Loud advertising and a well-known brand do not answer the main question: how is audience attention changing? To understand this, it is useful to look at search queries and website traffic. The September figures for Russian bookmakers provide a reason to compare different signals — and to figure out what conclusions can truly be drawn from these numbers.
BET RATING analyzes published industry statistics and explains why the growth of interest, website size, and service quality cannot be combined into a single indicator. This is an overview of attention to brands, not a ranking of the reliability or revenues of bookmakers.
Statistical period: September 2026. Comparison dynamics: with August. Date of material preparation: October 12, 2026.
What the statistics of bookmakers showed for September
According to the publication "RB Business," based on "Yandex Wordstat," around 5.46 million queries were counted for 16 bookmaker companies: a decrease of 1.69% over the month. Similarweb's estimate for the websites of 17 bookmakers is about 56.4 million visits. The samples differ.
| Brand | September vs. August |
|---|---|
| 24bet | +23.3% |
| Sportbet | +23.3% |
| Leon | −17.2% |
| PARI | −14.7% |
| BetBoom | −12.2% |
| Baltbet | −8.7% |
| Brand | Visits in September | Dynamics |
|---|---|---|
| Fonbet | 15.72 million | −20% |
| Winline | 11.21 million | Not provided |
| League of Bets | 8.38 million | Not provided |
| Melbet | 794.7 thousand | +41.48% |
| Sportbet | Not provided | −74.9% |
| Tennisi | Not provided | −62.81% |
| BetBoom | Not provided | −28.28% |
“Not provided” means that the value is not included in this table, not zero. This is a selection of indicators, not a complete ranking. The source also links the situation of Tennisi to the announced temporary suspension of accepting bets for restructuring and product updates starting September 1. This is an explanation for September, not a confirmation of the company's status today.
Source of figures: published review "RB Business". BET RATING did not conduct its own extraction from Wordstat or Similarweb.
Search interest, visits, and clients — three different metrics
A query with the name of a bookmaker can be associated with different intentions. A user may be looking for the official website, reading reviews, checking information about a promotion, or trying to resolve access to their account. The mere act of searching does not indicate whether the person has registered or placed a bet.
A website visit also does not equal a new client. One person may return several times throughout the day. Another may open the page, read the terms, and leave. Therefore, the statement "the site lost a third of its visits" does not automatically imply "a third of the players left."
To assess the client base, other data would be needed: unique users, active accounts, registrations, and retention. For evaluating the business — financial indicators. This material does not contain such information, so we do not draw corresponding conclusions.
Editorial conclusion from BET RATING: these tables show changes in attention to brands and websites. They help formulate questions for further research, but do not explain the behavior of all players by themselves.
Why rapid growth does not mean that a brand has become the largest
Percentage dynamics depend on the starting point. Let's imagine two hypothetical websites: the first saw visits grow from 100,000 to 150,000, while the second grew from ten million to eleven million. The first shows a growth of 50%, while the second shows 10%. However, the second received significantly more additional visits in absolute terms.
Therefore, it is useful to ask two separate questions: who is growing faster and who has a larger volume of visits? The answers may pertain to different companies. Similarly, a large site may remain significantly larger than a site that showed rapid growth after a decline.
The example provided is an illustration of calculation, not additional data about specific bookmakers. Mixing hypothetical numbers with real results in a ranking table would be incorrect.
Why search activity and traffic can move in different directions
A person may search for news about a company without visiting its website. The reverse situation is also possible: a regular user opens a saved link and does not enter the brand name in the search at all. For such a visit, a search query is not needed.
An additional question is mobile applications. To assess the entire digital audience of a company, it is advisable to consider both the website and the application, maintaining distinctions between their metrics. A single web table does not provide grounds to claim that people have massively switched to the app or left it: both assumptions require their own verification.
An advertising campaign, a sporting event, changes in website availability, or news about the company — possible directions for analysis. However, attributing any of these reasons as established for a specific brand can only be done with additional confirmation. A temporary coincidence does not yet prove a causal relationship.
For continued research, we would compare the same set of domains over several months, separately examine traffic sources, and check official company statements. This is a plan for hypothesis testing, not a description of research already completed.
Can one month be used to judge the state of the market?
Monthly comparisons are convenient for detecting changes but are too short for confident conclusions about a long-term trend. To speak of sustainable growth or decline, it is useful to see a sequence of periods and consider seasonality.
It is also important to know the composition of the sample. If one review includes certain brands while another includes a different set of companies, directly comparing their totals can be misleading. For reproducible research, a list of queries, domains, geography, and consistent measurement settings are needed.
We use published estimates as a starting point. They do not provide grounds to declare a crisis for the entire industry, predict the closure of a specific bookmaker, or attribute revenue changes to companies.
What to compare besides popularity
Interest in a well-known brand is a valid reason to open a review, but the final choice is better made based on verifiable service conditions. Popularity does not replace the verification of legal information and usage rules.
- Operator Status. Check the legal entity, domain, and information about the work permit in your country.
- Withdrawal Conditions. Study the available methods, limitations, and identification requirements.
- Bonus Rules. Compare the validity period, usage requirements, and restrictions, not just the large amount advertised.
- Reviews. Pay attention to the content of inquiries, dates, and the company's responses.
- Convenience. Evaluate navigation, clarity of rules, and availability of support.
These criteria help to ask the right questions. They do not turn even a detailed review into a guarantee of the absence of disputes.
Frequently Asked Questions
Is this a ranking of the best bookmakers?
No. The article focuses on attention to brands and website traffic. Separate criteria and verification of each operator are needed for a quality ranking.
Can visits be equated to the number of players?
No. Visits include repeat visits and do not confirm registration, account activity, or placing a bet.
Does a drop in search queries indicate a decline in service?
This conclusion cannot be drawn from the search metric. Quality should be assessed based on other data, including conditions, product performance, and user inquiries.
Did BET RATING measure these metrics independently?
No. The figures are taken from the specified industry publication. Explanations of the metrics, a conditional example, and recommendations for interpretation are prepared by the BET RATING editorial team.
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