With competition in Ontario’s sports betting industry growing fiercer by the day as more operators launch in the province, FanDuel is one company that says it is focusing on how to acquire more female bettors.
Last February, Deloitte Canada published a study on how operators could win over “potential” bettors, who are defined as those who haven’t placed a sports bet in the last 12 months but want to learn more about how to do so. Deloitte estimated that potential bettors make up 58.5% of the sports betting community in Canada and that the majority of those identify as female (57%).
The All-In Diversity Project, which polled 40 organizations in the gambling industry across 16 jurisdictions including Sky Betting, Light & Wonder, Penn National Gaming, Kindred, and IGT, released its annual report last week and it included some interesting data regarding women.
According to the report, the overall percentage of women employed in the industry has dropped from a 50-50 split with men in previous years to 43%. It said female representation at the executive board level is still underrepresented at 29%, and 16% of people linked to trading roles are non-male, which is a 7% increase from last year’s data.
While some of these numbers are promising, FanDuel’s director of content activations and brand, Alannah Della Vedova, believes much more can be done to encourage women to work, and participate, in Canada’s new regulated sports betting market.