Does it make sense to work with female audiences in gambling: a review of the target audience

We are used to the fact that when it comes to gambling, the focus is primarily on male audiences. 

Yes, we agree that statistically, there are indeed more men interested in gambling than women in the world. However, who said that there is no female audience here at all?

In this article, we will analyze how the female audience in gambling differs from the male audience, what attracts women to gambling, and more.

Why do women gamble?

Women’s motivation to gamble is slightly different from men’s.

It would seem that everyone plays for the same reasons. Well, let’s say, to make money, get excitement, and so on. However, everything is much more interesting and deeper here. It is necessary to distinguish the characteristics of audiences in order to successfully work with gambling or any other verticals.

So now we will compare them a little so that you can better understand what we are talking about. 

Men

Here, rivalry and self-affirmation play a key role. They are interested in excitement — the competitive spirit. 

Many men want to show off their intelligence and professionalism. They say, “What’s so hard about your casino? I’ll take all the money right now.”

What are the triggers for men?

• Adrenaline
• Excitement
• Demonstrating of professionalism
• Interaction with other players
• Desire for a big win

Women

The approximate number of women worldwide who gamble is 1 billion.

Age category: 18–49 years old 

Gambling helps women escape from reality. For the most part, they see it as a way to distract themselves from everyday stress and other matters. Women also tend to gamble to improve their financial situation in the hope of a big win. 

Women often face a lack of funds to support their families and provide a good quality of life for themselves and their children. Therefore, this desire to earn money is based more on a vital need than on “showing off.” That is why statistics show that most often, either unemployed or low-income women are involved in gambling.

What are the triggers for women?

• Stress relief 
• Psychological relief
• Hope to improve their financial situation
• Spending “personal time”
• Communicating with other players

And what games do women choose?

For example, men mostly choose games where they can show off their skills and feel the spirit of competition. Women, on the other hand, prefer games that provide emotional relief without complicated strategies and unnecessary movements.

✔️Instant lotteries and scratch cards

The percentage of women who choose this type of game is higher than the percentage of men.

This is a case where there is a simple strategy, the opportunity to get instant results, and the ability to combine the game with other activities.

✔️Classic lotteries

Popular among both women and men. 

Here, too, everything is simple. Low investment and high hopes for a big win.

✔️Slots and slot machines

Women love these types of games of chance. The rules are simple, you can play at your own pace and have a good time without unnecessary movements and thoughts.

✔️Bingo

Here, women can feel the excitement, interact with other players, and play without any special knowledge or professionalism. That is why such social games are more interesting to women than to men.

❓Sports betting

Yes, women do it too. Moreover, their interest in sports betting is growing every year. However, it is still mostly a “male topic.”

❓Poker and other table games

These types of games require a clear strategy and considerable skill. This is where the tension, competitiveness, and desire to demonstrate one’s “coolness” come into play. 

Therefore, there are significantly fewer women here, and this type of game is mainly popular among the male audience.

That is why, when promoting gambling and wanting to attract the attention of the female audience, it is worth emphasizing:

• Mobility; 
• Short sessions; 
• No pressure; 
• Simple strategies; 
• Smaller investments.

When it comes to creatives, consider:

• Lighthearted creatives (no tension and no overly “aggressive” message).
• UX without aggression, which can basically be linked to the first sub-item.
• Focus on spending time “for yourself” and hopes of earning money.

Where can you find women who are interested in gambling?

United Kingdom

Approximately 44% of players here are women. This figure is growing every year. An inclusive gambling culture and widespread digital accessibility have ensured such numerous interested women. 

Scandinavian countries

Gambling is also popular among women here, but it is worth considering the strict regulation of this sphere by the state. Online casinos predominate in Scandinavian countries. 

USA

Here, gambling is part of mass culture. 

In the US, there has been a 115% increase in new female registrations on gambling platforms over the year. We can see that this topic is popular among the female audience. 

Mostly, they pay attention to slots, lotteries, and other online games.

New Zealand and Australia

Over 70% of the adult population are gamblers. Women are actively interested in scratch cards, lotteries, slot machines, etc. 

In summary

When advertising, media buyers often focus on the male audience, arguing that it accounts for a larger percentage in this field.

This is indeed the case, there is no denying it. However, no one is saying that women are completely uninterested in gambling. They are also active players, but they mostly have different goals and triggers and choose more “calm” types of games.

It is possible and even necessary to target the female audience in gambling. Just take its characteristics into account. When making creatives, avoid aggressive designs and messages. Emphasize the simplicity of the strategy, easy winnings, and the opportunity to take your mind off tedious routines.