Posted Jul 1, 2022 6:37 AM
The image of a typical sports player is constantly changing. What was once a man in a smoky casino now includes a woman watching point spreads on her smartphone.
More than 4.6 million American women joined sports betting apps in 2021, with female usage up 115% from 2020, according to data analytics firm GWS.
Although the number of male users still exceeds female users by 250%, the rate of men using sports betting apps has increased by 63% over the same period.
“It doesn’t surprise me that there is more growth among women just because historically there have been fewer women betting on sports, so now that they have access to it, it’s only natural that the percentage growth was higher than for men because the men’s market was more mature, said Mike Seely, a sports betting reporter for SportsHandle who has written about the growth.
Some sportsbooks have been so successful in attracting new female users that they have a higher proportion of women than men in their user base.
BetRivers, along with its associated New Jersey outlet SugarHouse, saw around 600,000 women sign up in 2021, compared to just under 380,000 men.
But, it was FanDuel that attracted more new US female users in 2021 than any other sports betting company, with around 1.7 million women joining since the previous year, GWS reported.
FanDuel Sportsbook at the Footprint Center, home of the Suns and Mercury, opened last year when sports betting was legalized in Arizona. It is a place where sports bettors can go to place bets, watch games and buy a drink.
Noah Kirk, general manager of FanDuel Sportsbook at the Footprint Center, has seen an increase in the number of women on his site.
“We see more and more female clients almost every day,” he said. “It seems to be gaining popularity with the female population.”
This growth is not just for women, as 2021 was the biggest year for sports betting in general, and growth from 2020 onwards.
“Five years ago you wouldn’t have seen guys talking about odds, over/under and spreads on the air,” Seely said. “Now not only do you see that, but you see dedicated side shows by the major networks that deal exclusively with sports betting and on those major networks during the TV shows you see live in-game odds flashing at the bottom of the l I mean, that would have been unthinkable not just five years ago, but even a few years ago.
With increased popularity comes greater accessibility, and with incentives such as referral bonuses, it’s no surprise that women are joining at such a high rate.
“A lot of women love sports as much as men do,” Kirk said. “It’s just about teaching new customers and not just women, whether it’s the older demographic as well, how are they going to interact with the new way of betting on sports. He’s not the guy from the bar. We have a high tech product here and it takes some getting used to.
Lisa Diaz, sports betting personality and CEO of sports betting company “BettingInHeels”, is encouraged by what she sees.
“I just think it’s important to us,” said Diaz, also known as “Lady D.” “We can actually enter a male-dominated world now that sports betting is everywhere.”
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