It is no secret inside the industry that the upward trajectory of female gamblers opens up a whole world of new marketing opportunities for iGaming providers and bookmakers. The rise of gambling addictions during the pandemic saw women heavily included in the issue, but the general trend of women betting on sports began long before that. So why, may we ask, are more women than ever before choosing to bet on sports?
Free Bets
The range of new customer offers and free bet bonuses is larger than ever before, which makes placing a bet more accessible to all genders. Long gone are the days of old men standing in a dingey shop using cash to bet on horses, largely replaced by stylish betting apps which give you free bet bonuses just for signing up. Of course, you still find old men in dingey shops, but you also find sites such as Bet UK and Bet365 offering the possibility to live stream, bet in-play, and allowing you to unlock free bets every week all from your mobile phone. Free bets on sports are easy to use, easy to access and above all, are often subject to low or no wagering requirements.
Range of Sports
The rise of women’s sports is another contributing factor to the upward trend in female bettors. The WNBA in the US and Women’s Football in the UK has gained significant traction since 2020, with every major online bookmaker offering the possibility to bet on these sports. The representation of females is increasing, be it players, commentators or gaming industry leaders like Astropay’s Sara Rita. This increase has seen the industry made more accessible for women overall.
Marketing
Many casinos such as LeoVegas and Grosvenor Casino have developed their own online sportsbooks, and with a study showing a high number of female casino users, simple marketing on their casino for their sportsbook has been a sure-fire way to engage more women in online sports betting. Although the study referenced shows that women are far less likely to talk about online gambling and betting with their friends, the marketing being done as we speak is working to make sports betting a more commonplace topic for women.
Availability
As noted above, the popularity of sports betting on mobile and apps has boomed. According to one industry source, almost 40% of European revenue from mobile sports betting and gambling comes from the UK. Every bookmaker who knows their worth has a mobile app, dedicated customer service and a range of sign-up offers and promotions to suit different types of bettors. Many bookmakers offer free spins as part of their sportsbook new customer offers, which draws in both gamblers and bettors alike. Considering the higher prevalence of female gamblers this is a clever way to make sports betting more attractive and available to traditional casino users.
COVID-19
Last but not least, the pandemic has been a crippling blow to the already seeping wound of gambling and sports betting addiction in the UK. It must be acknowledged that women have turned to online sports for positive reasons such as increased availability and female representation, but also for negative reasons such as boredom, alcoholism and financial hardship during COVID. The number of women seeking help for gambling addiction (including sports betting) has more than doubled since 2019, and while it is great more women are involved in the industry, more must be done to protect all bettors from harm.
Nevertheless, sports betting for women remains an exciting opportunity for punters and bookmakers alike. The increase in availability, range of sign up offers, prominence of women’s sports and stricter gambling standards means that whilst it is easier to place a bet than ever before, it is also one of the safest and most gender diverse times to get involved in sports betting.
Article written by R Davis.
