The gaming industry has typically been associated with male consumers. As such, it’s usually male personnel that also handle production, and executive decisions in the industry Until recently the positions of women in the field were considered rather marginal. However, recent data suggests that around 20% of women are in C-suit of online gambling businesses. This shift is not just about the need for women to be involved but the added value they bring to the sector. From game design to responsible gambling, female leaders are becoming the driving force behind a new generation of diverse gambling industries.
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In this article, you can learn more about these female pioneers, and the role of women in leadership in gambling.
Women's Impact on the Creative Direction of the Industry
The casino industry is going through a renaissance and women developers and designers play one of the central roles. After all, nearly 40% of gamblers are women, so it’s a huge chunk of a customer base.
If we take into account that a lot of content isn’t targeted towards this demographic, the participation rate is truly remarkable. An instance where player base is almost evenly divided is online scratch card games which are becoming more and more popular worldwide. A few years back online casino sites didn’t have many of these in their lobbies, but that’s no longer the case. What’s more a growing number of female players definitely had an impact on this decision.
Overcoming Gender Barriers in Gambling
As much as women have gained ground in the casino industry, they have also had it tough. For many years, gender bias and stereotyping have limited women from taking up leadership positions.
In spite of these cultural barriers, many of them have persevered. One good example is Virginia McDowell, the former president and CEO of Isle of Capri Casinos. She was the first woman to lead a major publicly traded company. In her career, which spanned 35 years, she co-founded the Global Gaming Women organization. This organization helps mentor women in the gaming industry through education, networking, and more. She has also been recognized as an Industry Influencer and is the first female inductee to the Mississippi Gaming Hall of Fame.
Besides, companies are seeing the need for gender diversity in the workplace. A lot of organizations have added anti-discrimination policies that focus on equality for all employees. This cultural change is not only important for women but also for businesses since it brings a new perspective for better performance.
Women as Decisions Makers and Inventors
Women are progressively taking senior executive positions in the casino and gambling industries which were held by male executives. The richest woman in the UK is the CEO of Bet365 Denise Coates, is a great example. Her focus on innovation has made bet365 a leader in the gaming industry. Her work facilitates over 65$ billion annually, making her a prominent figure in the gaming industry.
Economic Effects on Online Casino Operators
For any industry to thrive it needs to expand and penetrate new markets. This is exactly what iGaming has been doing since the early 2000s, and we see more jurisdictions changing their stance on the legality of online gambling. In Texas, Miriam Adelson is leading the charge to bring casino games to The Lone Star State.
Miriam Adelson is a major shareholder of Las Vegas Sands Corporation, and she has a net worth of over 30$ billion. Before the Texas Legislature, she dealt 3.3$ million to politicians to legalize gaming and open resorts in Texas. This campaign has yet to bear fruit, but nobody is expecting a state to go 180 on a certain policy. So, similarly to other markets, this shift will occur gradually.
Promoting Safer Gaming Habits
Women leaders are also playing an active role in promoting social responsibility in the gambling industry. Serious matters are being considered more under the female leadership. These include:
- Safer gambling practices
- Gambling addiction
- Responsible advertising
Pansy Ho, is a co-chairperson and an executive director of MGM China Holdings, but she is also deeply involved in tourism and is a cultural advocate. She actively holds honorary titles such as being the first UNWTO Ambassador from Asia.
Also, the marketing aspect of the online casino industry has taken a new direction. Campaigns promote diverse player impressions, which makes the industry more inclusive. Women have played a big role in spearheading this change. They make sure that the adverts get across to the global and diversified customers.
Inspirational Role Models
The advancement of the industry is also supported by role models of the future female generation in the casino industry. Not only are women leaders financially very successful, but they are also good examples of dedication and strength.
All their stories describe their success while also bearing high technical and professional quality. This indicates that hard work, innovation, and perseverance are the key values to professional success.
Conclusion
Women are undoubtedly changing the face of the casino and gambling industries and are examples that success has no gender. They are breaking barriers and coming up with new and unique game formats and experiences. Moreover, they are voicing their opinion on the right and wrong way of doing business in the sector. As more women take part in development and executive marketing positions, it will only fuel the growth and diversification of the industry.