Experts of the Casino Market company will tell you about female users, the most popular types of solutions, and marketing tools that are used to attract this category of customers.
Gender Differences Between Clients
It is believed that entertainment for money usually interests men. But in recent years, things have changed noticeably. There are more and more women among casino visitors. They not only play but also participate in missions and tournaments, take higher positions on interactive leaderboards, receive jackpot payments, etc.
Just 2 or 3 years ago, most marketers defined the average punter as “a man aged 35, with a stable income and consideration of gambling as a pleasant way to spend their leisure time”.
Today, the analysis of the target audience takes place in a different way. More and more advertising campaigns are aimed at female users since entrepreneurs understand the impact of such clients on the growth of the industry’s gross income.
There is no single portrait of the average player. In some jurisdictions, men are still the main category of customers, while in other regions, their place is gradually being taken by women.
Recently, large-scale research regarding British casino visitors was conducted. It showed the following results:
- 42% of the female audience visits sportsbook platforms and sites with slots at least once a month. Another 20% regularly place bids, playing at high and medium limits.
- The most significant category of users is women from 35 to 54 years old. They make up 32% of respondents, while the participation rate among younger and older age groups is slightly lower. The largest customer growth was recorded in the category of ladies over 35 (8%).
- In the 45–64 age group, female gamblers prevail over male clients. Such women have verified online casino accounts, play more often, stay on the websites longer, and also spend more money on bets.
Similar trends can be seen in other countries. Thus, in Australia, men still make up the majority (54% of active users). However, the opposite category is getting closer to them (46%).
The Live Roulette European gambling platform has published interesting data:
- The average age of female casino visitors is 29 years, while male players are 33 years old.
- The standard size of the deposit is $91 for the ladies and $130 for the men.
- The standard length of playtime for girls is 21 months, while guys spend only 14 months on iGaming portals.
Analysts from Live Roulette claim that the average man loses about $5,000 on entertainment platforms during his life. This indicator related to women is smaller, only $3,600.
The Audience’s Gaming Preferences
Data provided by NatCen and the University of Liverpool shows several facts:
- Lotteries, scratch cards, and bingo are the most popular products among female users. The audience places bets both online and in offline establishments. In the UK, every fourth pensioner visits offline bingo clubs. A similar situation can be observed at hippodromes and points of sale of lottery tickets.
- Both genders have a common interest, which is roulette. Card games (blackjack, Texas Hold'em, baccarat, and Caribbean stud poker) are preferred by men, and as for bets in live casinos, this option is in demand among both girls and guys. They like to see what is happening in the gambling hall and communicate with friendly croupiers.
- Women prefer products that involve interaction with other solutions. They love multiplayer fishing games, crash entertainment, and other types of content where different strategies can be used.
- Slots attract the attention of both categories of clients. Female users prefer low-volatility options with minimum bets. This can be explained by their desire not to take risks. It is common for women of all age groups.
What Motivates Female Users to Visit Gaming Sites
Men choose such resources to have fun and get a good income. Big wins have always attracted them. As for the ladies, they are driven by completely different factors.
Why Female Gamblers Place Bids
Let us consider the main reasons for being interested in the entertainment for money:
- Suppression of strong emotions. It could be stress, depression, or anxiety. Visiting iGaming portals helps people take their minds off daily routines and related problems, switch their attention to simple gameplay, and calm down. Betting stimulates dopamine production. The hormone of joy is released during the wagering process, making women feel happier.
- Lifestyle changes. The most striking example is retirement or loss of the main job. At this time, female customers especially need support, communication, and socialisation. The decision to visit live casinos or participate in multiplayer tournaments allows ladies to become part of a powerful gambling association, meet interesting people, and find friends by interest.
- Escape from reality. There are women who want to become invisible, move away from their usual environment, relax, and take a break from the pace of life. In online casinos, it is possible to forget about anything with the help of digital slots, bingo, keno, video poker, and other RNG-based products.
Girls play to feel emotions and have a good time. A large prize can be a good addition, but it is not a decisive factor when choosing a particular gambling platform.
Behavioural Patterns
Women are characterised by great perseverance and attention to detail. They are less impulsive than men, so it is not so effective to use aggressive advertising to attract and retain this type of client.
Female gamblers love to study instructions for slot machines and always test the free version of the software. For this reason, entrepreneurs need to offer users a demo mode. The audience is also attracted to other kinds of spins: accelerated, automatic, etc.
NatCen research shows that girls usually spend 2 hours in casinos more than 92% of guys, playing slower but more efficiently. They need to familiarise themselves with the rules of the game, read all the instructions and summaries, as well as check reviews of other customers about a particular product.
