Traditionally dominated by young men and older generations, sports betting is experiencing a notable shift, as revealed by a study in the Journal of Australian Studies. According to PhD candidate Rohann Irving from the School of Human Movement and Nutrition Sciences, the gender dynamics in sports betting are changing significantly, with an increasing number of women now actively participating in betting activities.
Women are slowly driving inroads in the sports betting landscape
Irving has noted that nearly 90% of sports bettors in Australia are men and has explored the reasons behind this trend. However, he has also identified a significant shift in consumer preferences, with companies now striving to attract a more diverse group of bettors, including women. Traditionally, sports betting was confined to male-dominated spaces like TABs and pubs, but smartphones have made gambling much more accessible to women, Irving explained. As a result, betting companies are keen to leverage this change, recognizing that women are becoming more inclined to place bets not only on sports but also on entertainment events. These events are being monetized through traditional sportsbooks as well as prediction markets. For instance, women might bet on whether Taylor Swift will win a Grammy or participate in betting markets for shows like The Bachelor or Love Island. Irving delved deeper into the reasons for this shift. He highlighted changing socioeconomic dynamics, noting that women are now more integrated into the workforce and sometimes even out-earn their male counterparts. In many developed countries, particularly in the United States and Australia, women are often better educated and better compensated than men. Historically, men controlled household finances, limiting women's access to gambling, Irving stated. He pointed out that when the first bookmakers emerged in 1906, women were prohibited from placing bets.
Economic emancipation makes gambling available to women, but are there risks
The emancipation and integration of women into the workforce have dismantled barriers, allowing them to engage in activities that were once exclusively enjoyed by men. However, Irving raises concerns about the extent of harm women may experience, pointing out that most research on gambling-related harm has primarily focused on men. This highlights a new challenge—how to protect women from the harmful effects of gambling. Irving warns that the targeting of women by sports betting companies, and the strategies they employ, is a developing trend that warrants careful consideration.
