Leading Brands in the UK Online Betting & Real Money Gambling Sector: Q2 2024 Analysis

Introduction

The online betting and real money gambling industry in the United Kingdom experienced vibrant activity in Q2 2024. This analysis highlights the performance of three leading brands—bet365, Paddy Power, and Sky Betting & Gaming. Leveraging comprehensive data from Sensor Tower, we examine trends across their websites and apps, providing insights into audience engagement and advertising strategies.

bet365

bet365 is a powerhouse in the online betting arena, renowned for its robust digital presence.

• Audience Trends: The website, bet365.com, maintained a steady monthly visitor flow, starting at 124M visits in April, slightly decreasing to about 112M by June. The monthly true audience remained consistently above 3.1M throughout the quarter.

• App Engagement: The app experienced fluctuations in monthly active users, peaking at nearly 1.9M in June after a dip in May.

• Ad Spend & Channels: Monthly ad spend decreased from approximately $1.5M in April to under $1M in June. YouTube and Facebook were the primary channels, with YouTube leading in monthly impressions.

Paddy Power

Paddy Power's digital strategy is evident in both its website and the Paddy Power Sports Betting app.

• Audience Trends: The website, paddypower.com, saw a rise in monthly unique visits, reaching over 865K in June. The monthly true audience also grew, hitting approximately 1.76M by quarter’s end.

• App Engagement: The app's monthly active users increased steadily, from around 930K in April to nearly 975K in June.

• Ad Spend & Channels: Paddy Power's monthly advertising spend was robust, particularly in June, with over $1.9M spent. Facebook dominated in terms of monthly impressions, followed by Snapchat.

Sky Betting & Gaming

Sky Betting & Gaming, featuring sportinglife.com and the Sky Bet - Sports Betting app, exhibited strong engagement metrics.

• Audience Trends: Sportinglife.com saw monthly unique visits stabilize around 310K in June. The monthly true audience consistently exceeded 1.2M.

• App Engagement: The Sky Bet app showed a healthy increase in monthly active users, climbing from about 1M in April to over 1.1M in June.

• Ad Spend & Channels: Monthly ad spending was substantial, maintaining around $2M. Facebook and Instagram were key platforms, delivering the highest monthly impressions.

Conclusion

In the UK’s online betting landscape during Q2 2024, bet365, Paddy Power, and Sky Betting & Gaming have each showcased distinct strengths. Sensor Tower’s comprehensive data offerings, including Web Insights, Pathmatics, and App Performance Insights, provide invaluable cross-referencing capabilities for understanding these brands' digital strategies. As these brands continue to adapt and innovate, insights from Sensor Tower remain critical for navigating this competitive market, offering unique advantages for decision-makers.