Vegas recorded the largest increase among the top 10 domains, rising by 2,657.3% to 861,487. Gala Bingo increased by 654.9% to 886,702, while Bet365 rose by 612.2% to 1,728,045.
Which operator group had the highest combined estimated search traffic in June 2026?
Flutter Entertainment led the conventional operator groups with combined estimated traffic of 6,155,514 across 17 domains. Entain followed with 5,394,686 across 18 domains.
Does estimated search traffic reflect the actual revenue or total website traffic of UK gambling operators?
No. Estimated search traffic reflects visibility within the tracked search dataset. It does not measure total website visits, active players, deposits, betting stakes, gross gaming revenue or profitability.