Women in iGaming – Trailblazing and Transforming

Women’s Thriving Presence in the iGaming Sphere

The iGaming industry is witnessing a transformative shift as women climb the ranks and redefine gaming and gambling for global audiences. Historically male-dominated, the emergence of women's multifaceted roles in iGaming and their growing engagement as consumers highlight their integral positioning in the industry’s evolution. Join us as we delve into these changes, what they mean for those in the business, and how operators can benefit from the global force of female dynamics.

Celebrating Female Success in iGaming

Women are making substantial strides across all iGaming areas, from corporate leadership to creative roles. Women represent 43% of the iGaming industry's workforce, up from 35% in 2019. There are a growing number of women within every aspect of iGaming, including game design, marketing, project and product management, and affiliation. Initiatives such as the iGB's Most Influential Women list, now in its sixth year, highlight the importance of recognising women's growing contributions by focusing on industry stalwarts, innovators, and influencers. 

However, making yourself heard as a woman in a male-dominated sector isn’t always easy, even by those at the top of their game. Sarah Gardner, Deputy Chief Executive of the GB Gambling Commission, exemplifies women's challenges in these roles, noting the extra effort required to be heard in predominantly male spaces. Gardner told iGB about her inclusion on this year’s Most Influential Women list and the challenges some women face in the industry, “Like many women, I’ve often felt that I have to work much harder than most people to make myself heard in a conversation. It’s been a frequent event in my career that I would be the only woman in a room full of men. That still happens today, and it does make for a different dynamic, which can be challenging.”

Further support for women in iGaming, gaming, and gambling comes from the growing number of educational programs and university courses that either focus purely on gaming or intertwine aspects within their syllabus. Take the Kellogg Executive Education at Northwestern University, Illinois, which uniquely incorporates poker skills into leadership training. This approach enhances strategic knowledge and boosts confidence among female executives.

Women looking to break into UX design, coding, or eSports are well catered for globally with the increasing number of specialist courses offered at degree level or above. Many universities participate in national and international eSports leagues with just as much interest from the women as the men. Meanwhile, dedicated iGaming enthusiasts can spread their corporate wings at The Institute for the Study of Gambling & Commercial Gaming at the University of Nevada, Reno.

Professional organisations also play their part in forming a formidable female workforce. The Colombian Federation of Luck and Chance Games Entrepreneurs (Fecoljuegos) and the newly formed Association of Women in the Gaming Industry (AMIG) promote equality in Latin American iGaming. Latam is one of the fastest-growing iGaming markets in the world; significantly 35% of Latam’s iGaming industry are women, which is a 5% increase in just four years. In numbers, around 66,000 women are working in Latam iGaming, with 8,000 of them beginning their careers in their first job role.

Women in Latam also make up a significant amount of players. One in six Brazilian bettors are women. Most are between 30 and 39 years old, with 41% betting twice to four times a week. As general interest in women’s sports spreads, so does the amount of wagers placed on sports by Brazilian women, a trend also seen elsewhere with increased television coverage of female sports. 

Thanks to the leadership qualities shown by women in organisations such as Fecoljuegos and AMIG, young women can begin to build their careers and learn from the industry’s best. Mentoring is proven to work when it comes to inspiring and strengthening workforces. Women in technology are typically underrepresented. However, recent research reveals that 70% view mentoring as a vital career component, with 74% of mentees feeling well-supported in their career development and growth.

The shift is also rippling in other markets. The Philippines, one of Asia’s largest gambling markets, is home to PAGCOR, the Philippine Amusement and Gaming Corporation. In April, lawyer Wilma Eisma became the first woman to take on the president and chief operating officer role, joining the ranks of many other globally respected women in positions of iGaming prominence.

In late May, the 2024 Women in Tribal Gaming Symposium took place at the Wild Horse Pass Hotel and Casino in Chandler, Arizona, highlighting significant contributions by women in tribal gaming in the US. The event honoured Bea Carson, Chairwoman of the Choctaw Gaming Commission, as the Woman Warrior Honoree. Recognised for her leadership and dedication to tribal gaming since 2013, Carson's commendable work embodies the symposium's theme, 'Women Change the Conversation.' and the transformative influence of women in the gaming industry. Most recently, the National Indian Gaming Commission appointed Associate Commissioner Sharon M. Avery as Acting Chair of the Agency and Associate Commissioner for a three-year term.

