The online gambling market keeps evolving. One of the current trends is the notable rising number of women in the iGaming space. Although the general public notion is that men gamble more, statistics show that women gamble just as much.
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A study conducted by the British Gambling Commission revealed that about 42% of female respondents confessed to having participated in gambling within the previous month before the study.
Research also shows that women aged between 35 and 54 years are the most likely to get involved in gambling activities. 32% of women gamblers fall within this age group. Women outside that age group (older and younger) also gamble but at a much lower rate.
In the UK, more women signing up with online casinos, including non Gamstop casinos. This article explains the growing popularity of online casinos amongst women. Read on to learn more.
How Female Gamblers Compare to Male Counterparts
The UK Gaming Commission noted that the potential gambling risk among women is between 0.2% and 0.9% while that of men stands at 1.4%. However, the commission is yet to research the impact of iGaming on mental health among women.
A study by YouGov shows that 72% of female gamers are more likely to buy lottery tickets, while only 58% of men are likely to do the same thing. Women are also fonder of playing keno and bingo online.
However, men dwarf women when it comes to sports betting. 45% of men are more likely to wager on sports, while only 23% of women place sports bets. Data also shows that 28% of British women players often fantasize about winning.
This kind of data helps researchers understand the gambling behaviors among different subgroups of the population, more so women.
Online Casinos are Adjusting Tactics to Appeal to Women Players
As more and more women turn to their computers and mobile phones to play and wager on different casino games, casino operators are beginning to notice.
Reputable online casino brands are changing their marketing approaches to attract women players.
According to research published by the market research company Technavio, more women are more likely to sign up with an online casino than visit a brick- and-mortar casino. This is because women feel more comfortable betting in the comfort of their homes where they can avoid the intimidation of male gamblers.
Women also prefer online casinos because they offer a great social atmosphere. Women love to network and participate in chat room conversations unlike men.
With this understanding, online casinos are now targeting women players with appealing games such as slots, scratch cards, and bingo. Brands are also working on updating their public image to create an atmosphere that is respectful and appealing to women.
Women’s Game Preferences and Gaming Habits
About a decade ago, women gamblers mainly preferred playing poker and bingo. Today, women are getting more involved in table games and slots as well. However, the number of female sports betting players is significantly low.
Women Spend More Money Gambling than Men
There are significant differences in how women wager. At the beginning of a woman’s online betting career, they will make smaller deposits. However, as they get accustomed to the iGaming world, they tend to invest more in gambling.
The average deposit amount among women is $38 while that of men is $54. Though women make smaller deposits than men, they deposit more frequently – about 32 times a year. Men only deposit about 19 times a year. Therefore, women end up spending more in the long run.
Online casino operators have also reported that women are more loyal customers than men. They will stay longer with an online casino site after signing up.
Women Play More on Mobile Phones
Studies conducted by Optimove reveal that the number of women playing and betting using phones is higher than that of men. As more operators and developers embrace mobile gaming, we are seeing an upsurge in the number of women gamers.
Although there is a general appreciation for mobile gaming across different genders, women are more inclined toward the use of mobile phones.
Longer Gaming Sessions Among Women
Recent iGaming statistics show that women spend more time on online casino games than men. Every hour that a man gambles online, a woman does double.
Women generally view online casino gaming as a way to have fun. Winning comes only as a second thought for most women online casino players. On the other hand, men are more concerned about winning than just passing time.
Over Half of All Swedish Online Casino Players are Women
Sweden is one of the leading markets in the global online gaming industry. The Swedish gambling commission has been monitoring the Swedes’ iGaming habits for years.
In 2018, the commission published a report on the differences in gambling habits between male and female gamers. According to the report, Swedes mainly wager on lotteries and horse racing and 25% of those who bet on horse racing were women.
There were even more women in lotteries, 36%. Sports betting and casinos accounted for 5% and 4% respectively.
Why More Women Are Gambling Online
The spike in the number of women online casino players can be attributed to high smartphone and internet penetration all world over. The high number of casino sites on social media and the change in advertising strategies have also played a role in the trend.
Experts also seem to agree that women enjoy the convenience of being able to play from home. Others believe that online gaming offers women the confidence to try their luck in land-based casinos as well.
42% of Malta’s iGaming Workers are Women
Malta happens to be Europe’s iGaming hub. A majority of the top online gaming brands have set up shop in Malta, and as a result, a significant number of iGaming employees reside in Malta.
The country’s iGaming sector employs about 6,000 people, and gaming companies are already working on enhancing diversity and gender equality. According to the All-In Diversity Project, women make up about 43% of the Maltese iGaming workforce.
Recent reposts suggest that 28% of all iGaming boardroom positions are held by women. While these numbers might sound impressive, the iGaming sector still has a long way to go in terms of workforce gender equality.
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