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The Rise of Female Gambling

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Gambling has long been a taboo subject and female gambling off-limits; but not in Australia. Australians celebrate their gambling culture despite the widely understood gambling problem.

According to an article published by the Brisbane Times, gambling is woven into the Australian culture. The article likened the problem gambling pandemic to the police brutality in the USA. In other words, the writer questioned the Aussie view that American’s don’t understand that guns cause more harm than good; with gambling causing more harm than good. It further explained that the effects are similar, destructive and in serious circumstances, bring permanent sorrow.

The rise in online gaming has cast female gamblers into the spotlight, opening a new market for casinos, both online and land-based. Casinos are deviating from the classic scene of an attractive woman accompanying a man who is the protagonist. Now, women are the protagonists – read on for how casinos have structured their approach to female gamblers.

Female Gambling

A Study on Female Gambling

Over the years, there have been numerous studies conducted on the effects of gambling on men. Most recently a study found that young, unemployed men are more susceptible to problem gambling. But, until the study conducted by Deakin University, there hasn’t been much or any focus on female gambling.

The study conducted by Associate Professor Samantha Thomas looks into female gambling and the impact of popular culture on betting. Thomas is an Associate Professor at Deakin’s School of Health and Social Development; she said casinos were progressively targeting females by using an array of tailor-made marketing and advertising strategies.

In the study, Thomas looks at the rise of reality television, pokie themes that relate to females and popular social media influencers. Going back to the classic casino scene where the female is cast as an add-on to make the shot glamorous; new casino ads challenge that plot. For example, CrownBet’s new ad features a female actress saying ‘if I were a betting man’. The repeated use of the tagline conveys confidence and female empowerment through and in gambling.

Female Gambling

Female versus Male Gambling

Compared to their male counterparts, female gamblers favour gambling on more nonstrategic games, like pokie machines or slots. But Thomas said that this is now changing; as women move from luck-based gambling to skill-based gaming.

The study analyses the saturation of advertising and its direct impact in making gambling more socially acceptable for females. For more information email gambling.research@deakin.edu.au.