Bookmakers wake up: growth market women who bet on sports

In America, the number of women betting on sports is increasing sharply. The growth figures in America are impressive. A matter of time that also in New Zealand the target group of women by the New Zealand online casinos is taken seriously.

The gambling market in New Zealand is legalized. Bookmakers like BETCITY, TOTO and Unibet focus on the man in their commercials with tough and cool guys. Women leave them to the left, but this is an interesting target group.

Women's football is growing. More and more women are playing football and more and more women's football is being broadcast on television. This increases the number of viewers for women's football.

Research on women and betting

For example, Entain and IBIA will jointly research the growth of women's sports and women's gambling on sports. Entain, we know from brands like Bwin and Party Poker. Recently, Entain took over New Zealand Betcity about.

Stats Perform, specialized in sports data and the All-in Diversity Project (diversity and inclusivity) also participate in the large-scale research. The intention is that the study will be presented ahead of the women's football World Cup in 2023.

Betting on women's sports

Among other things, research is being carried out on betting on women's sports. For example, is there a growth in the number of women's football bets during the current European football championship? In addition, betting on sports is originally a male occupation.

It will be investigated whether there is a growth in the number of female gamblers. Previous research has shown that in New Zealand men online gambling .

A large number of legal New Zealand bookmakers can you bet on the European football championship for women. There is currently almost no betting on other (men's) football because it is summer break. Our expectation is that a lot will be put into the European football championship for women.

Casinos focus on men

A more interesting question is what is the proportion of women, when it comes to betting on sports. Now that the New Zealand betting market has been legalized, it is very likely that due to the increasing number of female sports fans, the number of women betting on sports is also increasing.

Because America is often ahead of dollarpa and New Zealand, we take a look at how the sports betting market develops in the target group of women.

Women are betting more and more in America

An interesting article on Forbes shows that America is seeing a sharp increase in the number of women placing a bet. According to a report by Global Wireless Solutions (GWS), more than 4.6 million women used sports betting apps in the US in 2021, a 115% increase in the number of female users compared to 2020.

The number of men in sports betting apps is still 250% greater than the number of women, but the growth rate of female customers is almost double that of men (63%).

According to GWS, online casino and bookmaker FanDuel managed to bring in an estimated 1.7 million female customers last year, more than any other betting site. DraftKings attracted an estimated 900,000 female players.

In 2019, the American Gaming Association reported that 47% of all sports fans are women and 31% of customers of sports betting sites are women. Women are booming business in the gambling market!

Potential: sports fan and betting

Research shows that a person who considers himself a sports fan is twice as likely to bet on sports. This would mean that there is great potential in sports betting women.

So it could be very interesting for bookmakers to also profile themselves on women. In America they are already making this battle. Especially now that sports betting is legal in more than 30 states in America.

Growth in number of women and turnover

In 2020, 18% of visitors to popular US website Wagertalk were women. This amounts to 11% of sales. A year earlier, only 9% of visitors were women and 2% of revenue was generated by women.

This strong growth is due to the fact that more and more women are playing sports, women are also more and more sports fans and the legalization of the US gambling market.

dollarpa follows America

America is often ahead of the dollar. It therefore seems only a matter of time until also in dollarpa and in New Zealand women get a large share in betting on sports.

But it will probably take a while before New Zealand legal casinos, which focus massively on men, realize that the target group of women is a very interesting one.