For a long time, the world of online gambling and iGaming was seen as a club where guys called all the shots. But here in 2024, that tired stereotype is not only breaking down fast, the data shows it has been broken down. Women aren’t just logging in for a few free spins—they’re stepping up, placing bets, and carving out a space that’s all their own. In an industry defined by razor-thin margins, high-stakes competition, and relentless innovation, female bettors have emerged as a global force to be reckoned with. Whether it’s sportsbooks, online casinos, or next-gen betting experiences, ignoring this demographic isn’t just a missed opportunity—it’s a strategic miscalculation that leaves potential growth on the table.
From North America to Asia-Pacific: A Global Picture of Female Engagement
Female bettors aren’t a localized phenomenon—they’re everywhere. The data now spans continents, demonstrating that women are gravitating toward iGaming platforms across diverse cultural landscapes:
North America:
In the U.S., for example, female sportsbook account openings climbed from 28% a few years ago to a remarkable 40% in 2024, while online casino participation hit 35% in New Jersey and Pennsylvania. On the Canadian front, female bettors grew from 30% of online sports players in 2022 to 38% by 2024, confirming that inclusivity and tailored user experiences are paying dividends.
Latin America & Africa:
Emerging markets also highlight a dynamic female presence. Across several LATAM jurisdictions—such as Mexico and Colombia—women now represent 30–35% of new sign-ups, a number poised to rise as local regulation and better payment infrastructure take hold. In various African markets, female bettors account for an estimated 25–30% of players, with mobile-first platforms making it easier for women to place wagers on football, lotteries, and more. The continent’s mobile revolution aligns perfectly with what female bettors crave: accessible, transparent, and community-oriented experiences.
Europe & the UK:
Long regarded as a bellwether for regulated iGaming, Europe confirms the trend. In the UK, 46% of online gamblers in 2023 were female, nearly achieving parity and redefining who the “typical” online gambler might be. EU-regulated operators have seen an 18% annual increase in female registrations from 2020 to 2024, making it clear that women are no longer a niche subset—they’re a critical mass driving market evolution.
Asia-Pacific (APAC):
In APAC, where gambling has deep cultural roots—from Mahjong to cricket betting—the digital sphere offers fresh avenues for growth. Operators in markets like Singapore and the Philippines report steady double-digit growth in female bettors since 2020. With mobile wallets, localized payment methods, and socially interactive gaming features, APAC women are seamlessly transitioning long-standing community wagering traditions into online environments. The result is a natural, culturally resonant shift rather than a forced adaptation.
Why Female Bettors Are Here to Stay
Cultural Familiarity Meets Digital Convenience:
From betting on friendly card games in Southeast Asia to supporting local football clubs in Africa, gambling traditions already exist in many societies. The online sphere merely extends these activities onto smartphones and laptops, allowing women to engage in ways that fit their schedules and lifestyles—no longer limited by the physical constraints of a casino or betting shop.
Trust, Transparency, and Tailored Content:
Women worldwide prioritize clarity, fair odds, and accessible responsible gambling tools. Localizing content, offering multiple language options, and highlighting culturally relevant sports and games build confidence. Across the globe, operators that emphasize player protection and honest marketing see higher retention—women were 22% more likely to remain active on a platform for 6+ months in 2024 than their male counterparts.
Social-First Experiences:
Female bettors gravitate toward community-driven gaming. Features like live chats, forums, and loyalty clubs transform a solitary bet into a shared cultural moment. Whether cheering on a cricket team in India, discussing strategy in a Brazilian sports forum, or joining a virtual bingo room in the UK, these communities create a sense of belonging that encourages long-term engagement.
The Female iGaming Numbers: Key Indicators of a Global Trend
- Global Mobile Surge: Female time spent on mobile casino apps jumped 45% from 2022 to 2024, reflecting a mobile-first mindset that operators can’t ignore.
- Worldwide Market Growth: The global female sports betting market is on track to reach $20 billion by 2026, expanding at a 12% CAGR.
- Emerging Markets Thrive: LATAM and parts of Africa now report up to a third of new bettors as women, while APAC operators note steady, double-digit annual female player growth.
- Closing the Gender Gap: Markets like the UK and select U.S. states are nearing gender balance, demonstrating that with the right approach, the idea of “male-dominated” betting can become obsolete.
- Record-Breaking Betting Milestones: Women signed up for mobile sports betting apps at a staggering 115% increase from 2020
- 12% of women are now monthly sports bettors
- WOW! 26% of women engage in daily gambling – higher than 23% of men
- Gambling social media posts mainly influence 56% of women, more than 50% of men.
- Women outnumber men by 3% for the count of daily gamblers worldwide.
Designing the Future: Inclusion as a Competitive Edge
Women are more likely to bet on sports for entertainment and social reasons.
The next generation of iGaming— AI-curated personalized content, innovative new casino games, social meta games —will be shaped by whoever participates wholeheartedly. Women are poised to be early adopters of innovative experiences if platforms respect cultural contexts, offer seamless mobile functionality, and prioritize community engagement. It’s a reciprocal relationship: as the industry invests in inclusive, transparent, and high-quality experiences, female bettors will help push the boundaries of what’s possible.
This isn’t about token attempts to capture market share or changing the UI on products built for men. It’s about understanding that women around the world are co-defining the future of iGaming and designing product with them in mind from inception. Recognizing their influence—from their loyalty and spending power to their cultural perspectives—can lead operators to previously untapped opportunities for growth.
The Bottom Line: It’s not just about Pink (even though I made this pink! 😉
For those still clinging to outdated notions, the message is clear: women, everywhere, are reshaping the global online betting landscape. Cultural pride, community connections, trusted platforms, and intuitive mobile experiences have combined to create a borderless surge in female participation. Operators who embrace this reality—crafting experiences that resonate from São Paulo to Hong Kong, from Las Vegas to London, from Canada to South Africa—will thrive in an industry that finally understands every player deserves an inviting seat at the table.
What do Women Bettors want?
Source:
1 American Gaming Association, “State of the States 2024 Report”
2 New Jersey Division of Gaming Enforcement, “2024 Annual Report”
3 UK Gambling Commission, “Gambling Industry Statistics 2023”
4 European Gaming and Betting Association, “European Online Gambling Key Figures 2024”
5 App Annie, “State of Mobile Gaming 2024 Report”
6 GambleAware, “Annual Statistics 2024”
7 Australian Gambling Research Centre, “Gambling Trends 2024”
8 Grand View Research, “Global Sports Betting Market Size & Share Report, 2024-2030”
9 Canadian Gaming Association, “2024 Canadian Gaming Industry Report”
More: https://playtoday.co/blog/stats/male-vs-female-gambling-statistics/