Women are better at saving costs than the male audience. If guys bet huge sums without thinking, female clients start spinning the digital reels at low limits. They choose to have frequent but small victories. Thanks to this, they lose a minimum amount of money, and the user experience remains at the highest level.
Risk-free games help entrepreneurs fight against ludomania.
Experts report that only 0.2% of women have a gambling addiction, and the chances of its development are significantly lower compared to the male group.
How to Choose Content That Will Attract Female Users
Let us consider which solutions are worth installing on an iGaming portal:
Video Slots
This is the largest category of products on any platform, which will appeal to different age groups. Women enjoy placing bets in such types of entertainment, testing popular strategies, and getting acquainted with the latest releases of top providers.
Key characteristics of slots:
- Wide variety of plots. Among the popular options are stories about animals, holidays, and heroes of myths and fairy tales. Solutions based on famous film franchises (such as “Game of Thrones”, “Peaky Blinders”, and “Sherlock Holmes”) are also extremely in-demand.
- Support for different spin modes. The availability of a demo version is essential. With its help, casino visitors can quickly familiarise themselves with the rules of the slot and test different betting strategies. A good idea would be to add automatic, accelerated, and multiplayer rounds, which have a positive impact on the user experience.
- The range of bets. Women behave more carefully. It is important for them that the product supports spins at minimum limits and has a customisable grid, as well as guaranteed bonus payouts.
- Interesting mechanics. The website should offer both linear and cluster slots, solutions with jackpots, and entertainment with built-in mini-rounds and free sessions. The audience responds equally well to traditional retro-themed products and options with progressive Megaways jackpots.
Games with Real Dealers
Female casino visitors are happy to place bets on live platforms. In this case, there are no preferences regarding the type of content.
Women usually play:
- European and American roulette;
- poker;
- Sic Bo;
- baccarat, etc.
The enormous social aspect that live solutions provide is of key importance.
Content with real croupiers contributes to the creation of a powerful association thanks to communication, discussions, and gift exchange. Girls have great patience and perseverance, so they gladly participate in thematic quests and tournaments.
Bingo, Keno, and Lotteries
This is the category of products where the female audience traditionally prevails over the male one. The task of operators is to diversify the casino’s corporate portfolio and add raffles to it.
The main reason why players prefer bingo and keno is the ability to use different betting strategies. Although this type of entertainment operates based on RNG, the results of sessions do not always depend on luck. Even minimal knowledge of the mathematics of gambling will help women decide on the character and the course of the game.
Multiplayer Content
These are fishing and crash options, arcades, as well as other solutions with active socialisation. For girls, winning is not as important as an opportunity to communicate with like-minded people and have fun. The competitive spirit is also essential. Female casino visitors play against each other and form teams based on similar interests.
Multiplayer products can support payments in both traditional money and cryptocurrency. The first option is preferable. Women are very careful in all matters, including betting on digital assets.
The Nuances of Attracting Customers
It is worth taking into account several aspects:
- Self-image. Advertisers turn to the concepts of beauty, luxury, and fashion. It is based on the image of an attractive and successful young lady who happily makes deposits and receives mega payouts.
- Empowerment. Here, experts turn to justice, equality, independence, and the expansion of individual rights and freedoms.
- Social connections. The ads show a modern gambling community where people can have fun, get a unique experience, as well as acquire useful connections and contacts.
- Feminisation. The emphasis is laid on products designed exclusively for women. These could be slots with characters from famous telenovelas, slots with jewellery-themed symbols, etc. The gaming site can also be designed in traditional “girlish” colours: pink, red, and gold.
The right segmentation plays a key role in the attraction and retention of the target audience. Today, it is not enough to simply divide gamblers into categories. It is necessary to use more detailed grouping and focus on age, geolocation, behavioural patterns, etc.
The Main Things about Women in the iGaming Niche
This category of customers makes up the majority of online casino visitors.
- Women are characterised by a calm and prudent playing style with minimal risks and careful study of all instructions and rules. Such clients enjoy spinning digital reels at minimum limits and stay on iGaming sites longer than men.
- Among the main reasons for visiting a casino the suppression of strong emotions and lifestyle changes can be named. Some people need the socialisation that the community provides, while others, on the contrary, want to be isolated and forget about their daily routine.
- Women like themed slots with a wide range of bets, live content, bingo, keno, and lotteries. Many users also prefer multiplayer fishing solutions and arcades, as well as options with progressive jackpots and cluster formation of winning combinations.
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- development of HTML5 slots;
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