Breaking stereotypes: the Rise of female players

The iGaming industry is evolving - powered by technology, shifting demographics, and changing player preferences. A once male-dominated space is now seeing a surge in female participation, reshaping industry norms and expectations.

Needless to say: women aren’t just influencing iGaming as players. Their input in the iGaming industry cannot be ignored—helping shape the future of online betting. From front-end developers to CEOs, their contributions are redefining how operators engage users. We want to emphasise their impact on the industry, however today we will focus more on the players and their preferences.

At Uplatform, we understand that success comes from recognizing change and adapting to it. As the world marks International Women’s Day on March 8th, we’re highlighting the growing influence of female players and why operators must rethink how they engage this audience. The question isn’t whether women are betting, it is how they’re changing the game.

Women Are Playing—And Changing iGaming

For years, iGaming was tailored primarily to male audiences. However, the data tells a different story today. Female participation in online gaming has grown significantly, with women now comprising 30–40% of iGaming players worldwide. In the UK alone, female participation increased from 15.4% in 2017 to 23.1% in 2021, outpacing the growth among men.

The digitalization and accessibility of mobile devices have accelerated this trend, making iGaming more flexible. 59% of female online gamblers prefer mobile gaming, compared to 52% of men, highlighting the growing need for mobile-friendly platforms.

What are the trends of female players? Women tend to place smaller, lower-risk bets but wager more frequently than men. In slots, they often prefer low-volatility games, enjoying longer, more immersive sessions rather than high-stakes risk-taking. Women also show a strong preference for lotteries, bingo, and casual casino games, with 72% of female online gamblers purchasing lottery tickets, compared to 58% of men. Sports betting is still largely dominated by men, but female interest is growing—especially in live betting and women’s sports leagues. Female participation in sports betting now stands at 20–25%, with an increasing focus on football, tennis, and basketball.

If you are looking for diverse content, Uplatform offers a wide variety of games tailored to everyone. We continuously update our portfolio with new and local providers, ensuring our offering aligns with your audience’s preferences. From popular titles to niche favourites, including low-tier leagues, regional hits and unique betting markets, we help operators deliver experiences that truly resonate with their players.

What do Women want and how to deliver?

Women aren’t looking for a separate version of iGaming—they want engaging, fair, and secure gaming experiences that align with their interests. Research shows that female players often prioritize responsible gaming tools, transparency, and social engagement. Operators who integrate these elements don’t just attract women; they build stronger, more loyal communities. Women are 30% more likely than men to use responsible gaming tools, making features like deposit limits and self-exclusion critical components of engagement.

At Uplatform, personalization is a core value. From curated content recommendations to loyalty programs designed for diverse player interests, we help operators create experiences that move beyond generic gaming tropes.

Female Players and the Evolution of Game Preferences

It's not just about the numbers - it’s about breaking stereotypes, shifting preferences, and creating better gaming experiences. Women engage with games differently, often seeking entertainment value, social aspects, and long-term engagement rather than purely high-stakes thrill.

Operators who recognize this can leverage adaptive game mechanics, immersive storytelling, and loyalty-driven features to enhance player engagement. From casual games with narrative-driven elements to loyalty rewards that focus on long-term value, appealing to female players requires an approach that goes beyond the traditional gaming experience.

Key insights:

• Women devote 78% of their wagers to slots and chance-based games, while men allocate around 70%.
• Female players tend to play more frequently—averaging 32 deposits per year compared to 19 for men.
• Annual spending is comparable—despite betting smaller amounts per wager, women’s total deposits can match or even exceed those of male players due to higher play frequency.

Uplatform supports this shift with:

• Wide range game selection tailored to different player preferences.
• Custom promotions and loyalty incentives to enhance retention.
• Data-driven insights to understand evolving player behaviors.

Women in Betting: A Growing Influence

Beyond casino games, women are also making an impact in sports betting—particularly in women’s sports leagues like football, basketball, and tennis. Entertainment-based betting is another rising trend, with music and pop culture events attracting broader audiences. The number of women betting on Esports has doubled since 2020, showing an increased interest in digital competitions.

Uplatform’s comprehensive sportsbook and event-driven betting markets help operators tap into these opportunities, ensuring they stay ahead as the industry evolves.

Marketing

Traditional iGaming marketing is heavily dependent on male-centric imagery, aggressive messaging, and outdated stereotypes, often alienating a significant portion of potential players.

But having a women audience largely presented amongst the players incentivises to shift from the old standards. Research shows that female players prioritize entertainment and social engagement, meaning generic, high-stakes, and hypercompetitive narratives fail to connect with them. Operators who ignore these differences risk losing a valuable and expanding market segment.

To remain relevant, brands must move away from hyper masculine and over-sexualized ads and instead embrace marketing that highlights fairness, personalization, and inclusivity

“The iGaming industry has come a long way in how it represents women in marketing. We’re finally moving past outdated stereotypes and the over-sexualization of female figures in ads, shifting toward a more inclusive and player-focused approach. Creativity is now at the forefront, with brands recognizing that female players are a growing and valuable audience. There’s still plenty of work to be done, but it’s encouraging to see the industry evolving toward a more balanced and respectful representation—one that speaks to everyone, not just a select few.”

Final Thoughts: Women Are the Future of iGaming

The rise of female players is a permanent shift in the iGaming landscape. Operators must move beyond outdated marketing strategies and create gaming experiences that prioritize inclusivity, responsible engagement, and personalization.

With women now accounting for up to 40% of online gamblers and contributing significantly to market revenue, it’s clear that their influence on the industry is only growing. Operators that fail to adapt risk missing out on billions in potential revenue.

This International Women’s Day, Uplatform isn’t just celebrating the growing role of women in iGaming—we’re actively shaping the industry to be more diverse, fair, and engaging for all players.

Ready to evolve with us? Let’s shape the future of iGaming—together.