The gambling landscape is evolving—and women are playing an increasingly prominent role. Once a demographic largely overshadowed by men, today’s female gamblers are reshaping the industry through rising participation rates, diverse preferences, and influential engagement. From casual bingo players to high-stakes sportsbook users, women now make up a substantial segment of global gambling audiences.
However, this rise also comes with unique challenges, including growing problem-gambling rates, stigma, and a need for gender-specific support systems. As female involvement increases, both operators and regulators face the responsibility to understand who these players are, how they engage, and how to support them effectively.
Let’s explore the current landscape and what it means for the future of gambling.
Participation Trends and Market Share
Globally, women now account for roughly 30–40% of iGaming users, with variation by market—Sweden leads at 32%, followed by the UK at 30%, Italy 21%, and Spain 18%.
In the U.S., roughly 37% of women gamble, compared to 49% of men . Online gambling adoption also shows a clear gender gap: 20.4% of men gamble online, while only 11.2% of women.
But the landscape is shifting. Female sportsbook account registrations have surged—from 28% to 40% in the U.S. between 2022–2024, and 30–38% in Canada.
Emerging Sports-Betting Interest
Traditionally, women have engaged more with casino content, lotteries, and bingo. UK data shows 36% of women bet (excluding lottery), compared to 55% of men—but over 30% now place sports bets, up from 17% in 2021.
In the UK, women are three times more likely than men to play bingo/keno and twice as likely to buy online scratch cards. Today, women’s growing interest in athletics like March Madness—especially driven by figures like Caitlin Clark—has further fueled female sports betting.
Problem Gambling and Support Needs
Although men still have higher problem-gambling rates, the gap is closing:
- 4.2% of men vs 2.9% of women globally are considered problem.
- In the UK, 0.4% of men are problem gamblers compared to 0.2% of women—yet more women are classified at moderate-risk (0.9% vs 0.8% for men).
Women are also more likely to seek help: in Australia, 32% of women seek treatment for gambling issues compared to 13% of men. However, stigma remains significant, with many women hiding their gambling behavior due to shame.
Implications for the Industry
These trends create both opportunities and responsibilities:
- Marketing and product design: With female bettors gaining traction—especially in sports markets—operators can benefit from tailored content and promotions.
- Support services: Platforms should invest in gender-sensitive responsible gambling tools and awareness campaigns to address shame and encourage help-seeking.
- Game offerings: Women tend to prefer games like slots, bingo, and keno—also increasingly sports betting—so diversified offerings with community elements can appeal to this audience.
Women are playing a far more visible and influential role in gambling than ever before. Their growing presence in sports betting, combined with strong engagement in iGaming, underscores a significant market shift. At the same time, the distinct challenges they face—from stigma to rising harm—highlight the importance of inclusive, supportive, and responsible industry practices.
As female gamblers continue to evolve, operators and regulators should ensure their approach reflects not just participation numbers, but meaningful engagement and protection—so everyone involved can enjoy this entertainment responsibly.