The Growing Appeal of iGaming Among Women

Recent data from the Gambling Commission reveals that 42% of women have gambled in the past four weeks. The largest number of regular female gamblers (32%) are aged 35 to 54. Online gambling by women of all ages increased by 8% between 2017 and 2021. The shift from traditional gambling outlets to online platforms is driven by convenience, social gaming, the appeal of relaxation, and the need for quality 'me time'. 

Women’s increasing involvement is influenced by the development of games and platforms that cater to their preferences. This includes games with themes and dynamics that appeal to female audiences. National and international lotteries, scratchcards, and bingo are especially popular with those aged 35+. Younger women enjoy all of the above but are also more inclined to enjoy slots and social gambling as well. Younger women are also likelier to play and wager on eSports, with many competitive professional gamers being in all-female clans or notable figures on live-streaming channels. Such tailored experiences attract women and encourage participation in a space where they can enjoy leisure time, alone or socially. Gamification is essential to capture women's interest by personalising their experiences and providing socially exciting ways to engage their interests.

The Role of Women in Shaping Corporate Culture

As the presence of women in iGaming grows, their influence on corporate culture becomes increasingly apparent. Companies are beginning to recognise the value of women in leadership and implementing policies to target the growing demographic. This shift enhances company culture and drives better company performance. 

In the UK, women were responsible for approximately 20% of new companies formed in 2022, a 5% increase in just four years. The growing number of successful C-Level leaders in iGaming are advocating for focusing on the recreational aspects of gambling rather than purely on winning, which resonates well with a female audience. 

The data speaks for itself. One of the biggest names in global iGaming, Jette Nygaard-Andersen, previously CEO of Entain, said in 2022 of her strategy to move away from bonuses as the main instigator for acquisition for women and instead moved towards promoting recreational and social aspects of iGaming and gambling. The result was a staggering 25% increase in the global player base.

Ultimately, with more women working in iGaming roles, content explicitly made for women may increase and widen operators’ user base.

Envisioning the Future: The Indispensable Role of Women in iGaming

As we look ahead, the iGaming industry's future is linked to women's increasing involvement and influence. Both in leadership and participation, women are not just filling roles—they are redefining them and shaping the future, providing fresh perspectives and approaches that enrich the iGaming experience for all.

Women's contributions, from game development to executive leadership, are vital. They bring unique insights that can lead to more nuanced marketing and engaging content. As these professionals continue to break barriers and set new standards, their presence enhances creativity within the sector.

For iGaming operators, as the gap between men and women placing wagers closes, adapting to this shift means embracing changes with a commitment to gamification, personalisation, social gaming, and a broad spectrum of gaming and gambling styles. By focusing on these areas, operators can ensure they offer engaging experiences for both men and women.

Personalisation and gamification elements that add layers of interaction and competition can transform routine transactions into compelling experiences that keep players coming back for more. Operators must create environments that are welcoming for all by addressing the needs and preferences of women who are both new and seasoned players.

For operators, staying ahead means embracing the shifting landscape and offering richer, more personalised gaming experiences that resonate with a broader audience. By doing so, the industry can look forward to increasing its player base and enhancing player loyalty and overall market resilience.

About WA.Technology

Meet the incredible women of WA.Technology, including Hayley Joseph WA.Technology’s Director of Operations Africa, who’s recently been named as Overseas Outreach Ambassador in Women in Gaming, The African Chapter. on LinkedIn or arrange a meeting at our next iGaming event.

WA.Technology is a B2B iGaming solutions provider offering its state-of-the-art iGaming WA.Platform, a fully scalable and customisable solution with 70+ game providers, 6800+ games, and 80+ payment methods.

WA.Technology creates bespoke turnkey solutions and provides iGaming managed services across its WA.Sports, WA.Casino, WA.Fantasy, WA.Lottery, and WA.Poker verticals. WA.Affiliates is a specialised iGaming affiliate management solution for operators. Learn more at watechnology.com. 

Gambling should never be seen as a means of financial gain but purely as entertainment. Remember to engage in responsible gaming at all times and always approach gaming and gambling with a commitment to responsible gaming practices.