Female Casino Audience: Special Nuances When Selecting Content

The gambling industry is showing impressive growth, annually attracting the attention of new user segments. If a decade ago, the main audience of online casinos was men, today, women participate in entertainment for money almost as actively.

Experts of the 2WinPower studio have prepared an article about the gaming preferences of ladies and the most effective ways to attract this category of clients to digital platforms.

Differences in the Behavioural Patterns of Men and Women

Ladies are increasingly visiting entertainment establishments where they not only spin the reels in slots but also participate in tournaments and other multiplayer quests.

The trend started with the video game industry. Several years ago, female moderators began to appear on streaming resources along with male ones. They quickly attracted the attention of the audience due to their spectacular appearance, as well as unusual strategies and unique way of behaving in various situations.

The tendency has also found a response in the iGaming segment. This has attracted many new customers to virtual portals. According to a recent report from the Australian regulator, 46% of regular online casino visitors are women.

A similar situation is observed in European countries and the United States. Recall that in the early 2000s, the female audience share was only 14%.

Key gender differences in the behaviour of gamblers:

1. Motivation. For men, the incentive for playing is often the chance of winning a cash prize, while ladies participate in sessions mostly for fun.
2. Game time. Young people visit websites that offer slots at any moment, both at work and home. Women often play on the road since the rest of their day is usually busy.
3. Risk propensity. Guys place higher bets. Girls prefer to spend money on other things, such as beauty treatments and shopping.
4. Time for gambling. According to statistics, the female audience spends about 21 months of their life on entertainment portals, and men — 14 months. Experts explain this by the latter’s tendency to achieve results faster.
5. The threat of addiction. The US National Research Agency published a report stating that guys are more likely to suffer from ludomania and subclinical behaviour than women. The main reason is the compulsive nature and willingness to challenge fate.
6. Age of players. The average male users are about 29–35 years old, while ladies are about 40. Moreover, the number of female clients in the 45+ category significantly exceeds men who belong to the same age group.

Preferred Type of Content

Both groups of customers visit iGaming platforms for positive experiences, but the style and priorities of each class are significantly different.

The main kinds of entertainment products which are popular among women are:

Slots

This is one of the most sought-after areas for all demographic categories of users.

The success of the niche can be explained by the following factors:

• simple rules and intuitive gameplay;
• the ability to place small bets and enjoy this process;
• a huge variety of themes.

The female audience prefers products dedicated to fairytales, adventures, natural motifs, and fashion. Low-volatility solutions with not-so-high rates find the greatest response. The desire to minimise the risk can be seen in all age groups.

Lotteries, Scratch Cards, and Bingo

This type of content is distinguished by simple rules and instant return. It is especially appreciated by older ladies. Participation in the sessions does not require special skills, but the feeling of victory is the same as when a person wins in slots.

According to a study by NatCen and the University of Liverpool, bingo clubs in the UK are visited by 4 out of 10 women aged 65+. The situation is similar at points of sale of lottery tickets and racetracks. Men's interest in this segment is three times weaker.

Table Games and Live Shows

If men prefer card entertainment, then the choice of the average female player is roulette. At the same time, both demographic groups are more active in visiting live casinos than sites with automated digital content.

Real-time sessions attract girls with the opportunity to communicate and interact with opponents.

Puzzle Games and Quests

The audience is attracted to such solutions because of interesting plot twists and the need to use logic.

The ability to think ”out of the box” and find extraordinary options have become the reason for attracting thousands of viewers to streams with female hosts.

Why Women Visit Online Casinos

For guys, the main thing in games is the feeling of excitement and the anticipation of large cash rewards.

Ladies are driven by completely different motives:

1. Emotion management. Betting helps to combat increased anxiety and resist depression. Participation in gambling sessions distracts from problems and switches attention. The production of dopamine allows people to calm down faster and feel happier.
2. Way of coping with stress. Breaking up with a partner, losing a job, retirement, and other drastic changes are events that require support and social interaction. Participation in a tight-knit gaming community helps users to survive life's troubles and find a pleasant company.
3. Sidetrack from the daily routine. In this case, an online casino can make customers forget about their typical pastime and relax in silence. At such moments, girls choose slots and other entertainment based on RNG rather than multiplayer or live solutions.

Thus, women participate in games for money for the sake of emotions, which are not always related to betting as such. And the victory is a nice bonus.

How Operators Can Adapt Content for Female Players

Women are always ready to experiment and are happy to test new products and strategies. They respond equally well to changes in mechanics and various visual effects, quickly noticing nuances that guys may not pay attention to.

Taking into account the outstanding characteristics of this kind of audience, to attract and retain it, entrepreneurs are advised to use the following tools and methods:

1. Demo versions of slot machines. Most fans of free entertainment are ladies. This is due to their tendency to minimise risks.
2. Social interaction channels. When advertising online casinos, it is worth emphasising the community and available options for talking to other clients. Operators need to make it clear that on their platforms, people can have fun in good company and acquire new contacts.
3. The self-image concept. This is a promotion strategy based on the style of an attractive and successful woman for whom the casino is a natural part of everyday life. For example, like a walk in the park with children or a trip to the store.
4. Thematic proposition. Girls are unlikely to take part in dark shooters, but they will be happy to spin reels with crystals, clothing items, or bright accessories from the world of beauty and fashion.
5. Personalisation. This is a unique trend that is relevant for all audience segments. The better the product is adapted to clients, the stronger their sense of self-worth, and the higher the level of their loyalty to the iGaming brand. Good results are shown by individual promotions and time-limited individual offers.
6. User-friendly interface. Navigation on the site should be as simple as possible. Ladies can spend more time choosing entertainment than playing it. And each of the processes can bring them equal pleasure.

The Main Things about the Female Audience in the Casino Niche

Lady gamblers have long been an integral part of the industry, and their number is steadily growing, rapidly approaching the number of male customers.

Key aspects that operators need to take into account:

• The main features of the girls’ playing style are calmness and prudence, as well as a low propensity to take risks. They are happy to study new mechanics and plots but prefer to do this in a demo mode or by placing small bets.
• Women visit virtual casinos for emotions rather than victory. When communicating with a wide range of like-minded people, they take a break from everyday life and get distracted from stress.
• Self-image is one of the most successful strategies for attracting and retaining female clients. The concept is based on the vision of a successful lady for whom visiting an iGaming site is a habitual and constant part of her daily schedule.

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