ComScore Lists LiveScore and Paddy Power as Top Social Properties by Engagement in the UK for the Gambling Category

March 1st, 2023: ComScore, an American-based global media and analytics company, has released the Top 10 social properties list by engagement for the Gambling & Lotteries category in the United Kingdom. In its report for January 2023, the gambling industry reached over 29 million people across three social media platforms: Facebook, Twitter, and Instagram, which in turn generated 15.5 million actions cross-platform.

In the list, LiveScore ranks first, followed by Paddy Power UK and Poker Stars UK. LieScore has 13 million actions cross-platform and boasts an audience of 4,212,946 followers, the best in the industry.

Social media and its importance to gambling operators

Social media is a crucial frontier in advertising and marketing for casino and gambling operators. For this reason, companies and marketers invest in building the best and most responsive social media handles for their brands. As a result, it’s common to see online casinos and sportsbooks creating pages on Twitter, Facebook, and Instagram to expand their audience reach. 

In the United Kingdom, the social media campaign is a crucial part of marketing efforts, and a few operators are hitting the right formula. Operators use social media sites like profiles on Twitter and Facebook to advertise their betting services. Gambling & Lotteries are popular sources of entertainment in the UK and a significant source of taxes.

In this survey, the Comscore, Inc team looks at the social media sites handled by UK gambling operators and reviews the actions on these platforms, particularly the number of shares, reactions, comments, retweets, favourites, and loves.

LiveScore leads the UK Gambling & Lotteries Industry in social media reach

LiveScore, the leading destination for real-time cricket, football, and tennis scores, is the top operator in the UK, at least in terms of social media reach. In addition, the website is also the go-to destination for sports betting and gambling news. According to ComScore, LiveScore has 13,211,629 Cross-Platform Actions and boasts 4,212,946 followers.

Next up is Paddy Power UK, a leading gambling company that operates an online casino and dozens of physical betting shops. ComScore’s survey shows the company has 1,114,716 CPAs and boasts 2,457,191 social media followers.

Rounding the top three is PokerStars UK, with 185,528 CPA with 3,455,762 followers.

Here are the remaining operators in the list:

bet365 UK: 191,041 CPA with 2,426,346 followers

Sky Bet UK: 151,739 CPA with 1,157,856 followers

William Hill UK: 103,937 CPA with 969,203 followers

Dream Team UK: 95,198 CPA with 3,613,671 followers

Andy’s Bet Club UK: 79,869 CPA with 625,727 followers

Bad Man Betting UK: 67,045 CPA with 404,513 followers

William Hill Vegas: 40,390 CPA with 83,146 followers