![]() In the UK, for example, the classic image of a smoky bookmakers shop filled with men having a flutter is not enticing to women whereas a day at the races most certainly is. Maybe the fact that gambling is traditionally male-dominated–with the classic exception of bingo– has a lot to do with the traditional land-based social aspects of it. For us, we don’t think there has been a particularly noticeable shift toward more females engaging with gambling generally. JP: It’s a difficult question to answer as we don’t have direct access to operators’ stats, but generally we would estimate that around 30 percent of our players in slots are women. As we have focused our efforts on making more contemporary releases with a more universal appeal and an emphasis on presentational quality, we have seen a shift in our demographics with more women than ever before engaging with the unique charm and engaging experiences offered by our titles. Realistic previously made many slots that aligned with mechanics and aesthetics more commonly attributed to classic UK-style AWPs. JR: We have a varied and diverse audience, which is in part thanks to our equally diverse portfolio of titles that we have been developing for over a decade. But female users have definitely edged out their male counterparts over the last few years. Because of this our content has held both audiences well. This concept is often combined with features and mechanics more commonly found in slot titles providing a product that attracts a wide demographic. Slingo is a variant of bingo, which has always been traditionally popular with women. NB: Our portfolio of Slingo games actually boasts a player base that is 60 percent female, bucking the trend of most slot suppliers which mainly have a male following. What percentage of your player base is female, and how have you seen this change in recent years? Jo Purvis, Director of Key Accounts and Marketing UK, Blueprint Gaming (JP) Jaana Repo, Senior Account Manager, Realistic Games (JR)Ĭhu Yook Liew, Team Leader Design Production at Greentube (CYL) Nicola Buckingham, Commercial Account Executive, Gaming Realms (NB) Guided by a quartet of leading female C-level changemakers, we analyse this quiet revolution in iGaming: While games and verticals may not be specifically curated for women iGamers, the female audience, nevertheless, increasingly holds centre stage with their male counterparts.Īfter all, women, it’s fair to say, make up fifty percent of the target market. But, led and influenced by a new generation of top female leaders and developers in the gambling industry, big changes are afoot.īingo apart, many providers are now broadening the appeal of their games to embrace female players. Traditionally, iGaming has been seen to have a very male-dominated player base. As we celebrate International Women’s Day, what better time to explore the sometimes vexed and complicated issue of equity within iGaming, focussing on the core of our industry – the players, punters and gamblers who form the life-blood of our business.
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