Women in Betting: Trends, Challenges, and Opportunities

Just a few decades ago, sports wagering was considered a predominantly male pastime. Bookmakers focused on a male audience, and women’s participation in betting remained minimal. However, the situation has changed. Each year, more and more women are getting involved in the industry, making it not just an occasional occurrence but a noticeable trend. Let’s look at some statistics.

Even before sports betting was legalized in Canada, there was a growing interest among female audiences. In September 2021, PROLINE+ (the only legal bookmaker in Ontario at the time) published the results of a survey of 1,000 players. According to the survey, women made up one-third of all sports bettors in the province. Representatives of The Ontario Lottery and Gaming Corporation noted that the majority of wagers were placed on women’s sports events.

An interesting point was made by BetMGM: the number of female betting on the Super Bowl increased by 51%. It is unclear whether this refers specifically to Canadian women or women in general. Nevertheless, this figure raises important questions about the rising popularity of female betting. Incidentally, the Super Bowl is known for other intriguing phenomena – more details here.

How women entered a historically male-dominated field

Sports and betting have been integral parts of male culture for thousands of years. Since the times of Ancient Greece and Rome, athletic competitions were not only a spectacle but also a stage for showcasing strength, agility, and strategic thinking – qualities traditionally associated with men. It was during this time that the first bets were placed, though not through bookmakers but directly. In the 19th century, the first sportsbooks emerged, and in the 20th century, betting became an inseparable part of the sports industry. However, women were largely excluded due to social norms that limited their participation in “male” activities. Furthermore, for a long time, bookmakers targeted their marketing exclusively at men, reinforcing gender imbalance.

The shift in social norms and technological advancements have been key factors in opening the betting world to women. First, the feminization of society and the fight for gender equality allowed ladies to participate more actively in previously “closed” spheres, including sports and gambling. Second, the digitalization of betting made it more accessible. Online platforms and mobile apps enabled women to place wagers in a comfortable environment. There was no longer a need to visit physical betting shops, which were often perceived as male-dominated spaces. In 2021, a study conducted in Quebec involving 4,500 residents showed that more women were exploring online gambling. Many of them entered this sphere during the COVID-19 pandemic.

Additionally, sportsbooks have started recognizing the potential of the female audience and adapting their products to their interests. This includes more user-friendly app designs, educational materials for beginners, and an emphasis on the social aspect of betting – an important factor for many women, who often value communication and experience-sharing. Some websites are now designed specifically for female bettors, explaining the rules in simple terms.

The impact of women’s sports on betting

The rise of women’s sports has been another significant factor driving female interest in wagering. In recent years, this field has been experiencing a boom: prize funds are increasing, viewership is growing, and media coverage is expanding. This not only draws attention to the competitions themselves but also to betting on them. Women who follow female football, tennis, or basketball teams are beginning to see wagering as a way to make watching matches even more exciting.

Furthermore, the success of female athletes helps break stereotypes and inspire confidence. Seeing women achieve greatness in sports encourages others to be bolder in different fields, including betting.

Why do women bet?

Research shows that men often perceive wagering as a source of adrenaline, a way to experience excitement and test their intuition. For them, the process is associated with risk and the desire to win – whether against the bookmaker, friends, or even themselves.

Women, on the other hand, are more likely to see betting as a way to unwind from daily stress. For them, it is less about gambling and more about leisure, providing a temporary distraction. Wagering can be a form of entertainment that goes hand in hand with socializing with friends. Many women place bets while watching sports events, which enhances their emotional engagement without necessarily leading to gambling addiction. Studies indicate that women are more likely to pause and reflect after a loss.

Female betting: challenges and prospects

Tracie Afifi, a professor at the Max Rady College of Medicine at the University of Manitoba, notes that there is still a research gap in this area. Many surveys focus on male or mixed audiences, but it would be wrong to extrapolate men’s gambling experiences to women.

Despite the growing female presence in the betting industry, the issue of gambling addiction among women remains underexplored. Most research and support programs are centred on male issues, making existing treatment and assistance methods less effective for female bettors.

One of the key issues is the lack of specialized rehabilitation programs. Female problem gambling can develop differently than male ludopathy. While men often seek excitement and risk, women are more likely to use betting as a coping mechanism for emotional burnout, stress, or loneliness. As a result, standard methods aimed at controlling compulsive gambling may not work.

To address this, more research is needed on female betting behaviours, along with the creation of tailored support programs and safe spaces where women can share their experiences and receive professional help if needed. In this article, we’ve discussed how to avoid problems with gambling addiction.

The future of the betting industry will depend on how well it can accommodate new players. Bookmakers are beginning to consider women’s interests, making marketing more inclusive and offering user-friendly online platforms. This shift not only broadens the industry’s audience but also fosters a more diverse and sustainable betting environment.

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