Once considered a male pastime, gambling is now being framed as socially empowering and “normal” for women, according to a new study from Deakin university.
The online survey, undertaken by 525 women aged 18 to 40, found that participants view gambling promotions as a main contributor to the normalisation and social acceptability of women participating in gambling.
Many reported that current marketing strategies encouraged female participation by linking gambling to contexts and events traditionally appealing to women.
One participant noted: “I think it could increase gambling because it encourages women to gamble on something they feel they have more knowledge about, or feel that they could provide an educated guess to, which may lead to them feeling as though they have better chances at winning.”
Data from the Australia state of Victoria shows that female gambling participation is now on par with male participation. Approximately one half of women reported gambling and one third gambling monthly. In response, Australian bookmakers are increasingly featuring women in their advertising and are centring campaigns around social and cultural events including awards shows, the Spring Racing Carnival and reality TV programs.
Study participants often described gambling as being “more normal than before” many using the word “normal” or “normalise”, reflecting a major cultural shift in the way women view gambling.
Experts have said the findings spotlight the need for thoughtful regulation as the industry evolves its marketing to address a growing female audience.
Dr Simone McCarthy research fellow Deakin University said: “Our research shows that gambling companies are no longer just targeting traditional male audiences – they are actively reshaping gambling to appeal to women.
“Young women in our study described how influencer marketing, novelty betting markets, and links to women’s sport are making gambling feel normal, relevant, and even empowering. These findings reinforce the Murphy Report’s call to reduce the pervasive reach of gambling marketing in everyday life.”
“The new appeal to young women is exactly the kind of industry evolution that the Murphy Report warned requires stronger, more comprehensive regulation to protect everyone.”
The Murphy Report is the landmark inquiry into online gambling and its respective harms, chaired by MP Peta Murphy and includes 31 recommendations. The report coined the phrase “You win some, you lose more”. It was published 1000 days ago and has since not been acted on by the Australian government.
