Shifting the Odds: Women in Sports Betting
Traditionally seen as a male-dominated activity, sports betting is on the brink of transformation, according to a study conducted by the University of Queensland. This research highlights a potential shift in the demographics of sports bettors, with women poised to play an increasingly significant role.
The Current Landscape of Sports Betting
Rohann Irving, a PhD candidate at UQ’s School of Human Movement and Nutrition Sciences, explored the reasons behind the fact that nearly 90% of regular sports bettors are men. He also examined how betting companies are strategizing to attract female bettors.
Accessibility Through Technology
“Historically, sports betting has been limited to environments such as TABs and pubs, spaces that cater primarily to men,” Irving noted. However, the rise of technology, particularly smartphones, has made betting much more accessible for women. This has prompted companies to rethink their marketing strategies.
Novelty Bets Appeal to Women
Companies are capitalizing on this new accessibility by creating novelty bets aimed at women. For example, betting on how many awards Taylor Swift will win at the upcoming Grammy Awards has become a popular option. There have also been betting markets for reality TV shows like Love Island, likely aimed at driving engagement among female audiences.
A Historical Gender Divide
Irving explained that the existing gender gap in sports betting is rooted in Australia’s colonial gambling traditions. “For much of history, men controlled household finances, limiting women’s access to gambling opportunities,” he explained. He pointed out that the first legislation allowing bookmakers to operate, enacted in 1906, even made it illegal to accept bets from women.
The Changing Narrative
While women have long been present at racetracks, they were often viewed more as decorative figures than as engaged participants in the betting culture. However, Irving believes that this gendered perspective on sports betting has the potential to change, especially with the increasing use of smartphones. “This transition not only offers women a pathway into a historically exclusive gambling practice but also poses risks associated with the broader betting culture in Australia,” he added.
Attention Required on Targeted Strategies
As betting companies increasingly target women, the strategies they employ deserve careful scrutiny. While this shift signifies an opportunity for women, it also indicates a heightened risk of exposure to the potential harms associated with gambling.
The Research Insights
Irving also works with the Australian Gambling Research Centre, which has reported that men account for a staggering 90% of regular sports bettors in Australia, the fastest-growing segment of the gambling industry. These findings are documented in the Journal of Australian Studies.
Media Inquiries
For further information, please contact:
UQ Communications
Email: communications@uq.edu.au
Phone: +61 429 056 139
