The UK betting and gaming category includes a mix of established brands and newer entrants competing for consideration among sports audiences.
New analysis of YouGov BrandIndex data shows the betting and gaming brands UK sports followers are most likely to consider and how consideration differs by generation.
This article covers:
- The top 10 brands by consideration among sports followers
- Consideration among Gen Z, Millennials, Gen X and Baby Boomers+
- The brands with the highest net Customer Satisfaction scores among both current and former customers
- The methodology behind the rankings
Which UK betting and gaming brands lead on Consideration?
Skybet ranks first for consideration among UK sports followers, at 9%. bet365 follows closely behind.
Paddy Power ranks third at 8%, followed by William Hill and Ladbrokes (both 7%).
There is then a wider gap to the rest of the top 10. Betfair ranks sixth at 5%, followed by Coral and Betway (both 4%), BetFred at 3% and 888 at 2%.
How does Consideration differ by generation?
The BrandIndex data also shows clear differences in consideration between generations.
Skybet records 17% consideration among Gen Z sports followers and 13% among Millennials. This compares with 5% among Gen X and 4% among Baby Boomers+.
For bet365, consideration stands at 14% among Gen Z and 15% among Millennials. In comparison it is much lower among both Gen X (5%) and Baby Boomers+ (3%).
Paddy Power records 11% consideration among Millennials and 9% among Gen X. William Hill is pretty consistent across the generations, recording 8% among Gen Z, 7.5% among Millennials and 9% among Gen X.
Betway shows one of the clearest differences between the age groups reported, with consideration at 10% among Gen Z and around 1% among both Gen X and Baby Boomers+.
The results show why an overall ranking only tells part of the story. Looking at individual generations provides a more detailed view of where consideration is strongest for different brands.
Which brands have the highest Customer Satisfaction scores?
Consideration measures which brands people would consider using. Customer satisfaction looks at a different part of brand performance: the experiences of current and former customers.
Because customer satisfaction is measured among current and former customers, it reflects a different audience from the sports-followers covered in the consideration ranking.
Among the brands analysed, bet365 has the highest net Customer Satisfaction score, at 33%.
Skybet follows with a net Customer Satisfaction score of 32%, while Betfair records 30%. Betway is next at 27%, followed by Paddy Power at 25%.
The ranking offers a different view of brand performance. Skybet and bet365 score strongly on both consideration and satisfaction, while Betfair and Betway rank higher on satisfaction than they do on consideration.
Methodology
This analysis uses YouGov BrandIndex data collected in the UK from 1 September 2025 to 31 August 2026.
The main consideration ranking is based on UK sports followers aged 18+. Sample sizes vary by brand, with a minimum displayed base of n>5,358.
Consideration is the percentage of respondents who would consider a brand the next time they are in the market to use or visit brands.
The analysis covers 15 betting and gaming brands from the Leisure & Entertainment sector: Skybet, bet365, Paddy Power, William Hill, Ladbrokes, Betfair, Coral, Betway, BetFred, 888, BetVictor, BetMGM, Unibet, Jackpotjoy and 32Red.
The generational analysis uses current-period consideration data for Gen Z, Millennials, Gen X and Baby Boomers+ sports followers aged 18+. The chart reports a minimum base of n>694.
Customer Satisfaction is measured among current and former customers of each brand and reported as a net score. Sample sizes vary by brand, with the chart reporting a minimum base of n>367.
Figures are rounded to nearest whole number. When rounded percentages for brands are the same, ranking is determined by the pre-rounding number.
Disclosure: The data analysis in this article was conducted by YouGov with the assistance of AI tools.
About YouGov BrandIndex
YouGov BrandIndex is an always-on brand tracking tool that measures consumer perceptions of brands across sectors and markets.
It helps marketers track brand health, benchmark against competitors, understand different audiences and monitor how consumer perceptions change over time.
Explore more betting and gaming brand data
These rankings provide one view of the betting and gaming data available in YouGov BrandIndex. Further analysis can compare brands across audiences, customer groups, competitors and additional brand-health measures.
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