There are some people who look at broad trends and automatically declare women are being underrepresented. Is there any truth to this though, or is it another case of confounding factors suggesting non-existent trends and natural gender differences. True enough, for centuries, gambling until recently has been a guilty pleasure available only to men. It was indeed a boys’ club and a way for them to out-man each other.
There are certain areas where this is shines true more than ever, specifically when it comes to gambling remotely and sports. Around 20% of men gamble online compared to 11% of women and they accounted for ⅔ of sports bets last year. Around the turn over the millennium though, women have been gaining and the difference overall is rather small. Nevertheless, the trends that dictate these still existing disparities are rather fascinating and do shed light on additional money making opportunities for online casinos.
The Gender Gap
Women have joined the ranks of the high-flying gamblers indeed. iGaming sites like Odds 96 casino still have a tendency to eye the men though in light of high male interest specifically in distance gambling. For this reason advertising still remains aggressive and all about the men.
What you see over and over is:
- shiny cars
- war
- adventure
- female characters in hot, revealing outfits.
Men exhibit far greater interest in sports betting and poker. Some try to point to some nebulous conspiracy. The truth is not that black and white though.
Male and Female Activities
Though men have a participation edge over females in online gambling, the truth is that women simply have different preferences. In the UK, a 2023 report by the Gambling Commission found that 42% of online gamblers were women, and this number rises even higher in certain segments such as bingo and mobile slots. Globally, women dominate casual gaming categories – particularly mobile puzzle games, social casino apps, and low-stakes gambling platforms.
Misleading Appearances
A 2022 study by Optimove found that women tend to spend more time per session on mobile gaming platforms than men, and they exhibit stronger brand loyalty when they find a platform that meets their preferences in UX, support, and entertainment value. Thus the advertising online can be deceptive as people sometimes just assume it’s still just men gambling. On top of that, women also report a greater desire for control and safety, showing a preference for lower-stakes bets, clearer rules, and responsive customer support.
In terms of engagement, women often value story-driven content, visual appeal, and social features, such as chat functions or player communities. These elements are rarely central in male-focused platforms but are key to retaining and growing a female audience.
What Female Players Want
While iGaming has traditionally focused on risk and hitting the big win, female players are redefining a segment of the digital gambling landscape with a different set of preferences. Recognizing these will present income opportunities not yet capitalized on for casinos.
Women are more likely to gamble for emotional escape or social interaction while men tend to gamble for status and financial gain more. This contrast has direct implications in game design, user interface, and community features. If game operators are willing to observe and accommodate these desires women have, they can gain a gender of additional gamblers who are proven to be more active and loyal.
Game Elements That Speak to Women
Themes that resonate include adventure, mystery, romance, and even humor—a departure from the traditional war, racing, and sports motifs commonly seen in male-targeted casino games. Games that involve luck rather than skill—like slots, bingo, and keno—tend to appeal more in women’s wheelhouse, especially when presented with intuitive interfaces, playful aesthetics, and clear instructions. The rapid rise of social casino games like Slotomania or House of Fun are a representation of that.
Another fascinating aspect is pacing. Many women like games that aren’t one and done but go a little bit slower. These often allow for multitasking or casual play, rather than high-pressure formats with time-sensitive decisions like live poker or sports betting. Providing adjustable speed settings could be a good move.
Social Casinos and Personalization
Female players dominate social casinos. The way those work is that no money is actually wagered and players instead gamble with virtual coins. This is still a lucrative industry though as people have the option to spend on optional game features and the ability to participate in some tournaments. The actual motivation in this case is just to socialize and tell their friends and loved ones about their accomplishments and brag about their wins. The majority of the women that do social casinos are middle-aged and live in developing countries.
Ease of Use and Customer Service
Female users also tend to place a higher value on trust, transparency, and ease of navigation. A complex or cluttered interface can be a dealbreaker, particularly for casual players who are not familiar with industry jargon or advanced mechanics. Women are more likely than men to abandon a platform that feels intimidating, confusing, or unwelcoming.
How Male-Centric Marketing Alienates Some Women
Using sexualized imagery, patronizing tones, or caricatured “female” games that reinforce clichés (like pink graphics and shopping themes) often backfires. These approaches not only miss the mark—they reinforce the notion that iGaming is a “boys’ club” trying, and failing, to be inclusive.
Some casinos though have begun to market heavily toward women without overtly calling attention to gender. Their ads focus on fun, casual gameplay, loyalty rewards, and cute characters while avoiding hyper-competitive language in favor of “relax and play” messages. Experience trumps being victorious. Some sports books collaborate with female influencers, podcasters, and sports personalities that speak to both women and men. They try to show that women can enjoy gambling too.
That said, everybody has their own preferences for slots and other games. There is no reason why more male-centric games designs can’t stand alongside more neutral, community-oriented games.
Personalization Strategies
Onboarding should happen in personalized fashion based on player intent. A player who signs up for a casino to relax with casual slot games is not the same as one looking for competitive poker tournaments.
Personalized onboarding journeys should reflect this:
- Let new users choose their goals or play style: “Relax,” “Compete,” “Win Big,” “Learn,” and so on.
- Offer curated game suggestions during signup based on those goals.
- For example, a player who selects “Relax” might be guided toward social slots or bingo, while someone who selects “Compete” might be shown live poker or leaderboards.
Many women report being put off by overly aggressive color schemes or cluttered designs, while some men enjoy bold visuals and high-action layouts.
A smart solution: allow users to choose between visual themes.
- Provide light and dark modes, minimalist vs. animated UIs, or relaxing vs. energetic themes.
- Let users toggle between modes that prioritize social play, tournaments, or casual gaming.
- Offer avatars, profile badges, and home screens that reflect the player’s identity, not a default caricature.
Promo Campaigns
Instead of offering generic bonuses to all users, casinos should tailor rewards based on observed behaviors. For players who frequently play low-stakes slots or casual games, they should offer streak-based rewards, free spins, or loyalty points for daily play.
For high-intensity users, they’d be wise to give performance-based rewards, such as leaderboard placement bonuses or tournament entries, using tone-appropriate messaging since some players respond better to encouragement and playfulness, while others prefer competition and status signaling. This adaptive approach ensures that each player feels seen, and that rewards feel earned—not random or irrelevant.
(DISCLAIMER: The information in this article does not necessarily reflect the views of The Global Hues. We make no representation or warranty of any kind, express or implied, regarding the accuracy, adequacy, validity, reliability, availability or completeness of any information in this article.)
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