We live in an ever-changing business world. As the market changes, so does the portrait of an entrepreneur, with the gender gradually fading into the background. A Deloitte Global report published in March this year reported that women currently occupy less than a quarter (23.3%) of board seats worldwide, though the number has increased by 3.6% since 2022.
Although old trends prevail in some areas, women represent a small but growing share of top management today. It is no different in the gambling industry. The game itself and the business side of this area are increasingly appealing to women. Alexandra Voronetskaya, CMO of EvenBet Gaming, spoke with SBC Eurasia about the prospects for women in betting and gambling.
– What challenges and stereotypes do women face in gambling? Are they different from those encountered in politics or other business sectors?
– iGaming is perceived as a vibrant, open, and modern sphere without stereotypes. However, upon entering, you notice that the “laws of the genre” are the same everywhere, and overall social balance and expectations do not differ from one industry to another. There is also male dominance, with recent studies showing a ratio of women to men still at 1/3 to 2/3. My experience in the industry is still quite limited, but what I can note about iGaming is that there are few women at the C-level, so when you meet them, it’s always a very cool personality who has made herself.
I came to iGaming through the automotive, premium alcohol, and real estate sectors. It was surprising to me that networking is just networking. In other areas, networking had “subtexts,” and defending your boundaries sometimes had to be quite tough; here, I haven’t encountered that, so despite the youth of the industry, it is perceived as mature in terms of ethical treatment of women.
– What are the effects of women’s presence on the overall industry?
– It is nice to note that more professional communities in IT are appearing: SheTech and Women in Gaming organise events that help highlight success stories of women in iGaming, as well as contentious issues about how it’s always more difficult for women to prove their effectiveness and attain successful positions in companies. Women within the industry are increasingly advocating for gender equality, pushing for initiatives that promote diversity and inclusion. These efforts are beginning to reshape the industry. While women in gambling face many similar challenges to those in politics or business, such as discrimination and limited advancement opportunities, the context of gambling—where risk-taking and high stakes are involved—intensifies these issues and the associated stereotypes. Nonetheless, progress is being made as more women enter the field and advocate for change, slowly transforming the industry’s landscape.
– Can you describe the typical profile of a female bettor?
– According to the research from the National Center for Biotechnology Information, the typical female betting enthusiast varies widely in age, with many being middle-aged. They often have stable income levels, allowing them discretionary spending on betting activities. Their educational backgrounds can vary, but there is a significant representation of women with higher education levels participating in betting. Women typically engage in games of chance such as slots, bingo, and lottery more frequently than sports betting, which tends to attract a predominantly male audience. However, those who do participate in sports betting often show a strong loyalty to their chosen platforms and sports. Women are generally more conservative in their betting amounts compared to men, opting for smaller, more frequent bets rather than large, high-risk bets.
Poker is becoming more popular among women, although offline is preferable and mostly it’s a part of community entertainment, as in the premium spirits industry where home consumption of premium spirits is promoted. There exists a global non-profit Women’s Poker Association with about 2 000 members, regular fundraising, networking, and educational programs, and some of the largest event hosts like WPT run female tournament series.
The social aspect of gambling can be particularly appealing to female gamblers, who may value the experience of betting as a way to connect with others more than the financial aspect.
– At the beginning of our conversation you mentioned that the gaming industry does not have stereotypes from a business standpoint, but what about women as gamblers?
– Female bettors often face stereotypes that question their knowledge and strategic capabilities in gambling, which is predominantly seen as a male-dominated field. This can impact their experience, sometimes making them feel less welcomed or underestimated in both physical and online betting environments. Women are increasingly using online platforms for gambling. The convenience, privacy, and accessibility of online betting appeal to many women, allowing them to gamble comfortably from home and avoid the male-dominated atmosphere of traditional betting shops or casinos.
Women are typically more interested in platforms that promote responsible gambling practices. They tend to appreciate features like betting limits, easy access to account controls, and transparent communication about the odds and game mechanics.
– What are the prospects for increasing the share of female bettors in the gambling industry?
– Several factors could contribute to increasing the share of female players in the gambling industry. Addressing these issues effectively is crucial for boosting women’s participation and ensuring a more inclusive gambling environment:
- Social Stigma and Stereotyping: Women often face more significant social stigma and stereotyping when participating in gambling, traditionally viewed as a male-dominated activity. Reducing this could help normalise women’s participation.
- Marketing and Representation: The gambling industry’s marketing strategies often target men, with promotions and advertisements primarily appealing to male audiences. Creating marketing campaigns that are more inclusive and represent women positively could attract more female bettors. Additionally, avoiding the sexualisation of women in advertising and instead focusing on empowerment and skill can help attract a diverse female audience.
- Access and Safety: Online gambling has provided a safer and more comfortable environment for women, allowing them to gamble without facing the intimidation often associated with physical gambling venues. Ensuring that online platforms maintain high standards of safety, privacy, and user-friendliness is crucial. However, the increasing accessibility of gambling also raises concerns about problem gambling. Providing robust support systems and promoting responsible gambling practices are essential to prevent and address gambling-related harms.
- Cultural and Social Barriers: Cultural attitudes towards women participating in gambling can vary significantly across different regions and communities. In some cultures, gambling may be seen as an inappropriate activity for women. Engaging community leaders and influencers in dialogue and educational initiatives can help shift these perceptions and open up the space for women to participate more freely.
- Tailored Support and Resources: Women may experience gambling addiction differently from men, often gambling for reasons such as escapism from personal or societal pressures. Offering support services that address these specific needs, such as counselling that considers the unique challenges faced by women, can help in managing problem gambling effectively. Additionally, ensuring that these services are accessible and well-advertised will encourage more women to seek help when needed.
– Do you feel like a pioneering woman in gambling, or is it just business as usual for you?
– I don’t feel like a pioneering woman, but I aim to shape the image of women in gambling to be ethical and professional.
Currently, it tends to one of two extremes: either the promo girl showing cleavage or the tough woman who must outdo all the men she encounters in business. However, professional women in the industry can contribute significantly while maintaining their identity and individuality without resorting to sexualization. They bring a higher level of emotional intelligence and new approaches to responsible gambling.
To conclude, let’s go back to where we began:15 years ago casual gaming was predominantly a male territory, but now more than two-thirds of its paying and loyal audience are women. They want to play, but the industry’s image does not attract them.
Thus, it is our collective task to make the industry more appealing, enjoyable, and comfortable for the female audience, as there is significant potential in this demographic.
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