UK iGaming brand rankings 2026: Bet365 leads as Flutter and Entain split the field
Bet365 led UK iGaming brand demand in H1 2026 with 11.61% BAP, overtaking William Hill, while the April rise in Remote Gaming Duty from 21% to 40% reshuffled shares inside a stable top 10 rather than replacing its names. Flutter and Entain still outscale any single brand once portfolios are combined.
Germany remains an unusual market: a licensed operator holds first place, yet offshore casinos follow immediately behind. That makes Germany one of the few regulated European markets where the demand leaderboard and the regulated market structure still diverge sharply.
BAP measures demand share; CEB measures projected revenue
BAP (Brand’s Accumulated Power) is a brand’s share of UK search demand over the period. CEB (Competitive Earning Baseline) is the projected revenue implied by that position, always shown as an average with a min–max range. High BAP without comparable CEB means attention that converts more weakly into projected revenue; the reverse means a brand turns demand into stronger CEB than its search rank suggests. Live figures appear on the United Kingdom market page in Blask.
| Rank | Brand | Parent / group | BAP % | CEB H1 2026 | YoY demand |
| 1 | Bet365 | Independent | 11.62% | $667M ($500M–$1.17B) | +4.5% |
| 2 | William Hill | Evoke | 8.32% | $599M ($450M–$1.05B) | −26.4% |
| 3 | Ladbrokes | Entain | 7.75% | $369M ($276M–$645M) | +15.3% |
| 4 | Paddy Power | Flutter | 7.24% | $330M ($247M–$577M) | +19.0% |
| 5 | Sky Bet | Flutter | 7.09% | $534M ($400M–$934M) | −9.5% |
| 6 | Coral | Entain | 6.60% | $318M ($239M–$557M) | +10.3% |
| 7 | Betfred | Independent | 5.03% | $230M ($172M–$402M) | +9.1% |
| 8 | Gala Bingo | Entain | 4.55% | $217M ($163M–$380M) | +7.3% |
| 9 | Virgin Games | Virgin / Gamesys lineage | 2.82% | $123M ($92M–$216M) | +74.6% |
| 10 | Sky Vegas | Flutter | 2.64% | $137M ($102M–$239M) | −4.6% |
William Hill slips as Bet365 takes the BAP lead
William Hill posted the sharpest drop among the largest brands: demand fell 25.7% year over year, and the brand slipped from first to second while keeping #2 on both BAP and CEB. Combined, evoke’s three UK brands — William Hill, 888 Casino and 888 Sport — reach 10.03% demand share and $680M CEB, more CEB than Bet365 despite a smaller demand share. Evoke unites these brands in one portfolio.
Ladbrokes and Coral give Entain two places in the top six by demand. Ladbrokes grew 17.6% year over year, Coral 12.6%, yet both still trail Sky Bet on CEB even where their demand share is higher or comparable.
Paddy Power and Sky Bet show the clearest contrast inside Flutter’s portfolio. Their demand shares sit almost level on the chart, but Paddy Power grew 18.1% year over year while Sky Bet lost 12%. On CEB the gap widens: Sky Bet averages $533.5M ($400.1M–$933.7M) and ranks #3 — two places above its BAP rank — while Paddy Power’s $329.7M ($247.3M–$577M) matches #5. Both sit in Flutter’s portfolio.
Gala Bingo held eighth place and lifted demand 7.9% year over year. From April 2026, the UK abolished Bingo Duty while raising Remote Gaming Duty, leaving bingo in a more favourable tax position and online casino under a heavier burden.
Betfred remains the largest independent brand in the top 10 after Bet365, with demand up 10.2% year over year and average CEB of $229.6M ($172.2M–$401.8M).
Virgin Games is the main growth outlier: brand demand rose 90.1% year over year, but its CEB rank still sits below its BAP place. Interest is growing faster than CEB — the brand’s projected revenue still lags its search rank.
Entain leads on combined BAP; Flutter leads on combined CEB
Bet365 competes under one brand, while Flutter Entain UK brands spread demand across several products — so brand ranks understate operator scale. Flutter trails Entain slightly on combined BAP, but leads on average CEB; together the two groups still dwarf any single-brand baseline.
Brand ranks show who attracts attention; group ranks show which operator has the largest scale through its portfolio.
Sky Bet and Virgin Games break the BAP–CEB line
For most leaders, BAP and CEB positions are close, but several brands stand out from the pack.
Sky Bet ranks #5 on BAP but #3 on CEB. Despite a smaller demand share, its CEB sits above Ladbrokes and Paddy Power — one of the clearest cases where search popularity and projected revenue do not line up.
Virgin Games, by contrast, rose to #9 on BAP on the back of 90.1% year-over-year demand growth, but remains only #11 on CEB. Audience interest grew faster than the brand’s CEB rank.
Comparing Paddy Power with Sky Bet makes the same point: nearly identical demand share, yet Sky Bet’s average CEB is more than $200M higher. Brands with comparable BAP can differ substantially on projected revenue.
What changed under the 40% tax
On 1 April 2026, the United Kingdom raised Remote Gaming Duty from 21% to 40% of online gambling profits and abolished Bingo Duty at the same time. The reform’s effect on brand shares is covered in detail elsewhere on Blask, but the main takeaway is already visible in the ranking: the tax did not change the leader set — it redistributed demand among them.
Nine of the same brands sat in the top 10 in both the first and second quarters; the only swap came in Q2, when Virgin Games gave way to Betfair. Bet365’s share rose from 10.88% BAP in Q1 to 12.31% in Q2, William Hill fell from 8.82% to 7.99%, and Paddy Power overtook Sky Bet to take fourth place. After the tax rise, the upper market held together, but the balance of power inside it shifted. That shift can also be set against the pre-tax UK market overview.
FAQ
Who leads the UK iGaming market by brand demand in 2026?
On Bet365 William Hill market share, Bet365 leads in H1 2026 with 11.61% BAP, ahead of William Hill (8.40%) and Ladbrokes (7.78%), according to Blask data for GEO GB.
What share of UK iGaming demand do Flutter and Entain control together?
Flutter Entain UK brands — Flutter’s four tracked names and Entain’s ten — combine for 41.02% BAP in H1 2026 (Entain 21.64%, Flutter 19.38%) versus 11.61% for Bet365 alone.
Does Bet365 lead on both CEB and BAP?
Bet365 leads both BAP and CEB as a single brand ($666.6M, range $499.9M–$1.17B), but Flutter ($1.14B) and Entain ($1.07B) outscale that baseline once portfolios are summed. Sky Bet is the clearest single-brand exception on rank order — see the BAP–CEB section above.
Did 40% Remote Gaming Duty change the top-10 lineup?
No — nine of ten Q1 names held in Q2. Share moves inside that set are covered in the tax section above; no new ranking of unknown brands appeared.
Bottom line
- Bet365 tops UK brand rankings on both BAP and CEB in H1 2026, after William Hill led in the same window a year earlier.
- The top 10 still concentrates most demand and just over half of market CEB, while 354 active brands share the rest.
- Combined Flutter and Entain BAP still dwarfs Bet365 alone — brand rank and operator strength remain different questions.
- Sky Bet and Virgin Games show why demand rank and CEB rank diverge.
- RGD at 40% redistributed weight inside a stable top table; it did not replace the set of names.
Track the live UK cut on Blask. For the tax event and the pre-tax baseline, read the post-duty analysis and compare it with the H1 2026 market overview.
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