Recent studies indicate that women are a growing share of the worldwide gaming audience, with even greater numbers competing in gaming and online sports betting. Approximately 50% of the gaming audience is female, and the number of women participating in online sports betting is steadily increasing. This article analyzes the data regarding women in gaming and betting, examines some of the experiences that are leading positive change, and the various ways the industries are coping with a more diverse audience.
Today, more than ever before, women are visible in the gaming and sports entertainment industries. In what were, until recently, male-dominated spaces, women are now competing at all levels and in activities such as esports and online sports betting. These changes are indicative of the broader digital culture and shifts in social behavior.
Analyzing trends helps to identify the key drivers of change, and the importance of the changes to the future of gaming and sports betting is no less significant.
Breaking Barriers in Sports and Gaming
Women are taking an active role in a wide scope of activities, from casual video gaming to more serious, competitive online gaming. Industry surveys found that nearly half of all video game players are female; the proportion of gamers who are women is approximately 45.5 per cent.
In 2023, women in the United States made up 46 per cent of all gamers, and in the same year, a survey from the UK reported that women were more than 50 per cent of players. While many women are mobile gamers who enjoy story-based games, a considerable number of women gamers enjoy competitive gaming and social gaming, too. In 2024, esportsinsider.com reported that 46 per cent of all gamers were women, while only 33 per cent of esports viewers were women.
Women are increasingly shaping online gaming, and the trend extends to the sports bet sector. Millions now participate in online sports betting, and although men remain the majority, female engagement is rising rapidly. In 2021, Yogonet also reported that 46 million women had joined betting apps, highlighting the growing presence of women in online sports betting activities.
The Rise of Women in Online Betting
Online sports betting has primarily been a male-dominated industry, but it is slowly changing. Global Wireless Solutions conducted a study in which it reported over 4.6 million women in the US registered on sportsbook apps. This evened the registration gap between the male and female bettors. Women registered at a faster pace than men and made up about 31 per cent of sportsbook bettors.
Research from EuropeanGaming on women and men sports bettors showed the demand for more betting options and knowledge on betting in women’s sports. Over 90 per cent of avid female bettors anticipated they would watch more women’s sports in the coming seasons. This increased the demand for betting in women’s sports. From 2021 to 2023, betting on women’s football in the UK increased by 17 to 30 per cent, showing the growing interest and availability in betting on all kinds of sports.
Stories of Passion and Skill
Countless women have built large communities focused on their interests and have made their mark in competitive gaming. Although women comprise nearly 50% of the gaming population, the professional esports audience is male-dominated. As stated by esportsinsider.com, in 2024, only 33% of esports viewers were women. The male dominance in viewership highlights the lack of visibility and acceptance for women in the esports audience.
Women have managed to achieve accomplishments across platforms and titles. Women players tend to outperform their counterparts in tactical and team-oriented games, and many hold the roles of content creator, community manager, or event organizer. Added together, these roles positively contribute to the gaming ecosystem and showcase the extent of women’s participation.
The level of involvement of women is worrisome, as many studies demonstrate that women are subjected to abuse and discrimination in online spaces. This is often the result of harassment, which in turn causes many women to avoid and refrain from participating in some forms of gaming, especially multiplayer or competitive settings.
How Gaming and Sports Are Becoming More Inclusive
Gaming and sports entertainment are increasingly addressing their offerings to a diverse clientele. With the increase in participation from women, some developers and organizers have started to make changes to their offerings and initiatives. Within the gaming culture, women and femme-identifying players are provided with communities that help them develop their skills, promote networking, and increase their visibility.
According to EY research, women in the UK are more likely to participate in sports compared to other women around the world. This is especially true for younger generations, as participation rates are both as spectators and participants in sports. This is also apparent in the demographic shifts seen in sports consumption.
Mobile gaming and sports betting have also become more accessible through mobile platforms. Women enjoy the mobile betting and gaming lifestyle, particularly through the digital betting devices that support participation in casual games, competitive gaming tournaments, and in-play betting.