A new study from the University of Queensland (UQ) suggests that the male-dominated world of sports betting may be on the brink of significant change. Once overwhelmingly seen as a male pursuit, sports betting is now being reshaped by technology and targeted marketing campaigns designed to attract women. This shift reflects a growing focus in Australian online gambling on reaching new demographics through targeted marketing strategies.
Technology and Targeted Marketing Pave the Way
PhD candidate Rohann Irving from UQ’s School of Human Movement and Nutrition Sciences highlights how technology, particularly smartphones, makes sports betting more accessible to women. Traditionally confined to male-centric venues like TABs and pub betting areas, the digital age has expanded the reach of gambling platforms.
“Smartphones have fundamentally changed the accessibility of sports betting, allowing women to participate without stepping into spaces that have been traditionally dominated by men,” Mr Irving said.
Betting companies are capitalising on this trend with novelty wagers tailored to female interests, such as predicting Grammy award wins for artists like Taylor Swift or outcomes of reality TV shows like Love Island. These strategies, while broadening the appeal of betting, also raise questions about their societal impact.
Historical Roots of Gender Divide in Gambling
The gender imbalance in sports betting is deeply rooted in Australia’s history, where colonial-era practices restricted women’s participation in gambling.“Men traditionally controlled the household’s finances, limiting women’s access to gambling opportunities,” Mr Irving explained. “In fact, early 20th-century legislation explicitly made it illegal for bookmakers to take bets from women.”
Even as women were welcomed at racetracks, their roles were often decorative rather than participatory, reinforcing their exclusion from betting culture.
A New Era, New Risks
While the growing inclusion of women in sports betting may represent progress in terms of access, it also highlights significant risks. Mr Irving warns that women are now exposed to the potential harms of gambling at a rate previously unseen.
“This shift reflects not only women gaining access to a historically male-dominated activity but also their increasing vulnerability to the harms caused by Australia’s pervasive betting culture,” he said. “The strategies betting companies use to target women should be approached with scrutiny.”
Industry Implications
According to the Australian Gambling Research Centre, nearly nine out of ten regular sports bettors in Australia are men, despite sports betting being the fastest-growing form of gambling. However, with smartphone accessibility and targeted marketing, this demographic split may begin to narrow.
The findings, published in the Journal of Australian Studies, call for a deeper examination of how these shifts impact not just the industry but also the broader societal implications of gambling.
Conclusion
As sports betting evolves, so too does its audience. While increased accessibility and inclusion could signify progress, the societal costs and risks must not be overlooked. The study’s findings emphasise the need for thoughtful regulation and public awareness as betting companies broaden their appeal.
