Women gamble differently than men:
Do you agree and what is your strategy towards female players?
Melanie Veronika Hainzer
Whilst remembering that historically gambling was predominantly male dominated, I think a difference remains gender-wise in terms of tendencies. My conclusion when evaluating data is that men tend to gravitate towards casino table games and sports betting, whereas women go more for casino slots and bingo. This brings to the fore the question of what the inherent differences both genders are.
Generally gender is a minor contributor. More impactful factors are age, wealth and health. Nevertheless, here at Wildz we work with machine learning based on player behaviour, so our female – and male – players always receive the right offers.
Women DO NOT gamble any different than men!
Whilst this is a courageous statement to make, it is paramount to axiomatically investigate and understand the underlying framework such statement is predicated on. At its core, a gambling site is a transactional platform which, once within its perimeter, mandating the end-user on a narrow path towards conducting a transaction.
Irrespective of sex, signals being dispatched upon end-users outside the perimeter (Banners, TVCs, pre-rolls, OOH, …) are, and always were, subject to an elaborate process of consideration / segmentation by operators.
As such, when deliberately looking at just sex, it does, on a number of viewpoints such as elasticity, communication and code of advertising, effect the rules of engagement.
Re-entering the scope of the original question however, sex, upon having engaged with the end user, does in no way bias the pre-set route towards executing a transaction, hence either sex unequivocally gambles the exact same
Head of Affiliates, King Billy Casino
Affirmative! Women gamble differently than men. In which ways? Consider the following facts of life: Women shop differently than men (they shop more often) and drive differently than men (they drive more carefully). Combine the above two and you have the way women gamble differently than men.
Female players are, indeed, more active than men but they prefer to play more cautiously, with smaller amounts. Moreover, they love to play with bonuses and it is not unusual for many female players to ask for some extra bonus, even if they are not really eligible for it.
At King Billy Casino, we have a wide collection of bonuses to cater for every woman’s taste and we do run dedicated women’s promos. Actually, one of our biggest hits ever was our “King’s Secret” campaign where we gave out expensive Victoria’s Secret lingerie sets to our distinguished guests. Ladies adored this one!
Gambling became more accessible for the masses in recent years. The increase in online gambling has enabled more people to participate. You don’t have to go to a physical casino. It’s much easier to log in to an online casino on a laptop or mobile device.
In terms of behavior, women prefer to play something that is fun and with a social element. The slot machines are a great example as well as the games that can be played quickly and require a lower level of skills, such as bingo, lottery. Let’s say the poker is not women’s best friend. And I don’t think, because they will be worse at it, just the nature of the game is different.
Across the board, what I see as a possible strategy is to present online gambling to women as something that they can relax and have fun with.
If the operators embrace the idea, part of their earnings ( or the money lost gambling by the customers) to be donated for some social purpose, this will be an incentive for female players.
If online casinos continue to offer variety, easier access, and more simplistic gameplay, they are taking one step forward. The investment in social media will significantly increase the female players in the next few years.
NewCasinos.nz Magazine Issue 5, Article List